五礦建設(shè)顧客忠誠度研究 ——以南京房地產(chǎn)市場為例

目    錄
摘要 1
Abstract 1
一、顧客忠誠文獻綜述 2
二、南京房地產(chǎn)市場環(huán)境分析 3
（一）南京房地產(chǎn)消費市場調(diào)研概述 3
（二）南京房產(chǎn)品牌扎堆，競爭激烈 4
三、五礦建設(shè)（南京）顧客忠誠度調(diào)研分析 7
（一）調(diào)研方案的設(shè)計 7
（二）五礦建設(shè)（南京）顧客忠誠度現(xiàn)狀調(diào)研 8
1. 調(diào)研問卷的設(shè)計 8
2. 調(diào)研結(jié)果的分析 10
四、提高五礦建設(shè)（南京）顧客忠誠度的對策建議 14
（一）五礦建設(shè)（南京）顧客低態(tài)度忠誠度形成的原因 14
1．對自身品牌效應(yīng)的運用不足 14
2. 南京房地產(chǎn)市場消費者的本土觀念 15
3. 南京房地產(chǎn)市場中房企品牌“扎堆” 15
（二）提升顧客忠誠的對策建議 16
1. 加強品牌營銷，提高顧客品牌認同度 16
2. 實施區(qū)域化戰(zhàn)略，提高顧客態(tài)度忠誠度 17
五、結(jié)束語 18
參考文獻 19
附 錄 21
附錄一 21
附錄二 22
 

【摘要】開發(fā)商和基金的大舉進入，使得二線城市房地產(chǎn)市場進一步升溫，南京房地產(chǎn)市場的競爭日趨激烈。而抓住核心顧客，培養(yǎng)高度忠誠的顧客，無疑是各大房地產(chǎn)企業(yè)提高市場占有率、擴大市場份額的重要武器。本文主要以五礦建設(shè)南京御山湖項目為例，分析五礦建設(shè)在南京房地產(chǎn)市場的顧客忠誠度現(xiàn)狀，并從市場和企業(yè)自身兩個方面分析五礦建設(shè)顧客忠誠度偏低的原因，提出相應(yīng)的對策建議，給其他房地產(chǎn)企業(yè)提高顧客忠誠度提供一定的借鑒意義。
【關(guān)鍵詞】五礦建設(shè)；顧客忠誠；房地產(chǎn)

Research on Consumer’s Loyalty of
China Minmetals Corporation.
——Take Nanjing as an Example
【Abstract】As the distinctly getting into of the real estate enterprise and fun, make the second-line city real estate market become more concerned. Nanjing real estate market competition is becoming increasingly fierce. The Loyal consumer is the key issue to a real estate enhance their market share and build the corporation’s preponderant competition. The paper takes China Minmetals corporation, Nanjing Branch as an example, analyzing its consumer’s loyalty. So, this paper based on the market of Nanjing real estate and the China Minmetals corporation, Nanjing Branch to analyze the reasons of its low consumer’s loyalty, and give some suggestion on how to improve the low consumer’s loyalty, hoping that can help the other real estate enterprise to cultivating the loyal consumer.
【Key Words】China  Minmetals  Corporation,  Consumer’s  Loyalty,  Real Estate, Nanjing  ,  Brand