【摘要】：物業(yè)管理行業(yè)在中國誕生已有30余年，，經歷了將近30年的發(fā)展日趨成熟。各個城市的物業(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、學校、工廠等多個領域。最初的服務技術門檻相對較低，促使物業(yè)服務民營企業(yè)呈現(xiàn)雨后春筍般的出現(xiàn)，使得物業(yè)服務企業(yè)間的競爭不斷加劇。天津物業(yè)服務市場隨著房地產經濟的蓬勃發(fā)展而逐漸壯大起來，并不斷朝著專業(yè)化方向發(fā)展。物業(yè)服務企業(yè)為增強自身競爭力，提升自身服務競爭優(yōu)勢，采取多種服務營銷策略參與物業(yè)服務市場競爭是一種非常必要的理性選擇。 本論文是以GH服務公司實例作為研究對象，從當前該服務公司實際發(fā)展狀況出發(fā)，對該公司所處的天津物業(yè)服務市場現(xiàn)狀、物業(yè)服務公司存在和發(fā)展情況進行研究，并結合宏觀因素的影響對物業(yè)服務市場當前和未來需求進行分析和預測，以及行業(yè)內競爭對手進行研究，同時對公司內部環(huán)境從以下幾方面進行分析，即流動資產、固定資產等有形資源，企業(yè)文化、企業(yè)形象、企業(yè)制度等無形資源，人員構成、組織狀況等人力資源以及企業(yè)核心競爭力等進行分析。通過對GH服務公司的整體分析，充分了解企業(yè)自身的優(yōu)勢、劣勢，。最后結合所學的營銷學知識，深入分析公司現(xiàn)存營銷策略，運用適于服務行業(yè)的7P理論，制定出符合GH服務公司實際發(fā)展狀況的營銷組合方案。 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銷策略解決公司面臨的難題，增強其市場競爭力，更希望能對國內其他物業(yè)服務公司等同行的發(fā)展起到借鑒和促進作用。
[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.
【學位授予單位】：河北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F299.233.47

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