佳和公司物业延伸服务的目标市场营销策略-研究.pdf

JIAHE COMPANY’S TARGET MARKTING STRATEGY OF PROPERTY EXTENSION SERVICES Abstract The increasing demand for property management services industry, while the service level required are getting higher and higher. Routine public services, such as cleaning, security, maintenance, and conservation cannot meet the personalized needs of the owners. Providing extension services not only meets the client demand, but also benefits the JiaHe company for the realization of economic and social value. The paper aims to explore how the JiaHe property management company to effectively carry out property extension services, which not only has a direct practical guidance value for company itself, but also provide reference for other property management companies. Based on analyzing the literature and reading relevant practice cases of property extension services, 142 owners resident in Mu Lin Mei Jun residential serviced by JiaHe are accessed to answer questionnaire about property extension services. By analyzing data through SPSS, some conclusions are got: (1) The owners show a strong demand for 22 property extension services;(2) Through factor analysis, 22 extension services are summarized as six categories;(3) By two-stage clustering, 142 cases are divided into three segments;(4) On these basis, the 4P target marketing strategy are discussed in detail. KEY WORDS：JiaHe Property company; extension services; target market ； marketing strategy IV 万方数据 目 录 第一章 绪 论 1 1.1 选题的背景及问题 1 1.1.1 行业背景：传统物业管理的“微利”困境 1 1.1.2 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