【作者】 孙凯；

【导师】 王媛；

【作者基本信息】 天津大学 ， 工商管理（MBA）（专业学位）， 2022， 硕士

【摘要】 伴随着国内经济的快速发展,物业服务管理水平与人民日益增长的对美好生活向往之间的矛盾日益凸显。新冠肺炎的爆发期间社区管控,更一度将物业服务推向了风口浪尖。而物业服务人才匮乏、物业服务内容单一、盈利空间狭窄、业主与企业之间关系恶化,导致传统物业企业利润不断压缩,迫使物业企业积极寻找增收新出路。在国企混改、房地产市场动荡、数字化转型的三重背景下,H公司拥有物管企业和大量存量不动产,为提升闲置资产效益与使用率,避免国有资产流失,H公司自主研发O2M平台,加快推进全面数字化转型,以会员制的形式将业主集中到平台中来,为居民提供放心、便捷、省钱的与社区生活相关的增值服务。以此提升物业营收与服务质量,缓解业主与物业之间的矛盾,有效解决社区存量不动产增值和物业服务难题。本文基于O2M平台与5R整合营销模型等新颖的理论视角,通过PEST分析、波特竞争五力模型以及平台会员问卷调研,对H公司的营销环境和问题进行了总结和定量分析,确定了关键环境影响因素。然后通过模型实证分析证实H公司在服务关联、用户感受、服务响应、客户关系等方面与平台购买意愿存在相关性,并分析了H公司在营销过程中存在的问题与不足,对H公司实施整合营销策略给出了进一步的改善建议,并提出了保障措施。本文结合整合营销中的相关理论工具和和分析方法,基于H公司业务发展中遇到的实际问题,从整合营销角度剖析H公司O2M平台会员对企业品牌及产品的反应,为H公司O2M平台提供切实可行的针对性整合营销策略。以期能够对H公司在未来营销策略上的优化提供可持续发展的帮助,同时能够针对未来物业增值服务营销策略的优化具有一定的理论和实践意义。更多还原

【Abstract】 With the rapid development of domestic economy,there is a growing contradiction between the level of property service management and the aspiration of the Chinese people for a better life.During the period of COVID-19 outbreak,the property service has been once more in the teeth of the storm of the management and control of the communities.However,the lack of property service talents,the single content of property services,the narrow profit space and the deterioration of the relationship between owners and enterprises,which lead to the continuous compression of profits of traditional property enterprises and force property enterprises to actively look for a new way to increase income.Under the triple background of the mixed reform of stateowned enterprises,the turmoil in the real estate market and the digital transformation,H Company has a large stock of property management enterprises and real estate.In order to improve the value-added and utilization of idle assets and avoid the loss of state-owned assets,H Company independently developed the O2 M platform,which further promotes the transformation and optimization of the digital enterprise,and centralize the owners into the platform in the form of membership to provide residents with value-added services based on reassuring,convenient and money-saving which related to community life.It may improve enterprises revenue and service quality,alleviate the contradiction between owners and enterprises,and effectively solve the problems of the betterment and the property service.This thesis is based on the new theoretical perspectives such as O2 M platform and 5R integrated marketing model to summarize and quantitatively analyze the marketing environment and problems of H Company,and determine the key environmental factors with PEST analysis,Porter’s competitive five forces model and platform member questionnaire survey.Then this thesis uses the empirical analysis of the model to confirm the correlation among 5R,and analyzes the problems and deficiencies of H company in the marketing process.Further improvement suggestions are given for company to implement integrated marketing strategy,and safeguard measures are put forward.Combined with the relevant theoretical tools and analysis methods in integrated marketing,and based on the practical problems encountered in H company’s business development,this thesis analyzes the reaction of platform members to brands and products from the perspective of integrated marketing to provide a feasible and targeted integrated marketing strategy for the O2 M platform of H company.With a view to H company optimization in the future marketing strategy to make contributes to sustainable development,at the same time it has a certain theoretical and practical significance for the future property value-added service marketing strategy optimization.更多还原