BioBIZ商务中心营销策略研究

发布时间：2018-02-26 21:33

本文关键词： 商务中心营销环境营销策略波特五力模型　出处：《苏州大学》2015年硕士论文　论文类型：学位论文

【摘要】：商务中心是兴起于欧美的一种办公室出租形式,由专业公司运营管理,可为中小企业提供服务式办公室、虚拟办公室、会议室等优质办公空间与商务服务。目前,苏州市的写字楼市场近年来一直呈现供大于需、租赁经营成为主流的发展态势。同时受到其它的复杂的影响因素增加了商务中心租赁经营的不确定性和风险性。论文以Bio BIZ商务中心为例,运用营销学的理论和方法,重点探讨在目前的宏观政策和市场条件下,如何分析项目特点、调整营销理念、选择营销手段、创新营销策略来实现产品销售,最大化的创造经济效益和社会效益,并为BioBIZ商务中心营销及未来发展提出可行性建议。首先,论文在相关理论基础上,分析了BioBIZ商务中心的营销环境。BioBIZ商务中心位于苏州工业园区生物纳米科技园A1行政楼内,地处独墅湖科教创新区南部。论文分析了BioBIZ商务中心的宏观环境,即从政治、经济、社会和技术四个角度对Bio BIZ商务中心所面临的营销宏观环境展开分析。然后探讨了BioBIZ商务中心的竞争环境波特五力模型,包括了现有竞争、供应商议价能力、客户议价能力、潜在进入者威胁和替代品威胁等。其次,论文提出了BioBIZ商务中心营销策略。论文提出了目标市场产品策略,结合客户需求和BioBIZ商务中自身的实力,BioBIZ商务中心明确了自己所要确立的产品特色,就是能够为中小微型企业和创业者提供后期的各种服务,论文通过分析评估各个细分市场的特点及吸引力,结合BioBIZ商务中心的实力,最后,对BioBIZ商务中心进行市场营销策略制定,包括产品策略、价格策略、渠道和促销策略。最后,论文提出了BioBIZ商务中心营销策略实施的保障措施,首先树立以顾客为中心的营销理念,包括了强化为顾客创造与传递价值的理论、树立以全员营销的思想理念。其次提出了建立高效的营销组织,然后是加强营销人员培训,形成学习型组织,最后是健全科学有效的营销决策机制与促进企业文化建设。
[Abstract]:Business center is a kind of office rental form that rises in Europe and America. It is operated and managed by professional company. It can provide service office, virtual office, conference room and other high-quality office space and business service for small and medium-sized enterprises. At present, In recent years, the office building market in Suzhou has been providing more than it needs. Leasing management has become the mainstream trend of development. At the same time, other complicated influencing factors have increased the uncertainty and risk of business center leasing management. This paper takes Bio BIZ Business Center as an example, and applies the theory and method of marketing. How to analyze the characteristics of the project, adjust the marketing concept, choose the marketing means, innovate the marketing strategy to realize the product sales, maximize the economic and social benefits under the current macro policy and market conditions, At the same time, some feasible suggestions are put forward for the marketing and future development of BioBIZ Business Center. Firstly, on the basis of relevant theories, the thesis analyzes the marketing environment of BioBIZ Business Center. BioBibiz Business Center is located in the A1 administrative building of Suzhou Industrial Park Biological Nano-Science and Technology Park. Located in the south of Dushuhu Science and Education Innovation Zone, the paper analyzes the macro environment of BioBIZ Business Center, that is, from the political, economic, economic, This paper analyzes the marketing macro environment facing BioBIZ Business Center from four angles of society and technology, and then discusses the five power model of competitive environment of BioBIZ Business Center, including the existing competition, supplier bargaining power, customer bargaining power, and so on. The threat of potential entrant and the threat of substitute. Secondly, the paper puts forward the marketing strategy of BioBIZ Business Center, and puts forward the product strategy of target market. In combination with customer needs and BioBIZ's own strength in business, the BioBiz Business Center has identified the product features that it wants to establish, that is, to be able to provide a variety of services to small, medium-sized and microenterprises and entrepreneurs in the later stages. By analyzing and evaluating the characteristics and attractiveness of each subdivision market, combined with the strength of BioBIZ Business Center, the paper makes the marketing strategy for BioBIZ Business Center, including product strategy, price strategy, channel and promotion strategy. The paper puts forward the safeguard measures for the implementation of the marketing strategy of BioBIZ Business Center. Firstly, it sets up the concept of customer-centered marketing, including the theory of strengthening the creation and transfer of value for customers. Secondly, it puts forward the idea of establishing an efficient marketing organization, then strengthening the training of marketing personnel, forming a learning organization, and finally perfecting the scientific and effective marketing decision-making mechanism and promoting the construction of enterprise culture.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F721

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