S物业公司服务营销研究

发布时间：2018-03-08 02:19

本文选题：物业管理　切入点：满意度　出处：《西北农林科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着中国物业管理行业市场化改革的进一步发展，大大小小的物业公司开始如雨后春笋般涌现出来，国有物业管理企业开始在市场的大环境下的服务经营活动，不可避免地遇到来自竞争对手的强有力挑战。企业竞争形式更加的激化。龙湖、万科、保利等等企业均已行动起来，，进行着一系列的服务营销变革，加大了对物业市场的挺进力度，S物业公司作为作为西安地区颇具规模的物业公司，近几年来，市场份额也逐渐被沿海的老牌物业公司所瓜分。面临中国物业行业市场持续快速增长的发展机遇，沿海地区物业企业的快速扩张和西安地区新兴物业公司竞相进入的强有力的挑战，S物业公司如何适应这种格局。增加市场份额。因此，提升企业竞争力是S物业公司必须正视和重视的问题。 S物业公司是国家一级资质物业服务企业，近年来凭借“一切为业主考虑”的服务理念和不断完善的服务体制，让越来越多的人愿意购买S物业公司所服务的房子。但目前，S物业公司在服务营销方面，只是单一的效仿或者引用国内外成功物业公司的方式方法，并没有一套完善的服务营销模式，面对如此形式，S物业公司研究并制定一套可行有效的特色的营销模式破在眉睫，对S物业公司目前和未来的经营管理及方向确定均有普遍的意义。本文是一篇以服务营销策略为主要研究对象的论文，内容上分为以下几方面：第一部分绪论，主要介绍论文的研究背景与意义、国内外市场研究现状、论文研究的目的和意义，论文的研究方法与框架；第二部分相关理论综述，主要对物业服务概念、服务营销的观念和相关理论的研究；第三部分是通过分析国内市场服务营销的现状和西安市物业服务营销的现状，总结和分析S物业公司管理现状，并通过对S物业公司背景及概况的了解，从现状入手，找出在服务营销上存在的问题；第四部分S物业公司服务营销满意度分析，通过S物业公司所管理的住宅项目和办公写字楼项目的业主意见征询分析，得出影响S物业公司业主满意度的主要因素；第五部分S物业公司的服务营销内外部环境分析，第六部分，基于S物业公司内外部环境分析的基础上，得出新的适合S物业公司发展的服务营销模式。
[Abstract]:With the further development of the market-oriented reform of China's property management industry, property companies, large and small, have sprung up, and state-owned property management enterprises have begun to operate their services in the general market environment. Inevitably meet the strong challenge from the competition. The enterprise competition form is more intense. Longhu, Vanke, Poly and other enterprises have taken action to carry out a series of service marketing changes, As a property company of considerable scale in Xi'an, as a property company in Xi'an, in recent years, it has stepped up its efforts to advance the property market. Market share has also been gradually divided up by established property companies along the coast. The market in China is facing the opportunity of sustained and rapid growth in the property market. The rapid expansion of property enterprises in coastal areas and the strong challenge that new property companies in Xi'an region are competing to enter are how S property companies adapt to this pattern and increase their market share. Therefore, To enhance the competitiveness of S property companies must face and attach importance to the problem. S property Company is a national first-class qualified property service enterprises, in recent years, with the "all for owners to consider" service concept and constantly improve the service system, To make more and more people willing to buy the house that S property company serves. But at present, the S property company is only a single way of imitating or quoting successful property companies at home and abroad in service marketing. There is not a perfect service marketing model. In the face of such a form of research and development of a set of feasible and effective characteristics of the marketing model in the eyebrow, It is of universal significance to the current and future management and direction of S property company. This article is a service marketing strategy as the main research object of the paper, the content is divided into the following aspects: the first part of the introduction, mainly introduces the research background and significance of the paper, domestic and foreign market research status, The purpose and significance of the paper, the research methods and framework of the paper, the second part of the relevant theoretical review, mainly on the concept of property services, service marketing concepts and related theory research; The third part is through the analysis domestic market service marketing present situation and the Xi'an property service marketing present situation, summarizes and analyzes the S property company management present situation, and through to S property company background and the general situation understanding, starts with the present situation. Find out the problems existing in service marketing, 4th part S property company service marketing satisfaction analysis, through S property company managed residential project and office building project owners' opinion consultation analysis, The main factors influencing the satisfaction degree of S property company are obtained: 5th part of S property company's internal and external environment analysis of service marketing, 6th part, based on the analysis of S property company's internal and external environment, Get a new service marketing model suitable for S property company development.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.47;F274

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