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论文编号：	3695
作者编号：	2120092497
上传时间：	2011/11/22 9:12:24
中文题目：	天江蓝领公寓营销策略及其实施研究
英文题目：	The marketing strategy and implementation
指导老师：	李桂华
中文关键字：	天江蓝领公寓,STP理论,营销策略
英文关键字：	Tianjiang blue-collar apartment,STP protection,Marketing mix
中文摘要：	摘要 2006年，滨海新区经济发展迎来新的高潮，党中央、国务院从我国经济社会发展全局出发作出了重要的战略部署，指出在新世纪新阶段下，要更好地推进天津滨海新区开发开放。而天津经济技术开发区（下简称“开发区”）作为滨海新区重要的经济基地，也乘着滨海新区开发开放的东风，以完善的投资环境吸引了一大批代表世界最先进生产力的外商投资企业。数以千计的用工企业落户开发区，意味着十数万的外来务工人员也随之涌入这块热土。随着外来务工人员尤其是数量庞大的蓝领工人的居住难题不断升级，为其量身打造的蓝领公寓这一新兴的住宿产品开始发展和成长。随着蓝领公寓数量和规模的不断增加，行业间竞争日趋激烈，蓝领公寓的营销组合策略如何制定，通过哪些措施确保其策略顺利实施成为蓝领公寓经营成败关键。本研究基于上述背景，通过相关理论回顾，对天江蓝领公寓的市场定位、目标市场选择及其营销策略组合进行的分析，最后提供确保该营销策略组合顺利实施的各项保障。第一章为本文的概述，进一步表明了该研究的立意所在，以及研究成果对于现阶段蓝领公寓制定和实施营销策略的意义和作用。第二章为本文的理论综述部分，主要归纳了与研究相关的重点理论，包括STP理论和4Ps组合理论，以及本研究写作过程中应用到的战略分析工作。其中STP理论包括三部分内容，即市场细分、目标市场选择及市场定位等内容。而4Ps理论的综述主要从该理论的起源及发展以及具体内容部分进行了归纳。根据研究需要，理论综述对PEST和SWOT两种战略分析工具进行了简要地描述。第三章是天江蓝领公寓营销环境的分析。由于蓝领公寓行业起步晚，规模小，受众具有特殊性，因此，在进行分析之前，对天津开发区蓝领公寓行业以及天江蓝领公寓的进行概况介绍。随后针对天江蓝领公寓，进行了宏观环境和内部环境的分析。其中宏观环境的分析从政治、经济、社会和技术自然环境四个方面进行了归纳。内部环境部分重点对天江蓝领公寓的客户以及竞争对手进行了简要分析。最终对天江蓝领公寓进行了SWOT分析。第四章解决了天江蓝领公寓的目标市场选择以及市场定位问题。第一节为蓝领公寓的市场细分，包括蓝领公寓市场细分的含义及作用，基本要求几方面的概述，从而归纳出天江蓝领公寓市场细分的标准。第二节是蓝领公寓目标市场的选择，包括含义积累性、选择依据，以及天江蓝领公寓目标市场选择的方法与内容。第三节是蓝领公寓的市场定位，分别从蓝领公寓市场地位的重要性、市场定位的方法两方面进行分析，最后以天江蓝领公寓为例进行了市场定位的具体分析。第五章和第六章对天江蓝领公寓市场营销组合策略进行了分析，并提出该营销策略实施的保障。第五章是在前几章分析的基础上，从理论上分析得出天江蓝领公寓在现阶段应当实施的市场营销组合策略。营销组合策略是企业市场营销活动的命脉，是指导企业开展营销活动是制定各种营销措施的根本，也是确保企业取得营销活动成功的关键。蓝领公寓的营销组合是指在其选定的目标市场上，综合考虑外部环境、自身企业能力、竞争状况等因素，对其加以组合运用，以实现蓝领公寓营销目标及任务。本章以4Ps理论为依托，分别从产品策略、价格策略、渠道策略和促销策略四个方面，对天江蓝领公寓的市场营销组合策略进行剖析。第六章是在第五章研究的基础上，对天江蓝领公寓营销策略组合实施提供了必要保障。产品策略方面，由于目前蓝领公寓产品同质化十分严重，因此，应当打造差异化的蓝领公寓产品，并通过服务模式的创新，实现和新产品及其延伸服务有别于其他蓝领公寓，从而获得竞争优势。由于天江蓝领公寓隶属于开发区老牌国有企业，集团在区域内具有一定的品牌效应，因此，天江蓝领公寓在创新品牌方面具有强大的基础，应当依托集团的品牌效应，打造自身品牌知名度，同时，注重和创新品牌的特色以及内涵。促销策略方面，重点应当提高公寓的促销能力，例如进行高效的广告促销和营业推广以及进行有效的公共关系管理等。分销渠道方面，创新现有的分销渠道，提高中间商的分销能力是未来蓝领公寓发展的趋势，同时也应当关注内部营销的能力。第七章，也是本研究的最后一章，是文章的结论以及对天江蓝领公寓的展望。本文研究得出准确的市场定位是天江蓝领公寓开展营销活动的关键和基础，天江蓝领公寓在进行定位时，应当参考多种因素，包括自身产品的特征、竞争对手的产品及定价、政府的相关政策以及中长期发展目标等等。同时，天江蓝领公寓营销策略组合的制定和实施对于其营销活动的成败具有关键性的影响。天江蓝领公寓需要制定相应的营销策略组合，并且通过有针对性的挖掘自身能力，为营销策略组合的实施提供保障。蓝领公寓行业作为一个小众行业，随着国家各开发区、经济特区的迅猛发展而逐渐进入蓬勃期，特定区域的蓝领公寓竞争愈加激烈。因此，对于天江蓝领公寓来说，，应当加大产品研发及服务改进，为长期发展铺垫，产品是否能够长期保持活力，是天江蓝领公寓在未来营销活动中能够保持竞争优势的关键因素。同时，关注品牌成长企业形象的维护，也是必不可少的环节。
英文摘要：	Abstract In 2006, the Binhai New Area usher in a new upsurge of economic development, the State Council from the overall situation of China's economic and social development has made important strategic plan, that in the new century, we should better promote the development and opening of Tianjin Binhai NewArea. The Tianjin Economic-Technological Development Area (hereinafter referred to as "Zone") as an important economic base in Binhai New Area, Binhai New Area is also riding on the wind, in order to improve the investment environment to attract a large number of representatives of the world's most advanced productive forces, foreign-invested enterprises .Thousands of enterprises have settled down employment zone, which means hundreds of thousands of migrant workers also will be into this vast land. As migrant workers, especially blue-collar workers living in a huge number of problems escalated, tailored to their apartment in this blue-collar began to develop new products to stay and grow. As the number and size of blue-collar apartment increasing inter-industry competition becomes more intense, blue-collar apartment marketing mix strategies to develop, adopt