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论文编号：	13394
作者编号：	2320180592
上传时间：	2022/6/14 11:33:34
中文题目：	喜马拉雅服务公寓营销策略研究
英文题目：	The Study of Marketing Strategies for Himalaya Serviced Residences
指导老师：	李季
中文关键字：	服务公寓，天津市场，市场营销策略
英文关键字：	Serviced Residence, Tianjin Market, Marketing Strategy
中文摘要：	本文详细阐述了地产开发商阳光100公司旗下喜马拉雅服务公寓是如何通过自身特有的营销模式和经营思路来快速稳定自身市场定位并以此为行业相同产品提出可行性建议。作者围绕服务公寓市场外部环境分析并结合喜马拉雅品牌在市场中的发展历程及相关战略竞争分析来进行具体的论证并阐述喜马拉雅的营销环境。根据所处的营销环境，进一步详细分析了喜马拉雅的天津市场细分，目标市场选择和市场定位，以及在实际营销中所面临的问题，包括品牌认知度低，庞大的产品库存量，渠道不够多元化等方面。结合环境分析结论和市场定位，文章进一步阐述了喜马拉雅实际经营中所采用的营销战略组合及保障措施，以此确保喜马拉雅通过定制化营销理念和战略在与诸多国际品牌并存的市场竞争中快速占据一定的市场定位。喜马拉雅之所以能够被接受与其自身个性化的运营理念、灵活的定制化服务方案和自身相关制度和经营模式是离不开的，这也是构成其独特的营销策略的基础。本文通过文献，实际行业经营分享和分析以及真实的店内客人访谈阐述了喜马拉雅服务公寓从零逐步走向成熟的整个过程，以此进一步阐述了现阶段喜马拉雅营销策略和战略定位以及未来在营销策略方面的改善和提升。 最后，作为喜马拉雅天津区的市场销售总监，作者也阐明了对于喜马拉雅品牌未来的期许。对于目前国际化品牌垄断的服务公寓行业，新生本土品牌的出现将会为满足消费者的多元化需求起到重要的作用，并由此可以进一步稳固市场的良性发展。虽然在目前的市场中竞争的严苛性将会对于喜马拉雅这样的新品牌发展之路创造诸多苦难，但是作者也根据自身的经验很好的预测了未来服务公寓领域成功以及占据市场的关键因素。作为本文的目的，作者希望能给同行业以及相关服务行业带来一些有限的建议，并以此可以进一步帮助目前已经不再处于朝阳板块的房地产行业指引一些方向。
英文摘要：	This thesis mainly indicates how Himalaya serviced residences from Sunshine 100 real estate company , rapidly stabilized its market position using its own unique marketing model and business concepts, which helps to provide the constructive suggestions to the similar product in the industry. The author specifically discusses and explains the marketing environment of Himalaya using the external environmental analysis of serviced residence market combining with the market development of Himalaya brand and relative strategic competitive analysis. Based on its current market environment, this thesis continues to indicate the market segmentation, target market, and market position for Himalaya. Also, it explains the issues that Himalaya faces on the daily marketing activities, including low brand awareness, huge room inventory, limited promotion channels, etc. With the market environment analysis and market position, the author continues to indicate the applications of the marketing strategies and safeguards that Himalaya should apply in the actual businesses in order to quickly positions itself in the current strong competitive market, composing all the international brands, using its own personalized marketing concept and strategy. The thesis concentrates on its personalized service standard and flexible customized services and its own special operations and regulation internally to sustain its unique marketing strategy, which builds up the base of Himalaya’s marketing strategy. This thesis uses related reading materials, actual cases and analysis, and interviews from actual in house guests, to indicate how Himalaya deals with the issues while stabilizing itself in the market from zero. Based on this, the author explains the marketing strategies and market position for Himalaya in the current stage. Also, the thesis indicates improvement and enhancement for Himalaya’s marketing strategy in the future. Lastly, as the director of Marketing and Sales of Himalaya Tianjin, the author implies the expectations of Himalaya brand. As the monopolization from the international brands in the current serviced residences market, the local newly born brand will by all means fulfill the variety of the request from the clients, which can also stabilizes the development of the market with the good way. Even though the fierce competition in the market will create various difficulties and problems for the development of the new brand such as Himalaya, the author, as a profession in the market, perfectly estimates the key elements to be successful for the future serviced residence industry. As the ultimate goal of this thesis, the author would like to generate some constructive advice to the peers in the industry, from which can help the real estate developers in the same situation with some positive direction.
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