地产中介服务品牌塑造的三个核心

Three Cores of Real Estate Intermediary Service Branding

中国地产中介在经历了小作坊摸石过河、价格战争乱序、服务分化发展的不同阶段后现今已全面迈进品牌生命周期的初级阶段。研究发现,地产中介服务具有过程的无形性、服务提供的异质性和顾客关系的开放性三个主要特征,容易把中介服务引入困境。文章分析了地产中介的十年竞合,从单一门店经营同时进入连锁经营、整个产业在低层次的质态探索高水平服务发展、从核心功能性服务进入延伸性服务的发展历程;认为地产中介服务品牌塑造需重视三大核心的内容。

China's real estate agency has gone through different stages:such as small workshop’s initial trial,disorderly price war,and service differentiation.Now it has stepped into the primary stage of brand life cycle in an all-round way.It is found that there are three main characteristics of real estate intermediary service:invisible process、heterogeneity of service provision and openness of customer relationship,which maybe lead intermediary service into dilemma.This paper analyzes the ten-year competition and cooperation of real estate agency,from single store operation to chain operation,the whole industry explores the development process of high-level service but in the low-level quality state,from core functional service to extended service,and belief of the construction of estate agency service brand wherein three core contents should be valued.