房地產(chǎn)營銷策略中英文對照外文翻譯文獻

房地產(chǎn)營銷策略中英文對照外文翻譯文獻房地產(chǎn)營銷策略中英文對照外文翻譯文獻(文檔含英文原文和中文翻譯)原文：Innovation

Model

of

the

Real

EstateMarketing

StrategyAbstract:Withtherapiddevelopmentoftherealestateindustry,realestatemarketisconstantmaturity,realestatemarketingcontinuestomovetoahigherlevel,andrealestatemarketinginnovationhasbecomeakeyfactorofthesurvivalandsustainabledevelopmentofenterprises.Throughanalyzingthedevelopmentandthelimitationsofthetraditionalmarketingtheory,thispaperproposesmarketingstrategyinnovationfromthecustomersatisfaction,differentiation,experiencemarketing,integratedmarketing,relationshipmarketing,networkmarketing,andseveralotheraspects.Atlastthepaperbuildsinnovationmodeloftherealestatemarketingstrategy.Keywords:therealestate,marketingstrategy,traditionalmarketing,innovationmodel.1.INTRODUCTIONAtpresentthesalientfeaturesoftherealestatemarketcanbesummarizedastwowords:highandfast.Ontheonehand,therealestatemarketvacancyrateishigh.AsoftheendofMarch2006,areaofvacantcommodityhousingreached1.23billionsquaremeter,up23.8%,iftheaverage4,000yuanpersquaremetertocalculate,itstotalassetsisapproximately5000billionyuan.ThecurrentvacancyrateofChina'srealestatemarketisfarmorethantheinternationalpoliceline10%,reaches20%even30%.Ontheotherhand,wehaveseenrapidincreasesinhouseprices.BytheendofMarch2006,thesurveyjointlyissuedbyNationalDevelopmentandReformCommissionandtheNationalBureauofStatisticsshowedthat,inFebruary2006,70medium-sizedcitiesnationwidehousingsalespriceofanewyear-on-yearrise6.2%,nationalhousingpricesmaintainedasteadygrowth,70medium-sizedcitieshousingsalespriceroseoverthesameperiodlastyear5.5%.Themajorreasonsare:helpedpurchaseinvestment,structuralimbalance,andaseriouslackofmarketingconcepts.2.TRADITIONALREALESTATEMARKETINGSTRATEGYANDITSDRAWBACKSThepeakoftraditionalmarketingtheoryisfoundedintheUnitedStatesin1960oftheMichiganStateUniversity4Ptheory,marketingistheeffectivecombinationsoffourbasicelements,thatis,Product,Price,Place,Promotion.Thetheoryassumesthataslongasanenterprisehavehigh-qualityproducts,thedevelopmentofareasonableprice,usingtheappropriatedistributionchannelsandsuitablepromotionalmeasures,corporateexpectedmarketingobjectivescanbesuccessfullyachieved.Thetheoryof"enterprise-centric"implementedthemarketingfromtheinsideout.Productasthecoremarketingstrategyistheproductasasourceofcompetitiveadvantage,productdevelopment,productmarketshareasthedrivingforceofcorporateprofits,productsasset-oriented,configureavarietyofmarketingresources,toachievethemostexcellentproductportfolioinlimitedresources,toenableenterprisestoachievemaximumprofitinordertoobtainthesustainabledevelopmentofenterprises.Itsmaindrawbacksare:itisnoguaranteethattheproductitselfwillcertainlybeabletomeetthemarketdemand,concernedabouttheprocessofproductmarketing,theindicatorsproductsoflessthanexpectedforthefuture,andProductportfoliomanagementtomakebusinessperformanceevaluationresultsofone-sidedness(Bai2006).Inthefaceofharshmarketconditions,realestatecompaniesbegantorethinktheirmarketing,andgraduallyacceptedtheory4C.4Cisthedesireandneedsofconsumers(Consumer),thecostofconsumeraccesssatisfaction(Cost),theconvenienceofconsumerstobuy(Convenience),businessandconsumerseffectivecommunication(Communication).Therealimportanceof4Ctheoryliesinthebehavioralresponsesofconsumers,throughthetwo-waycommunicationofbusinessesandconsumers,theestablishmentofstablelong-termrelationship,toestablishthecompetitiveadvantageofenterprisesandbrandinthemarket.4Ctheorysuggeststhat,inthemarketingmix,product,pricing,marketingchannelsandothervariablesarelikelytobeimitatedbycompetitorstoorsurpass,butonlythevalueofcorporatebrandishardtoreplace,andthatiscloselyrelatedtothedegreeofconsumerrecognition,soenterprisesmustfullyarrangemarketingmixstrategyfortheconsumer'spoint.Thistheoryemphasedonconsumerdemand-oriented,fullaccountofthecostofconsumerswillingtopay,carefortheconvenienceofconsumers,andcommunicatetoconsumers,soastopromotethecombinationbetweenlong-terminterestsofthecommunityandtheeconomicinterestsofbusinesses.In20thcentury90’s,theUnitedStates,Schulzputforward4Rtheory,thatisRelated,Reflect,Relation,Reward,setforththenewmarketingelements,includingtheestablishmentoflinkageswithcustomers,improvingmarketreactionspeed,attentiontorelationshipmarketingandmarketingreturns.Thistheoryisorientedtocompetition,tofocusonrelationshipmarketing,tomaintainthelong-termcooperativerelationsbetweenbusinessandclients.Underthenewsituation,realestatesalesfacenewchallenges,andmarketingstrategyinnovationisimperative.Whenconsumers’choosetolivingnolongerstaysintheemotionalconsumer,whenthemarketdemandshiftsfromemphasisonexperiencelivinglifetothepursuitofhigh-qualityconversion,realestateisontheaccessto“qualityofthewinning”time.Thisrequirestheimplementationoftotalqualitymarketinginthewholeprocessofrealestatedevelopmentandoperation.Fromplanningtodesign,frommaterialselectiontoconstruction,fromrecruitmenttotheservicesystembuilding,brickbybrick,plantbyplant,realestatebusinesseswillinvesttimeandenergytobuildtoenabletargetcustomersfindvaluable“quality.”

CommoditiesasaresultofrealestatepropertiesandrealestatecompaniesinChinabasedondifferentlevels,thesituationisdifferent,marketingandbusinessmarketingarestillindevelopment,soatleastonetime,4Ps,4Cs,4Rswillbeusedindifferentcompanies.4Psofmarketingtheoryisabasicframeworkformarketingthoughthinkinginstandingenterprisesterms.4Csmarketingtheorythinksstandingintermsofcustomers,buttheydonotfocusontheoveralloperationfromthebusinessperspective,butthereisnofocusfromthecorepurposeofmarketingtoanalyzetheproblem,4Psand4Csmarketingarestaticdescriptiontokeyelementsofthemarketingprocess,notadynamicprocessfromthemarketingcorepurpose.4Rsistheresultoftwointegratedrefining,tomeetthecoreofmarketing,andisadynamicprocess.But4Rsisnotasasubstitutefor4Ps,4Cs,butisinnovationanddevelopmentbasedonthe4Ps,4Cs,sowecannotbeseparatedintothreeorevenagainst.Onlyinthiswayenterprisescanbeinfiercecompetitionintherealestatemarket.3.INNOVATIVEMARKETINGSTRATEGY3.1DifferencesintheQualityofPositioningThroughthesurveyanalysisofthestateofobjectivecustomersdemandandexpectationsofthequality,thequalitypositioningofproductisdetermined.Onthequalityofpositioning,enterprisesshouldnotonlyfocusonofthefunctionalqualityofproducts,butalsotheapplicabilityofthequalityoftheproduct.Intheincreasinglyprominentconsumerpersonalitytoday,enterprisesmuststartfromthesetwoaspectsofproductsinnovationandpersonalizedproductsinordertogainadvantagesinproducts.Ontheonehand,withtheeconomicandtechnologicaldevelopments,customerdemandchanges,customerputsforwardnewrequirementsforproducts,andenterprisesmustprovidecontinuouslyinnovativeproductsforthecustomerstoadapttosuchchanges.Ontheotherhand,higher-levelcustomersarenolongersatisfiedwithmassproducedproducts,theycanreflectthepersonalityofthemorepopularproducts.Asaresultoftechnologydevelopment,productpersonalizationandproductioneconomiesofscalearenolongermutuallyantagonisticcontradictions.Enterprisescanmaintainacertaineconomyofscale,atthesametime,toprovidecustomerswithindividualproductstomeettheirdifferentneeds,sothateverycustomercanbesatisfiedwiththefeelings.3.2CustomerSatisfactionAsanenhancingtooltoenterprisecompetitiveness,customerrelationshipmanagement(CRM)hasgivenrisetogreatconcerntotherealestateindustry,andinsomewell-knownrealestatecompanyhasbeenapplied.“Satisfactory”isapsychologicaltermandreferstoaperson'spositivestateofmind.Thisstateisduetothatsomeoutsidestimulusmakesomesortofdemandorexpectationsbemetandthe“desired”(thatis,inlinewiththeintention),inordertofeelsomekindof“Fiat”(thatis,psychologicalpleasure).Thepremiseofsatisfiedisthiskindofoutsidestimulus,includingthestimulationofphysical,mentalandacombinationofboth.Therefore,themasterofmarketingPhilipKotlerdefinedcustomersatisfactionas:customersatisfactionreferstoapersonformstheformationoffeelingstateaftercomparingaproductoftheeffectofperceived(orresults)tohisexpectations,isthedifferencesfunctionbetweeneffectperceivedandexpectations.Thefeaturesasfollowed:subjectivity,instability,themultilevelnature.Customersatisfactioncanbenefittotheenterprisethroughongoingrepeatpurchase,recommendationofnewclients.Thisisoneofthereasonsformanybusinessestopursuitcustomersatisfaction.Forrealestatedevelopmententerprises,thesignificanceofcustomersatisfactionisalsoreflectedinthesetwoareas.AsshowninFigure1,customersatisfactionfromthepurchasetosatisfaction,fromsatisfactiontoloyalty,andfinallyspreadtotheirownfriendsandfamily,thisprocesswillresultinhighprofittorealestatedevelopmentcompanies.Inordertoincreasecustomersatisfaction,enterprisesshouldfirstcollectinformationoncustomerneeds,expectationsandhabits.Thesesourcesofinformationinclude:marketanalysis;throughsurveystocustomers,meetingswithcustomersaswellastheconcernsofspecificcustomergroupsandunderstandthecustomer'sneedsandthecustomersatisfactioninformation;notsatisfiedinformationfromcustomersservicesfailurereportorcustomerscomplaining.Secondly,thisinformationshouldbebasedonthedevelopmentofrealestateproducts;itcanmakeuseofQFD(QualityFunctionDeployment)toachieve.Third,weshouldcomeupwithasolutionaccordingtocomplainandcustomersservicesfailedreporttoimprovetheproductsandservices(Yang2006).3.3NetworkMarketingThe21stcenturyisthecenturyofnetworkmarketing.Realestatenetworkmarketingreferstoakindofmarketingthatenterprisesmakeuseofcomputersystems,networksonlineandinteractiondigitalmediatomarketresearch,productmarketingandotherbusinessactivities,soastomoreeffectivelyindividualsandorganizationscontributedtotherealizationoftransactionsinordertoachievetheobjectivesofcorporatemarketing(Xu2007).Withtheadventoftheageofelectroniccommerce,networkmarketingasabrand-newmodernmarketingideawillbecomerealestateanirresistibletrend.Networkmarketinghaschangedthetraditionalmarketingofinformation“push”mode,andprovidesa“Pull”approach,consumersonthenetworkcanhavealotofinitiative,youcandecidewhenbrowsing,towhichpagestovisit,browsethecontentsoftheinformation.Inaddition,ifconsumersareinterestedinrealestateadsontheinternet,youcanclicktherelevantcontent,detailmoreinformation,realestateenterprisestakeadvantageofthisnewtypeofmarketingcangetthefollowingbenefits:(1)Savethecostofmarketingactivities,(2)Consumerscanparticipateininteractivemarketingactivities,(3)Useofmultimediafunctionstointroduceacomprehensiverealestateprojects,(4)NetworkMarketingbreakthroughsofthegeographicalboundariesofrealestatemarketing,(5)Provide24-hournon-stopmarketingservices(Liu2008).3.4IntegratedMarketing20thcentury90’s,theUnitedStates,ProfessorD?ESchulz,whoputforwardIntegratedMarketing,thebasicideacanbesummedupintwoaspects:ontheonehand,advertising,promotion,design,packagingandallcommunicationactivitiesareattributabletoadvertisingcampaignswithintheframework;Ontheotherhandsothatthespreadofaunifiedcorporateadvisoryconveyedtoconsumers(Liu2007).Itspurposeistousevariousmeansofcommunicationtomaximumeffectivenessondifferentstagesofmarketing,andtoestablishlong-termandmaintaintherelationshipbetweenbusinessesandconsumersultimately.Fortheimplementationoftheintegratedmarketingproject,whatconsumersseeandhearandwhatfeelareexactlythesame,thebenefitsoftheprojectwillbenumerousdifferentwaystocommunicatetoconsumers,consumercanbegivenastrongshock,somuchrepeatedthesamestimulationthattheprojecthasstrengthenedtheimpressiontheconsumer,thatwillhelpincreaseconsumerawarenessoftheproject.Integratedmarketingofrealestateisformedbasedonthehighlyspecializeddivisioninthemarketingaspect.Itisundertheguidanceofthereunificationmarketinggoal,abroadrangeofintegratedmarketingdynamiccombinationofsystematicfactors,thecoordinationofthevariousfactorstoadapttotheexternalmarketingenvironment,forthedifferentmarketingtoolsateverystageofprojectdevelopmenttoplaythebest,unified,focusedontherole,andultimatelyestablishacorporateimageorbrandgroups,theoverallstrengthandconsistency,andtoestablishalong-term,two-way,tomaintaintherelationship.4.INNOVATIVEMODELOFREALESTATEMARKETINGSTRATEGY4.1TheConnotationofInnovativeModelofRealEstateMarketingStrategyWiththedevelopmentoftherealestateindustry,thecustomerhasbecomealeaderintherealestatemarket,realestatecompaniesshouldshiftcustomerperspective,customersatisfactionisthegoalofmarketingstrategy.Asaresultofdiversificationofcustomerdemand,theimplementationofthedifferencebetweenproductsandserviceisembodiedtheessencetoachievethisgoal.Andintegratedmarketingandnetworkmarketingaremeanstoachievespecificgoals.Realestatemarketingisfullofinnovation(Sui2006).Theso-calledthewholerealestatemarketingreferstodevelopersinthebasisoffullunderstandingandanalysisofmarketdemand,maketheuseofitsavailablerangeofexternalandinternalresourcestooptimizethecombination,theconceptualdesignoftheprojectandproductpositioning,planninganddesign,marketingplanpromoting,propertymanagementandmanyotherpartstothisplanandco-ordinatetheimplementationandcost-effectiveprocesstomakegood.4.2TheApplicationofInnovativeModelofRealEstateMarketingStrategyThenewsituationsettingnewchallengestorealestatesales,marketingstrategyinnovationisimperative.Whenconsumerschoosetolivenolongerstayingintheemotionalconsumer,whenthemarketdemandshiftfromemphasisonlivinglifeexperiencetothepursuitofhigh-qualityconversion,realestateaccessto"qualityofthewinning"Time.Thisrequirestheimplementationoftotalqualitymarketinginthewholeprocessofdevelopmentandoperationofrealestate.Fromplanningtodesign,frommaterialselectiontoconstruction,fromrecruitmenttotheservicesystembuilding,brickbybrick,plantbyplant,andrealestatebusinessesarewillingtoinvesttimeandenergytobuildtoenabletargetcustomersfindvaluable“quality”.Totalqualitymarketingisbasedoncustomerneedsastheguide,focusonimprovingthequalityofproductsandservices,throughthewholeprocessofmarketingeffortstoimproveproductquality,bydrivingqualityperformancetoachievetheobjectivesofcustomersatisfaction,whichisanewmarketingidea.Theimplementationofthecomprehensivequalitymarketingrequiremarketerstopayattentiontonotonlythequalityofthewholeprocessofmarketing,toimplementthequalitymanagementofthewholeprocessofmarketing(thatis,marketingacomprehensivequalitymanagement);butalsopayattentiontothequalityoftheirproducts,toparticipateindevelopingandcontrollingproductqualitystandards,sothatthequalityofproductscanmeetconsumerdemands.Ontheonehand,throughtheexternalmarketingofqualitycontrol,wecanimprovecustomerperceptionsofproductquality,therebyenhancingcustomersatisfactionwiththeproduct;Ontheotherhand,throughinternalmarketing,wecanpromotetheimprovementofproductquality.5.CONCLUSIONSAllinall,thestartingpointoftherealestatemarketingshouldbepeople-orientedandtheintegrityoftheoperation,whichisanobjectiverequirementofdemand-orientedeconomy.Fundamentallyspeaking,noonemarketingstrategyissuperiortoanotherchannel,thereforerealestatedevelopersinthemarketingprocessshouldnotrigidlyadheretoasaleschannel,butshouldbeinaccordancewiththeirrespectiveactualconditions,accordingtodifferentmarketsituation,consumersandpolicy,usingavarietyofmarketingmix,givingfullplaytoallkindsofmarketingtacticsadvantages.Realestatemarketingisasystem,thekeyliesinitsmarketingresourcesineverylinkoftherestructuringprocess,whichrequiresmarketinginnovationintheprojecttodoeverystepoftheoperationofquantitative,technicalandstandardization.Realestatemarketingincludesnotonlylocation,environment,room,price,brand,whichalsocoversthedesign,packaging,andpromotingtheentireprocess.Onlytheprofessionalmarketingsystembycombiningthelocalmarketcharacteristicsandcharacteristicsoftheprojectitselfandisthemosteffectivemarketinginnovation.Therefore,weshoulddo:(1)Profoundinsightintothemarket,(2)Marketresearchinnovation,(3)Qualitativeandquantitativedecision-makingcombination,(4)Specializedandsystematicplanningandthepromotionofsalesplanning,(5)Effectiveimplementationandcontrolofsales.譯文:房地產(chǎn)營銷策略的創(chuàng)新模式摘要：隨著房地產(chǎn)行業(yè)的快速發(fā)展，房地產(chǎn)市場的不斷成熟，房地產(chǎn)市場繼續(xù)移動到一個更高的水平，房地產(chǎn)營銷創(chuàng)新已成為企業(yè)生存和可持續(xù)發(fā)展的關(guān)鍵因素。通過分析傳統(tǒng)營銷理論的發(fā)展和局限性，本文從客戶滿意度，差異化，體驗營銷，整合營銷，關(guān)系營銷，網(wǎng)絡(luò)營銷等幾個方面提出了營銷戰(zhàn)略創(chuàng)新。最后，本文建立了房地產(chǎn)營銷策略的創(chuàng)新模式。關(guān)鍵詞：房地產(chǎn)，營銷策略，傳統(tǒng)營銷的創(chuàng)新模式。1.引言目前房地產(chǎn)市場的顯著特點可以概括為兩個詞：高又快。在一方面，房地產(chǎn)市場的空置率很高。截至2006年3月底，商品房空置面積達到123十億平米，同比增長23.8％，如果每平方米平均4000元計算，其總資產(chǎn)是大約5000份十億人民幣。中國的房地產(chǎn)市場目前的空置率遠遠超過了國際警戒線的10％，達到了20％甚至是30％。在另一方面，我們已經(jīng)看到快速上漲的房價。2006年3月底，由國家發(fā)展和改革委員會和國家統(tǒng)計局聯(lián)合發(fā)布的調(diào)查結(jié)果顯示，在2006年2月，新的一年中70個大中城市的全國房屋銷售價格同比上升了6.2％，全國房價保持了平穩(wěn)增長，70個大中城市房屋銷售價格上漲超過去年同期增長5.5％。主要的原因是：幫助投資性購房，結(jié)構(gòu)失衡和嚴重缺乏營銷理念。2.傳統(tǒng)的房地產(chǎn)營銷戰(zhàn)略及其弊端傳統(tǒng)營銷理論的峰值來源于1960年美國密歇根州立大學(xué)4P理論，營銷的四個基本要素的有效組合，即產(chǎn)品，價格，渠道，促銷。