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消费者购买房子的过程是一条单项消费价值链,是以顾客接受某一项房地产产品和服务的消费活动为基础,由消费活动不同阶段形成的。购前,购中,使用及用后是顾客价值形成的基本过程。在不同的阶段顾客会因为房地产公司所提供的产品、服务、人员、形象、环境会影响顾客消费价值追求及实现。因此企业不能因为利润来自购中和使用阶段,就忽略购前和购后阶段,要全面认识顾客的整个消费价值链,努力使顾客各个阶段获得的价值最大化,这样企业不仅能维系老顾客,还能吸引新顾客,企业自然可以获得持续利润。本文是对万科的购前、购中、使用和用后营销策略的研究分析。
The process of consumers buying a house is a single consumer value chain, which is based on the consumer’s acceptance of a certain real estate product and service consumption activities, formed by different stages of consumption activities. Pre-purchase, purchase, use and use of customer value is the formation of the basic process. In different stages of the customer because the real estate company provides products, services, personnel, image, the environment will affect the pursuit of consumer value and achieve. Therefore, enterprises can not ignore the pre-purchase and post-purchase phases because the profits come from the purchase and use phases. They should fully understand the entire consumption value chain of customers and strive to maximize the value obtained by customers in all stages. In this way, the enterprise can not only maintain old customers, But also attract new customers, businesses can get sustainable profits. This article is a research on Vanke’s pre-purchase, purchase, use and after-market marketing strategy.