五礦建設(shè)顧客忠誠(chéng)度研究 ——以南京房地產(chǎn)市場(chǎng)為例

目    錄
摘要 1
Abstract 1
一、顧客忠誠(chéng)文獻(xiàn)綜述 2
二、南京房地產(chǎn)市場(chǎng)環(huán)境分析 3
（一）南京房地產(chǎn)消費(fèi)市場(chǎng)調(diào)研概述 3
（二）南京房產(chǎn)品牌扎堆，競(jìng)爭(zhēng)激烈 4
三、五礦建設(shè)（南京）顧客忠誠(chéng)度調(diào)研分析 7
（一）調(diào)研方案的設(shè)計(jì) 7
（二）五礦建設(shè)（南京）顧客忠誠(chéng)度現(xiàn)狀調(diào)研 8
1. 調(diào)研問(wèn)卷的設(shè)計(jì) 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(chéng)度的對(duì)策建議 14
（一）五礦建設(shè)（南京）顧客低態(tài)度忠誠(chéng)度形成的原因 14
1．對(duì)自身品牌效應(yīng)的運(yùn)用不足 14
2. 南京房地產(chǎn)市場(chǎng)消費(fèi)者的本土觀念 15
3. 南京房地產(chǎn)市場(chǎng)中房企品牌“扎堆” 15
（二）提升顧客忠誠(chéng)的對(duì)策建議 16
1. 加強(qiáng)品牌營(yíng)銷，提高顧客品牌認(rèn)同度 16
2. 實(shí)施區(qū)域化戰(zhàn)略，提高顧客態(tài)度忠誠(chéng)度 17
五、結(jié)束語(yǔ) 18
參考文獻(xiàn) 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(jìn)入，使得二線城市房地產(chǎn)市場(chǎng)進(jìn)一步升溫，南京房地產(chǎn)市場(chǎng)的競(jìng)爭(zhēng)日趨激烈。而抓住核心顧客，培養(yǎng)高度忠誠(chéng)的顧客，無(wú)疑是各大房地產(chǎn)企業(yè)提高市場(chǎng)占有率、擴(kuò)大市場(chǎng)份額的重要武器。本文主要以五礦建設(shè)南京御山湖項(xiàng)目為例，分析五礦建設(shè)在南京房地產(chǎn)市場(chǎng)的顧客忠誠(chéng)度現(xiàn)狀，并從市場(chǎng)和企業(yè)自身兩個(gè)方面分析五礦建設(shè)顧客忠誠(chéng)度偏低的原因，提出相應(yīng)的對(duì)策建議，給其他房地產(chǎn)企業(yè)提高顧客忠誠(chéng)度提供一定的借鑒意義。
【關(guān)鍵詞】五礦建設(shè)；顧客忠誠(chéng)；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