链家地产服务营销策略分析.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 estate Abstract With 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 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc25050 1. 绪论 PAGEREF _Toc25050 - 1 - HYPERLINK \l _Toc2399 1.1 研究背景 PAGEREF _Toc2399 - 1 - HYPERLINK \l _Toc31103 1.2 研究意义 PAGEREF _Toc31103 - 1 - HYPERLINK \l _Toc20929 1.3 研究内容 PAGEREF _Toc20929 - 2 - HYPERLINK \l _Toc30982 2. 服务营销理论概述 PAGEREF _Toc30982 - 2 - HYPERLINK \l _Toc13640 2.1 服务的含义与特征 PAGEREF _Toc13640 - 2 - HYPERLINK \l _Toc25540