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论文编号：	564
作者编号：	2120062292
上传时间：	2008/6/19 21:41:30
中文题目：	金地房地产公司产品售后服务策略
英文题目：	The real estate company'''''''
指导老师：	李东进
中文关键字：	金地房地产公司 售后服务 客户
英文关键字：	The Gemdale real estate compan
中文摘要：	中国的房地产市场经过多年的发展，已经进入了一个新的阶段。随着市场经济的飞速发展，居民消费行为及其生产方式的变化以及房地产开发建设方面的技术差异的逐渐缩小，产品日趋同质化，客户对售后服务的关注与日俱增。据调查，居民对现住房的满意率还不到20%。对企业来说，售后服务是企业竞争优势的重要保证；对客户来说，它则关系到人们生活、工作等方方面面的切身利益。尤其目前在商业竞争日益激烈、消费者消费意识日益提升的情况下，售后服务水平的高低成为衡量一个企业的重要标准。在企业投入巨额资金研发新产品、发动强大的广告攻势来打造品牌的同时，更应该将周到、细致的服务延伸到销售之后，从而解除消费者的后顾之忧。这样做的结果不仅有利于提升了产品的品牌形象，并且也可以最大限度地争取到客户的信赖，从而实现企业的良性发展。 现代社会营销学把市场经济条件下的商品营销分为产前活动、促销和售后服务三个阶段，它们组成商品营销不可分割的整体，房地产商品价值大，时间长，涉及售后服务的意义就明显要比一般商品更为突出。在组织商品营销中，房地产开发商重视推销、促销工作，主要在于吸引顾客，在此期间即使有受惠于顾客的条件承诺，对顾客而言也仅是一种手段，其可信度也让顾客怀疑，而售后服务越完善，顾客感觉到的实惠就越多，此期间发生的种种吸引力是因为顾客的受惠引起的，所以要从理性认识上认清售后服务在商品房营销中的地位。 从商品房销售市场的走势分析，随着近年一系列宏观调控政策的出台，房地产市场整体交易量大幅度下降，北京、上海等一线城市的房价开始明显下降。为加速回笼资金，促进房屋销售，许多房地产商在商品房促销上大做文章，加大广告力度、实施折扣优惠等新招来促销，但结果却始终不尽人意。从已销售商品房状况来分析，顾客对商品房的需求选择中，除位置、价格等因素外，越来越注重是否具备完善的售后服务。房地产开发经营企业要克服市场因素造成的各种困难，引导和调动出潜在的住房消费可能，在激烈而复杂的市场竞争中争得一席之地，则必须突出售后服务，补足和完善商品房营销策略。 同时由于房地产开发商对售后服务的忽视，使许多售后商品房矛盾反馈较多，而且无法较好的解决。如交付的房屋达不到标准，售后修缮跟不上，应有的配套不完善等，不仅给顾客造成了许多不便，同时也给房地产开发商本身造成了不利的影响，严重影响了其在商品房营销中的竞争力。作为高价长效的特殊商品房屋，售后服务不落实，顾客是难以接受的。有无良好的售后服务，无疑已是市场经济条件下消费者选择消费时所具有的必备心理。另一方面，企业以信立市，尤其是经营高价长效商品的房地产开发经营企业，顾客在买方市场的消费过程中，享有较充分的选择余地，其选择投向的动机之一，就是企业的声誉。房地产开发企业在房地产营销工作中，如果没有给予售后服务应有的地位，那些因营销发生的各种问题就不能及时解决，顾客因此而激发的不满必将相互传播、宣泄于社会，从而给企业声誉带来不利影响。良好声誉树难废易，一旦信誉有失，顾客望而止步也就在所难免了。在商品房营销组织中，无论是否重视售后服务，现实中发生的问题都将使其无法回避。没有较好的售后服务，被动的应付接踵而至的各类矛盾，就会使房地产开发企业始终处于被动应付状态，影响整个经营管理秩序，使其无法表现出应有的工作效率。 提高售后服务质量，落实各项服务措施，要树立市场经济要求下的现代社会营销观，从思想观念上、经营思路上充分认识和确立售后服务的应有地位，并落实到商品房的营销中去，保证售后服务得到足够的重视及各项服务措施的落实到位。形成合理高效的售后服务组织，保证售后服务的开展。并建立比较规范的售后服务制度。以规范化、制度化为要求，形成售后服务工作标准、运行秩序等内容，防止服务随意性的产生，保证售后服务的质量。 本文在对客户关系管理及服务补救等相关理论进行回顾的基础上，针对我国房地产行业的发展现状及存在的问题进行了分析讨论，提出了房地产行业实施产品售后服务的必要性，从金地房地产公司的售后服务中出现的问题入手，对其公司的售后服务策略及其保障进行了分析讨论，并从产品补充策略，服务补救策略，产品增值服务策略等方面给出了具体可操作的建议。 本文基本按照提出问题、分析问题、解决问题的逻辑思路进行布局，文章的主要内容如下：第一部分首先说明了研究的背景，说明了我国房地产市场面临的困境，即：国家对房地产行业逐渐频繁地实施宏观调控政策，以及在房地产行业快速发展的过程中滋生了较多售后问题；第二部分主要分析了房地产企业重视售后服务的必要性，并回顾了相关的营销理论；第三部分重点分析了我国房地产市场发展现状和趋势，和我国房地产业售后服务的主要问题；第四部分提出了金地房地产公司产品售后所遇到的问题，该公司售后服务的现状，和公司加强产品售后服务的必要性；第五部分提出金地房地产公司产品售后服务策略，和实施此策略所需的条件。
英文摘要：	Chinese real estate market undergoes many years development, entered a new historical development stage. According to the survey, satisfaction rate of the resident to the present housing less than 20%.Alonging with market economical development, the production method and the resident consumer behavior's change as well as the property development construction aspect's technological gap reduces gradually, factors and so on product homogenization, the customer paid more and more attention to after-sales service. To the enterprise, the after-sales service is the enterprise livelihood and maintains the sustainable development the important guarantee; to the customer, it relates the people to live, aspects and so on work vital interests. Especially in the present commercial competition is intense, the consumer to expend under the condition which consciousness promotes, the after-sales service level's height becomes weighs an enterprise's important standard. While the enterprise invests the large amount fund to research and develop the new product, the launch formidable advertisement offensive to make the brand, should thorough, the careful service extend after the sale, thus relieves consumer's extra worries. The result powerfully has not only promoted the product brand image, simultaneously also maximize limit strives for to the customer faith, thus realizes enterprise's benign development. This article obtains from the gold Real estate company's post-sale service question, analyzes his after-sales service strategy emphatically and implements this strategy the safeguard mechanism, thus obtains may supply the method which the related company uses for reference. Marketing of the modern market economy under the conditions of marketing of goods into prenatal activities, promotions and after-sales service in three stages，they are an integral component of the overall marketing of goods, real estate value of the goods is long time, the significance of after-sales service clearly more prominent than the general merchandise. In commodity marketing organizations, real estate developers pay more attention to marketing, promotional works to attract customers. During this period even if the customers have benefited from the conditions of commitment to customers also is only a means, its credibility is also suspected. And the perfect after-sale service, customers feel that the benefits the more, This occurred during the various attractive because of the benefit arising from the customers, so service should clearly understand the rational understanding on the marketing. From the sales of commercial property market trend analysis, with a series of macro-control policies in recent years the introduction of the real estate market's overall trading volume decreased significantly, Beijing, Shanghai and other cities in the forefront prices drop significantly. To accelerate the return of funds to