本文選題：房地產(chǎn)企業(yè)　切入點(diǎn)：四隆集團(tuán)　出處：《武漢工程大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：關(guān)系營(yíng)銷是近些年市場(chǎng)營(yíng)銷學(xué)研究中一個(gè)新的研究領(lǐng)域,與傳統(tǒng)的市場(chǎng)營(yíng)銷相比,關(guān)系營(yíng)銷更加關(guān)注企業(yè)外部的不可控因素,通過(guò)建立與企業(yè)外部各關(guān)系方的互信合作關(guān)系并形成長(zhǎng)期互信,達(dá)到創(chuàng)造顧客和交易行為的目的。房地產(chǎn)項(xiàng)目具有顯著的地域特征,受到周邊環(huán)境的影響,同時(shí)房地產(chǎn)企業(yè)與消費(fèi)者、競(jìng)爭(zhēng)者、政府部門、金融機(jī)構(gòu)等不同機(jī)構(gòu)、組織間有著千絲萬(wàn)縷的聯(lián)系。將關(guān)系營(yíng)銷的相關(guān)理論應(yīng)用于房地產(chǎn)市場(chǎng),有利于房地產(chǎn)企業(yè)協(xié)調(diào)好企業(yè)與政府、金融機(jī)構(gòu)之間、企業(yè)與競(jìng)爭(zhēng)對(duì)手之間、企業(yè)與客戶之間以及企業(yè)與企業(yè)內(nèi)部利益相關(guān)者之間的和諧關(guān)系,促成房地產(chǎn)企業(yè)、競(jìng)爭(zhēng)對(duì)手、消費(fèi)者多方得利的局面,鞏固自身的優(yōu)勢(shì),幫助企業(yè)拓展市場(chǎng),實(shí)現(xiàn)銷售增長(zhǎng),在日漸冷淡的房地產(chǎn)市場(chǎng)找到適合自己的盈利模式具有一定的現(xiàn)實(shí)指導(dǎo)意義。本文以鞍山市四隆集團(tuán)為例,通過(guò)對(duì)關(guān)系營(yíng)銷理論的研究以及對(duì)房地產(chǎn)企業(yè)實(shí)施關(guān)系營(yíng)銷策略的相關(guān)理論進(jìn)行梳理,就影響房地產(chǎn)項(xiàng)目營(yíng)銷績(jī)效的主要因素展開(kāi)深入研究,對(duì)鞍山市四隆集團(tuán)的關(guān)系營(yíng)銷策略現(xiàn)狀進(jìn)行細(xì)致分析,歸納存在的主要問(wèn)題,總結(jié)了目前四隆集團(tuán)營(yíng)銷策略實(shí)施過(guò)程中取得的成功經(jīng)驗(yàn),同時(shí)發(fā)現(xiàn)關(guān)系營(yíng)銷策略實(shí)施過(guò)程中存在的問(wèn)題,并針對(duì)問(wèn)題設(shè)計(jì)相應(yīng)的解決方案,希望本文可以幫助鞍山四隆集團(tuán)完善關(guān)系營(yíng)銷策略。
[Abstract]:Relationship marketing is a new research field in marketing research in recent years. Compared with traditional marketing, relationship marketing pays more attention to the external uncontrollable factors of enterprises. Through the establishment of mutual trust and cooperation with the external parties of the enterprise and the formation of long-term mutual trust, the purpose of creating customers and trading behavior can be achieved. Real estate projects have significant geographical characteristics and are affected by the surrounding environment. At the same time, real estate enterprises and consumers, competitors, government departments, financial institutions and other different institutions, there are inextricably linked organizations. It is beneficial for the real estate enterprises to coordinate the harmonious relations between the enterprises and the government, between the financial institutions, between the enterprises and the competitors, between the enterprises and the customers, and between the enterprises and the internal stakeholders, so as to promote the real estate enterprises and competitors, The situation in which consumers gain from all means, consolidate their own advantages, help enterprises expand their markets and achieve sales growth, Finding a profit model suitable for oneself in the increasingly cold real estate market has certain practical guiding significance. This paper takes Anshan Silong Group as an example, Through the research of the relationship marketing theory and the related theories of implementing the relationship marketing strategy of the real estate enterprises, the main factors influencing the marketing performance of the real estate project are deeply studied. This paper makes a detailed analysis of the present situation of the relationship marketing strategy of Anshan Silong Group, sums up the main problems, and summarizes the successful experience in the implementation of the marketing strategy of the Silong Group at present. At the same time, the problems in the implementation of relationship marketing strategy are found, and the corresponding solutions are designed to solve the problems. It is hoped that this paper can help Anshan Silong Group to perfect the relationship marketing strategy.
【學(xué)位授予單位】：武漢工程大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F299.233.4

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