本文關(guān)鍵詞：有成商務(wù)中心市場營銷方案研究　出處：《北京交通大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 中小企業(yè) 市場營銷 STP 營銷策略 服務(wù)式辦公室

【摘要】：濟南有成商務(wù)中心是一個以寫字間租賃服務(wù)為主營業(yè)務(wù)的企業(yè),成立于2010年。經(jīng)過兩年的發(fā)展,公司已經(jīng)取得濟南明珠國際商務(wù)港大廈絕大部分空置房屋的中介服務(wù)權(quán),成功為300余位業(yè)主租賃房屋,共計為500多家企業(yè)提供過服務(wù)。但是隨著明珠國際商務(wù)港空置房屋的減少,有成商務(wù)中心發(fā)展遇到瓶頸,面臨著開發(fā)新市場還是新產(chǎn)品的抉擇。 基于企業(yè)辦公需求和有成商務(wù)中心的發(fā)展狀況,本文采用市場營銷理論來規(guī)劃市場營銷的方向,確定有成商務(wù)中心將采用新產(chǎn)品開發(fā)策略來實現(xiàn)企業(yè)的進一步發(fā)展和擴大。本文結(jié)合了房屋中介和商務(wù)中心兩種寫字間運作模式的特點,針對企業(yè)的辦公需求,將服務(wù)式辦公室作為新產(chǎn)品開發(fā)策略的核心。本文主要從以下幾個方面對有成商務(wù)中心的市場營銷方案進行研究。 首先,本文對有成商務(wù)中心企業(yè)所處的宏觀環(huán)境和微觀環(huán)境,寫字樓租賃市場需求進行分析。租戶將價格、位置、商業(yè)價值、面積作為選擇辦公場所的主要考慮因素。在傳統(tǒng)租賃模式下,租戶往往面臨著前期成本投入高、租賃風險大、辦公空間浪費、辦公室閑置等問題。準備成立或者剛成立不久的中小企業(yè)在人員招聘、工商稅務(wù)流程、財務(wù)管理方面非常不熟悉,嚴重影響企業(yè)的正常運營。 然后,采用STP理論對有成商務(wù)中心客戶進行市場細分,選擇目標市場和市場定位。本文將寫字間租賃市場按照企業(yè)規(guī)模標準細分為大、中、小、微型及準各注冊的企業(yè)市場,通過分析評估各個細分市場的特點、吸引力,結(jié)合有成商務(wù)中心的實力,本文將中小型企業(yè)、微型企業(yè)和準備注冊的企業(yè)作為目標市場,并通過產(chǎn)品特色和市場形象來完成市場定位。 最后,為了保證新產(chǎn)品戰(zhàn)略的有效實施,對有成商務(wù)中心進行市場營銷策略制定,包括產(chǎn)品策略、價格策略、渠道和促銷策略。并對客戶和有成商務(wù)中心的預(yù)期經(jīng)濟效益進行分析,旨在論證產(chǎn)品方案的可行性和科學(xué)性。
[Abstract]:Jinan Youcheng Business Center is an office rental service as the main business enterprise, founded in 2010. After two years of development. The company has obtained the Jinan Pearl International Commercial Port Building most of the vacant housing intermediary service rights, the success of more than 300 owners of rental housing. In total, more than 500 enterprises have provided services. However, with the decrease of vacant houses in Pearl International Business Port, the development of a business center has encountered a bottleneck, and it is facing the choice of developing a new market or a new product. Based on the business demand and the development of a business center, this paper uses the marketing theory to plan the direction of marketing. To determine that the business center will adopt new product development strategy to achieve the further development and expansion of the enterprise. This paper combines the characteristics of the housing intermediary and business center two office operation mode, aiming at the office demand of the enterprise. The service office is regarded as the core of the new product development strategy. This paper mainly studies the marketing scheme of the business center from the following aspects. First of all, this paper analyzes the macro and micro environment, office rental market demand. Tenants will price, location, commercial value. Area as the main consideration of the choice of office space. In the traditional rental mode, tenants are often faced with high pre-cost investment, rental risk, office space waste. The small and medium-sized enterprises which are ready to set up or are newly established are not familiar with the personnel recruitment, business tax process and financial management, which seriously affect the normal operation of the enterprise. Then, the STP theory is used to segment the market of the successful business center customers, select the target market and market positioning. This paper subdivides the office rental market into big, medium and small according to the enterprise scale standard. By analyzing and evaluating the characteristics and attractiveness of each sub-market and combining the strength of a business center, this paper will focus on small and medium-sized enterprises. Micro-enterprises and registered enterprises as target markets, and through product characteristics and market image to complete the market positioning. Finally, in order to ensure the effective implementation of the new product strategy, the successful business center marketing strategy formulation, including product strategy, price strategy. This paper analyzes the expected economic benefits of customers and successful business centers in order to prove the feasibility and scientific nature of the product scheme.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F299.23

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