【摘要】：物業(yè)管理行業(yè)在中國(guó)誕生已有30余年，，經(jīng)歷了將近30年的發(fā)展日趨成熟。各個(gè)城市的物業(yè)管理水平均有很大程度的提高，物業(yè)管理范圍也從單純的居民住宅小區(qū)發(fā)展至商業(yè)寫字樓、學(xué)校、工廠等多個(gè)領(lǐng)域。最初的服務(wù)技術(shù)門檻相對(duì)較低，促使物業(yè)服務(wù)民營(yíng)企業(yè)呈現(xiàn)雨后春筍般的出現(xiàn)，使得物業(yè)服務(wù)企業(yè)間的競(jìng)爭(zhēng)不斷加劇。天津物業(yè)服務(wù)市場(chǎng)隨著房地產(chǎn)經(jīng)濟(jì)的蓬勃發(fā)展而逐漸壯大起來(lái)，并不斷朝著專業(yè)化方向發(fā)展。物業(yè)服務(wù)企業(yè)為增強(qiáng)自身競(jìng)爭(zhēng)力，提升自身服務(wù)競(jìng)爭(zhēng)優(yōu)勢(shì)，采取多種服務(wù)營(yíng)銷策略參與物業(yè)服務(wù)市場(chǎng)競(jìng)爭(zhēng)是一種非常必要的理性選擇。 本論文是以GH服務(wù)公司實(shí)例作為研究對(duì)象，從當(dāng)前該服務(wù)公司實(shí)際發(fā)展?fàn)顩r出發(fā)，對(duì)該公司所處的天津物業(yè)服務(wù)市場(chǎng)現(xiàn)狀、物業(yè)服務(wù)公司存在和發(fā)展情況進(jìn)行研究，并結(jié)合宏觀因素的影響對(duì)物業(yè)服務(wù)市場(chǎng)當(dāng)前和未來(lái)需求進(jìn)行分析和預(yù)測(cè)，以及行業(yè)內(nèi)競(jìng)爭(zhēng)對(duì)手進(jìn)行研究，同時(shí)對(duì)公司內(nèi)部環(huán)境從以下幾方面進(jìn)行分析，即流動(dòng)資產(chǎn)、固定資產(chǎn)等有形資源，企業(yè)文化、企業(yè)形象、企業(yè)制度等無(wú)形資源，人員構(gòu)成、組織狀況等人力資源以及企業(yè)核心競(jìng)爭(zhēng)力等進(jìn)行分析。通過對(duì)GH服務(wù)公司的整體分析，充分了解企業(yè)自身的優(yōu)勢(shì)、劣勢(shì)，。最后結(jié)合所學(xué)的營(yíng)銷學(xué)知識(shí)，深入分析公司現(xiàn)存營(yíng)銷策略，運(yùn)用適于服務(wù)行業(yè)的7P理論，制定出符合GH服務(wù)公司實(shí)際發(fā)展?fàn)顩r的營(yíng)銷組合方案。 通過GH公司的案例研究，希望不但能通過制定適合該公司的營(yíng)銷策略解決公司面臨的難題，增強(qiáng)其市場(chǎng)競(jìng)爭(zhēng)力，更希望能對(duì)國(guó)內(nèi)其他物業(yè)服務(wù)公司等同行的發(fā)展起到借鑒和促進(jìn)作用。
[Abstract]:Property management industry in China has been born for more than 30 years, experienced nearly 30 years of development maturing day by day. The level of property management in each city has been improved to a great extent, and the scope of property management has also developed from simple residential areas to commercial office buildings, schools, factories and other fields. The initial technical threshold of service is relatively low, which promotes the emergence of private property service enterprises, which makes the competition between property service enterprises become more and more serious. With the booming development of real estate economy, the real estate service market in Tianjin has grown gradually and developed towards specialization. In order to enhance their own competitiveness and enhance their competitive advantage, it is a very necessary and rational choice for property service enterprises to take a variety of service marketing strategies to participate in property service market competition. This paper takes the example of GH Services Company as the research object, starting from the actual development situation of the service company, this paper studies the current situation of Tianjin real estate service market, the existence and development of the real estate service company. Combined with the influence of macro factors, the current and future demand of real estate service market is analyzed and forecasted, as well as the competitors in the industry. At the same time, the internal environment of the company is analyzed from the following aspects: current assets. Tangible resources such as fixed assets, corporate culture, corporate image, intangible resources such as corporate system, personnel composition, organizational status and human resources, as well as the core competitiveness of the enterprise are analyzed. Through the overall analysis of GH services companies, fully understand their own strengths, weaknesses, Finally, combined with the knowledge of marketing, the existing marketing strategy of the company is deeply analyzed, and the 7P theory suitable for the service industry is used to formulate the marketing combination scheme which accords with the actual development of GH service company. Through the case study of GH Company, it is hoped that not only can we solve the problems faced by the company by formulating a marketing strategy suitable for the company, but also enhance its market competitiveness. More hope to other domestic property service companies and other peers to play a reference and promote the development.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.47

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