中国房地产行业在经过了三十多年的快速发展后，顾客的购房行为趋向于专 业化、理性化、需求升级化等特征。伴随国家对于房地产调控长效机制的逐渐清晰 和实施，房地产市场和房地产企业将面临以顾客需求为导向的买方市场趋势和挑 战，市场竞争将更加激烈。 本文从顾客角度出发，以 SJ 房地产公司开发的商品住宅项目为研究对象，进 行顾客感知价值评价。同时，根据评价结果，发现项目开发过程中存在的问题，使 SJ 房地产公司能够更加深刻的掌握和理解顾客需求，制定相应的顾客感知价值提 升策略，搭建完整的顾客感知价值保障工作体系，更好的实现“顾客至上、服务第 一”的企业价值观。 论文通过对国内外顾客感知价值、顾客需求等相关领域的文献、资料进行收集、 整理和研究，提炼 SJ 房地产公司顾客感知价值评价的主要理论依据。结合房地产 行业特色，以满足科学性和完备性为原则，通过访谈、问卷调研等方式设置、筛选 和量化评价指标，确定指标权重，设计和构建 SJ 房地产公司顾客感知价值评价指 标体系。通过模糊综合评价法对 SJ 房地产公司顾客感知价值进行评价，并根据评 价结果提出提升策略。 通过论文研究得出以下结论：首先，SJ 房地产公司顾客感知价值对比顾客期 望价值的差距对项目的开发进度存在显著影响关系。其次，根据各评价维度下顾客 感知价值对比期望价值的差距，可以找到工作突破口和开展顺序，逐个击破。最后， 顾客感知价值工作的开展需要多部门、多工种的协作配合，最终形成完整的工作体 系。 本文作为一个案例研究，同时也希望能够为其他房地产开发企业有效开展顾 客感知价值管理工作提供借鉴和参考。 关键词：房地产开发企业； 商品住宅； 顾客感知价值； 模糊综合评价II Abstract After more than 30 years of rapid development in China's real estate industry, the behaviorofbuyerstendstobecharacterizedbyspecialization,rationalizationanddemand upgrading. With the gradual clarity and implementation of the long-term mechanism of national real estate regulation, the real estate market and real estate enterprises will face the trend and challenge of buyer's market oriented by customer demand, and the market competition will be more intense. From the perspective of customers, this paper takes the commercial housing project developed by SJ Real Estate Company as the research object to evaluate the perceived value of customers. At the same time, according to the evaluation results, problems existing in the project development process were found, which enabled SJ Real estate Company to more deeply grasp and understand customer needs, develop corresponding strategies for improving customer perceived value, and build a complete work system for guaranteeing customer perceived value. To better realize the corporate values of "customer first, service first". Through the collection, sorting and research of domestic and foreign literature and data in relevant fields such as customer perceived value and customer demand, this paper abstracts the main theoretical basis for customer perceived value evaluation of SJ Real Estate Company. In combination with the characteristics of the real estate industry and in accordance with the principle of scientific and completeness, indicators are set, selected and quantified through expert consultation, questionnaire survey and other methods to determine the weight of indicators, and the index system of customer perceived value evaluation ofSJ real estatecompany is designed andconstructed.Thecustomerperceived value of SJ real estate company was evaluated by fuzzy comprehensive evaluation method, and the improvement strategies were put forward according to the evaluation results. Through the collection, sorting and research of domestic and foreign literature and data in relevant fields such as customer perceived value and customer demand, this paper abstracts the main theoretical basis for customer perceived value evaluation of SJ Real Estate Company. In combination with the characteristics of the real estate industry and inIII accordance with the principle of scientific and completeness, indicators are set, selected and quantified through interviews, questionnaires and other methods to determine the weight of indicators, and an index system of customer perceived value evaluation of SJ real estate company is designed and constructed. The customer perceived value of SJ real estate company was evaluated by fuzzy comprehensive evaluation method, and the improvement strategies were put forward according to the evaluation results. As a case study, this paper also hopes to provide references for other real estate development enterprises to effectively carry out the work of customer perceived value management. Key words: Real estate development enterprises; Commercial housing; Customer perceived value; Fuzzy comprehensive evaluation1 目录 摘要 ....................................................................... I Abstract ................................................................... II 第一章 绪论.............................................................. 1 1.1 研究背景和研究意义 .........................................1 1.1.1 研究背景 ....................................................... 