联系我们

论文查询结果	返回搜索

论文编号：	15564
作者编号：	2320233955
上传时间：	2025/12/5 18:33:50
中文题目：	青岛贝壳公司面向B端商户的服务营销策略 研究
英文题目：	Research on Services Marketing Tactics for Business Clients of BEIKE in Qingdao
指导老师：	任星耀
中文关键字：	房地产经纪服务；B端商户；服务营销
英文关键字：	Real Estate Brokerage Services; Business Clients; Services Marketing
中文摘要：	中国房地产市场发展逻辑从增量扩张转向存量优化，房地产经纪服务面临竞争要素升级、技术赋能深化与服务水平提升的转型压力。青岛贝壳公司作为青岛房地产行业的领先者，其定位为技术驱动的品质居住服务平台，旨在通过赋能房地产中介门店带动行业整体服务水平的提升。 本文以青岛贝壳公司为研究对象，以STP营销战略与7Ps服务营销策略为理论框架对其营销策略展开研究。2024年，青岛贝壳以高额补贴扩张策略吸引了大量房地产中介门店入驻贝壳，实现了门店规模的快速增长，但在青岛贝壳平台上的房地产中介门店（简称B端商户）其经营效率与对平台的满意度未能同步提升，故需优化营销策略，增强B端商户对于青岛贝壳平台的粘性。 本研究首先系统剖析了青岛房地产市场发展现状及房地产经纪服务行业发展趋势，揭示了未来房地产经纪服务将聚焦服务品质提升与技术深度应用的核心方向。在此基础上，阐述了青岛贝壳公司基本概况并深入研究了青岛贝壳公司所处的竞争环境，通过 SWOT分析为青岛贝壳公司的发展提供方向。基于STP营销战略框架，按地理及规模维度进行了市场细分，后通过多维度评估聚焦了青岛贝壳公司的目标市场并确立了“技术赋能+品质服务”的市场定位。 基于7Ps服务营销组合策略，本文制定了面向 B 端商户的营销策略：在产品维度，保障核心产品资源分配合理透明，满足基础产品适配性需求，做好期望产品的说明与迭代，增强附加产品价值，同时提升潜在产品盈利性；在定价维度，调整居间服务费率标准并推行积分制阶梯式平台费优惠；在渠道维度，通过线上构建“一站式赋能中台”和线下搭建自有销售团队，实现二者协同联动；在促销维度，构建多层级、多场景促销策略；在3Ps服务维度，聚焦打造高服务感知价值人员团队，构建覆盖B端商户全生命周期的服务流程，并借助多维度有形化展示，进一步强化服务的有形性特征。文章最后从组织文化及管理机制、人力资源、数据能力及生态合作三个维度，深入分析策略实施保障。 本文通过理论与实践结合，为青岛贝壳公司优化B端商户营销策略提供决策依据，有助于提升商户粘性与满意度，巩固青岛贝壳公司的市场领先地位，也为房地产经纪行业转型期的平台市场营销策略提供实践参考。 关键词：房地产经纪服务；B端商户；服务营销
英文摘要：	The development logic of China’s real estate market has shifted from incremental expansion to inventory optimization. The real estate brokerage service industry is facing transformation pressures arising from the upgrading of competitive factors, the deepening of technological empowerment, and rising demands for service quality improvements. As a leader in Qingdao’s real estate industry, Qingdao Beike positions itself as a technology-driven, high-quality residential service platform, aiming to enhance the overall service quality of the industry by empowering real estate agency stores. This thesis takes Qingdao Beike as the research object and adopts the STP marketing strategy and 7Ps service marketing mix as the theoretical framework to analyze its marketing strategy. In 2024, Qingdao Beike implemented a high-subsidy expansion strategy to attract a large number of real estate agency stores to join its platform, achieving rapid growth in store scale. However, the operational efficiency and satisfaction of these stores (hereinafter referred to as business clients) on the Qingdao Beike platform did not improve correspondingly. Therefore, it is necessary to optimize the marketing strategy to enhance the loyalty of business clients to the platform. First, this thesis systematically analyzes the current development of Qingdao’s real estate market and the trends in the real estate brokerage service industry. It reveals that the future of real estate brokerage services will focus on improving service quality and deepening the application of technology. On this basis, the thesis elaborates on the profile of Qingdao Beike and conducts an in-depth analysis of its competitive environment, using SWOT analysis to identify strategic development directions. Based on the STP marketing framework, market segmentation is conducted from geographic and scale dimensions. Through multi-dimensional evaluation, the target market of Qingdao Beike is identified, and a market positioning of ‘technology empowerment + high-quality service’ is established. Guided by the 7Ps service marketing theory, this thesis formulates a marketing strategy for business clients: in the product dimension, it ensures reasonable and transparent allocation of core product resources, meets the adaptability needs of basic products, provides explanations and iterations for expected products, enhances the value of augmented products, and improves the profitability of potential products; in the price dimension, it adjusts the standards of agency service fees and implements a points-based tiered discount system for platform fees; in the place dimension, it builds an online ‘one-stop empowerment platform’ and establishes an offline in-house sales team to achieve coordinated online-offline integration; in the promotion dimension, it develops multi-level and multi-scenario promotion strategies; in the service dimension (covering people, process, and physical evidence), it focuses on building a team with high perceived service value, establishes a service process covering the entire lifecycle of business clients, and strengthens service tangibility through multi-dimensional physical displays. Finally, the thesis analyzes implementation safeguards from three aspects: organizational culture and management mechanisms, human resources and data capabilities, and ecosystem collaboration. By integrating theory and practice, this thesis provides a concrete path for Qingdao Beike to optimize its marketing strategy for business clients. This will help increase merchant loyalty and satisfaction, consolidate Qingdao Beike’s leading market position, and offer practical insights for platform marketing strategies during the transformation of the real estate brokerage industry. Key words: Real Estate Brokerage Services; Business Clients; Services Marketing
查看全文：	预览  下载(下载需要进行登录)