摘要
随着我国国民经济与人民生活水平的快速发展和稳定提高,我国房地产住宅产业已经进入高速发展阶段,并已成为我国国民经济发展的重要支柱产业之一。但是,由于我国房地产住宅市场起步很晚,尚处于初级发展阶段,不可避免地会遇到许多发展中的问题。在此背景下,深入探讨房地产住宅市场营销与顾客满意度问题,无疑对促进我国房地产住宅市场的健康发展具有重要的理论与现实意义。
第一章首先在分析房地产住宅市场发展意义基础上,合理界定了论文研究目标,以及论文研究内容与体系结构。
第二章分析了房地产的基本内涵及其基本特征;在探讨市场与市场机制基础上,清晰定义了房地产市场的基本概念,剖析了房地产市场运行机制;探讨了住宅产业化发展趋势;分析了住宅装修的基本要求。
第三章首先在分析市场营销内涵基础上,对主要市场营销理论进行了系统分析;讨论了目前我国市场营销理论发展的基本现状以及房地产市场营销所存在问题。
第四章分析了传统营销观念所存在的根本性问题;在探讨顾客满意度基本内涵基础上,研究了顾客满意度与顾客忠诚之间的内在关系;深入剖析了关于顾客满意度的观测与变量多重相关性问题,提出了运用结构方程原理解决房地产住宅市场顾客满意度模型构建及变量多重共线性问题的整体解决方案。
第五章首先对QLHY项目进行了深入的市场分析;综合运用房地产市场营销原理,进行了系统的QLHY项目营销推广策划研究工作;并在上述研究基础上,进一步对QLHY营销推广策划方案效益进行了科学预测,从而有效地保障了QLHY项目的顺利实施。
第六章首先给出了系统的房地产住宅市场顾客满意度表征变量体系与顾客满意度结构方程框架模型;结合测量模型表征变量的内涵设计了房地产住宅市场顾客满意度调查问卷,并根据QLHY项目实际背景,进行了完整的QLHY顾客满意度实证模型,进而深入探讨了房地产市场顾客满意度影响变量之间的内在联系与相互作用关系,对顾客满意度各影响变量进行了系统的因素贡献度分析,给出了其未来改进工作的基本策略。
With the rapid development and stable improvement of our national economy and people’s life, Chinese real estate industry is on high speed development, and it has becoming one of the important pillar industries of Chinese national economy. As it is on basic developing stage and encounters some problems. Thus it’s very important for healthy development of real estate market to study marketing theories of real estate and customer satisfaction.
Firstly, this treatise discussed development of real estate market. From the discussion, it illustrated the focal issue as well as the basic material and framework of the research in this treatise.
Secondly, on the basis of study in the foundation of market and market mechanism, it further illustrated the basic principle of real estate market and operation mechanism. The developing tendency of housing industrialization and mode of house decoration has been analyzed.
Thirdly, it conducted in depth study in marketing theories, and figured out the present situation of Chinese marketing theory and encounter problems of real estate market
Fourthly, while analyzing the limitation of traditional marketing ideas, it illustrated the concept of customer satisfaction and inner relationship between customer satisfaction and loyalty. Furthermore, this treatise provides total solution to solving variable representation and multicollinearity of customer satisfaction of real estate market based on structure equation model.
Fifthly, under the market analysis of QLHY project, the marketing planning of QLHY project is studied and its benefit is forecasted in this section.
Lastly, based on the previous sections, this treatise provided the customer satisfaction representative variable based on real estate market study and established the structural equation model of customer satisfaction, designed the customer satisfaction survey, and conducted empirical research using the data and background of QLHY project. The research acquired the relationship between Influencing satisfaction factors and their contributions to customer satisfaction, which will give the improving strategy support to QLHY project.
引文
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