【作者】 钟娜；

【导师】 孙朝苑；

【作者基本信息】 电子科技大学 ， 工商管理硕士（专业学位）， 2022， 硕士

【摘要】 房地产行业在过去改革开发的四十多年中得到了整体的蓬勃发展,而与之相伴相生的房地产专业服务行业也同样迅速的提升和发展。但随着服务的客户越来越专业,需求的服务越来越少,同时随着经济阶段的转变,房地产服务产业竞争也愈加激烈。J房地产专业服务公司是英国成立并在美国上市的房地产专业服务公司,其竞争对手主要有传统的外资五大行,还有本地的服务供应商,外加跨行业的竞争者。因此,J公司如何保留现有的客户并开拓新客户目标市场,并不断增加客户对公司的满意度,以提高企业竞争力,从而在新的经济环境下继续保持在客源市场的稳定地位,是一个亟待解决的问题。本文主要针对J房地产专业服务公司的服务营销策略研究。首先通过对房地产专业服务市场的宏观环境和行业环境的分析,目前可知整体行业在进入新环境的情况下市场仍然有很大的增长空间。再基于对其内部的环境分析,发现目前J公司在服务营销上存在诸多不足,主要通过问卷调查和深度访谈等方法和手段发现当前J公司成都分公司的服务营销在产品质量、价格定价、渠道开拓、促销手段、人员、过程等方面存在一些问题,其中包括缺乏足够的市场宣传和促销手段、服务同质化、对渠道的投入和拓展不足、人员流动性偏大、服务过程的管控不完善这些核心问题。运用STP理论分析出J公司应该对市场进行业务范围和区域进行细分,注重成都所在的华西市场。再运用7Ps营销理论,就J公司之前分析得出的问题提出精准化的建议。包括产品创新、加强线上平台的渠道建设、分类客户的优惠折扣、员工的有效激励和人文关怀以及售后管理的加强等。最后还提出J公司服务营销策略上需要在提高产品质量、文化建设、营销团队建设以及完善售后服务体系上所需要做的保障措施。在国家西部大开发和共建成渝双城经济圈的方针政策下,对J房地产专业服务公司成都分公司的研究,可以在服务营销方面为更多同类的尤其是在华西区发展的房地产专业服务公司提供一定的借鉴和参考。更多还原

【Abstract】 The real estate industry has prosperous developed in the past 40 years with China’s reform and opening up,and the real estate professional service industry accompanying it has also rapidly improved and developed.But as clients are becoming more and more professional,and the service requirements are declining either.Meanwhile with the transformation of the economic phase at the same time,and the competition among the real estate service industry is becoming fiercer gradually.Company J is a real estate professional services company established in the UK and listed in the United States,and its main competitors are not only the five traditional real estate firms,as well as local intermediary service providers and the cross-industry competitors.Therefore,it is an urgent need for company J to retain existing clients and develop new client target markets.Keep increasing the company’s customer satisfaction degree and improving enterprise competitiveness.In order to maintain a stable position in the client market under the new economic environment.This thesis is mainly concentrated on the service marketing strategy research of real estate professional service company J.Firstly,through the analysis of the macro environment and industry environment of the real estate professional service market,the market still has a lot of room for growth when the whole industry enters a new environment.Based on the analysis of the internal environment of Company J,it is believed that there are many deficiencies in the service marketing of Company J.Through the main tools of questionnaire and depth interview and with other methods and means to find out that the current service marketing of Company J’s Chengdu Branch is in terms of product,price,place,promotion,person and process,etc.,including the essential problems of insufficient marketing and promotion methods,homogenization of service products,insufficient investment and expansion of channels,high talent attrition rate,and imperfect management and control of service processes.It is concluded that J Company should subdivide the business scope and region of the market by STP theory and focus on the West China market where Chengdu is located.Then by using the 7Ps marketing theory to put forward precise suggestions on the problems which previously analyzed for Company J,including product innovation,the channel construction strengthening of online platforms,preferential discounts for classified clients,effective incentives and humanistic care for employees,and strengthening of after-sales management.Finally,it also puts forward the safeguard measures of Company J needs to do in terms of service marketing strategy such as product quality,cultural construction,marketing team construction and perfect after-sales service system.Under the policy of China Western Development and the building of Chengdu-Chongqing Twin City Economic Circle,and the study of real estate professional service Company J’s Chengdu branch can provide certain reference in terms of service marketing for more similar real estate professional service firms which especially based in west hub.更多还原