measures to ensure the smooth implementation of its strategy to become the key to the success of blue-collar apartment business. This research is based on the above background, through the relevant theoretical review, on the day blue-collar apartment river market positioning, target market selection and marketing strategy combination of the analysis, the final offer to ensure the smooth implementation of the marketing mix of the protection. The first chapter is an overview of this article, a further indication of where the conception of the study, as well as blue-collar apartment at this stage of research development and implementation of the significance and role of marketing strategies. The second chapter reviews the theoretical part of this article, summarized the key theoretical and research-related, including STP 4Ps theory and portfolio theory, and this applied to study the process of writing a strategic analysis. STP theory which consists of three parts, namely, market segmentation, target market selection and market positioning and so on. The review mainly from the 4Ps theory of the origin and development of the theory and the specific content of parts of the induction. According to research, and theoretical overview of the two strategies PEST and SWOT analysis tools are briefly described. The third chapter is a blue-collar apartment river day marketing environment analysis. As the blue-collar apartment industry started late, small-scale, the audience is unique, therefore, prior to analysis on industry and Tianjin Development Zone, blue-collar apartment apartment for days, blue-collar river orientation. River for days, then blue-collar apartment, to the macro environment and internal environment analysis. Analysis of the macroeconomic environment in which political, economic, social and technical aspects of the natural environment, four induction. Internal environment in some key blue-collar apartment on the day of Jiang customers and competitors a brief analysis. Jiang end of the day were blue-collar apartment SWOT analysis. Chapter IV to solve the River-day blue-collar apartment target market selection and market positioning. Section for the blue-collar apartment market segments, including blue-collar apartment meaning and role of market segmentation, an overview of several aspects of the basic requirements, which sum up the day blue-collar apartment river market segmentation criteria. Section II is the target market of blue-collar apartment options, including the accumulation of meaning, selected on the basis, as well as blue-collar apartment river day target market selection methods and content. Section III is a blue-collar apartment market position, market position, respectively, from the importance of blue-collar apartment, market positioning analysis of both methods, the last river to-day blue-collar apartment as an example of a detailed analysis of market positioning. Chapters V and VI of the day blue-collar apartment river strategy marketing mix analysis, marketing strategy and put forward the implementation of protection. Previous chapters Chapter is based on the analysis, the theoretical analysis derived from blue-collar apartment Day River should be implemented at this stage of the marketing mix strategy. Marketing mix strategy is the lifeblood of corporate marketing activities, to guide enterprises to carry out marketing activities is fundamental to develop a variety of marketing initiatives, but also to ensure that