本文選題：房地產(chǎn)業(yè) + 客戶滿意度��； 參考：《重慶大學(xué)》2008年碩士論文

【摘要】： 我國房地產(chǎn)業(yè)在20多年的發(fā)展歷程中,經(jīng)歷了不同的發(fā)展階段,從一個賣方市場轉(zhuǎn)變?yōu)橘I方市場,房地產(chǎn)企業(yè)之間競爭日趨激烈,消費者可選擇的范圍越來越廣。從2003年至2008年期間,國家宏觀調(diào)控政策出臺越來越頻繁、范圍越來越細(xì)致,這無疑給房地產(chǎn)業(yè)的發(fā)展帶來了潛在的不確定性。盡管房地產(chǎn)市場的整體趨勢仍然是需求大于供給,但是有購房能力的消費者的選擇面也越來越大,這使得如何在激烈的競爭中抓住廣大購房者的心成為了每一個房地產(chǎn)開發(fā)企業(yè)亟待解決的問題。隨著國家金融政策逐漸完善以及房地產(chǎn)市場的逐漸規(guī)范,房地產(chǎn)企業(yè)自然應(yīng)當(dāng)從過去單一依靠市場行情和金融政策的發(fā)展思路跳出來,考慮發(fā)展以客戶需求為導(dǎo)向的策略。從房地業(yè)產(chǎn)目前的發(fā)展趨勢來看,未來房地產(chǎn)企業(yè)必將以打造品牌為主導(dǎo),以客戶滿意度研究為工具進(jìn)行市場定位和產(chǎn)品設(shè)計,而我國目前除極少數(shù)房地產(chǎn)企業(yè)開始學(xué)習(xí)國外在這方面先進(jìn)的經(jīng)驗并積極探索外,其余大多數(shù)企業(yè)仍然沿用傳統(tǒng)發(fā)展思路狀態(tài)。國外對客戶滿意度理論的研究已經(jīng)有幾十年的歷史,而且近20年還逐步建立并完善了模型,從國家到企業(yè)都在不斷的推廣這一理論,而我國對客戶滿意度的理論研究只停留在比較初級和粗化的層面。房地產(chǎn)業(yè)作為我國的支柱產(chǎn)業(yè),牽涉面廣、參與人多,因此更需要借鑒并發(fā)展房地產(chǎn)的客戶滿意度理論及其模型,并以此為出發(fā)點為房地產(chǎn)企業(yè)品牌打造提供有力支撐。目前,國內(nèi)一些規(guī)模較大的房地產(chǎn)企業(yè)開始重視品牌打造以及客戶滿意度調(diào)查,但是與國外企業(yè)相比仍處于起步階段。隨著時間的推移與市場經(jīng)驗的不斷積累,國內(nèi)企業(yè)必將走出一條符合中國國情的競爭之路�；诳蛻魸M意的品牌打造也將成為我國房地產(chǎn)企業(yè)未來的發(fā)展歸宿。
[Abstract]:China's real estate industry in the 20 years of development history, has experienced different stages of development, the transition from a seller's market to buyer's market, the competition between real estate enterprises is becoming increasingly fierce, and consumers can choose more widely. During the period from 2003 to 2008, the national macro-control policies are more and more frequent, the scope of more and more detailed, this is undoubtedly the development of the real estate industry has brought potential uncertainty. Although the overall trend of the real estate market is still the demand is greater than supply, but have the ability to purchase consumer choice is more and more big, so how to seize the heart of the majority of buyers in the fierce competition has become an urgent every real estate enterprise. With the national financial policies and gradually improve the real estate market gradually standardized, real estate enterprises should rely on the market from a single line and gold The development of ideas for financial policy to jump out, considering the development of customer-oriented strategy. From the current development trend of the real estate industry, the real estate enterprises in the future will be to create a brand oriented to customer satisfaction research as a tool for market positioning and product design, and the current in addition to a handful of real estate enterprises began in the aspect of learning foreign advanced experience and actively explore, most enterprises still use the traditional development ideas. Research on customer satisfaction theory in foreign countries has decades of history, and nearly 20 years also gradually establish and perfect the model, from the national to the enterprise in the unceasing promotion of this theory, and theory our research on customer satisfaction only stay in the primary and coarse level. The real estate industry as the pillar industry in China, involving a wide range of participants, and therefore need to learn The real estate development, customer satisfaction theory and model, and as a starting point to provide strong support for the real estate enterprise brand. At present, the importance of brand building and customer satisfaction survey to some large-scale real estate enterprises, but compared with foreign enterprises is still in its initial stage. With the accumulation of market experience and time goes by the domestic enterprises will go out with a China national competition way. Customer satisfaction brand will also become China's real estate enterprise future development based on the destination.

【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2;F293.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 邊林;房地產(chǎn)開發(fā)項目客戶滿意度研究[D];西安工業(yè)大學(xué);2011年

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本文編號：1749875