| The real estate service enterprises dropped far behind from those in western countries. When our motherland was being invaded and suffering the humiliation, the real estate service enterprises were born in western countries and they have had a history of more than 200 years until now. Since the first real estate enterprise was established in Shenzhen City in 1981, it has been 28 years. This profession starts from the simple work with a low acceptance, just as cleaning the community, and develops into such a scale, consists of thousands of enterprises with millions of staff. Now it gained in universal acceptance. In recent years, the real estate service enterprises develop quickly. As a new profession, it has a large stage. Various kinds of guidelines are made by government to rule the development of real estate management enterprises. Accompanying the fast development, the enterprises have to improve in many aspects.The first real estate serving company in YiChun City, Tianhua Real Estate Serving Company was established in 1995. It set up an example for the community administration by the successful administrating case"Close to Water". The market of real estate serving develops fast and the competition is intensive, so it is being dropped behind if the enterprise is not making progress. When the"Close to Water"was launched firstly, people response well to it. That's because that the residents in Yichu City have no clear standard for the real estate serving. In recent years, the horizon of residents has been broaden and some other enterprises claw their way into this market. People know more about the standard and require higher serving.People in Yichun trusts Tianhua Property Servicing Corporation well, and has a good public praise; however, any corporations'development would follow the rules of Moving forward, or you will fall behind. When other provinces'formidable servicing corporations come in, Tianhua Property Servicing Corporation are facing hitherto unknown challenges. So at this time, we must rally ourselves and face challenges.Through interviewing and investment we find that there are many incomplete places in the interior of Tianhua Property Servicing Corporation. Tianhua is the earliest Property Servicing Corporation in Yichun, and they have brought the concept of property into people's mind. Tianhua Property Servicing Corporation plays and will play a very important function in the development of Yichun's Property Service. The text means to make the Tianhua Property Servicing Corporation have clear cognition of their own advantages, disadvantages, chances and threatens,. And the text also means to make the Corporation envisage themselves, improve themselves, exerting advantages and making a big progress.In conformity with the thread of finding out problems, analysing problems and solving problems, the text put forward the solutions to the problems existing in Tianhua. At last to fulfill it together with the following ways: the lack of innovation awareness of the service products, of business awareness, of professional property management personnel, of service awareness, less communication with the owners, the owners'immature concept of property services and so on. Finally, the paper comes to the conclusion that the following strategies are of the best choices to solve the problems: enhancing the reputation and brand, improving service levels and providing services in a friendly and professional way, setting up an performance appraisal system, and regular staff training. To implement these strategies, the company should combine the five other strategies --- redesign its service concept, product strategy, pricing strategy, branding strategy and communication strategy.On research of existing problems of Tianhua Enterprise' service and the analysis of the macro environment and the onlookers environment, the article gets the following conclusions: taking innovation service products of conventional service as center is the business focus of enterprise; System is the garantee of scheme's implementation; Service marketing is the key to success for a enterprise. This paper researched the property services enterprises, and using the marketing knowledge to examine Tianhua property services business. The implementation of this study requires the knowledge of both of the two subjects. No business can develop without marketing. In today's buyer's market, if companies want to stand undefeated, they should devote themselves to the research of the customers, the market, the competitors and the potential competitors. Customers can still live well without the service of property services enterprises, but if property services enterprises leave the customers, they will be in a hopeless situation. Therefore, in this paper, I hope that property services enterprises can respect the customers, concern about the customers, rather than ignore the interests of owners as a seneschal. When all the owners are aware of their status and know how to make use of their rights, that will be too late for the property services enterprises!... |
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