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论文编号：	11196
作者编号：	2320170523
上传时间：	2019/12/9 9:42:55
中文题目：	天津普天企业孵化器服务营销策略研究
英文题目：	ResearchonService Marketing Strategy Of Tianjin Putian Business Incubator
指导老师：	刘建华
中文关键字：	服务营销；营销策略；企业孵化器；
英文关键字：	Service marketing；Marketing strategy；Business incubator
中文摘要：	十八大以来，我国进入新经济时代，科技企业孵化器更要面向市场，开放包容，全要素多样化发展才能尽快实现孵化器的孵化目标。孵化器逐渐呈现出市场化和商业化，这样的趋势也对科技企业孵化器的服务营销研究提出了新的要求。 作为一家以服务创新创业企业的国有科技企业孵化载体来说，在新时期的国家政策和经济环境影响下，天津普天企业孵化器需要尽快设计和制定营销策略和服务组合策略，适应新时期的挑战，取得快速发展。本文从服务营销视角分析天津普天企业孵化器的营销策略，结合天津普天企业孵化器所处的经营环境，根据天津普天企业孵化器的现有营销情况，找到营销存在的问题进而为天津普天企业孵化器制定更为有效的营销策略，作为一家国有企业为背景的科技企业孵化器，自2010年成立以来已经运营了10年之久，虽然在区域企业孵化方面取得了一定的成绩，但是在综合运行效率提升、加强孵化管理约束、完善创新创业生态等方面目前还存在着问题，需要在有利的外部环境的支撑下，寻求变化和发展。 本文通过挖掘天津普天企业孵化器的营销环境，分析出天津普天企业孵化器运营十年仍然在服务营销方面存在的问题，进而从市场定位、产品与价格、人员、流程、商业推广及有形展示等方面提出服务营销组合策略，最终总结发现问题，提出改进的现实意义和经济意义。 本文通过对服务营销的基础理论、定位理论、五力模型、企业生命周期理论、SWOT模型等的回顾和分析，运用服务营销7P理论和服务营销组合策略分析，通过理论与实践相结合，借助管理学的基础理论和重要研究方法，对其发展中的问题进行分析，结合服务营销策略分析框架进行分析，完善其发展模式，提升其发展竞争力，希望本文的研究能对相关企业起到一定的借鉴意义。
英文摘要：	Since the 18th National Congress, China has entered the new economic era, and the technology business incubator has to face the market, open and inclusive, and the development of all-diversity diversification can realize the incubator's incubation goal as soon as possible. The marketization and commercialization of incubators are becoming more and more obvious, which puts new demands on the service marketing research of technology business incubators. Under the influence of national policies and economic environment in the new era, Tianjin Putian Business Incubator needs to design and formulate marketing strategies and service combination strategies as soon as possible to adapt to the challenges of the new era and achieve rapid development. This paper analyzes the marketing strategy of Tianjin Putian Business Incubator from the perspective of service marketing, and analyzes the advantages, disadvantages, opportunities and challenges of Tianjin Putian Business Incubator in combination with the operating environment of Tianjin Putian Business Incubator, and then develops more effective for Tianjin Putian Business Incubator. Marketing strategy, as a technology business incubator with a background of state-owned enterprises, has been in operation for 10 years since its establishment in 2010. Although it has achieved certain results in regional business incubation, it has improved its comprehensive operational efficiency and strengthened its incubation management constraints. There are still problems in improving the innovation and entrepreneurship ecology, and we need to seek change and development under the support of a favorable external environment. The marketing environment of Tianjin Putian Business Incubator was analyzed. Through the specific effect of service marketing obtained from the development of Tianjin Putian Business Incubator for ten years, the problems were finally summarized and the urgency and necessity of improvement were proposed. In order to promote the validity of the article writing, the author also reviews and analyzes the basic theories and characteristics of service marketing, positioning theory, five-force model, SWOT model, etc., using service marketing 7P theory and service marketing combination strategy analysis, through theory and The combination of practice, the basic theory of management and important research methods, analyze the problems in its development, analyze the framework of service marketing strategy analysis, improve its development model, enhance its development competitiveness, and hope that some enterprises can also There is a certain reference.
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