摘 要

随着我国城市经济的加速发展，各大城市积极响应国家发展政策，不断地吸引人力资源，他们的住房问题亟待解决。然而，目前我国的住房租赁市场还处于初步发展阶段，近年来，传统的租赁市场受到信息科技的冲击，各种问题和弊端逐渐显露，新兴的重度服务型租赁模式开始占领先机。2011年，链家地产开创先河，创立了自如租房业务，自如经过艰难地摸索和创新，成功打造了国内唯一一个独立租房品牌，并向信息化时代的“O2O”模式开始转型。但随着市场扩大和同行业的竞争，自如的发展稍显缓慢，因此，如何打造让消费者满意的品质租住，改善发展自如品牌的服务营销策略，是本文的研究重点。

本文将以六个章节论述自如房屋租赁的服务营销策略。第一章主要阐述了研究背景、研究意义以及行文的基本思路；第二章对重度服务型房屋租赁模式及行业进行了深度研究；第三章分析了自如在市场上的竞争优势和劣势；第四章进行了消费者满意度问卷调查，并对调研结果进行分析和总结；第五章根据行业背景分析，公司竞争优势和劣势分析，以及消费者态度调查的结果，总结出合理有效的服务营销改进策略；第六章主要对本文的研究内容和结果进行总结，最后说明了本研究的不足之处和进一步研究方向。

关键词：租赁市场 重度服务 自如租赁 服务营销策略 消费者满意度

On the Severe Service-oriented Marketing Strategy of Ziroom House Leasing : based on the Consumer's Questionnaire

ABSTRACT

With the accelerated development of the urban economy in China, the major cities actively respond to the national development policy, constantly attracting human resources, and their housing problems need to be solved. However, the housing rental market in China is still in the initial stage of development. In recent years, the traditional rental market has been hit by information technology, various problems and drawbacks gradually revealed, the new severe service leasing model began to occupy the initiative. In 2011, Lianjia real estate to create a precedent, created the Ziroom business, Ziroom after a difficult exploration and innovation, successfully created the only independent rental brand, and to the information age O2O " the mode starts to transform. However, with the expansion of the market and competition in the industry, the development of Ziroom is slightly slow, so how to create a satisfactory quality leasing for consumers living, improving the service marketing strategy of developing Ziroom brand is the focus of this article.

In this paper, we will discuss the service marketing strategy of Ziroom with six chapters. The first chapter mainly elaborates the research background, the research significance and the basic ideas of the writing; in the second chapter, we make a deep research on the leasing mode and industry of severe service house leasing; the third chapter introduces the development of Ziroom brand, and analyzes the competitive advantages and disadvantages in the market; the fourth chapter is the consumer satisfaction questionnaire survey, and the research results are analyzed and summarized; the fifth chapter summarizes the reasonable and effective service marketing improvement based on the analysis of the industry background, the analysis of the company's competitive advantages and disadvantages, and the results of the consumer attitude survey strategy; the sixth chapter summarizes the research content and results, and finally shows the shortcomings of this research and further research direction.

Key words : leasing market, severe service, Ziroom lease, service marketing strategy, consumer satisfaction

目 录

1 前言………………………………………………………………………………………………1

1.1 研究背景………………………………………………………………………………… 1

1.2 研究意义………………………………………………………………………………… 2

1.3 文献回顾………………………………………………………………………………… 2

1.4 研究内容与方法………………………………………………………………………… 4

2 重度服务型房屋租赁模式研究…………………………………………………………………6

2.1 房屋租赁行业发展状况………………………………………………………………… 6

2.2 房屋租赁行业的类型…………………………………………………………………… 8

2.3 重度服务型房屋租赁内涵……………………………………………………………… 8

2.4 重度服务型房屋租赁的发展…………………………………………………………… 8

2.5 重度服务型房屋租赁面临的机会……………………………………………………… 9

.2.6 重度服务型房屋租赁面临的挑战………………………………………………………10

3 自如租赁市场竞争力分析…………………………………………………………………… 11

.3.1 自如租赁品牌介绍………………………………………………………………………11

3.2 自如租赁的市场定位与竞争对手分析…………………………………………………11

3.3 自如租赁业务竞争优势分析……………………………………………………………13

3.4 自如租赁业务竞争劣势分析……………………………………………………………14

3.5 小结………………………………………………………………………………………16

4 消费者满意度问卷调查……………………………………………………………………… 17

.4.1 问卷的设计………………………………………………………………………………17

4.2 问卷调查的实施…………………………………………………………………………18

.4.3 调研结果分析……………………………………………………………………………18

4.4 小结………………………………………………………………………………………24

5 服务营销策略改进建议……………………………………………………………………… 26

5.1 产品服务策略改进………………………………………………………………………26

5.2 售前服务改进……………………………………………………………………………27

5.3 售后服务改进……………………………………………………………………………27

.5.4 提高客户信息管理水平…………………………………………………………………28

5.5 改善企业公关形象………………………………………………………………………28

6 结论…………………………………………………………………………………………… 30

.6.1 研究结论…………………………………………………………………………………30

.6.2 研究的不足与展望………………………………………………………………………30

致谢……………………………………………………………………………………………… 32

参考文献………………………………………………………………………………………… 33

附录……………………………………………………………………………………………… 35

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