华润置地重庆公司营销形象调查研究

发布时间：2018-01-19 00:36

本文关键词： 形象营销形象房地产营销形象　出处：《西南大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,房地产行业的竞争日趋激烈,同时在“稳增长”和“去库存”政策的引导下,整个行业已经进入重新洗牌的阶段。大型品牌房地产企业之间的强强联合以及对中小房企的并购表明房地产行业正在步入精英时代。在这样的行业发展背景之下,各大房地产企业要想在市场上站稳脚跟,除了不断增强自身实力之外,还要努力在市场上树立良好的形象,形成口碑效应。房地产营销是房地产开发运营过程中至关重要的环节,也是实现企业业绩的有力保障。房地产企业营销形象的好坏直接关系到企业在市场上的知名度与美誉度。因此,房地产企业塑造良好的营销形象将成为踏向精英时代的必由之路。在参考了其他学者关于房地产营销形象相关文献的基础上,本文认为房地产企业营销形象是指房地产企业的内外公众对其营销过程中各个环节的总体印象和评价。本研究以探究房地产企业营销形象构成要素和了解内外公众对华润置地重庆公司营销形象的评价为主要目的,在借鉴其他学者相关研究的基础上,编制了《华润置地重庆公司营销形象调查问卷》的初测问卷,并通过SPSS统计分析软件对初测问卷进行了项目分析和探索性因素分析来筛选题项,进而确立了正式问卷,接着又对正式问卷进行探索性因素分析和信效度检验以保证问卷的科学性。然后对重庆华润置地450名内外公众发放了调查问卷,有效回收393份,有效回收率为87.3%。通过调查数据的统计分析,得出如下研究结果:(1)从房地产营销环节的角度出发,房地产企业营销形象主要由营销产品形象、营销人员形象、营销传播形象、营销环境形象、营销服务形象五个要素构成。(2)内外公众对重庆华润置地总体营销形象和各个维度形象的评价处于中等偏上水平并且存在差异。内部公众对重庆华润置地营销形象的评价要高于外部公众。此外,内部公众对营销形象各个维度评价的排序为:人员形象产品形象环境形象服务形象传播形象,外部公众对营销形象各个维度评价的排序为:环境形象产品形象人员形象服务形象传播形象。(3)内部公众对重庆华润置地营销形象的评价存在年龄、受教育程度、所属部门的差异;外部公众对重庆华润置地营销形象的评价存在年龄、受教育程度、职业类型、身份角色的差异。(4)营销产品形象:内外公众对房子的建筑质量、区位地段、绿化、园林景观的评价比较高,但对房子的户型设计评价比较低;营销人员形象:内外公众对营销人员外在形象的评价较高,对内在形象的评价较低;营销传播形象:内外公众对媒体广告、公关活动、推广渠道的评价都较低;营销环境形象:内外公众对售房部环境的评价较高,但对样板间和工地环境的评价较低;营销服务形象:内外公众对服务态度和服务方式的评价一般,对服务质量的评价较低。通过对调查结果的分析与讨论,基本了解了重庆华润置地营销形象的现状以及存在的问题,并在此基础上,从房地产营销形象构成的五个要素出发,给重庆华润置地营销形象提出一些改善的建议与策略。本研究探究了房地产营销形象的构成要素,并编制了一套具有较好信度和效度的房地产营销形象调查问卷,可以为房地产企业在追踪和管理自己营销形象提供一份测量工具;其次,本研究第六部分重点针对重庆华润置地营销形象提出了改善的建议与策略,这也对其他开发商具有一定借鉴作用。
[Abstract]:In recent years, the real estate industry is becoming increasingly fierce, at the same time in the "steady growth" and "guide to stock" policy, the industry has entered a reshuffle stage. The combination between large brand of real estate enterprises and merger and acquisition for small and medium housing prices show that the real estate industry is entering the era under the background of this elite. The development of the industry, the real estate enterprises to gain a foothold in the market, in addition to continuously enhance their own strength, but also strive to establish a good image in the market, the formation of word of mouth. Real estate marketing is vital to real estate development and operation process, but also a powerful guarantee to realize enterprise performance. The marketing image of real estate the enterprise is directly related to the enterprise in the market visibility and reputation. Therefore, the real estate enterprises to create a good image of marketing will become stepping to the elite Era The. The only way which must be passed in reference to the other scholars on the real estate marketing image of the relevant literature, this paper considers that the marketing image of real estate enterprises refers to the overall impression and evaluation of real estate enterprises and the public on all aspects of the marketing process. This research is to explore the marketing image of real estate elements and the public understanding of Huarun Chongqing home to the company marketing image evaluation as the main purpose, on the basis of related research of other scholars, the "Huarun group Chongqing company marketing image questionnaire > the preliminary questionnaire and software and carried out exploratory factor analysis to select items of project analysis of the preliminary questionnaire by SPSS statistical analysis, and then establish the the formal questionnaire, then the formal questionnaire by exploratory factor analysis and validity test to ensure the scientific nature of the questionnaire. And then the Chongqing Huarun group 45 0 the public issued questionnaires, 393 effective questionnaires, the effective recovery rate of 87.3%. through the statistical analysis of the survey data, the research results are as follows: (1) from the perspective of real estate marketing perspective, marketing image of real estate marketing mainly consists of the image of the product, marketing personnel image, marketing image, marketing environment five elements of marketing image, service image. (2) the public evaluation of Chongqing Huarun group overall marketing image and the various dimensions of the image in the middle level and differences. The internal public evaluation of Chongqing Huarun group marketing image is higher than the external public. In addition, the internal public evaluation of the marketing image of the various dimensions of the sort: personnel image product image dissemination environment image service image, external public evaluation of the marketing image of each dimension order: environmental image product image personnel Spread the image of service image. (3) there are internal public age on the evaluation of Chongqing Huarun group marketing image, level of education, different departments; external public exist age on the evaluation of Chongqing Huarun group marketing image, education level, occupation type, a role difference. (4) the image of the product marketing: the quality of construction, the public house location area, greening, landscape evaluation is relatively high, but the design of the house apartment layout evaluation is relatively low; marketing personnel image: the public marketing staff of the external image of the evaluation is high, low evaluation of the intrinsic image; marketing image: the public media advertising public relations activities, evaluation, promotion channels are low; marketing environment Image: inside and outside the public assessment of the Sales Department of environment is higher, but the evaluation of the model and the site environment is relatively low; marketing: the public service image Evaluation of service attitude and service mode, the lower the evaluation of service quality. Through the analysis and discussion of the results of the investigation, a basic understanding of the current situation of Chongqing Huarun group marketing image and the existing problems, and on this basis, starting from the five elements of real estate marketing image, to Chongqing Huarun group marketing some suggestions and strategies to improve the image. This study explores the key elements of real estate marketing image, and developed a good reliability and validity of the real estate marketing image questionnaire, can provide a measurement tool for the real estate enterprises to track and manage their marketing image; secondly, the sixth part of this study focusing on the Chongqing Huarun group marketing image and puts forward some suggestions and strategies to improve, this is also the other developers have a reference.

【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F299.233.4

【参考文献】