本文關(guān)鍵詞：陽光城地產(chǎn)公司“改善型住房”關(guān)系營銷策略研究　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：近年來,消費(fèi)者對(duì)“改善型住房”的需求越來越強(qiáng)烈。相對(duì)普通的剛需型項(xiàng)目,“改善型住房”有著更高的產(chǎn)品溢價(jià),可以實(shí)現(xiàn)生產(chǎn)資料的效用最大化�；谶@種認(rèn)知,越來越多的房地產(chǎn)開發(fā)企業(yè)開始著手或加大“改善型住房”的研發(fā)和推廣,在這個(gè)過程中,很多房地產(chǎn)企業(yè)意識(shí)到傳統(tǒng)的營銷理論已不足以支撐新業(yè)務(wù)的發(fā)展,他們開始嘗試用關(guān)系營銷的理論及方法來指導(dǎo)“改善型住房”的營銷工作,以期幫助企業(yè)實(shí)現(xiàn)新一輪的增長。本文以關(guān)系營銷的理論思想為指導(dǎo),通過對(duì)陽光城地產(chǎn)及同業(yè)優(yōu)秀公司調(diào)查研究,努力摸索出一些適用于改善型住房的營銷手段及營銷策略,幫助企業(yè)把握市場機(jī)遇,發(fā)揮特色優(yōu)勢(shì),實(shí)現(xiàn)企業(yè)的快速發(fā)展,助力企業(yè)戰(zhàn)略目標(biāo)的達(dá)成。希望這些研究方法及成果能夠給有相關(guān)需求的房地產(chǎn)企業(yè)一定的啟發(fā),同時(shí)為整個(gè)房地產(chǎn)行業(yè)關(guān)系營銷理論及實(shí)踐創(chuàng)新起到一定的推動(dòng)作用。首先,本文整體回顧了陽光城地產(chǎn)的發(fā)展歷程及經(jīng)營現(xiàn)狀,闡述了陽光城地產(chǎn)“3+1+X”的布局戰(zhàn)略及新一代產(chǎn)品“以用戶為導(dǎo)向”的核心理念,并對(duì)陽光城地產(chǎn)“改善型住房”的營銷管理現(xiàn)狀做了分析,介紹了陽光城地產(chǎn)“改善型住房”的營銷管理層次、產(chǎn)品線等情況,并在此基礎(chǔ)上,結(jié)合具體的事例,總結(jié)說明了陽光城地產(chǎn)“改善型住房”目前關(guān)系營銷方面存在的主要問題,即市場調(diào)研不夠深入細(xì)致導(dǎo)致客戶關(guān)系建立基礎(chǔ)不堅(jiān)實(shí),客戶細(xì)分精細(xì)程度低導(dǎo)致關(guān)系客戶滿意度不高,關(guān)系營銷策劃創(chuàng)新力度不夠,企業(yè)對(duì)銷售人員的內(nèi)部關(guān)系營銷管理較弱,并具體說明上述問題對(duì)企業(yè)的經(jīng)營發(fā)展產(chǎn)生的影響。其次,從市場環(huán)境、政治環(huán)境、技術(shù)環(huán)境、社會(huì)文化環(huán)境等視角對(duì)陽光城地產(chǎn)“改善型住房”關(guān)系營銷的外部環(huán)境進(jìn)行了分析,初步得出市場環(huán)境兩極分化成為趨勢(shì),政策調(diào)控日趨頻繁,技術(shù)手段創(chuàng)新將推動(dòng)行業(yè)變革及消費(fèi)者消費(fèi)觀念愈發(fā)多元化等結(jié)論。從組織及機(jī)制層面,對(duì)陽光城地產(chǎn)“改善型住房”關(guān)系營銷的內(nèi)部環(huán)境進(jìn)行了分析,指出陽光城地產(chǎn)“改善型住房”具備開展關(guān)系營銷工作的基本條件,但是無論從組織層面,還是從機(jī)制層面都缺少統(tǒng)一的安排和部署,各專業(yè)還沒有統(tǒng)一思想認(rèn)識(shí),統(tǒng)一步調(diào)。同時(shí)通過對(duì)企業(yè)“改善型住房”關(guān)系營銷進(jìn)行SWOT分析,初步得出陽光城地產(chǎn)“改善型住房”實(shí)施關(guān)系營銷策略的必要性及重要性。最后,運(yùn)用關(guān)系營銷六市場模型等理論工具,將陽光城地產(chǎn)“改善型住房”關(guān)系營銷市場細(xì)分為內(nèi)部市場、客戶市場、影響者市場、競爭者市場、供應(yīng)商市場及分銷商市場,并結(jié)合各細(xì)分市場的特點(diǎn)和陽光城地產(chǎn)“改善型住房”的實(shí)際情況,對(duì)各市場的關(guān)系客戶進(jìn)行了選擇。在此基礎(chǔ)上,對(duì)陽光城地產(chǎn)“改善型住房”的關(guān)系營銷策略進(jìn)行了設(shè)計(jì),同時(shí)從企業(yè)文化、人力資源體系、產(chǎn)品、服務(wù)及管理工具等方面提出了關(guān)系營銷策略的實(shí)施保障措施。
[Abstract]:In recent years, consumer demand for "to improve the type of housing" has become more and more strong. Just need to type the project is relatively common, "to improve the type of housing has a higher premium, it can maximize the utility of the means of production. Based on this cognition, the development and promotion of more and more real estate enterprises to start or increase" to improve the type of housing ", in this process, many real estate companies realize that the traditional marketing theory is not enough to support new business development, they began to try to use the theory and method of relationship marketing to guide" to improve the type of housing "marketing work, in order to help enterprises to achieve a new round of growth in this paper. The theory of relationship marketing as the guidance, through the investigation of the sunshine city real estate and industry excellent company, to find out some suitable to improve the type of housing marketing and marketing strategy to help enterprises Hold the market opportunities, play characteristics and advantages, to achieve rapid development of enterprises, help enterprises achieve strategic goals. Hope these research methods and results can give inspiration related needs of the real estate