本文選題：物業(yè)管理　切入點：滿意度　出處：《西北農(nóng)林科技大學》2014年碩士論文　論文類型：學位論文

【摘要】：隨著中國物業(yè)管理行業(yè)市場化改革的進一步發(fā)展，大大小小的物業(yè)公司開始如雨后春筍般涌現(xiàn)出來，國有物業(yè)管理企業(yè)開始在市場的大環(huán)境下的服務經(jīng)營活動，不可避免地遇到來自競爭對手的強有力挑戰(zhàn)。企業(yè)競爭形式更加的激化。龍湖、萬科、保利等等企業(yè)均已行動起來，，進行著一系列的服務營銷變革，加大了對物業(yè)市場的挺進力度，S物業(yè)公司作為作為西安地區(qū)頗具規(guī)模的物業(yè)公司，近幾年來，市場份額也逐漸被沿海的老牌物業(yè)公司所瓜分。面臨中國物業(yè)行業(yè)市場持續(xù)快速增長的發(fā)展機遇，沿海地區(qū)物業(yè)企業(yè)的快速擴張和西安地區(qū)新興物業(yè)公司競相進入的強有力的挑戰(zhàn)，S物業(yè)公司如何適應這種格局。增加市場份額。因此，提升企業(yè)競爭力是S物業(yè)公司必須正視和重視的問題。 S物業(yè)公司是國家一級資質(zhì)物業(yè)服務企業(yè)，近年來憑借“一切為業(yè)主考慮”的服務理念和不斷完善的服務體制，讓越來越多的人愿意購買S物業(yè)公司所服務的房子。但目前，S物業(yè)公司在服務營銷方面，只是單一的效仿或者引用國內(nèi)外成功物業(yè)公司的方式方法，并沒有一套完善的服務營銷模式，面對如此形式，S物業(yè)公司研究并制定一套可行有效的特色的營銷模式破在眉睫，對S物業(yè)公司目前和未來的經(jīng)營管理及方向確定均有普遍的意義。 本文是一篇以服務營銷策略為主要研究對象的論文，內(nèi)容上分為以下幾方面：第一部分緒論，主要介紹論文的研究背景與意義、國內(nèi)外市場研究現(xiàn)狀、論文研究的目的和意義，論文的研究方法與框架；第二部分相關(guān)理論綜述，主要對物業(yè)服務概念、服務營銷的觀念和相關(guān)理論的研究；第三部分是通過分析國內(nèi)市場服務營銷的現(xiàn)狀和西安市物業(yè)服務營銷的現(xiàn)狀，總結(jié)和分析S物業(yè)公司管理現(xiàn)狀，并通過對S物業(yè)公司背景及概況的了解，從現(xiàn)狀入手，找出在服務營銷上存在的問題；第四部分S物業(yè)公司服務營銷滿意度分析，通過S物業(yè)公司所管理的住宅項目和辦公寫字樓項目的業(yè)主意見征詢分析，得出影響S物業(yè)公司業(yè)主滿意度的主要因素；第五部分S物業(yè)公司的服務營銷內(nèi)外部環(huán)境分析，第六部分，基于S物業(yè)公司內(nèi)外部環(huán)境分析的基礎(chǔ)上，得出新的適合S物業(yè)公司發(fā)展的服務營銷模式。
[Abstract]:With the further development of the market-oriented reform of China's property management industry, property companies, large and small, have sprung up, and state-owned property management enterprises have begun to operate their services in the general market environment. Inevitably meet the strong challenge from the competition. The enterprise competition form is more intense. Longhu, Vanke, Poly and other enterprises have taken action to carry out a series of service marketing changes, As a property company of considerable scale in Xi'an, as a property company in Xi'an, in recent years, it has stepped up its efforts to advance the property market. Market share has also been gradually divided up by established property companies along the coast. The market in China is facing the opportunity of sustained and rapid growth in the property market. The rapid expansion of property enterprises in coastal areas and the strong challenge that new property companies in Xi'an region are competing to enter are how S property companies adapt to this pattern and increase their market share. Therefore, To enhance the competitiveness of S property companies must face and attach importance to the problem. S property Company is a national first-class qualified property service enterprises, in recent years, with the "all for owners to consider" service concept and constantly improve the service system, To make more and more people willing to buy the house that S property company serves. But at present, the S property company is only a single way of imitating or quoting successful property companies at home and abroad in service marketing. There is not a perfect service marketing model. In the face of such a form of research and development of a set of feasible and effective characteristics of the marketing model in the eyebrow, It is of universal significance to the current and future management and direction of S property company. This article is a service marketing strategy as the main research object of the paper, the content is divided into the following aspects: the first part of the introduction, mainly introduces the research background and significance of the paper, domestic and foreign market research status, The purpose and significance of the paper, the research methods and framework of the paper, the second part of the relevant theoretical review, mainly on the concept of property services, service marketing concepts and related theory research; The third part is through the analysis domestic market service marketing present situation and the Xi'an property service marketing present situation, summarizes and analyzes the S property company management present situation, and through to S property company background and the general situation understanding, starts with the present situation. Find out the problems existing in service marketing, 4th part S property company service marketing satisfaction analysis, through S property company managed residential project and office building project owners' opinion consultation analysis, The main factors influencing the satisfaction degree of S property company are obtained: 5th part of S property company's internal and external environment analysis of service marketing, 6th part, based on the analysis of S property company's internal and external environment, Get a new service marketing model suitable for S property company development.
【學位授予單位】：西北農(nóng)林科技大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F299.233.47;F274

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