companies achieve marketing success. Blue-collar apartment in their marketing mix refers to the selected target markets, considering the external environment, its business capability, competitive conditions and other factors, to be a combination of its use of blue-collar apartment in order to achieve marketing objectives and tasks. This chapter 4Ps theory as the basis, respectively, from product strategy, pricing strategy, channel strategy and marketing strategies in four areas, river blue-collar apartment on the day of the marketing mix strategy for analysis. Chapter V Chapter VI is based on the research, on the day of river blue-collar apartment portfolio marketing strategy implemented to provide the necessary protection. Product strategy, the current blue-collar apartment product homogeneity is very serious, therefore, should be blue-collar apartment building differentiated products, and through the service model of innovation, implementation and extension of new products and services different from other blue-collar apartment, to gain a competitive advantage. Since the days of blue-collar apartment river zone established under state-owned enterprises, the group in the region has a certain brand, so the days of river blue-collar apartment in innovation with a strong brand foundation, should relying on the Group's brand and build their brand awareness, At the same time, focus and innovation, brand character and content. Marketing strategy, the focus should be to improve the apartment marketing capabilities, such as the efficient marketing and sales promotion and advertising for effective public relations management. Distribution channels, innovation and existing distribution channels, improve the ability of intermediaries distribution is the future trend of development of blue-collar apartment, but also should focus on internal marketing capabilities. Chapter VII is the last chapter of this study is the article's conclusions, and blue-collar apartment on the day of river outlook. In this paper, an accurate market positioning is the day the river blue-collar apartment key marketing activities and infrastructure, blue-collar apartment during the day river position, should refer to a variety of factors, including characteristics of their products, competitors' products and pricing, government related policies and long-term development goals and so on. Meanwhile, the days of river blue-collar apartment portfolio marketing strategy formulation and implementation of marketing activities for its success or failure of a key influence. Days of blue-collar apartment river need to develop appropriate marketing mix, and the excavation itself through targeted capacity for the implementation of the marketing mix to provide protection. Blue-collar apartment industry as a niche industry, with the national development zones, the rapid development of special economic zones and gradually into the boom period, a specific area of blue-collar apartment increasingly fierce competition. Therefore, the blue-collar apartment for days for Jiang, should increase R & D and service improvements, paving the way for the long-term development, the product is able to maintain long-term viability, is the day blue-collar apartment Jiang marketing activities in the future to maintain a competitive advantage in key factors. At the same time, growing concern about corporate brand image to maintain, but also the essential part.
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