Building service supply in the marketing strategy--Essay代写范文

Essay代写范文:“Building service supply in the marketing strategy”，这篇论文主要描述的是葡萄牙在建筑行业的研究缺乏主观的意识，导致建筑行业在定性方法的选择上出现了偏差，本文以客户、建筑企业等不同的角度来分葡萄牙建筑行业发展的现状，研究建筑服务公司营销的不良行为的形成原因。

The authors investigated how the implementation of a marketing strategy plan brings value to the architectural firm so as to assist in differentiating and competitive advantages. The subjective nature of the topic and the lack of studies in the study area, specifically in the Portuguese context, led to the choice of a qualitative approach through semi-structured interviews, complemented with secondary sources. An exploratory approach to the research was developed so as to better understand the problem and the motivations of the participants in the process. The state of architecture in Portugal was analyzed from the potential clients, clients and architectural firm’s point of view, with focus on the demand and the consumption behavior of these services. The interviews provided a better understanding of whether architectural services firms use a formal marketing plan to guide their activity.

The study indicated that the poor activity of Portuguese companies is due to a lack of awareness of this kind of services from the consumer perspective and lack of, in most companies investigated, of integrated marketing strategy including differentiation strategies, customer orientation, long-term relationship and communication. The results of the study outlined strategic possibilities for the companies and managerial implications are discussed.

Introduction 引言

Many service firms, and in particular architectural companies, do not understand the importance of establishing a marketing plan as they often receive orders as a result of referrals based on the  quality services provided to their customers. However, reputation is not enough to communicate all important messages about their skills and quality of work (Kolleeny and Linn, 2002). With increasing competition from high quality companies nationally or even internationally firms must now recognize that often professional services and their marketing strategies require an individualized approach by applying traditional marketing with the respective adaptations to this type of services environment (Kotler et al., 2010). Morgan et al., (1994) argue the priority of customer’s orientation, while being consumer with specific needs, personalities and motivations. Other authors (McDonald and Madhavaram, 2007) refer to  the importance of internal and external relationships as factors that influence a successful marketing project. Additionally, it is necessary to realize the importance of the degree of customization, standardization, differentiation, specialization and diversification in architectural services and how these strategies bring competitive advantage to the company. Finally, it is essential to analyze marketing practices developed by companies.

Given the importance of the construction and architecture sectors for Portuguese domestic economy (INCI, 2012) and the need for a paradigm shift to overcome the current financial crisis, this study sets forth to answer a set of questions to understand the adequate way to go forward. For this, it is necessary to assess whether the problem is a lack of understanding of the role of architecture, the inadequacy of the value of the provided services to the financial availability from people or if they are related to the lack of promotion of the work.

Methodology 方法论

The first theme focus on the analysis of market perceptions. In order to understand the state of Portuguese architecture industry, customers, potential customers and corporate managers perceptions are analyzed. This helps to understand the demand, buying behavior and motivations of each stakeholder.

The second theme corresponds to the actual marketing strategies in the domestic architectural industry. Issues as customer perceptions, implementation of marketing programmes, as well as how the sector is responding to the lack of demand are analyzed.

The literature review provided some analysis categories that, according to several authors, are related to these two themes mentioned above. Given the role and status of architecture in Portugal, as well as the main forms of attracting business and buying behavior, the analysis of market perceptions of these architectural services is essential. Regarding the architectural firms marketing strategies, it was possible to identify five important categories for its success: strategies and practices of services, customer orientation, relationship marketing, marketing directed to architectural service firms and communication.

The subjective nature of the topic and the lack of studies in the area (Morgan et al., 1994) led to a qualitative approach. A qualitative research provides a depth understanding of motivations and feelings of people and companies (McDaniel and Gates, 2003), and allows exploring and contextualizing the demand in the architectural sector, especially the low demand, shading light on the offering conception. An exploratory research was developed, based on a combination of specific collected primary data and secondary sources. Initially, secondary sources were examined, including literature sources and statistics. These data allowed the researcher to clarify the research problem, assisting in the construction and selection of investigation paths. Subsequently, in a second phase, primary data were collected through in-depth interviews, semi-structured, directed to three groups: representatives of Portuguese architecture firms, people who have already acquired architectural services and people who have never bought architectural services. In the first group, the goal was to determine if companies apply marketing strategies and, if so, how these influence their activity. In turn, the second group interviews aimed to understand their experience and get their opinion regarding these kind of services, enabling the establishment of patterns of demand and purchase behaviors, and identifying some of the contracted firms marketing strategies perceived by customers. Finally, the opinions of people who have never requested architectural services were inquired, to shade some light on the reason for the little demand on these kind of services.