1 1.1.2 研究意义 ....................................................... 2 1.2 国内外研究现状 .............................................3 1.2.1 国外研究现状 ................................................... 3 1.2.2 国内研究现状 ................................................... 4 1.2.3 文献述评 ....................................................... 6 1.3 论文结构及研究方法 .............................................. 7 1.3.1 论文结构 ....................................................... 7 1.3.2 研究方法 ....................................................... 8 1.3.3 技术路线 ....................................................... 9 第二章 相关概念与理论................................................ 10 2.1 房地产顾客研究 .................................................. 10 2.1.1 房地产市场与一般商品市场特征比较............................... 10 2.1.2 房地产顾客的定义 .............................................. 11 2.1.3 房地产顾客需求 ................................................ 12 2.1.4 住宅消费特点 .................................................. 13 2.2 房地产顾客感知价值 ............................................. 14 2.2.1 概念界定 ...................................................... 14 2.2.2 感知价值的维度 ................................................ 15 2.3 顾客感知价值评价................................................ 162 2.3.1 评价模型 ...................................................... 16 2.3.2 综合评价方法 .................................................. 17 2.3.3 模糊综合评价 .................................................. 18 第三章 SJ 房地产公司顾客感知价值评价体系构建.................. 19 3.1 SJ 房地产公司及项目介绍 .................................... 19 3.1.1 SJ 公司及项目介绍 .............................................. 19 3.1.2 SJ 公司及项目存在问题 .......................................... 19 3.1.3 问题分析 ...................................................... 20 3.2 评价指标的设计 .................................................. 20 3.2.1 指标选取原则 .................................................. 20 3.2.2 要素层级 ...................................................... 21 3.3 评价体系构建 .................................................... 22 3.3.1 确定评价因素集 ................................................ 22 3.3.2 确定评价指标的权重 ............................................ 25 3.2.3 评价尺度集建立 ................................................ 26 3.4 模糊综合评价方法................................................ 27 3.4.1 建立单因素评价矩阵 ............................................ 27 3.4.2 综合评价计算步骤 .............................................. 27 第四章 SJ 房地产公司顾客感知价值评价............................. 28 4.1 问卷调查......................................................... 28 4.1.1 问卷设计 ...................................................... 28 4.1.2 样本设计及调查方法 ............................................ 28 4.1.3 样本收集 ...................................................... 28 4.2 顾客感知价值模糊综合评价....................................... 29 4.2.1 问卷数据统计 .................................................. 29 4.2.2 问卷数据量化 .................................................. 30 4.2.3 模糊综合评价 .................................................. 31 4.3 顾客期望价值模糊综合评价 ..................................... 38 4.3.1 问卷数据统计 .................................................. 383 4.3.2 问卷数据量化 .................................................. 39 4.3.3 模糊综合评价 .................................................. 40 4.4 评价结果......................................................... 40 第五章 SJ 房地产公司顾客感知价值评价分析及提升策略.......... 42 5.1 评价结果分析 .................................................... 42 5.1.1 二级指标差距分析 .............................................. 42 5.1.2 一级指标差距分析 .............................................. 45 5.1.3 整体分析 ...................................................... 45 5.2 SJ 房地产公司顾客感知价值提升策略 ............................. 46 第六章 研究结论与展望................................................ 49 6.1 研究结论 .......................................................... 49 6.1.1 SJ 房地产公司顾客感知价值评价方面 .............................. 49 6.1.2 SJ 房地产公司顾客感知价值提升策略方面 .......................... 49 6.2 研究局限与展望 .................................................. 50 6.2.1 研究局限性 .................................................... 50 6.2.2 研究展望 ...................................................... 50