promote housing sales, many real estate companies make a big fuss about housing sales, increased advertising, and the implementation of discounts and other promotions bring new, but the result is always unsatisfactory. From the sales of commercial housing to study the situation, the housing needs of customer choice, in addition to location, price and other factors, whether there is more emphasis on improving after-sales service. Real estate development enterprises to overcome the various market factors causing difficulties, to guide and mobilize potential housing consumption, in the intense and complex competition in the market gain a place, it must be obvious after-sales service, complement and improve the marketing of commercial housing strategy. At the same time as real estate developers neglect of the service, many after-sale housing more contradictory feedback, but not the better solution. If the delivery of less than standard housing, poor after-sale repair, imperfect, and so should be supporting, not only to cause a lot of inconvenience to customers, but also to real estate developers themselves have had a negative impact of a serious impact on their marketing of commercial housing in competitiveness. Whether good after-sales service, will undoubtedly have a market economy under the condition of consumer choice by the consumer has the necessary psychological. On the other hand, enterprises particularly the long-term management of goods at high prices of real estate development and management companies. Buyer's market customers in the consumer process, the more fully enjoy the choice of their choice into one of the motives, is their reputation. Real estate development enterprises in real estate marketing efforts, if the service does not give due status, because of the marketing problems can not be solved in time, customers dissatisfied with the result is bound to stimulate the dissemination of each other, venting in the community, to bring about adverse effects of corporate reputation. Good image of the tree difficult to repeal easy to lose credibility, customers will look and stop the inevitable. In the marketing of commercial housing organizations, whether or not to after-sales service, the reality of the problem will not be able to evade. No better after-sales service, to follow the passive various contradictions, so that real estate development enterprises will always meet in a passive state, affecting the entire management order, so that it can not be shown the work efficiency. Improve service quality, the implementation of various services, to establish a market economy under the modern concept of social marketing ideas, business ideas on the establishment of after-sales service and fully understand the proper status, and to implement the marketing of commercial housing to ensure after-sales service to receive adequate attention and services of the measures put in place. Form a rational and efficient after-sales service organizations to ensure that the development of after-sales service. The standardization and institutionalization of requirements, a standard service work, running order, to prevent arbitrariness in the selection of services, ensure service quality. In this paper, the customer relationship management and related services, such as remedial theory recalled on the basis of the real estate industry for the development of China's current situation and existing problems were discussed, the real estate industry to service the need for the implementation of products, from the golden Real estate companies in the service of the problems start with their company's strategy and its after-sales service for the protection of discussion, and added products from the strategy of remedial services strategy, product strategy, and other value-added services are given specific operational aspects of the proposal. This article according to proposed basically the question, the analysis question, solve the question logical mentality to carry on the layout, the article primary coverage are as follows: The first part first explained the research background, showed our country real estate market faces difficult position.The country implements the macroeconomic regulation and control policy frequently gradually to the real estate profession, as well as multiplied many post-sale questions while real estate profession fast development; The second part mainly analyzed the real estate enterprise to take the post-sale service the necessity, reviewed the related marketing theory; Third part of selective analysis our country real estate market development present situation and tendency, with our country real estate industry post-sale service subject matter; The fourth part proposed the gold Real estate company product post-sale meets the question, this company after-sales service present situation, strengthens the product post-sale service with the company the necessity; The fifth part proposed that the Gemdale real estate company product post-sale service strategy, with implements the condition which this plan road institute needs.
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