【作者】 王亚坤；

【导师】 王杜春；

【作者基本信息】 东北农业大学 ， 农业遥感与土地利用， 2009， 硕士

【摘要】 美国“次贷危机”给全球金融带来的影响正在愈演愈烈,也在严重地影响着中国的经济情况。此前,中国经济已受到国际石油价格上涨波动、全球经济放缓、人民币汇率升值等因素的影响,并且还面临自身经济发展过热、自然灾害和通货膨胀等国内因素的压力。金融旋风的袭击,无疑更会使中国经济雪上加霜。关系营销是对传统营销进行革新的理论,是对大量企业的营销思想、营销理念、营销行为进行分析的基础上总结提出的一种新的营销理念。关系营销完全突破了简单的企业与客户之间的关系这一点,将营销的范围延伸到供应商、中间商及其它与企业有直接或者间接联系的社会团体、政府职能部门及个人等各个方面。关系营销理论以系统论为基本思想,将企业置身于社会经济大环境中考察企业的市场营销活动,把企业的营销活动看成是一个与消费者、竞争者、供应商、分销商、政府机构和社会组织等诸多方面发生相互作用的过程。正确处理企业与这些个人或组织的关系是企业营销的核心,也是企业营销成败的关键。关系营销契合了现代企业的营销活动,强调企业要建立良好稳定的伙伴关系,追求其相关者利益最大化,为企业带来长期且稳定的财务绩效。由于全球经济一体化和企业竞争的激烈化,关系营销成为21世纪企业市场营销的指导思想之一。在当前金融危机爆发形势下,我国房地产行业将何去何从,该如何在危机中寻找机遇,从而获得更大的发展,成为每个房地产企业必须面对的问题。因此,如何组织好企业的内部和外部资源,为市场提供高质量的产品和服务,在实现企业利润目标的同时,最终提高客户的满意度,就成为房地产企业关心的核心问题。本文以关系营销理论与房地产业的发展为背景,结合市场营销和战略管理的一般理论,采用了规范分析与实证分析相结合、比较分析与综合分析相结合、定性分析与定量分析相结合的方法对房地产企业的关系营销战略进行了系统分析和研究。金融危机下房地产企业可以在政府的引导下,积极应对宏观调控的新政策以及房产市场变化的新形势,注重提高产品质量提升品牌形象和降低企业成本,如果此时房地产企业实施关系营销能更容易和更深刻地被客户感觉和认可。金融危机下在资金压力的影响下房地产企业可以通过结盟方式提供并满足客户多元化需求及服务,促进房地产业市场的发展及良性竞争。受金融危机的影响,目前中国房地产市场上消费者持币观望严重、房地产企业面临巨大资金压力、房屋空置面积大大增加。虽然中国房地产企业已经意识到关系营销的重要性,并且有的房地产企业已经建立相应部门,采取了相应的营销措施,但在关系营销运用过程中仍存在许多问题,比如对关系营销的曲解阻碍了房地产企业关系营销的实施,提到关系营销,人们会立即认为是通过“拉关系、走后门”来进行营销活动;房地产行业的信用危机对关系营销开展带来阻力;房地产产品质量低、价格高;CRM应用过程中存在误区等等。针对这种情况,房地产企业应控制好产品价格和质量,为消费者提供高性价比的产品;提升客户关系层次,发掘客户潜在价值;建立合理的组织结构保障内部关系营销;重视与竞争者合作,建立战略联盟;迎合政府和公众的价值取向,承担社会责任,做好公益活动,积极提高其关系营销水平,来提高其经济效益和市场竞争力,从而带动整个行业的健康发展。更多还原

【Abstract】 The sub-loan crisis impact to the global financial is flooding, it also affects the Chinese economic order. The Chinese economy has been fluctuations in international oil prices, global economic slowdown, the Renminbi exchange rate and other international factors such as the economic development of their own over-heated, natural disasters and inflation. Financial crisis attacking, no doubt made in China’s economic situation even worse. Under the current financial crisis situation, Chinese real estate industry how to find opportunity and how to obtain greater development is the question every real estate enterprises must face.Relationship marketing were developed by the traditional marketing. It was the large number of companies with marketing concept, marketing ideas, marketing analysis, which are summing up a new theory of marketing. Relationship marketing entirely breakthrough enterprise relationship with consumers, and extended to suppliers, brokers and other enterprises directly or indirectly linked to community groups, government departments and individuals and so on. Relationship marketing theory make enterprise exposure in a socio-economic marketing environment, which corporate marketing of consumers, competitors, suppliers, distributors, government agencies and social organizations and many other aspects of the process of interaction, the correct treatment of these individuals or companies and organizations are the core of corporate marketing, is the key to business success or failure.Relationship marketing fit the modern enterprise marketing activities, emphasizing the stability of enterprises should set up a good partnership in pursuit of its stakeholders to maximize the benefits for enterprises to bring long-term financial performance. Because of global economic integration and business competition, relationship marketing has become the 21st century important marketing theory, one of the guiding ideology. Therefore, how to organize the enterprise’s internal and external resources to provide the market with high-quality products and services, in achieving the objectives of corporate profits at the same time, and ultimately improve customer satisfaction, has become the core concern of real estate questions.In this paper, relationship marketing theory and real estate development as the background, combined with marketing and strategic management of the general theory, the real estate business relationship marketing strategy analysis and empirical research.Financial crisis in the real estate business under the guidance of the Government to actively deal with the new macro-control policies, as well as changes in the housing market and the new situation, to focus on improving product quality to enhance brand image and reduce the cost of doing business, if the real estate business at this time the implementation of relationship marketing can more easily and more deeply felt and recognized by customers. Financial crisis in funding under the influence of pressure on the real estate business can be provided through the alliance and to meet the diversified needs of customers and services, and promote the development of real estate market and healthy competition.By the financial crisis, China’s real estate market of consumers waiting to see a serious macro news, real estate enterprises are facing enormous financial pressure on an area of significant increase in vacant housing. Although the Chinese real estate enterprises have realized the importance of relationship marketing, and some real estate companies have established departments to take appropriate marketing steps, but the use of relationship marketing in the process there are still many problems, such as misinterpretation of the relationship marketing the relationship between real estate companies hindered the implementation of marketing, referring to relationship marketing, people will immediately think that through the "Sino-Latin American relations, through the back door" to carry out marketing activities; The real estate industry’s credit crisis brought about by the resistance to carry out relationship marketing; the quality of products with low real estate prices high; CRM application errors and so on exist. To address this situation, the real estate industry should control prices and quality products to provide consumers with cost-effective products; to enhance the level of customer relations, to explore the potential value of customers; the organizational structure to establish a rational relationship between the protection of internal marketing; importance and competition cooperation, the establishment of strategic alliances; to meet the Government and the public values, commitment to social responsibility, do a good job in public welfare activities, and actively improve their level of relationship marketing to enhance their economic efficiency and market competitiveness, thereby stimulating the healthy development of the industry as a whole.更多还原