該理論認為，企業(yè)只有具有高品質(zhì)的產(chǎn)品，合理的價格發(fā)展，使用適當?shù)姆咒N渠道和適當?shù)拇黉N措施，企業(yè)預(yù)期的營銷目標才能順利實現(xiàn)?！耙云髽I(yè)為中心”的理論實現(xiàn)了從內(nèi)到外的銷售。以產(chǎn)品為核心的市場營銷策略是產(chǎn)品作為競爭優(yōu)勢的來源，產(chǎn)品開發(fā)，產(chǎn)品市場占有率作為企業(yè)利潤的驅(qū)動力，產(chǎn)品資產(chǎn)，配置了各種營銷資源，以實現(xiàn)最卓越的產(chǎn)品組合中有限的資源，從而使企業(yè)實現(xiàn)最大的利潤，并獲得企業(yè)的可持續(xù)發(fā)展。其主要缺點是：它是不能保證產(chǎn)品本身一定能滿足市場的需求，在關(guān)注產(chǎn)品營銷的過程中，產(chǎn)品各項指標比預(yù)期的未來要少，產(chǎn)品組合管理使得經(jīng)營業(yè)績片面性評價結(jié)果（2006年白）。在惡劣的市場環(huán)境面前，房地產(chǎn)企業(yè)開始重新思考他們的營銷，并逐漸接受4C理論。4C是消費者的欲望和需求，消費者的滿意度訪問（成本）的成本，方便消費者購買（便利），企業(yè)與消費者的有效溝通（communication）。4C理論的真正重要性在于消費者的行為反應(yīng)，通過企業(yè)與消費者的雙向溝通??，建立穩(wěn)定的長期合作關(guān)系，建立在市場中的企業(yè)和品牌的競爭優(yōu)勢。4C理論認為，營銷組合，產(chǎn)品，定價，營銷渠道和其他變量都可能被競爭對手所模仿或超越，而只有企業(yè)品牌是難以替代的，那與消費者的認可有著密切相關(guān)的程度，所以企業(yè)必須從消費者的角度充分安排市場營銷組合策略。這一理論強調(diào)以消費者需求為導(dǎo)向，充分考慮消費者愿意付出，關(guān)心消費者的便利性，并傳達給消費者的成本，從而促進企業(yè)在社會長遠利益和經(jīng)濟利益之間的結(jié)合。在20世紀90年代，美國舒爾茨提出了4R理論，即是相關(guān)的，體現(xiàn)，關(guān)系，回報，闡述了新的營銷要素，包括建立與客戶的聯(lián)系，提高市場反應(yīng)速度，注重關(guān)系營銷和營銷回報。這個理論面向競爭，專注于關(guān)系營銷，以保持企業(yè)和客戶之間的長期合作關(guān)系。房地產(chǎn)銷售在新形勢下正面臨著新的挑戰(zhàn)，營銷策略的創(chuàng)新勢在必行。當消費者選擇生活不再停留在感性消費，當市場需求從注重享受生活到追求高品質(zhì)的轉(zhuǎn)換，市場需求的變化使得房地產(chǎn)銷售需以品質(zhì)制勝。這需要全面質(zhì)量營銷在房地產(chǎn)開發(fā)和經(jīng)營的全過程實施。從規(guī)劃到設(shè)計，從選材到施工，從招聘到服務(wù)體系的建設(shè)，一磚一瓦，植物植物，房地產(chǎn)企業(yè)將投入時間和精力來打造，以使目標客戶發(fā)現(xiàn)有價值的“質(zhì)量”。商品作為基于不同層次的房地產(chǎn)和房地產(chǎn)公司在中國的結(jié)果，情況就不同了，市場營銷和企業(yè)營銷仍然在發(fā)展，所以4Ps，4C，4RS將會在不同的公司里至少一次被使用。營銷理論的4Ps是營銷站在企業(yè)的角度思考的基本框架。4CS營銷理論認為營銷應(yīng)站在客戶的角度，但他們不專注于從業(yè)務(wù)角度來看整體運作，沒有從市場營銷的核心目的焦點來分析問題。4Ps營銷和4C標準是描述營銷過程中的關(guān)鍵靜態(tài)要素，營銷的核心目的并不是一個動態(tài)過程。而4RS則是兩個理論的集成結(jié)果，不僅以滿足市場的核心，并且是一個動態(tài)過程。4RS并不是替代4Ps，4C標準，而是在4Ps，4C標準基礎(chǔ)上的創(chuàng)新和發(fā)展。所以我們不能被分成三個理論派系甚至持批判態(tài)度。只有這樣，企業(yè)才能在激烈的房地產(chǎn)市場競爭中站穩(wěn)腳跟。3.創(chuàng)新的營銷策略3.1差異定位的質(zhì)量通過對目標客戶的需求和對質(zhì)量的期望狀態(tài)的調(diào)查分析，關(guān)于產(chǎn)品的品質(zhì)定位是可以確定的。對于產(chǎn)品品質(zhì)的定位，企業(yè)不僅要注重產(chǎn)品的功能質(zhì)量，而且產(chǎn)品的質(zhì)量的適用性上。在如今消費者的個性日益突出，企業(yè)必須從產(chǎn)品的創(chuàng)新和個性化產(chǎn)品這兩個方面來開展自身的產(chǎn)品優(yōu)勢。在一方面，隨著經(jīng)濟和技術(shù)的發(fā)展，客戶需求的變化，客戶提出產(chǎn)品的新的要求，企業(yè)必須不斷提供創(chuàng)新產(chǎn)品以客戶適應(yīng)這種變化。而另一方面，更高級別的客戶不再滿足于大規(guī)模生產(chǎn)的產(chǎn)品，就可以體現(xiàn)出更多受歡迎的產(chǎn)品的個性。隨著技術(shù)發(fā)展的結(jié)果，規(guī)模化的產(chǎn)品生產(chǎn)和個性化的經(jīng)濟不再是相互對立的矛盾。企業(yè)可以在維持一定規(guī)模經(jīng)濟性的同時，又通過為客戶提供單獨的產(chǎn)品來滿足他們不同的需求，從而讓每一位客戶都能得到滿意的感受。3.2客戶滿意度作為增強企業(yè)競爭力的一種工具，客戶關(guān)系管理（CRM）已經(jīng)在房地產(chǎn)行業(yè)引起了極大關(guān)注，并在一些知名房地產(chǎn)公司得到了應(yīng)用?！皾M意”是一個心理學(xué)術(shù)語，指的是心靈的人的積極狀態(tài)。這種狀態(tài)是由于一些外部刺激對某種需求或期望的滿足，“所需”（即與意圖相聯(lián)），以感受到某種“菲亞特”的（即心理上的愉悅）。滿意的前提是這種外界刺激，包括將身體和心理兩者結(jié)合的刺激。因此，營銷菲利普·科特勒對顧客滿意的定義為：顧客滿意反映的是顧客的一種心理狀態(tài)，它來源于顧客對企業(yè)的某種產(chǎn)品服務(wù)消費所產(chǎn)