房地产企业质量营销研究

【作者】 沈宜蓉；

【导师】 杨伟文；

【作者基本信息】 中南大学 ， 管理科学与工程， 2007， 硕士

【摘要】 房地产作为我国国民经济的支柱性产业,在满足人们住房需求和推动经济发展起到了重要作用。随着买方市场的逐渐形成,消费者购房决策日趋理性,对房地产产品质量的要求也不断上升。质量是房地产产品的根本属性,树立大质量观念,实施质量营销成为我国房地产企业迫切需要研究的问题。本文首先通过文献研究法,系统地整理和分析了国内外质量营销研究成果和方法,并结合我国房地产企业营销现状,阐述了房地产企业实施质量营销的重要意义;其次,运用“服务质量差距模型”,分析房地产企业质量问题产生原因,构建房地产企业质量营销系统基本框架,并就实施策略展开了论述;最后,结合问卷调查,数理统计和层次分析等方法的运用,对房地产企业质量营销效果评价展开了研究。研究表明:质量营销是房地产企业发展的需要,企业需要从产品功能、周边环境和营销沟通着手来提升整体质量,增强顾客满意。更多还原

【Abstract】 As one of pillar industries, the real-estate industry plays a key role in satisfying people’s accommodation need and promoting the development of national economy. With the gradual formation of "buyer’s market", the decision-making of consumer is more reasonable, the quality demanding is also more wider. Quality is the basic nature of real-estate products, so the question need to be urgently discussed is to establish a large-scale quality concept and to imply quality marketing in real-estate enterprises.Firstly, by documentary research method, the thesis systematically sorts out and analyzes the outcomes and approaches of quality-marketing research both at home and abroad. Combining the current marketing situation of the real-estate enterprises in our country, the necessity and significance of implementing quality-marketing in real-estate industry have been elaborated, which provide a soiled theoretical base for the implementation; Secondly, the thesis applies the Service Quality Model, analyzes the formation reasons of quality question in real-estate product, then designs the system of quality marketing of real-estate; At last, By the method of questionnaire survey, mathematical statistics analysis, AHP, The thesis evaluation of the effect of quality-marketing in real-estate enterprises, by using Chansha Sunshine 100 as a case study. The study shows that: quality marketing is the needing of real-estate enterprises development. the enterprises must enhance the quality of the product function、Environment all around and marketing communication to achieve the customer satisfies.更多还原