房地产企业质量营销研究
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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。
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 100 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 customer satisfies.
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。
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 100 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 customer satisfies.
引文
[1]刘广第.质量管理学[M].北京:清华大学出版社,2003.41-45
[2]李梅.西方顾客满意理论的研究和本土化评价[J].现代管理科学,2007(2):99-100
[3]李作战.西方顾客满意理论研究评述[J].商业时代,2006(23):24-25
[4]梁燕.顾客满意度研究述评[J].北京工商大学学报:社会科学版,2007,22(2):75-80
[5]Lars Nilsson,Michael D.Johnson,Anders Gustafsson.The impact of quality practices on customer satisfaction and business results:product versus service organizations.In:Journal of Quality Management,2001,6:5-27
[6]Fornel C,Johnson M D,Eugene W,etc.The American Customer satisfaction Index:Nature,Purpose,and Findings[J].In:Journal of Marketing,1996,60:7-18
[7]陈放主编.房地产营销[M].北京:蓝天出版社,2005.3-13
[8]戚振强等.房地产绿色营销探讨[J].建筑经济,2007(05):78-81
[9]陆宵虹,李家俊.房地产文化营销理念初探[J].商业研究,2006(03):162-164
[10]王天姿.顾客导向的全过程营销[J].企业研究,2004(11):56-57
[11]李广春.服务营销-我国房地产营销战略的必然选择[J].商场现代化,2006(24):59
[12]杨雪.房地产营销理论的发展及实践研究[D](硕士学位论文).重庆大学,2006
[13][美]A.V菲根堡姆著.全面质量管理[M](杨文士,廖永平译).北京:机械工业出版社,1991.4-62
[14]刘广第.质量管理学[M].北京:清华大学出版社,2003.67-72
[15][美]菲利浦·科特勒.营销管理:分析、计划、执行和控制[M].上海:上海人民出版社,2000.53-72
[16]Oakland,Total Quality Management.Pitman Publishing,London,1992
[17]万后芬.论全面质量营销[J].武汉大学学报(社会科学版).2003,56(7):474-479
[18]Lai,Kee-hung,Weerakoon,Thilaka S.Total quality management and marketing:Complementary business philosophies.In:International Journal of Management,1998,15(4):414-417
[19]Fram,Eugene H.Not so strange bedfellows:Marketing and total quality management.In:Managing Service Quality,Bedford:1995,5(1):50-56
[20]D S Morris,Bradley R Barnes,James E Lynch.Relationship Marketing needs total quality management.In:Total Quality Management.Abing do:1999,10(4/5):659-665
[21]米山高范著.质量管理浅谈[M](王世芳译).北京:机械工业出版社,1981.64-65
[22]LaFief,William C.Total Quality Marketing:The Key to Regaining Market Shares.In:Academy of Marketing Science Journal.1999,24(4):377-378
[23]Don Bathie,Josh Sarka.Total quality marketing(TQMk)- a symbiosis.In:Managerial Auditing Journal.2002,17(5):241-244
[24]陈炜.论质量管理与营销管理的契合与互动[J].新疆财经学院学报,2003(02):59-62
[25]庄贵军.论市场营销在质量管理中的作用[J].当代经济科学,1998(02):67-71
[26]刘忆等.市场营销与全面质量管理战略[J].水利水电标准化与计量,1997(4):21-23
[27]胡兴起.现代营销中的两种质量观[J].中国流通经济,2000(01):58-59
