房地产企业质量营销研究管理科学与工程专业论文.docxVIP

摘 摘 要 房地产作为我国国民经济的支柱性产业，在满足人们住房需求和 推动经济发展起到了重要作用。随着买方市场的逐渐形成，消费者购 房决策日趋理性，对房地产产品质量的要求也不断上升。质量是房地 产产品的根本属性，树立大质量观念，实施质量营销成为我国房地产 企业迫切需要研究的问题。 本文首先通过文献研究法，系统地整理和分析了国内外质量营销 研究成果和方法，并结合我国房地产企业营销现状，阐述了房地产企 业实施质量营销的重要意义；其次，运用“服务质量差距模型”，分 析房地产企业质量问题产生原因，构建房地产企业质量营销系统基本 框架，并就实施策略展开了论述；最后，结合问卷调查，数理统计和 层次分析等方法的运用，对房地产企业质量营销效果评价展开了研 究。研究表明：质量营销是房地产企业发展的需要，企业需要从产品 功能、周边环境和营销沟通着手来提升整体质量，增强顾客满意。 关键词房地产企业，质量营销，层次分析法，顾客满意 ABSTRACTAs ABSTRACT As one of pillar industries，the real—estate industry plays a key role in satisfying people’S accommodation need and promoting the development of national economy．With the gradual formation of “buyer’S market，the decision—making of consumer is more reasonable， the quality demanding is also more wider．Quality is the basic nature of real—estate products，SO the question need to be urgently discussed is to establish a large—scale quality concept and to imply quality marketing in real—estate enterprises． Firstly,by documentary research method，the thesis systematically sorts out and analyzes the outcomes and approaches of quality—marketing research both at home and abroad．Combining the current marketing situation of the real—estate enterprises in our country,the necessity and significance of implementing quality·-marketing in real--estate industry have been elaborated，which provide a soiled theoretical base for the implementation；Secondly,the thesis applies the Service Quality Model， analyzes the formation reasons of quality question in real—estate product， then designs the system of quality marketing of real—estate；At last，By the method of questionnaire survey,mathematical statistics analysis，AHP， The thesis evaluation of the effect of quality—marketing in real-estate enterprises，by using Chansha Sunshine 1 00 as a case study．The study shows that：quality marketing is the needing of real-estate enterprises development．the enterprises must enhance the quality of the product function、Environment all around and marketing communication to achieve the cu