买方市场下房产企业客户满意度研究大学学位论文.doc

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1、摘要买方市场下房产企业客户满意度研究【摘要】目前,中国的房地产事业已由卖方市场转向买方市场,加之客户群体的日益趋于成熟，市场竞争也越来越激烈，政府监管日益严格。这些变化要求房地产开发企业将工作重心转向以追求客户的需求和满意度上来。但是目前商品房滞销，挤压的现象非常常见,大量空置房造成资源的相对过剩。能否让顾客满意已经成为关系到房地产企业健康发展的关键因素。进行房地产客户满意度研究对企业的健康发展具有重要意义。鉴于顾客满意度（CSI）对房地产企业的重要性，笔者分析了顾客满意度，企业绩效，企业核心竞争力之间的关系，从顾客满意度和顾客满意度指数

2、的函数入手，以杭州惠力房地产开发有限公司客户满意度模型为重点，建立房地产客户满意度评价体系，详细介绍客户满意度测评方法和分析。笔者还提出房地产开发企业顾客满意度经营的一些做法，希望真正为房地产开发企业提供有效借鉴，优化企业社会形象，实现多面受益。【关键词】房地产企业，客户满意度,买方市场,杭州惠力公司24浙江大学城市学院毕业论文AbstractResearchonthecustomerSatisfactionofRealEstateEnterprisesintheBuy’smarket——TakeHangzhouHuiliRealEsta

3、teDevelopmentCompanyasaCase【Abstract】Currently，theChineserealestatemarketisexperiencingrapiddevelopmentandthistrendistransformingtothebuyer’smarket.Besidesthegraduallymaturedcustomergroupandtherigidgovernmentregulationhavemadethecompetitioninthisindustrymoreandmoreintense

4、.Allofthesechangesrequiretherealestatecompanytotransformtheworkingemphasistothedemandofthecustomerandthecustomersatisfactionindex.However,thecurrentbusinessactivitiesofthecompanyarenotcenteredonthecustomer’sdemandandthishascausedthedullofsale.Somanyoverstockofthecommercia

5、lresidentialbuildinghascausedtherelativelysurplusofthevacanthousingunits.Giventhisbackground,whetherthecompanycanmeetthedemandofthecustomeristhekeyissuetothesounddevelopmenttotherealestatecompanies.Thisthesishasanalyzedtherelationshipsbetweenthecustomersatisfaction,thefir

6、mperformanceandthecorecompetitivenessofthecompanyandthenstartedfromthefunctionsofthecustomersatisfactionandthecustomersatisfactionindextoestablishamodelbasedontheperformanceoftheHangzhouHuiliRealEstateCompany,toformaevaluationsystemofthecustomersatisfactionandtointroducet

7、heevaluationmethodandtheanalysis.Meanwhile,thecompanyhasalsoputforwardsomerunningmethodofpromotingthecustomersatisfaction.Theauthorplanstousethisthesistoprovidesomereferencefortherealestatecompanytohelpthemtoachievethemultiplewininthemarketcompetition.【KeyWords】realestate

8、market,customersatisfaction,thebuyer’smarket,HangzhouHuilirealestatemarket24浙江大学城市学院毕业论文目录目录引言1一