房地产业顾客满意度策略的探讨

Research on Real Estate Customer Satisfaction Strategy

本文针对在房地产业日趋激烈的竞争格局下，房产开发企业对消费市场重视不足，对顾客需求预测还存在着相当偏差的问题，阐述了房地产企业实施顾客满意度策略的现实意义。结合房地产行业的实际情况，从环境与规划、产品质量、服务三个方面，构建了适用于房地产行业的顾客满意度指标体系。并就房地产企业如何导入顾客满意度战略，提出了相应对策。

Backgrounded in the increasingly fierce competition of the real estate market, this paper explains the practical merits of customer satisfaction strategy to real estate enterprises in solving the problem of inadequate attention to customer market narrowing the gap between forcast and actual customer demand. Three aspects（ environment and planning, product quality, services） are considered with the actual situation of the real estate industry, and an applicable Customer Satisfaction Index System is constructed. It also discusses the introduction of customer satisfaction strategy and provides countermeasure for real estate enterprises.