GH服务公司营销策略研究
发布时间：2018-11-16 08:04
【摘要】：物业管理行业在中国诞生已有30余年，，经历了将近30年的发展日趋成熟。各个城市的物业管理水平均有很大程度的提高，物业管理范围也从单纯的居民住宅小区发展至商业写字楼、学校、工厂等多个领域。最初的服务技术门槛相对较低，促使物业服务民营企业呈现雨后春笋般的出现，使得物业服务企业间的竞争不断加剧。天津物业服务市场随着房地产经济的蓬勃发展而逐渐壮大起来，并不断朝着专业化方向发展。物业服务企业为增强自身竞争力，提升自身服务竞争优势，采取多种服务营销策略参与物业服务市场竞争是一种非常必要的理性选择。 本论文是以GH服务公司实例作为研究对象，从当前该服务公司实际发展状况出发，对该公司所处的天津物业服务市场现状、物业服务公司存在和发展情况进行研究，并结合宏观因素的影响对物业服务市场当前和未来需求进行分析和预测，以及行业内竞争对手进行研究，同时对公司内部环境从以下几方面进行分析，即流动资产、固定资产等有形资源，企业文化、企业形象、企业制度等无形资源，人员构成、组织状况等人力资源以及企业核心竞争力等进行分析。通过对GH服务公司的整体分析，充分了解企业自身的优势、劣势，。最后结合所学的营销学知识，深入分析公司现存营销策略，运用适于服务行业的7P理论，制定出符合GH服务公司实际发展状况的营销组合方案。 通过GH公司的案例研究，希望不但能通过制定适合该公司的营销策略解决公司面临的难题，增强其市场竞争力，更希望能对国内其他物业服务公司等同行的发展起到借鉴和促进作用。
[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.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.47
本文编号：2334941
[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.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.47
【参考文献】
相关期刊论文 前9条
1 许爱玉;;论中国企业核心能力的构建和提升[J];改革与战略;2010年01期
2 朱寿明;;物业管理招标浅谈[J];工程与建设;2006年S1期
3 丰佳栋;;中小型物业管理企业的服务管理[J];中国管理信息化;2010年23期
4 ;城镇化:地产发展新引擎[J];城市住宅;2013年Z1期
5 李金;;绿色地产 驱散阴霾[J];城市住宅;2013年Z1期
6 温锦英;;服务营销有形展示技巧研究[J];经济研究导刊;2011年19期
7 成晓光;;企业核心竞争力影响要素分析[J];南京财经大学学报;2009年04期
8 刁兆峰,张荣耀;纯服务过程特性和控制策略研究[J];武汉理工大学学报;2004年02期
9 史志华;;论物业服务过程中沟通的重要作用[J];现代物业(上旬刊);2011年11期
本文编号：2334941
本文链接：https://www.wllwen.com/jingjilunwen/fangdichanjingjilunwen/2334941.html