To facilitate data collection and in order to define a similar structure on the different interviews, there were outlined three scripts/guidelines for the three groups of participants, respectively. In the first phase of interviews, pre-tests were made. Then we proceeded to prior appointment of interviews via email, in which it was sent a document with an introduction on the theme, objectives of the study, and an explanation of how the interview would take place.

In order that the respondents feel as comfortable as possible, the interviews were personally conducted.  in a place designated by them. Most of the participants participated in their residence (customers and non-customers) and work place (architectural firms). All the interviews were recorded, with the respondent’s permission, which ensures greater accuracy in report writing, and during its implementation notes were collected to verify that the questions were answered and also to enrich the analysis (Opdenakker, 2006). The interviews were considered completed when the theoretical saturation point was hit, that is at the moment the collection of information as brought additional knowledge to the research questions (Mack et al., 2005).

After the interviews, and with the use of audio recordings the material was transcribed and saved in written documentation, which facilitated their interpretation (Flick et al., 2004). After, the information was organized by analysis categories (presented above) in accordance with the identified patterns and, considering that the purpose of the study is to understand the experiences and opinions of respondents, it was held an interpretation and analysis of the collected data. Finally, the referred data were discussed.

Empirical Study

The representatives of architectural Portuguese firms, clients and non-clients interviewed were selected non-randomly and for convenience, in view of their profile and willingness to participate in the study. Concerning sampling of customers, subjects were selected who had experience with different projects typologies in different companies, Relating to the surveys of architectural firms interviews, firms from ddifferent towns were collected so as to obtain a broad perspective.

It was carried out a total of 24 semi-structured interviews to: six representatives of architectural Portuguese firms were interviewed (6 men and 1 woman), seven customers who have already acquired architectural services (6 women and 1 man), and eleven consumers who have never benefited from architectural services (7 women and 4 men). Data was collected in Portugal in 2013, between January to February.  Relating to standard sampling protocol and so as In order to make people and businesses feel more comfortable to talk about their experiences and opinions, the name of the respondents and companies remained anonymous.

Major Results 主要结果

Architectural services and buying behavior 建筑服务与购买行为

The results indicated that the acquisition of architectural services is not a common practice for Portuguese consumers. One obvious gap is the lack of knowledge on this activity, namely on the importance of architecture in people’s life and the perception of an elitist service only accessible to some people. In addition, people are not aware of the work that has been developed in this sector in Portugal and this is due to the lack of promotion in the area. This explains also the fact that the supplier selection is made according to the advises of friends and acquaintances, that is, the potential customers contact architectural firms through referrals from people who have purchased such services, becoming professional experience of such firms for a second place.

Services strategies and practices and customer orientation 服务策略与实践及顾客导向

In general firms do not differentiate themselves from competition in the. However, they claim to be customer-oriented, since they consider customers as coauthors of the service in order to meet their needs. However, this point of view was not confirmed in its whole from customer’s side, because each customer has needs and different personalities and the project typology varies. Thus, it is sometimes difficult for firms to consider all these specifics variables, because the customized services require more time and represent a higher risk of error. Results indicated that customers of standardized services are more satisfied, however, this kind of services corresponds to a niche market. In fact, customized services represent a large share of market of architectural services.

Relationship marketing 关系营销

The importance of building long-term relationships with customers has also been identified by firms, but according to customers, it does not always happen. Results indicated that not all the customers of architectural services maintain contact with the firm or have been following the development of its work. This shows a lack of communication, disclosure, constituting a clear short-term relationship.

Communication

Results found that companies are far short of what could be their opportunity. They   normally do not have a budget for advertising investment, limited only to seize opportunities and requests for publication. As for exploiting the potential of free media, including internet, they do it according to their availability, without great concern to retain customers and keep them updated. This happens because there is not a person responsible for it and from the area.

Marketing directed to architectural services firms

The research determined that marketing strategies are a differentiating factor in the provision of architectural services in the Portuguese market. Through this study, it was possible to justify its importance as an activity dynamo, and realize that marketing is still an area that needs to be explored in the field of architecture in Portugal.

