Study On Marketing Strategy Of Group Innovation Space Of Shanghai Shibanglide Company

Currently,the global economic growth is weak,China's economic development has entered the “New Normal” stage.China vigorously promote national innovation driven development strategy,proposed “Mass Entrepreneurship and Innovation” to foster new economic growth momentum.The Group Innovation Space as a market-oriented incubator,is the carrier of " Mass Entrepreneurship and Innovation ".under the call of “Mass Entrepreneurship and Innovation”,people's entrepreneurial enthusiasm around the country is high,mass of Group Innovation Spaces has been established around the country.But on the other hand,the industry bubble is looming behind the rapid growth,many Group Innovation Spaces face the serious homogenization problems,cannot meet the needs of entrepreneurial enterprises,which leads to low occupancy rate,and then making the Group Innovation Spaces operating difficulties.In the face of the current marketing environment,the research and promotion of the marketing strategy of the Group Innovation Space is of great significance to the survival and development of the Group Innovation Space.Since the beginning of the operation in January 2016,Shibanglide Group Innovation Space also faces the same dilemma of service contents homogenization and low business placement rate.This dissertation hopes to use modern marketing theory to carry out overall and thorough analysis to this problem,and to find the solution for current marketing dilemma,simultaneously,also provides the reference for its healthy development of entire Group Innovation Space industry.First of all,through the PEST model,this dissertation makes a comprehensive analysis of the external macro environment of Group Innovation Space industry,showing that the innovation and entrepreneurial environment is becoming more and more mature,and the Group Innovation Space industry is developing rapidly.Secondly,the dissertation analyzes the competitive situation of Group Innovation Space industry by using Porter's five-force model,and points out that competition is mainly embodied in the Group Innovation Spaces,and whole Group Innovation Space industry still has huge profit potential and attractiveness.Thirdly,by analyzing and summarizing the marketing situation and marketing problems of Shibanglide Group Innovation Space,we find that the main problem is that the target customers and Shibanglide Group Innovation Space positioning is not clear,and the overall service model and service level still needs to be improved.Finally,according to STP and 7Ps marketing theory,this dissertation puts forward the key competitiveness of Shibanglide Group Innovation Space in its own low-cost office space and strong entrepreneur mentor resources,and propose Shibanglide Group Innovation Space to select college students and corporate executives as the target customers,and their entrepreneurship services needs of the initial stage of business as the target market,and then strive to polish targeted and differentiated services,prices,channels,promotions,people,processes and physical evidence strategies,with the implementation mechanism of the strategies,ultimately help Shibanglide Group Innovation Space to create a differentiated competitive advantage,thus out of the marketing dilemma and enhance brand reputation and appeal.The conclusion of this dissertation is: the development potential of the Group Innovation Space industry is still huge,but current low end of service model has been unable to meet the heterogeneous needs of diversified business services.each Group Innovation Space needs to find out the niche market based on its own resources and competitiveness by using modern marketing theory,and to offer targeted service based on the needs from target market,by helping the success of entrepreneurial enterprises,so as to achieve a total economic and social benefits of a win-win situation.