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论文编号：	8833
作者编号：	2120142636
上传时间：	2016/12/8 22:49:20
中文题目：	天津普天企业孵化服务有限公司服务营销策略研究
英文题目：	Research on the service marketing strategy of TianjinPotevio enterprise incubation service co., LTD.
指导老师：	刘建华
中文关键字：	企业孵化器；服务营销；策略
英文关键字：	business incubator; Service marketing; strategy
中文摘要：	创业对经济发展有着重要的推动作用，如何提高新创企业的成功率是创业者们普遍关心的问题。企业孵化器作为“大众创业、万众创业”的核心服务载体，为初创企业提供了必要的孵化服务，在培育中小企业和企业家、创造就业岗位、繁荣地方经济等方面有着卓有成效的贡献。随着多元投资主体的加入，传统依靠物业出租和政府扶持支撑的运营模式已经无法支持孵化器产业的进一步发展，孵化器最终要面向市场、获得盈利。如何在各类如雨后春笋般诞生的孵化器中杀出重围，抓住创业大潮中的机会，优化自身孵化器的发展方向，是每个孵化器行业从业人员需要深思的问题。本文是针对天津普天企业孵化服务有限公司服务营销策略的研究。以市场定位理论和服务营销理论为基础，运用PEST分析法、竞争环境波特五力分析法和SWOT分析法等工具综合分析了企业孵化器行业的宏观环境和竞争环境。通过市场细分，进一步明确了普天孵化器目标市场选择和市场定位。通过结合服务营销7Ps理论，全面研究了普天孵化器产品与价格、渠道与促销、人员与流程以及有形展示营销策略。同时从企业人力资源管理、完善企业制度和优化企业文化等方面提出具有实践性意义的建议。最后提出对未来更好发展的展望，希望企业孵化器自身在专业化建设、运营模式的标准化和盈利模式的多样化等方面进一步加强，以建立和完善创业生态系统。
英文摘要：	Entrepreneurship plays an important role on economic growth and how to improve the success rate of new ventures is a universal concern of the entrepreneurs. Business incubator is the core of the "popular entrepreneurship and innovation"which has a fruitful contribution on service carrier, provides a necessary incubation services, start-ups in developing small and medium-sized enterprises and entrepreneurs, create jobs and prosperity of the local economy. With the increase of diversified investment subject, the traditional business incubator which rely on rental property and the operation mode of the government support has been unable to support the development. At last incubator has to face to market and profit. How to success and seize the opportunity of entrepreneurship, optimization the development direction is a very thoughtful question to each incubator industry professionals. This study is aimed at Tianjin Potevio enterprise incubation service co., LTD.’s service marketing strategy research. On the basis of the marketing orientation theory and the theory of service marketing, using PEST analysis, porter five competitive environment analysis and SWOT analysis tools such as comprehensive analysis of the business incubator industry macro environment and competitive environment. Through market segmentation,defined the Potevio incubator target market selection and market positioning. By combining 7Ps service marketing theory, the comprehensive research of Potevio incubator product and price, channel and promotion marketing strategy as well as tangible demonstration, personnel, and process. And from the enterprise culture, system construction, personnel and resources strategy implementation and safeguard measures are put forward. Finally put forward better development outlook, hope for the future business incubator itself in the specialized construction, the standardization of operation mode and the diversification of profit model and so on further strengthening, to establish and perfect the business ecosystem.
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