阳光城地产公司“改善型住房”关系营销策略研究

发布时间：2018-01-12 13:07

本文关键词：阳光城地产公司“改善型住房”关系营销策略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,消费者对“改善型住房”的需求越来越强烈。相对普通的刚需型项目,“改善型住房”有着更高的产品溢价,可以实现生产资料的效用最大化。基于这种认知,越来越多的房地产开发企业开始着手或加大“改善型住房”的研发和推广,在这个过程中,很多房地产企业意识到传统的营销理论已不足以支撑新业务的发展,他们开始尝试用关系营销的理论及方法来指导“改善型住房”的营销工作,以期帮助企业实现新一轮的增长。本文以关系营销的理论思想为指导,通过对阳光城地产及同业优秀公司调查研究,努力摸索出一些适用于改善型住房的营销手段及营销策略,帮助企业把握市场机遇,发挥特色优势,实现企业的快速发展,助力企业战略目标的达成。希望这些研究方法及成果能够给有相关需求的房地产企业一定的启发,同时为整个房地产行业关系营销理论及实践创新起到一定的推动作用。首先,本文整体回顾了阳光城地产的发展历程及经营现状,阐述了阳光城地产“3+1+X”的布局战略及新一代产品“以用户为导向”的核心理念,并对阳光城地产“改善型住房”的营销管理现状做了分析,介绍了阳光城地产“改善型住房”的营销管理层次、产品线等情况,并在此基础上,结合具体的事例,总结说明了阳光城地产“改善型住房”目前关系营销方面存在的主要问题,即市场调研不够深入细致导致客户关系建立基础不坚实,客户细分精细程度低导致关系客户满意度不高,关系营销策划创新力度不够,企业对销售人员的内部关系营销管理较弱,并具体说明上述问题对企业的经营发展产生的影响。其次,从市场环境、政治环境、技术环境、社会文化环境等视角对阳光城地产“改善型住房”关系营销的外部环境进行了分析,初步得出市场环境两极分化成为趋势,政策调控日趋频繁,技术手段创新将推动行业变革及消费者消费观念愈发多元化等结论。从组织及机制层面,对阳光城地产“改善型住房”关系营销的内部环境进行了分析,指出阳光城地产“改善型住房”具备开展关系营销工作的基本条件,但是无论从组织层面,还是从机制层面都缺少统一的安排和部署,各专业还没有统一思想认识,统一步调。同时通过对企业“改善型住房”关系营销进行SWOT分析,初步得出阳光城地产“改善型住房”实施关系营销策略的必要性及重要性。最后,运用关系营销六市场模型等理论工具,将阳光城地产“改善型住房”关系营销市场细分为内部市场、客户市场、影响者市场、竞争者市场、供应商市场及分销商市场,并结合各细分市场的特点和阳光城地产“改善型住房”的实际情况,对各市场的关系客户进行了选择。在此基础上,对阳光城地产“改善型住房”的关系营销策略进行了设计,同时从企业文化、人力资源体系、产品、服务及管理工具等方面提出了关系营销策略的实施保障措施。
[Abstract]:In recent years, consumer demand for "to improve the type of housing" has become more and more strong. Just need to type the project is relatively common, "to improve the type of housing has a higher premium, it can maximize the utility of the means of production. Based on this cognition, the development and promotion of more and more real estate enterprises to start or increase" to improve the type of housing ", in this process, many real estate companies realize that the traditional marketing theory is not enough to support new business development, they began to try to use the theory and method of relationship marketing to guide" to improve the type of housing "marketing work, in order to help enterprises to achieve a new round of growth in this paper. The theory of relationship marketing as the guidance, through the investigation of the sunshine city real estate and industry excellent company, to find out some suitable to improve the type of housing marketing and marketing strategy to help enterprises Hold the market opportunities, play characteristics and advantages, to achieve rapid development of enterprises, help enterprises achieve strategic goals. Hope these research methods and results can give inspiration related needs of the real estate enterprises must, at the same time for the entire real estate industry relationship marketing theory and practice innovation plays a certain role. Firstly, this paper reviews the overall the sunshine city real estate development and management situation, describes the concept of the sunshine city real estate "3+1+X" layout strategy and a new generation of products "user oriented", and the present situation of marketing management of the sunshine city real estate "to improve the type of housing" to do the analysis, introduces the marketing management level of the sunshine city real estate "to improve the type of housing" product line, etc., and on this basis, combined with concrete examples, summarizes the sunshine city real estate "to improve the type of housing currently existing relationship marketing The main problem that market research is not in-depth to customer relationship based customer segmentation is not solid, fine due to the low degree of relationship of customer satisfaction is not high, the relationship marketing innovation is not enough, the enterprise sales staff on the internal relationship marketing management is weak, and the body shows the influence of the above problems arising in the development of enterprises. Secondly, from the market environment, political environment, technology environment, social cultural environment and analyzes the sunshine city real estate "to improve the type of housing" relationship marketing environment, the market environment has become the trend of initial polarization, policy is becoming more frequent, technology innovation will change to promote the industry and consumer consumption concept increasingly diverse from the organization and conclusion. The mechanism and level of the sunshine city real estate "to improve the type of housing" relationship marketing internal environment analysis, pointed out that the sunshine city Real estate "to improve the type of housing" has the basic conditions to carry on the relationship marketing, but in terms of organizational level, or from the level of mechanism are lack of unified arrangements and deployment, the professional is not the unity of thinking, the pace of reunification. At the same time, through to the enterprise "to improve the type of housing" relationship marketing SWOT analysis, preliminary draw the sunshine city real estate "to improve the type of housing" the necessity and importance of relationship marketing strategy. Finally, based on the theory of relationship marketing six market model, the sunshine city real estate "to improve the type of housing" relationship marketing market segmentation for the internal market, customer market, influence market, competitors, suppliers and distributors in the market market, combined with the subdivision the characteristics of the market and the sunshine city real estate "actual situation to improve the type of housing", the customer relation of the market were selected. On this basis, the sunshine city The relationship marketing strategy of the "improved housing" is designed, and the implementation measures for the implementation of relationship marketing strategy are put forward from the aspects of corporate culture, human resources system, products, services and management tools.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F299.233.4

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