佳和公司物业延伸服务的目标市场营销策略分析

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1、-JIAHECOMPANY’STARGETMARKTINGSTRATEGYOFPROPERTYEXTENSIONSERVICESAbstractTheincreasingdemandforpropertymanagementservicesindustry,whiletheservicelevelrequiredaregettinghigherandhigher.Routinepublicservices,suchascleaning,security,maintenance,andconservationcannotmeetthepersonalizednee

2、dsoftheowners.Providingextensionservicesnotonlymeetstheclientdemand,butalsobenefitstheJiaHecompanyfortherealizationofeconomicandsocialvalue.ThepaperaimstoexplorehowtheJiaHepropertymanagementcompanytoeffectivelycarryoutpropertyextensionservices,whichnotonlyhasadirectpracticalguidancev

3、alueforcompanyitself,butalsoprovidereferenceforotherpropertymanagementcompanies.Basedonanalyzingtheliteratureandreadingrelevantpracticecasesofpropertyextensionservices,142ownersresidentinMuLinMeiJunresidentialservicedbyJiaHeareaccessedtoanswerquestionnaireaboutpropertyextensionservic

4、es.ByanalyzingdatathroughSPSS,someconclusionsaregot:(1)Theownersshowastrongdemandfor22propertyextensionservices;(2)Throughfactoranalysis,22extensionservicesaresummarizedassixcategories;(3)Bytwo-stageclustering,142casesaredividedintothreesegments;(4)Onthesebasis,the4Ptargetmarketingst

5、rategyarediscussedindetail.KEYWORDS：JiaHePropertycompany;extensionservices;targetmarket；marketingstrategy----IV万方数据----目录第一章绪论.........................................................11.1选题的背景及问题.................................................11.1.1行业背景：传统物业管理的“微利”困境................

6、.........11.1.2佳和公司背景：成本上升，盈利模式和盈利能力面临困境...........1 1.1.3研究问题.....................................................21.2物业延伸服务的理论与研究实践.....................................31.2.1物业企业的性质特点决定其提供延伸服务的空间较大...............31.2.2外资物业公司的发展启示.......................................31.2.3国内物业企业延伸

7、服务探索.....................................41.3研究意义.........................................................51.3.1理论意义.....................................................51.3.2实践意义.....................................................51.4研究创新............................................

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