链家地产营销策略.docxVIP

链家地产服务营销策略分析摘 要自从我国取消城镇福利分房制度，房地产市场，特别是二手房市场迅速发展起来。作为促成房地产交易的房地产经纪行业也随之进入了快速发展时期，市场竞争越发激烈。目前的房地产经纪机构不得不面对的问题是，如何才能为客户提供更好的服务，提供更多的价值，这样才能在激烈的市场竞争中存活下来。链家地产是目前房产经纪行业中发展迅速，占市场份额最大的机构，公司凭借着优质的信息和高质量的专业服务，得到了客户的肯定。但当前公司的服务营销过程中仍然存在一些问题。本文希望通过对链家地产的具体服务营销策略进行研究，能够发现其中存在的不足之处，进而提出相应的改善措施，促进营销工作的改进，并且为其他房产经纪机构提供借鉴。关键词：链家地产；服务营销；改善措施Analysis of service marketing strategy of Home Link real estateAbstractWith Chinas urban housing welfare system terminating， the real estate market of China is developing rapidly. Especially the real estate brokerage industry has entered into a rapid development period. Thecompetitions are becoming harder and harder between the real estate brokeragecompany. Currently，the real estate brokerage institutions have to face the problem is that how to provide better services for customers， how to providing more value， so as to survive in the fierce competition in the market. Home Link is the current real estate brokerage industry which developed rapidly. Home Link has the largest institutions in market share. The company with high-quality information and high-quality professional services， has been affirmed by the customer. But， there are still some problems in the current companys marketing process.This article study the specific service marketing strategy of the Home Link real estate， we want to find the shortcomings. Then，we put forward the corresponding improvement measures to promote the improvement of marketing work. I hope this paper can provide reference for other real estate brokerage.Keywords: Home Link，service marketing，improvement measures目录1. 绪论- 1 -2. 服务营销理论概述- 2 -2.1 服务的含义与特征- 2 -2.2 服务营销的含义与特点- 3 -2.3 服务营销学的产生与发展- 3 -3. 链家地产服务营销现状分析- 4 -3.1 链家地产服务营销策略运营现状- 4 -3.1.1 产品策略- 4 -3.1.2 价格策略- 5 -3.1.3 渠道策略- 5 -3.2 链家地产的服务营销环境- 6 -3.2.1 高速城镇化，城市人口增多- 6 -3.2.2 房地产经纪行业逐渐规范化- 6 -3.2.3 房价持续走高，交易风险加大- 7 -3.3 影响链家地产服务营销水平的问题- 7 -3.3.1 人力资源管理存在问题- 7 -3.3.2 服务过程中存在问题- 8 -4. 提升链家地产服务营销水平的建议- 8 -4.1 提高服务人员专业素质- 8 -4.2 标准化服务流程- 9 -4.3 建立实施客户满意度体系- 10 -5.