enterprises must, at the same time for the entire real estate industry relationship marketing theory and practice innovation plays a certain role. Firstly, this paper reviews the overall the sunshine city real estate development and management situation, describes the concept of the sunshine city real estate "3+1+X" layout strategy and a new generation of products "user oriented", and the present situation of marketing management of the sunshine city real estate "to improve the type of housing" to do the analysis, introduces the marketing management level of the sunshine city real estate "to improve the type of housing" product line, etc., and on this basis, combined with concrete examples, summarizes the sunshine city real estate "to improve the type of housing currently existing relationship marketing The main problem that market research is not in-depth to customer relationship based customer segmentation is not solid, fine due to the low degree of relationship of customer satisfaction is not high, the relationship marketing innovation is not enough, the enterprise sales staff on the internal relationship marketing management is weak, and the body shows the influence of the above problems arising in the development of enterprises. Secondly, from the market environment, political environment, technology environment, social cultural environment and analyzes the sunshine city real estate "to improve the type of housing" relationship marketing environment, the market environment has become the trend of initial polarization, policy is becoming more frequent, technology innovation will change to promote the industry and consumer consumption concept increasingly diverse from the organization and conclusion. The mechanism and level of the sunshine city real estate "to improve the type of housing" relationship marketing internal environment analysis, pointed out that the sunshine city Real estate "to improve the type of housing" has the basic conditions to carry on the relationship marketing, but in terms of organizational level, or from the level of mechanism are lack of unified arrangements and deployment, the professional is not the unity of thinking, the pace of reunification. At the same time, through to the enterprise "to improve the type of housing" relationship marketing SWOT analysis, preliminary draw the sunshine city real estate "to improve the type of housing" the necessity and importance of relationship marketing strategy. Finally, based on the theory of relationship marketing six market model, the sunshine city real estate "to improve the type of housing" relationship marketing market segmentation for the internal market, customer market, influence market, competitors, suppliers and distributors in the market market, combined with the subdivision the characteristics of the market and the sunshine city real estate "actual situation to improve the type of housing", the customer relation of the market were selected. On this basis, the sunshine city The relationship marketing strategy of the "improved housing" is designed, and the implementation measures for the implementation of relationship marketing strategy are put forward from the aspects of corporate culture, human resources system, products, services and management tools.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F299.233.4

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