有成商务中心市场营销方案研究

发布时间：2018-01-03 16:04

本文关键词：有成商务中心市场营销方案研究　出处：《北京交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：济南有成商务中心是一个以写字间租赁服务为主营业务的企业,成立于2010年。经过两年的发展,公司已经取得济南明珠国际商务港大厦绝大部分空置房屋的中介服务权,成功为300余位业主租赁房屋,共计为500多家企业提供过服务。但是随着明珠国际商务港空置房屋的减少,有成商务中心发展遇到瓶颈,面临着开发新市场还是新产品的抉择。基于企业办公需求和有成商务中心的发展状况,本文采用市场营销理论来规划市场营销的方向,确定有成商务中心将采用新产品开发策略来实现企业的进一步发展和扩大。本文结合了房屋中介和商务中心两种写字间运作模式的特点,针对企业的办公需求,将服务式办公室作为新产品开发策略的核心。本文主要从以下几个方面对有成商务中心的市场营销方案进行研究。首先,本文对有成商务中心企业所处的宏观环境和微观环境,写字楼租赁市场需求进行分析。租户将价格、位置、商业价值、面积作为选择办公场所的主要考虑因素。在传统租赁模式下,租户往往面临着前期成本投入高、租赁风险大、办公空间浪费、办公室闲置等问题。准备成立或者刚成立不久的中小企业在人员招聘、工商税务流程、财务管理方面非常不熟悉,严重影响企业的正常运营。然后,采用STP理论对有成商务中心客户进行市场细分,选择目标市场和市场定位。本文将写字间租赁市场按照企业规模标准细分为大、中、小、微型及准各注册的企业市场,通过分析评估各个细分市场的特点、吸引力,结合有成商务中心的实力,本文将中小型企业、微型企业和准备注册的企业作为目标市场,并通过产品特色和市场形象来完成市场定位。最后,为了保证新产品战略的有效实施,对有成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。并对客户和有成商务中心的预期经济效益进行分析,旨在论证产品方案的可行性和科学性。
[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.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.23

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