Research On Office Building Service Marketing Strategy Of ZY Company

In September 2017,Beijing proposed to make Beijing a national science and technology innovation center in its overall urban planning.Zhongguancun Science City,Huairou Science City,Future Science City and Yizhuang Economic Development Zone have become important support for the construction of science and technology innovation center in Beijing.As one of the "three cities and one district",the future science city has made many achievements after more than ten years of development,but the problem of insufficient vitality of the park has gradually emerged.In June 2017,Beijing convened the twelfth party congress,which clearly stated to ’ revitalize ’ the future science city and build a world-leading innovation highland.WLC Group Co.,Ltd.mainly focuses on the construction and development of the future science city,and has established four major business sectors,namely,land primary development,secondary development,urban operation and industrial service.This paper takes ZY Company,a subsidiary of WLC Group Co.,Ltd.,as the research object,combines the marketing theory learned by the author with practical work experience,and sorts out the existing research results of scholars at home and abroad.Then,it analyzes the problems existing in the investment promotion of the office project developed by ZY Company,the marketing environment faced by ZY Company,and the advantages and disadvantages of the project.Finally,it gives relevant suggestions by using the service marketing theory.Firstly,the author combs the research status of domestic and foreign scholars from four aspects : the concept of industrial park,the influencing factors of office value,real estate marketing strategy and office marketing strategy.Then,the author expounds the development status of Science City and ZY Company,and emphatically analyzes the marketing status of ZY Company and the problems it faces.There are mainly four problems.First,the regional transportation facilities have not been realized in time.Second,price adjustment is not flexible.Third,the channel means are single.Fourth,there is no system of promotional means.Then,the author uses PEST analysis,Porter ’s five-force model,SWOT analysis and other analytical tools to make a profound analysis of the market development environment faced by ZY Company,and believes that the current industrial park office market competition is fierce,ZY Company should adopt ST combination competition strategy.Then,the STP theory and service marketing theory are used to give marketing strategies from products,prices,channels,promotions,personnel,service processes,and tangible demonstrations,and the related costs are preliminarily estimated.Finally,the author gives the corresponding implementation guarantee.