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| 论文编号： | 1486 | |
| 作者编号： | 042008 | |
| 上传时间： | 2009/6/17 16:26:52 | |
| 中文题目： | 房地产企业诚信营销研究 | |
| 英文题目： | Elementary Search on China Rea | |
| 指导老师： | 李亚副教授 | |
| 中文关键字： | 房地产企业 诚信营销 服务营销策 | |
| 英文关键字： | real estate integrity marketin | |
| 中文摘要： | 房地产行业是我国国民经济的主要支柱产业，随着我国市场经济的迅速发展,房地产行业也取得了快速的发展,但在房地产行业快速发展的同时,也伴随着消费者对一些房地产企业的产品质量和服务等的投诉激增,这些投诉的激增暴露了这些房地产企业经营中存在的一系列不诚信的问题。这些问题的存在即干扰了我国房地产市场的正常经济秩序，也使相关房地产企业的消费者的权益受到侵害。 房地产产品的开发周期长和占用资金量巨大的特点决定了房地产企业的销售模式为产品预售。因为在房地产企业的产品销售过程中作为产品的商品房并未出现在其中，只是通过销售人员的服务性介绍过程和营销提供的有行展示(physical evidence)来了解产品并决定消费。这些过程和展示和人员是企业营销的基本要素。而销售人员、有行展示及服务过程这三个主要因素既属于服务营销的范畴,又是客户投诉的主要对象。 因此本文中作者就以服务营销理论中的产品、渠道、促销、价格、人员、有形展示、服务过程这7个要素为基础对当前房地产企业营销中存在的各种不同类型的诚信缺失现象进行讨论。进而对导致诚信缺失现象产生原因进行分析，并将这些因素归结为企业内部因素和企业外部的宏观环境因素。并提出针对企业内部原因提出了建立诚信营销机制的建议和针对外部宏观环境因素提出对建立社会主义市场经济中房地产市场的诚信营销环境建设的建议。 关键词：房地产企业 诚信营销 服务营销策略 | |
| 英文摘要： | With the rapid development of market economy, As a pole industry of China national economy,real estate industry made a great progress.at the same time ,there ara more and more complaints about real estate product quality and marketing services.The increasing complaints show that there are a series of phenomenon of bad faith about real estate marketing.and this will disturb the normal market economic. Also against the interests of consumers of real estate market Real estate product have a particular point that there are a long development cycleAnd occupy a huge amount of funding.and real estate product have a deferent sales model --- product re-sale model.The Sales staff and physical evidence and process are the important part of product re-sale model .and they are the important elements of services marketing theory .product tactic, price tactic, place tactic, promotion tactic, physical evidence tactic, people tactic and process tactic, which is 7Ps mode are the elements of services marketing theory. Base on the elements of services marketing theory,paper will discuss the phenomenon of missing the good faith in the existence of the current real estate marketing.and analyze the internal factors and external environmental factors that lead to the phenomena of lossing integrity .proposed deferent solutions for the deferent factors to solve the problem of bad faith. Key words: real estate; integrity marketing; service marketing theory | |
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