[28]吕萍.企业营销与产品质量[J].贵州财经学院学报,1995(4):62-64
[29]杜海鹏,刘二亮.市场营销中的全面质量营销战略[J].河北职业技术学院学报,2001,1(3):55-56
[30]程国平等.关于质量营销的研究与探讨[J].科技创业,2004(14):48-49
[31]侯贵生.论全面质量营销战略[J].四川商业高等专科学校学报,2000(2):28-30
[32]付铁山,王敏杰.论质量营销战略[J].企业经济,2004(07):49-50
[33]黄祖辉,吕佳,刘东英.农产品质量营销:理论与实证分析[J].福建论坛(人文社会科学版),2004(8):12-17
[34]熊明华.全面质量营销战略在企业中的应用研究[J].企业活力,2003(6):16-17
[35]孙毓霜.质量营销[M].北京:企业管理出版社,2000.45-72
[36]杨鸿汶.试论质量营销[J].冶金管理,1997(4):46-48
[37]诸葛良等.现代企业质量营销体系的构建[J].上海企业,2002(02):38-40
[38]陈玳.全面质量营销实施评价模型初探[D](硕士学位论文).华中科技大学,2001
[39]龚艳萍等.质量营销在电信市场营销中的运用[J].当代通信,2003(05):37-40
[40]贾秀萍.医疗质量营销手段初探[J].中国卫生经济,2005(1):70-71
[41]林昌华等.房地产全面质量营销顾客价值分析[J].商场现代化,2005(01):75-76
[42]叶剑平.房地产营销[M].北京:首都经济贸易大学出版社,2003.3-10
[43]郭建,章仁俊,金鹏.中国房地产业现状及其发展趋势分析[J].城市经济,2003(3):5-7
[44]纪海芹.浅谈营销策略在房地产中的应用[J].科技创业月刊,2007(01):91-92
[45]牛凤瑞主编.中国房地产发展报告NO.3[M].社会科学文献出版社,2006.3-100
[46]吕海燕.21世纪房地产市场营销现状分析及发展方向[J].职业技术,2007(02):30-31
[47]廖平凡.房地产营销误区浅析[J].咸宁学院学报,2006,26(4):35-36
[48]庞振环.构建最佳房地产营销模式的因素分析[J].长春大学学报,2006,16(3):15-18
[49]徐文蔚,王东.当前房地产营销中存在的问题与对策[J].经济师,2003(06):161
[50]杨中宣,李珊.房地产业营销问题与策略研究[J].商场现代化,2006(27):106-107
[51]申华伟.浅谈房地产营销面临的误区[J].大众科技,2005(12):15/23
[52]杨伟文,沈宜蓉.企业选择质量营销的理由[J].商场现代化,2007(22):195
[53]潘蜀健.房地产市场营销[M].北京:中国建筑工业出版社,2003.299-300
[54]张德,段颖希,赵世刚.服务质量差距模型及7P营销组合在房地产行业中应用--商品房投诉焦点问题之原因及对策[J].技术与市场,2007(02):55-57
[55]谢言,谢攀.ERG理论在房地产营销中的应用[J].西安航空技术高等专科学校学报,2006,24(6):60-63
[56]曾祥明.基于服务营销的房地产营销模式组合研究[D](硕士学位论文).四川大学,2004
[57]金昕.房地产企业质量营销策略研究[D].(硕士学位论文).西安建筑科技大学,2007
[2]李梅.西方顾客满意理论的研究和本土化评价[J].现代管理科学,2007(2):99-100
[3]李作战.西方顾客满意理论研究评述[J].商业时代,2006(23):24-25
[4]梁燕.顾客满意度研究述评[J].北京工商大学学报:社会科学版,2007,22(2):75-80
[5]Lars Nilsson,Michael D.Johnson,Anders Gustafsson.The impact of quality practices on customer satisfaction and business results:product versus service organizations.In:Journal of Quality Management,2001,6:5-27
[6]Fornel C,Johnson M D,Eugene W,etc.The American Customer satisfaction Index:Nature,Purpose,and Findings[J].In:Journal of Marketing,1996,60:7-18
[7]陈放主编.房地产营销[M].北京:蓝天出版社,2005.3-13
[8]戚振强等.房地产绿色营销探讨[J].建筑经济,2007(05):78-81
[9]陆宵虹,李家俊.房地产文化营销理念初探[J].商业研究,2006(03):162-164
[10]王天姿.顾客导向的全过程营销[J].企业研究,2004(11):56-57
[11]李广春.服务营销-我国房地产营销战略的必然选择[J].商场现代化,2006(24):59
[12]杨雪.房地产营销理论的发展及实践研究[D](硕士学位论文).重庆大学,2006
[13][美]A.V菲根堡姆著.全面质量管理[M](杨文士,廖永平译).北京:机械工业出版社,1991.4-62
[14]刘广第.质量管理学[M].北京:清华大学出版社,2003.67-72
[15][美]菲利浦·科特勒.营销管理:分析、计划、执行和控制[M].上海:上海人民出版社,2000.53-72
[16]Oakland,Total Quality Management.Pitman Publishing,London,1992
[17]万后芬.论全面质量营销[J].武汉大学学报(社会科学版).2003,56(7):474-479
[18]Lai,Kee-hung,Weerakoon,Thilaka S.Total quality management and marketing:Complementary business philosophies.In:International Journal of Management,1998,15(4):414-417
[19]Fram,Eugene H.Not so strange bedfellows:Marketing and total quality management.In:Managing Service Quality,Bedford:1995,5(1):50-56
[20]D S Morris,Bradley R Barnes,James E Lynch.Relationship Marketing needs total quality management.In:Total Quality Management.Abing do:1999,10(4/5):659-665
[21]米山高范著.质量管理浅谈[M](王世芳译).北京:机械工业出版社,1981.64-65
[22]LaFief,William C.Total Quality Marketing:The Key to Regaining Market Shares.In:Academy of Marketing Science Journal.1999,24(4):377-378
[23]Don Bathie,Josh Sarka.Total quality marketing(TQMk)- a symbiosis.In:Managerial Auditing Journal.2002,17(5):241-244
[24]陈炜.论质量管理与营销管理的契合与互动[J].新疆财经学院学报,2003(02):59-62
[25]庄贵军.论市场营销在质量管理中的作用[J].当代经济科学,1998(02):67-71
[26]刘忆等.市场营销与全面质量管理战略[J].水利水电标准化与计量,1997(4):21-23
[27]胡兴起.现代营销中的两种质量观[J].中国流通经济,2000(01):58-59
[28]吕萍.企业营销与产品质量[J].贵州财经学院学报,1995(4):62-64
[29]杜海鹏,刘二亮.市场营销中的全面质量营销战略[J].河北职业技术学院学报,2001,1(3):55-56
[30]程国平等.关于质量营销的研究与探讨[J].科技创业,2004(14):48-49
[31]侯贵生.论全面质量营销战略[J].四川商业高等专科学校学报,2000(2):28-30
[32]付铁山,王敏杰.论质量营销战略[J].企业经济,2004(07):49-50
[33]黄祖辉,吕佳,刘东英.农产品质量营销:理论与实证分析[J].福建论坛(人文社会科学版),2004(8):12-17
[34]熊明华.全面质量营销战略在企业中的应用研究[J].企业活力,2003(6):16-17
[35]孙毓霜.质量营销[M].北京:企业管理出版社,2000.45-72
[36]杨鸿汶.试论质量营销[J].冶金管理,1997(4):46-48
[37]诸葛良等.现代企业质量营销体系的构建[J].上海企业,2002(02):38-40
[38]陈玳.全面质量营销实施评价模型初探[D](硕士学位论文).华中科技大学,2001
[39]龚艳萍等.质量营销在电信市场营销中的运用[J].当代通信,2003(05):37-40
[40]贾秀萍.医疗质量营销手段初探[J].中国卫生经济,2005(1):70-71
[41]林昌华等.房地产全面质量营销顾客价值分析[J].商场现代化,2005(01):75-76
[42]叶剑平.房地产营销[M].北京:首都经济贸易大学出版社,2003.3-10
[43]郭建,章仁俊,金鹏.中国房地产业现状及其发展趋势分析[J].城市经济,2003(3):5-7
[44]纪海芹.浅谈营销策略在房地产中的应用[J].科技创业月刊,2007(01):91-92
[45]牛凤瑞主编.中国房地产发展报告NO.3[M].社会科学文献出版社,2006.3-100
[46]吕海燕.21世纪房地产市场营销现状分析及发展方向[J].职业技术,2007(02):30-31
[47]廖平凡.房地产营销误区浅析[J].咸宁学院学报,2006,26(4):35-36
[48]庞振环.构建最佳房地产营销模式的因素分析[J].长春大学学报,2006,16(3):15-18
[49]徐文蔚,王东.当前房地产营销中存在的问题与对策[J].经济师,2003(06):161
[50]杨中宣,李珊.房地产业营销问题与策略研究[J].商场现代化,2006(27):106-107
[51]申华伟.浅谈房地产营销面临的误区[J].大众科技,2005(12):15/23
[52]杨伟文,沈宜蓉.企业选择质量营销的理由[J].商场现代化,2007(22):195
[53]潘蜀健.房地产市场营销[M].北京:中国建筑工业出版社,2003.299-300
[54]张德,段颖希,赵世刚.服务质量差距模型及7P营销组合在房地产行业中应用--商品房投诉焦点问题之原因及对策[J].技术与市场,2007(02):55-57
[55]谢言,谢攀.ERG理论在房地产营销中的应用[J].西安航空技术高等专科学校学报,2006,24(6):60-63
[56]曾祥明.基于服务营销的房地产营销模式组合研究[D](硕士学位论文).四川大学,2004
[57]金昕.房地产企业质量营销策略研究[D].(硕士学位论文).西安建筑科技大学,2007