【作者】 刘敏；

【导师】 强茂山； 张雷；

【作者基本信息】 清华大学 ， 项目管理（专业学位）， 2017， 硕士

【摘要】 当前保障性住房供给不断加大,限购政策越来越严格,房地产行业的生存环境变的越来越艰难,在市场集中度提升的大趋势下,房地产企业间的竞争变得越来越激烈。为了能够在竞争白热化的市场中生存,对房地产企业而言,顾客已经成为比土地更重要的资源,能够吸引更多的顾客是房地产企业立足的根本。在此背景下,如何以提升顾客满意度获取顾客忠诚成为目前房地产企业必须要解决的问题。本文站在房地产开发企业的角度,从顾客需求出发,以低密度住宅作为介入点,通过对低密度住宅顾客满意度影响因素的分析,建立用房地产开发全过程的质量管理来提升顾客满意度的方法。本文首先基于质量管理理论和顾客满意度理论,结合低密度住宅消费人群的特点构建了低密度住宅的顾客满意度影响因素清单,并进一步提出了顾客满意度关键影响因素的选取方法;其次将顾客满意度提升作为质量管理的目标,并将其分解为易考核的分项质量目标;随后,将顾客满意度关键影响因素分解到房地产开发全周期的各阶段,通过各阶段分项质量目标的实现来管控顾客满意度关键影响因素,从而提升顾客满意度。本文最后以HS低密度住宅项目的实施作为案例,通过企业经验数据总结及市场调研数据整理从低密度住宅顾客满意度影响因素清单中选取本项目的顾客满意度关键影响因素;通过设定主要部门绩效考核指标将提升顾客满意度的质量目标分解成为各部门的分项质量目标;通过实现各部门分项质量目标保证实现提升顾客满意度的总体质量目标。项目最终质量目标的实现验证了前文提升顾客满意度方法的可行性和有效性。本文将质量的涵义延伸并将质量管理的范围扩展,将顾客满意度与质量管理相关联,以质量管理角度梳理房地产行业顾客满意度影响因素,基于房地产开发流程建立质量管理流程使得质量管理目标可以动态提升,最终以质量目标的实现达成顾客满意度提升的目标。论文提出的方法和案例验证的结果对房地产项目和企业管理有借鉴价值。更多还原

【Abstract】 As the continuing increase of the indemnificatory housing supply and the increasing strict of restriction policy,it has been even more difficult for the real estate enterprises to survive under this background.And the competition has become fiercer under the trend of market concentration.For the real estate enterprises who want to survive,customer has become the more important resource even than the land.Hence,it is the basic foundation for the real estate enterprises to attract more customers.In this context,how to improve customer satisfaction and loyalty has become a problem that to be solved.From the perspectives of the real estate development enterprises,based on the demand of customers,taking the low-density residence as intervention point,through the analysis of the influencing factors of customer satisfaction for the low-density residential buildings,the paper adopts the method of the quality management of the whole process of real estate development to enhance customer satisfaction.Firstly,based on quality management theory and customer satisfaction theory,combined with the characteristics of low density residential consumers,this research draw the list of satisfaction influencing factors of low density residence customers.Then,taking the improvement of customer satisfaction as the goal of quality management,the goal is divided into partial goals that can be measured.In the end,the influencing factors are decomposed to various stages of the real estate development.By realizing the partial goals of quality control,the customer satisfaction can be improved correspondingly.The paper takes the implementation of HS low-density enterprise project as a case,according to the summary of the enterprise empirical data and the arrangement of market research data from the list of satisfaction influencing factors of low-density residential customers to select the key factors about customer satisfaction for this project.In addition,by setting Performance Evaluation Indicators in the main department,enhancing the quality goal of customer satisfaction is decomposed to partial quality goals in each department.Moreover,the realization of partial quality goals in each department can ensure the realization of the overall quality goal of customer satisfaction promotion.The realization of the project’s final quality goal verifies the feasibility and effectiveness of previous method to promote customer satisfaction.The paper extends the meaning of quality and the scope of quality management and associates customer satisfaction with quality management.From the point of quality management,the influencing factors on customer satisfaction in real estate industry are sorted out.It is based on the real estate development process to establish quality management process so that the quality management goals can be dynamically upgraded.Ultimately,it is with the achievement of quality goals that the goal of customer satisfaction promotion is accomplished.The method and the result of case studies supplied in this research can provide reference value to the real estate projects and enterprises.更多还原