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论文编号：	3802
作者编号：	2120092667
上传时间：	2011/11/27 13:20:25
中文题目：	基于顾客满意度的房地产企业品牌管理研究
英文题目：	Research on Real Estate Enterprise Brand Management Based on Customer Satisfactio
指导老师：	许晖
中文关键字：	顾客满意度,品牌管理,房地产品牌
英文关键字：	Customer satisfaction, Brand management, Real estate brand
中文摘要：	中国房地产业经过了二十多年的发展，已经由早期的地段竞争阶段、规划竞争阶段，概念竞争阶段发展为如今的品牌竞争阶段。房地产业正在面临前所未有的挑战：宏观政策日渐严峻、企业竞争不断加剧、消费者需求水平迅速提高等。房地产品牌所体现的产品和服务质量以及具有的附加值成为消费者选择的重要原因之一。品牌的创建和管理引起了更多房地产企业的关注和重视，使企业和品牌得到消费者认可，走顾客价值最大化的品牌发展道路是现代房地产企业品牌发展的必经之路。在房地产企业实施顾客满意度研究是为了更好地满足顾客多样化的需求，真正实施以顾客为基础的品牌经营策略。测量顾客满意度是企业产品质量、服务质量的依据，对企业的品牌形象和宣传起到重要作用，同时顾客满意度的研究为房地产企业提供了大量的信息，使企业了解顾客期望与感知的差距以及在行业中的地位，对企业提高顾客保留率和忠诚度、做经营决策都具有重要指导意义。本文研究了品牌与顾客满意度的关系，提出使顾客价值最大化提升品牌价值的观点。文章首先回顾了品牌的由来和发展，阐述了房地产品牌相关概念和含义，顾客满意度的相关理论。然后结合行业发展和数据，分析了房地产企业品牌发展的现状，品牌管理的现状以及存在的问题，将顾客满意度与品牌管理相联系，提出了房地产企业进行顾客满意度研究的现实意义。继而，提出了房地产企业进行品牌管理的策略，实施品牌管理的基础、步骤以及品牌管理的核心内容。探讨了顾客价值基础上的房地产企业进行顾客满意度研究的方案、以顾客满意度为基础的品牌管理改进策略。此后，本文结合WT地产公司及LSXN家园项目产品的实际案例，分析企业品牌管理的现状，从顾客满意和评价的角度详细分析探讨了房地产企业品牌管理策略的实施，对完善WT地产的品牌管理以及顾客满意度基础上的品牌提升的建议做了详细阐述。文章最后，对本文的结论和局限性进行了总结，展望了未来房地产企业品牌化发展趋势以及顾客满意研究的前景。
英文摘要：	After 20 years’ development of China real estate industry, the brand competition is becoming the main stream of market development instead of the location, planning and concept competition of the early period. The real estate enterprises are facing unprecedented challenges: increasingly severe macroeconomic policies, fierce market competition and growing customer demands. One of the most important reasons that make the customers choice is brand products with remarkable quality, fine service and product added value. The real estate enterprise brand creation and management has been paid more attention. The key way to advance enterprise development is brand developing road. It can maximize the customer value. And the enterprise brand should be recognized by customers. It is necessary for real estate enterprise to research and evaluate the customer satisfaction. It can better meet the diverse needs of customers and implement the customer-based brand strategy. It is helpful to improve product quality and service according to the research on customer satisfaction. It also play an important role in brand image. A large amount of information can be obtained by the research on customer satisfaction, such as the difference between customer expecting Value and customer perceived value, the position of the real estate industry. It is instructive to boost the customer loyalty, retain customers and make business decisions. The writer studies the relationship between brand and customer satisfaction and makes a point that maximize the customer value to enhance the brand value. Firstly, the writer reviews the origin and development of brand, the relevant concepts of real estate brand and the theory of customer satisfaction. Then analysis to the status of the real estate brand development, brand management, current situation and existing problems combined with the industry development data. With customer satisfaction and brand management are linked, it is significance for real estate enterprise to research and evaluate the customer satisfaction. The brand management strategy, the basis for the implement and the key points are proposed. Also presents the method of real estate enterprise customer satisfaction, the development of brand management based on customer value. Secondly, the writer takes WT company and LS project as a objective, analyzes the case of the brand management and implement based on the customer satisfaction evaluation, makes the proposal of the improvement of brand management based on customer satisfaction. At the end of the article, conclusions and limitations are summarized. The future tendency of development of real estate enterprise brand and the research on customer satisfaction are prospected.
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