本文選題：物業(yè)服務(wù)企業(yè)　切入點(diǎn)：物業(yè)服務(wù)　出處：《昆明理工大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：物業(yè)服務(wù)在我國(guó)起步于二十世紀(jì)七十年代,比英國(guó)晚了約一個(gè)世紀(jì)。近些年,隨著國(guó)內(nèi)市場(chǎng)需求的不斷擴(kuò)大,物業(yè)服務(wù)行業(yè)開(kāi)始高速發(fā)展,但是業(yè)界對(duì)于物業(yè)管理及服務(wù)的相關(guān)研究滯后,缺乏系統(tǒng)性研究、解決以及可以復(fù)制的方案。物業(yè)企業(yè)所提供的服務(wù)與業(yè)主的期望值差異較大,并由此引發(fā)了很多矛盾,同時(shí)物業(yè)企業(yè)自身也存在諸多問(wèn)題。為了解決這些問(wèn)題,我們把更注重客戶的體驗(yàn)和感受的一種新的營(yíng)銷(xiāo)模式——體驗(yàn)式營(yíng)銷(xiāo)嘗試引入物業(yè)管理服務(wù)中,并以此作為課題進(jìn)行研究。體驗(yàn)式營(yíng)銷(xiāo)是已經(jīng)成功運(yùn)用于其他行業(yè)的一種營(yíng)銷(xiāo)模式,在其他行業(yè)運(yùn)用研究已經(jīng)由來(lái)已久,它把消費(fèi)者體驗(yàn)和感受作為企業(yè)的核心關(guān)注點(diǎn),通過(guò)使消費(fèi)者感到滿意的產(chǎn)品和服務(wù)來(lái)提升他們的忠誠(chéng)度。物業(yè)管理服務(wù)提供的產(chǎn)品是服務(wù),服務(wù)以人為本,物業(yè)管理企業(yè)更應(yīng)該把業(yè)主的體驗(yàn)和感受放在第一位,因此,我們以X小區(qū)作為對(duì)象進(jìn)行研究,在物業(yè)服務(wù)中運(yùn)用體驗(yàn)式營(yíng)銷(xiāo)的模式,用以提升業(yè)主的滿意度和物業(yè)企業(yè)的形象,以及解決物業(yè)企業(yè)現(xiàn)在所面臨的部分問(wèn)題。
[Abstract]:Property services started in 1970s in China, about a century later than the United Kingdom. In recent years, with the continuous expansion of domestic market demand, the property service industry began to develop at a high speed. However, the research on property management and service in the industry is lagging behind, lacking systematic research, solutions and replicable solutions. The service provided by property enterprises differs greatly from the expectations of the owners, which leads to a lot of contradictions. In order to solve these problems, we have introduced a new marketing model-experiential marketing, which pays more attention to the experience and feeling of our customers. Experiential marketing is a kind of marketing mode which has been successfully applied in other industries, and has been used in other industries for a long time. It regards consumer experience and feelings as the core concern of enterprises. By making consumers feel satisfied with the products and services to enhance their loyalty. Property management services provide products is services, services people-oriented, property management enterprises should put the owner's experience and feelings first, therefore, We take X community as the object of study, use the experience marketing mode in the property service, to improve the satisfaction of the owners and the image of the property enterprises, and to solve some problems that the property enterprises are now facing.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F299.233.47

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本文編號(hào)：1611408