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论文编号：	1701
作者编号：	2120072168
上传时间：	2010/5/20 21:58:04
中文题目：	房地产公司关系营销策略及实施的研究—以万科房地产公司为例
英文题目：	The research on relationship marketing strategy and implementation of Real Estate Company—Take Vanke Company as example
指导老师：	李东进
中文关键字：	关系营销,房地产公司,客户关系管理,营销策略
英文关键字：	Relationship Marketing,Real Estate Company,Customer Relationship Management,Marketing Strategy
中文摘要：	摘 要 随着国际和国内经济政策的变化，房地产行业作为中国的经济支柱产业也受到不同程度的影响，发展起伏波动不断；加上新的房地产公司纷纷成立，竞争空前激烈；随着房地产市场的日益成熟，行业整体水平的提高，同行业的同质化程度也越来越高；人们对住房的消费要求水平也逐渐提高，房地产企业面临的压力和竞争是不言而喻的。如何使房地产企业在激烈的竞争中脱颖而出，其必须摒弃旧的营销模式，应用新的营销模式--关系营销，凸显企业的核心竞争力，这是本文研究的重点。 关系营销对于房地产行业所涵盖的层面包括客户关系营销、竞争者关系营销、供应商关系营销、影响者关系营销、经销商关系营销和员工关系营销。客户资源是房地产企业生存的基础，是房地产企业竞相争夺的目标，因此客户资源的掌握情况和掌握程度是企业核心竞争力的重要体现。如何能树立正确的客户观念，以客户满意为中心，开展相应的营销活动，是企业是否能长久发展的关键。 本文共分六章，第一章绪论中首先介绍了本文的研究背景、研究目的和方法、研究的框架；第二章回顾了关系营销相关理论，介绍了市场细分策略和客户关系管理以及关系营销的相关理论，并以此作为本文研究的理论依据；第三章阐述了我国房地产行业现状及发展趋势，即在当今经济形势下营销形势从传统转向新型的营销模式，更加注重客户服务，朝专业化方向发展；第四章分析了房地产行业的关系营销策略，指出房地产企业实施关系营销策略的必要性，以及房地产企业关系营销策略的具体分类和内容；第五章研究了房地产企业实施关系营销策略的保障，要达到营销观念的转变，搭建好新型的营销组织建设以及进行相应的员工培训；第六章是案例分析，举出万科房地产公司的客户关系营销的实际操作内容；最后是结论部分。 本文从理论层面对关系营销的相关理论做了回顾，又结合房地产企业现阶段的实际情况，以万科房地产公司关系营销策略为例，真正的把客户关系营销的理论意义和实际的经济活动关联到一起。提出对同行业公司的几点建议，希望能有借鉴意义。 关键词：关系营销 房地产公司 客户关系管理 营销策略
英文摘要：	Abstract With the changes of international and domestic policy , the real estate industry as a pillar industry of Chinese economy is affected , and the development of the this industry fluctuated constantly. Many new real estate companies were set up which lead an unprecedented fierce competition ．The increasing maturity of the market improves the overall level of the industry and increases the degree of homogenization in this industry ．People's requirements of housing consumption increased gradually and it goes without saying that real estate companies face stiff competition and tremendous pressure ．How to make the real estate company stand out from the competition is that it must discard the old marketing model , use the new marketing model which is called relationship marketing , then demonstrates its core competence． Relationship marketing for real estate industry include customer relationship marketing , competitor relationship marketing, supplier relationship marketing , influencer relationship marketing , dealer relationship marketing and staff relationship marketing ．Customer resource is not only the basis of survival but also the competing goal for the real estate companies , so to grasp the situation and degree of client resources is an very important manifestation of their core competence． How to set up a correct concept of customer and initiate corresponding marketing activities which center on the customer satisfaction is the key whether companies can get long-term development. Therefore customer relationship marketing is the core of relationship marketing ． This thesis is divided into six chapters. The first chapter introduces the background , purpose , method and content of the research ．The second chapter reviews related theories of relationship marketing ,introduced theories of market segmentation strategies, customer relationship management and relationship marketing related theories , and then make them the theoretical basis for this study．The third chapter explains the situation and trend of the real estate industry ,that is under current economic situation , the marketing situation changes from traditional model to new one , more focus on customer service and move towards professionalism ．The fourth chapter analyzes the relationship marketing strategy of the real estate industry ,and points out the necessity, specific classification and content of the relationship marketing strategy which used by real estate companies． The fifth chapter is case Study which lists the practice content of Vanke Real Estate Company's customer relationship marketing．The sixth chapter is the conclusion． This thesis not only reviews the related theories of relationship marketing from the theoretical level , but also combines with the actual situation of the real estate company, and takes customer relationship marketing of Vanke Real Estate Company for example, associates the theory of customer relationship marketing and actual economic activities together．This thesis makes several suggestions for the companies of this industry and hopes it will makes reference role for them． Key words: Relationship Marketing, Real Estate Company, Customer Relationship Management, Marketing Strategy
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