从硕丰苑项目成功探讨房地产口碑营销模式w2kx6wn8.doc

0 UPC 研究生学位论文 从硕丰苑项目成功探讨房地产 口碑营销模式 苗锡哲副教授 曲彳湖咖丨価+举位告丨k爐工商管理硕士（MBA) ikmiAvm 2006 奪 6 月日財 2006 年 6 月 中国海洋大学 Abstract With the development of the Chinese estate industry, the estate marketing to mature, from the simple experience replication to theoretical Many large and perfect estates begin to enhance the construction of industry chain, create the brand of a hundred years. Using CRM etc. technique means, they practice the marketing of the ” customer center mode, namely, put the customer in a core place in order to increase customers loyal to some brand. The word to word model is a perfect marketing model ? make old customer woulding like to recommend, introduce continuously own friend， colleagues acquaintance comes to buy the building, becoming the good public praise spreads effect. This line of of the valid method was been the floor dish sale mode of the half effort and double results by the proof. The characteristics of the real estate profession comes to a decision its have the servicing business characteristics, but the application of the public praise compare in service profession in visible product market more important, even have the influence- The public praise spreads process as the ministrant and invisible problem provided the good the method of solution. Because a consumer cant understand a service enough and completely before consumption, he will look for the public praise information there from the experienced consumer- At the same time, come from the public praise of the experienced information source can help to overcome the service purchases the inside lower than sex with the problem of the quantity information less the good public praise, is a need to depend the product with value the marketing strategy from the ex- period in item， subdivide to choose the target market, and position to wind up the tight laatching the target market in the product primarily, combine to adopt concentration turn the strategy. Make target customers community possibly th