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论文编号：	2673
作者编号：	2120082403
上传时间：	2010/11/21 22:24:44
中文题目：	我国住房公积金业务服务营销策略研究
英文题目：	Researches on China Housing Fund Business Service Marketing Strategies
指导老师：	赵伟
中文关键字：	住房公积金;服务营销;服务质量差距
英文关键字：	Housing fund;Services marketing;Service quality gap
中文摘要：	我国住房公积金制度于1991年借鉴新加坡中央公积金制度建立，它是随着城镇住房制度改革而产生的适应社会主义市场经济发展需要的新住房制度，是我国政策性住房金融的核心及主要内容，也是当前住房保障体系的一个重要组成部分。经过近二十年的发展历程，住房公积金制度不断完善，各项业务得到稳步发展，积累了大量的住房资金，对改革住房分配方式，解决职工住房困难，转变职工住房消费观念，构建多层次住房保障体系发挥了积极的作用，取得了显著的成绩。同时，作为一项新生事物，住房公积金制度仍有许多问题不容忽视。 本文是关于我国住房公积金业务服务营销策略的研究。本文首先阐述了课题研究的背景和意义，回顾了服务营销相关理论，着重阐述了服务质量差距模型理论，然后介绍了课题的国内外研究动态和国外公积金机构及德、美两国住房金融发展经验；接着结合我国及部分典型城市住房公积金服务营销管理的实际情况，分析了住房公积金业务服务营销所面临的问题，尤其是不了解顾客的期望、服务缺乏差异化、营销渠道建设落后等问题；根据服务营销有关理论，结合住房公积金业务服务营销所面临的问题，提出了相应的服务营销策略。着重就以下几个创新点展开阐述：对住房公积金的服务对象，即对缴存单位和缴存职工设计了具体的分类标准，提出实行住房公积金贷款差别化利率的思路和防止一刀切采用保证担保方式错误倾向的具体办法，阐述运用信息技术构建新型多层次营销渠道的服务营销策略；最后从建立有利于推行住房公积金业务服务营销的体制基础角度出发，提出改革现行住房公积金管理体制的建议。
英文摘要：	Our country housing fund system in 1991, Singapore cpe system for establishment, it is with the urban housing system reform of socialist market economy needs a new housing system, is the core of Chinese policy-related housing finance and the main content, the current housing guarantee system is an important part. After almost 20 years of development, the housing fund system, and constantly improve the business steady development, accumulated the massive housing fund, in the reform of the distribution of housing, the housing difficulties of resolving the construction worker housing consumption idea, multi-level housing guarantee system has played a positive role, have achieved remarkable results. At the same time, as a new thing, the housing fund system, there are still many problems should not be ignored. This article is about the housing fund business service marketing strategies. This paper expounds the background and significance of the research, and reviewed the relevant theory of service marketing, emphatically discusses the service quality gap model, then introduces the subject research, dynamic and foreign fund and Germany, the United States housing finance development experience, Then combining housing fund of service marketing management, analyses the actual situation of housing fund business service marketing problems facing, especially not understand customer expectations, the service of marketing channel construction backward differentiation, problems, According to the theory, combined with the service marketing service marketing housing fund facing problems, and put forward the corresponding service marketing strategy. Emphasize the following innovative points on: the housing fund that the service object, to capture puts worker units and the specific classification standard design, implement housing fund loan interest rate and prevent decreases.it using assures to assure all manner of erroneous tendencies, expounds the specific measures for the use of information technology to construct the new multi-level marketing channels of service marketing strategies. Finally, from housing fund established for implementation of the service marketing system, and puts forward the viewpoint of housing fund management system reform proposals.
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