本文關(guān)鍵詞： 形象 營銷形象 房地產(chǎn)營銷形象　出處：《西南大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,房地產(chǎn)行業(yè)的競爭日趨激烈,同時在“穩(wěn)增長”和“去庫存”政策的引導(dǎo)下,整個行業(yè)已經(jīng)進(jìn)入重新洗牌的階段。大型品牌房地產(chǎn)企業(yè)之間的強(qiáng)強(qiáng)聯(lián)合以及對中小房企的并購表明房地產(chǎn)行業(yè)正在步入精英時代。在這樣的行業(yè)發(fā)展背景之下,各大房地產(chǎn)企業(yè)要想在市場上站穩(wěn)腳跟,除了不斷增強(qiáng)自身實力之外,還要努力在市場上樹立良好的形象,形成口碑效應(yīng)。房地產(chǎn)營銷是房地產(chǎn)開發(fā)運(yùn)營過程中至關(guān)重要的環(huán)節(jié),也是實現(xiàn)企業(yè)業(yè)績的有力保障。房地產(chǎn)企業(yè)營銷形象的好壞直接關(guān)系到企業(yè)在市場上的知名度與美譽(yù)度。因此,房地產(chǎn)企業(yè)塑造良好的營銷形象將成為踏向精英時代的必由之路。在參考了其他學(xué)者關(guān)于房地產(chǎn)營銷形象相關(guān)文獻(xiàn)的基礎(chǔ)上,本文認(rèn)為房地產(chǎn)企業(yè)營銷形象是指房地產(chǎn)企業(yè)的內(nèi)外公眾對其營銷過程中各個環(huán)節(jié)的總體印象和評價。本研究以探究房地產(chǎn)企業(yè)營銷形象構(gòu)成要素和了解內(nèi)外公眾對華潤置地重慶公司營銷形象的評價為主要目的,在借鑒其他學(xué)者相關(guān)研究的基礎(chǔ)上,編制了《華潤置地重慶公司營銷形象調(diào)查問卷》的初測問卷,并通過SPSS統(tǒng)計分析軟件對初測問卷進(jìn)行了項目分析和探索性因素分析來篩選題項,進(jìn)而確立了正式問卷,接著又對正式問卷進(jìn)行探索性因素分析和信效度檢驗以保證問卷的科學(xué)性。然后對重慶華潤置地450名內(nèi)外公眾發(fā)放了調(diào)查問卷,有效回收393份,有效回收率為87.3%。通過調(diào)查數(shù)據(jù)的統(tǒng)計分析,得出如下研究結(jié)果:(1)從房地產(chǎn)營銷環(huán)節(jié)的角度出發(fā),房地產(chǎn)企業(yè)營銷形象主要由營銷產(chǎn)品形象、營銷人員形象、營銷傳播形象、營銷環(huán)境形象、營銷服務(wù)形象五個要素構(gòu)成。(2)內(nèi)外公眾對重慶華潤置地總體營銷形象和各個維度形象的評價處于中等偏上水平并且存在差異。內(nèi)部公眾對重慶華潤置地營銷形象的評價要高于外部公眾。此外,內(nèi)部公眾對營銷形象各個維度評價的排序為:人員形象產(chǎn)品形象環(huán)境形象服務(wù)形象傳播形象,外部公眾對營銷形象各個維度評價的排序為:環(huán)境形象產(chǎn)品形象人員形象服務(wù)形象傳播形象。(3)內(nèi)部公眾對重慶華潤置地營銷形象的評價存在年齡、受教育程度、所屬部門的差異;外部公眾對重慶華潤置地營銷形象的評價存在年齡、受教育程度、職業(yè)類型、身份角色的差異。(4)營銷產(chǎn)品形象:內(nèi)外公眾對房子的建筑質(zhì)量、區(qū)位地段、綠化、園林景觀的評價比較高,但對房子的戶型設(shè)計評價比較低;營銷人員形象:內(nèi)外公眾對營銷人員外在形象的評價較高,對內(nèi)在形象的評價較低;營銷傳播形象:內(nèi)外公眾對媒體廣告、公關(guān)活動、推廣渠道的評價都較低;營銷環(huán)境形象:內(nèi)外公眾對售房部環(huán)境的評價較高,但對樣板間和工地環(huán)境的評價較低;營銷服務(wù)形象:內(nèi)外公眾對服務(wù)態(tài)度和服務(wù)方式的評價一般,對服務(wù)質(zhì)量的評價較低。通過對調(diào)查結(jié)果的分析與討論,基本了解了重慶華潤置地營銷形象的現(xiàn)狀以及存在的問題,并在此基礎(chǔ)上,從房地產(chǎn)營銷形象構(gòu)成的五個要素出發(fā),給重慶華潤置地營銷形象提出一些改善的建議與策略。本研究探究了房地產(chǎn)營銷形象的構(gòu)成要素,并編制了一套具有較好信度和效度的房地產(chǎn)營銷形象調(diào)查問卷,可以為房地產(chǎn)企業(yè)在追蹤和管理自己營銷形象提供一份測量工具;其次,本研究第六部分重點(diǎn)針對重慶華潤置地營銷形象提出了改善的建議與策略,這也對其他開發(fā)商具有一定借鑒作用。
[Abstract]:In recent years, the real estate industry is becoming increasingly fierce, at the same time in the "steady growth" and "guide to stock" policy, the industry has entered a reshuffle stage. The combination between large brand of real estate enterprises and merger and acquisition for small and medium housing prices show that the real estate industry is entering the era under the background of this elite. The development of the industry, the real estate enterprises to gain a foothold in the market, in addition to continuously enhance their own strength, but also strive to establish a good image in the market, the formation of word of mouth. Real estate marketing is vital to real estate development and operation process, but also a powerful guarantee to realize enterprise performance. The marketing image of real estate the enterprise is directly related to the enterprise in the market visibility and reputation. Therefore, the real estate enterprises to create a good image of marketing will become stepping to the elite Era The. The only way which must be passed in reference to the other scholars on the real estate marketing image of the relevant literature, this paper considers that the marketing image of real estate enterprises refers to the overall impression and evaluation of real estate enterprises and the public on all aspects of the marketing process. This research is to explore the marketing image of real estate elements and the public understanding of Huarun Chongqing home to the company marketing image evaluation as the main