UC知道工商管理 英语翻译 急
来源：百度知道 编辑：UC知道 时间：2024/05/30 20:04:20
自20世纪90年代初期，北京出现第一座专业写字楼以来的十几年间，北京的写字楼市场出现了日新月异的变化，供应存量由最初的几万平方米，发展到了现在的300多万平方米，市场表现也从当初供不应求，转变为供过于求，供求关系的转变引起项目空置率的提高，经营效益的下降。市场表现的变化，促使各项目的经营者不断的寻求符合市场规律又适合自身条件的经营模式和营销策略。整合营销这种以客户需求和欲望为出发点，通过对企业各种营销工具和沟通形式进行整合，并系统的安排企业管理和经营工作，在满足客户需求的基础上实现企业经营战略目标的营销理论，对于写字楼这种服务性产品的以客户为中心，通过为客户提供优质的软硬件服务，来达到经营目的的经营理念不谋而合。
本文将从介绍整合营销理论的理念、内涵和主要内容入手，结合北京市写字楼市场的发展、现状、市场表现和未来走势，对整合营销模式在写字楼租赁经营的实际应用中，如何进行营销工具的整合、沟通方式的整合、营销工具与沟通方式之间的整合进行初步探讨。
关键词：整合营销 写字楼 租赁 应用
Since the early 1990s, Beijing's first professional office space in the 10 years since Beijing's office market in the rapid changes, from the initial stock supply tens of thousands of square metres, has now developed to the more than 300 million square meters, Market performance also was in short supply, into an over-supply, supply and demand changes in the project caused the vacancy rate increase, the decline in operating efficiency. The performance of the market changes, the purpose of the operators to continue to seek and comply with the laws of the market conditions for their own business models and marketing strategies. This integrated marketing to customer needs and desires as the starting point, the enterprises through various forms of communication and marketing tool for integration, and systems for enterprise management and operation work, to meet the needs of customers on the basis of strategic business objectives of the marketing theory , Office products such serv