【正文】 摘要 I 買方市場下房產(chǎn)企業(yè)客戶滿意度研究 【摘要】 目前 ,中國的房地產(chǎn)事業(yè)已由賣方市場轉(zhuǎn)向買方市場 , 加之客 戶群體的日益趨于 成熟，市場競爭也越來越激烈， 政府監(jiān)管 日益嚴(yán)格。這些變化要求 房地產(chǎn)開發(fā)企業(yè)將工作重心轉(zhuǎn)向以追求客戶的需求和滿意度上來。 但是目前 商品房滯銷，擠壓的現(xiàn)象非常常見 , 大量空置房造成 資源的相對過剩。 能否讓顧客滿意已經(jīng)成為關(guān)系到房地產(chǎn)企業(yè)健康發(fā)展的關(guān)鍵因素。進(jìn)行房地產(chǎn)客戶滿意度研究對企業(yè)的健康發(fā)展具有重要意義。 鑒于顧客滿意度（ CSI）對房地產(chǎn)企業(yè)的重要性， 筆者 分析了顧客滿意度，企業(yè)績效，企業(yè)核心競爭力之間的 關(guān)系 ，從顧客滿意度和顧客滿意度指數(shù)的函數(shù)入手，以杭州惠力房地產(chǎn)開發(fā)有限公司客戶滿意度模型為重點， 建立 房地產(chǎn)客戶滿意度評價體系， 詳細(xì)介紹 客戶滿意度測評方法和分析。筆者還 提出房地產(chǎn)開發(fā)企業(yè)顧客滿意度經(jīng)營的一些做法 ，希望真正為房地產(chǎn)開發(fā)企業(yè) 提供有效借鑒 ， 優(yōu)化企業(yè)社會形象，實現(xiàn)多面受益。 【 關(guān)鍵詞 】 房地產(chǎn)企業(yè)， 客戶 滿意度 , 買方市場 , 杭州惠力公司浙江大學(xué)城市學(xué)院畢業(yè)論文 Abstract II Research on the customer Satisfaction of Real Estate Enterprises in the Buy’s market —— Take Hangzhou Huili Real Estate Development Company as a Case 【 Abstract 】 Currently ， the Chinese real estate market is experiencing rapid development and this trend is transforming to the buyer’s market. Besides the gradually matured customer group and the rigid government regulation have made the petition in this industry more and more intense. All of these changes require the real estate pany to transform the working emphasis to the demand of the customer and the customer satisfaction index. However, the current business activities of the pany are not centered on the customer’s demand and this has caused the dull of sale. So many overstock of the mercial residential building has caused the relatively surplus of the vacant housing units. Given this background, whether the pany can meet the demand of the customer is the key issue to the sound development to the real estate panies. This thesis has analyzed the relationships between the customer satisfaction, the firm performance and the core petitiveness of the pany and then started from the functions of the customer satisfaction and the customer satisfaction index to establish a model based on the performance of the Hangzhou Huili Real Estate Company, to form a evaluation system of the customer satisfaction and to introduce the evaluation method and the analysis. Meanwhile, the pany has also put forward some running method of promoting the customer satisfaction. The author plans to use this thesis to provide some reference for the real estate pany to help them to achieve the multiple win in the market petition. 【 Key Words】 real estate market, customer satisfaction, the buyer’s market, Hangzhou Huili real estate market浙江大學(xué)城市學(xué)院畢業(yè)論文 目錄 III 目錄 引言 .......................................................................................................................................... 1 一、前言 .................................................................................................................................. 1 （一）研究的背景目的及意義 ...................................................................................... 1 （二）國內(nèi)外客戶滿意度研究現(xiàn)狀 .............................................................................. 1 二、顧客滿意度理論綜述 ...................................................................................................... 4 （一）顧客滿意度理論內(nèi)容 .......................................................................................... 4 1． 動態(tài)中的客戶滿意度 .................................................................................... 4 2． 競爭對手對顧客滿意度的影響 .................................................................... 4 （二）顧 客的需求與期望 .............................................................................................. 5 1． 顧客需求 ........................................................................................................ 5 2． 產(chǎn)品的價值 .................................................................................................... 5 3． 消費行為及顧客評價 .................................................................................... 6 （三）買方市場下顧客滿意評價 指標(biāo) .......................................................................... 6 （哪里不足，如何進(jìn)行評價 那 。 這里不用惠利，用一般的房產(chǎn)公司，別人是怎么設(shè)定指標(biāo)的，比