purpose, on the basis of related research of other scholars, the "Huarun group Chongqing company marketing image questionnaire > the preliminary questionnaire and software and carried out exploratory factor analysis to select items of project analysis of the preliminary questionnaire by SPSS statistical analysis, and then establish the the formal questionnaire, then the formal questionnaire by exploratory factor analysis and validity test to ensure the scientific nature of the questionnaire. And then the Chongqing Huarun group 45 0 the public issued questionnaires, 393 effective questionnaires, the effective recovery rate of 87.3%. through the statistical analysis of the survey data, the research results are as follows: (1) from the perspective of real estate marketing perspective, marketing image of real estate marketing mainly consists of the image of the product, marketing personnel image, marketing image, marketing environment five elements of marketing image, service image. (2) the public evaluation of Chongqing Huarun group overall marketing image and the various dimensions of the image in the middle level and differences. The internal public evaluation of Chongqing Huarun group marketing image is higher than the external public. In addition, the internal public evaluation of the marketing image of the various dimensions of the sort: personnel image product image dissemination environment image service image, external public evaluation of the marketing image of each dimension order: environmental image product image personnel Spread the image of service image. (3) there are internal public age on the evaluation of Chongqing Huarun group marketing image, level of education, different departments; external public exist age on the evaluation of Chongqing Huarun group marketing image, education level, occupation type, a role difference. (4) the image of the product marketing: the quality of construction, the public house location area, greening, landscape evaluation is relatively high, but the design of the house apartment layout evaluation is relatively low; marketing personnel image: the public marketing staff of the external image of the evaluation is high, low evaluation of the intrinsic image; marketing image: the public media advertising public relations activities, evaluation, promotion channels are low; marketing environment Image: inside and outside the public assessment of the Sales Department of environment is higher, but the evaluation of the model and the site environment is relatively low; marketing: the public service image Evaluation of service attitude and service mode, the lower the evaluation of service quality. Through the analysis and discussion of the results of the investigation, a basic understanding of the current situation of Chongqing Huarun group marketing image and the existing problems, and on this basis, starting from the five elements of real estate marketing image, to Chongqing Huarun group marketing some suggestions and strategies to improve the image. This study explores the key elements of real estate marketing image, and developed a good reliability and validity of the real estate marketing image questionnaire, can provide a measurement tool for the real estate enterprises to track and manage their marketing image; secondly, the sixth part of this study focusing on the Chongqing Huarun group marketing image and puts forward some suggestions and strategies to improve, this is also the other developers have a reference.

【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F299.233.4

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