关系营销四维度模型在房地产评估业营销中的应用研究  

Application Research on the Four Dimensional Model of Relationship Marketing in Real Estate Appraisal Industry

作　　者：徐雅琴[1,2] 陈其权 

机构地区：[1]浙江工业大学经济管理学院,浙江杭州310014 [2]浙江长征职业技术学院,浙江杭州310023 [3]金华凯宝土地房地产评估测绘规划有限公司,浙江金华321013

出　　处：《浙江工贸职业技术学院学报》2016年第2期59-62,共4页Journal of Zhejiang Industry & Trade Vocational College

摘　　要：目前,关系营销应用在房地产评估业的研究处于空白状态;本文阐明了关系营销的含义和特征,从4P角度提出了房地产评估业营销存在的问题,分析了关系营销在房地产评估业的营销实施中的重要性。从责任构建,价值传递,文化构建,情感交互四个角度构建了关系营销的四维度模型;以该模型为基础,从评估人员的责任构建、报告质量的价值传递、评估企业的文化建设、客户员工的情感交互四个方面提出了房地产评估企业的营销创新亮点。At present, the application of relationship marketing in the real estate appraisal research is in blank state. This paperclarifies the meaning and characteristics of relationship marketing and points out the questions existed in the real estate appraisal fromthe point of view of 4P. It also analyzes the importance of relationship marketing in the implementation of real estate valuation industry.This essay constructs the four dimension model of relationship marketing from the responsibility building, value delivering, culturalconstruction, emotion interaction .It also propose the marketing innovation highlights of the real estate evaluation on the basis ofthis model from four aspects including the responsibility construction of the personnel, value transferring of report＇s quality, cultureconstruction of the enterprise, affective interaction with customer and employee.

关 键 词：关系营销 四维度模型 房地产评估业 

分 类 号：F274[经济管理—企业管理] F293.3[经济管理—国民经济]