Conclusion 结论

This research provides insights of academic interest and for the professional sector and information on the perception of customers and non-customers about this activity, the customers experience, their main goals and needs and, finally, data on the marketing strategies adopted by architectural firms. However, this study was based on a qualitative research, making it  difficult to generalize data.

It was possible to identify the reasons why the acquisition of architectural services is not a common practice for Portuguese people. One clear gap is the lack of awareness of general public regarding the importance of architecture in their life and poor knowledge of what this activity consists, being considered only accessible to some people. In addition, people are not informed of the work that has been developed in this sector in Portugal and this is due to reduced disclosure in the area. This also justifies the fact that the buying behavior is made from circle of friends and acquaintances, that is, potential clients contact architectural firms through referrals from people who have purchased such services, and only after they get concerned with professional experience.

Companies, in turn, do not seek to differentiate from the competition and position itself in the market to attract potential customers. However, affirm to be customer oriented, that are considered coauthors of service, towards satisfy needs. One problem was that in this sector each customer has different needs and personalities and the type of project varies. Thus, it is difficult sometimes for the companies consider all of these specifics because the customized services require more time and have a higher probability of error. Customers of standardized services are the most satisfied; however, this kind of services corresponds to a niche market. In fact, the customized services represent a large slice of market demand for architectural services.

The importance of cultivating long-term relationships with customers has also been identified by companies, but it was found, from customer’s point of view, that does not always happen. That it, not all persons who acquired architectural services maintain contact with the company or have been following the development of its work. This shows a lack of communication, disclosure, clearly constitutes a relationship in the short term.

According to David Koren (2008) marketing in architectural firms relationship is everything. He states that “Relationships will influence the way that others perceive the individual architect and the firm. It is important that a natural affinity between the architect and the prospective client be developed that helps the client to like and trust the firm. Without this it is unlikely that the firm will prevail in the competitive situation” (p177). Long-term relationship dissatisfaction may also signal the misunderstanding about how importance a customer actually is in Portuguese management culture. According to a cooperative study done by Ad Capita Executive Search, a leading Portugal executive search firm and member of the INAC world-wide network with the Cranfield School of Management there is the lack of proper emphasis on customer importance (Bennett and Brewster, 2002). The data was collected from 130 foreign senior managers working at either the board level or senior professionals in Portugal and 34 Portuguese senior managers. Three fourth of the foreign managers reported that businesses and service providers do not devote themselves to provide an excellent service or even a better service. This would seem to be a condition that would result in a high chance that consumers will not be satisfied clients. This possible customer dissatisfaction has a high probability that a lack of repeat business could result in firm instability.

Finally, the main strategy, present in everything previously stated, communication. In this field it was found that companies are far short of what could be their potential and do not generally have a budget for advertising. As for exploiting the potential of free media, including the internet, they do it according to their availability without great concern on retain customers and keep them updated. This happens because there is not one person on the area responsible for the marketing activities.

Thus, by way of conclusion, we can say that marketing strategies are a differentiating factor in the provision of architectural services in the Portuguese market. Through this study it was possible to justify the importance of marketing as a facilitator of the activity, and find that it is still an area that needs to be explored in the field of Portuguese architecture.

Management Contributions 管理的贡献

The first recommendation to architectural firms, in particular to Portuguese government and the Associations in the field, is the fight against this activity depreciation. One of the strategies consist in raising people awareness and educating about its importance, not only in terms of functionality as well as aesthetic , well-being , spatiality , among others. For this, it is suggested the dissemination of practical cases and explanation of the choices made, taking into account the specific client, luminosity issues, spatial organization, budget, that is a kind of documentary that explains the importance of this activity and explains in what consists. Additionally, an overview of the current crisis and the lack of orders, calls for an architecture accessible to all, in order to guarantee the quality of all the designed spaces, providing welfare to people. Finally, the role of the architect is fundamental. It is important to clarify their activity, as something that fits the space and the specific desires of the client, in a language accessible to all people.

Besides the importance of communicating and educating consumers, another recommendation focus on customer orientation. Companies need to take into account the project typology in question, because, as already mentioned, the needs and goals of customers are different. While the goal of a housing project has to be comfortable for the person who will live there, the design of a commercial typology should attract people to enter and purchase there. At this point, the role of company employees is of utmost importance and should all be oriented to customer satisfaction. Finally, they must ensure that all clients’ needs and objectives are met, at different levels, such as aesthetics, maintenance, durability, and especially functionality.

