Research On The Marketing Strategy Of Government Property Service Of H Company

The property management industry has experienced more than 30 years of development since its birth and is currently in a period of rapid development.The essence of property management is to maintain the appreciation and preservation of the property while providing high-quality services to users.In recent years,our country’s social economy has continued to develop,and the quality of life of residents has been greatly improved.With the advent of the new economic era,property management and services have changed from the traditional "extensive" to "specialized and refined".The emergence of the real estate industry has changed the competitive landscape of the property industry.The national governance concept of innovative development makes the centralized government office model that can not only save energy and increase efficiency,but also facilitate the service of the masses.For property management,the traditional closed property management model can no longer meet the new pattern of government development.The government has begun to introduce socialized professional teams to manage and serve properties,and it has become a trend for the government to purchase property management services.Government-based property management services are a subdivision of property management.Different from traditional residential properties,office properties and park properties,property management companies must consider their social benefits while taking into account economic benefits.Where there is cake,there is competition.If property companies want to expand their market share and improve owners’ satisfaction in the market segment of government-oriented property management,they not only need to improve service quality and content,but also from customers’ needs.Starting from the needs,formulate service marketing strategies according to customer needs.This article is written in combination with national policies,economic forms in recent years after fully reviewing domestic and foreign literature and books on property management,service marketing and marketing.Taking H company as the research object,H company has been developing in Chengdu for more than 30 years,and has been deeply involved in the sub-field of government-oriented property,which has a certain representativeness.It is necessary to discuss the optimization of the marketing strategy of government-oriented property service enterprises and the implementation of safeguard measures.actual meaning.Through the analysis of the current situation of H company combined with questionnaire survey and in-depth interviews,it is found that the company has problems such as lack of marketing promotion,low level of technology,insufficient talent training and support,and lack of service innovation.The 7P marketing strategy has been optimized in seven aspects: product,price,channel,promotion,personnel,service process and service tangible display,and improved the existing marketing through service and brand strategy.Finally,through technological improvement,business innovation and Organizing and improving three aspects to construct the marketing strategy implementation guarantee measures,so as to design the marketing strategy and related implementation path in line with the H company’s development direction.It is hoped that in the research and analysis of H company and the design of the marketing strategy optimization plan,it can provide some reference ideas for the marketing strategies of other government-related property enterprises.