In this context, management of relationships is an essential tool for customer loyalty, as well as in the demand for repeat business or new projects via recommendation. Thus, it is important to cultivate long-term relationships before, during and after service provision, using direct contact or through various communication strategies as mentioned above, for example, sending newsletters. However, one should not neglect the external relations through business partnerships, which are important sources in the detection of market opportunities, while serving as a complement of supplying architectural services. However, it must ensure that the partner companies are governed by the same principles and defend the same values, to avoid the risk of harming each other.

Teece (2010) in discussing business models and innovative strategy states that to improve a service company’s performance, at least two aspects of management strategies should be implemented. The first aspect is big picture management strategy, business mode and to survive in a highly competitive market there needs to be a dynamic business model that can keep the company in a top competitive position. He states that this is a model that reflects a profound insight of customers’ behavior, competitors’ movement, technological opportunities and logic of organization. What clients want or how they want and pay for a company’s product has to reflect on the model. How the competitors satisfy or do not satisfy customers’ needs has to also incorporate into the model for a more precise response to customers’ needs and a better customers’ satisfaction.  In addition to big picture strategy the firm needs a focus-problem management strategy and to provide a better service and retain a good long term relationship with customers, service companies need to, at least, do three things. Teece outlines these as: (1) Companies have to set their services (providing to customers) as their profit strategy. Not only will the strategy push the companies to try to provide a better customer service, but also change and build the companies’ culture to be more dynamic and energetic and indirectly provide an initiation of price war insulation; (2) Companies need to consider how to provide an efficient and effective way for customers to provide feedback recognizing that a proactive strategy is another good tactic for a service firm to get instant feedback on the relationship; and (3) need to keep tracking performance.

With these focus-problem strategies, the actions will not only address the customer-related problems, but have the potential to increase companies’ reliability which is considered as the most important aspect among service quality criteria used for judging service quality, according to Academy of Management Executive at Kenan-Flagler business school (Berry, Parasuraman, & Zeithaml, 1994) and (Koren, 2008). With the implementation of both macro and micro management strategies, the companies can attract more new customers as well as create more repetitions of business transactions among existing clients. While addressing this firm’s need to continue to external relations through business partnership to determine market opportunities and assure that other components, or branches, of the firm adhere to same principles and values, to avoid the risk of conflicting with one other.

Another recommendation is communication strategies. According to to Berry (1994)  Generally, almost all of the service products, especially architecture, are considered as a visual art. Therefore, these goods normally require a special approach such as professional photograph and quality three-dimensional simulations to individually portray both unique function and aesthetic beauty of each pieces. As the product needs the professional photograph to depict its quality, a service company desires the best method to reach out potential customers and gain public recognition and it can do by integrated media approach so both print and digital are equally important.   He also states that it is important for the company to continuously run an ads campaign at least from three to six months in order to gain the expected recognition. Moreover, it is crucial for the company to assess the ads efficiency and effectiveness through benchmarking before and after the campaign. Berry stresses that the key to success for is not just a well-organized approach and excellent ads, but also the consistency. This consistence can be related to  follow up and assessment of print media’s feedback as well as consistency in  actively updating the online platforms will increase website’s reliability which make customers feel the urge to revisit and, later on, make them feel loyal to the site.

Participation in fairs works mainly in the beginning of an internationalization process, as a way for companies to be present in a new market, are also important. In particular, companies that hold capacity and skills that can be shared, should bet on conferences as speakers, as a way to demonstrate knowledge to the target audience.

Another communication strategy is the focus on physical evidence, that is all documents that are produced by the company, such as portfolios of work done, letterheads, envelopes, sheets of drawings and written documents of the projects, formatting mail, among others. These documents require financial investment, and should have good graphic presentation and must be designed according to the image of the company. The investment in merchandising, such as pens, notebooks, or other creative and appealing elements, can also be encompassed in physical evidence and as a way of disseminating brand identity. It also may be included the preparation of a creative Christmas card, or, for example, a postcard from the company's anniversary celebration, a date shared with customers and all the people associated with the company. These elements can be produced and sent in digital format (email) and / or in physical format (post office).

Physical space, is also important because it can influence opinion about their work. In this sense, companies may choose spaces that represent their way of thinking architecture or transmitting sensations to clients, including professionalism, trust, among others.

Finally, firm’s values, ideas and philosophies, which will be present in all physical evidence, must be communicated and consistent with brand image.

Thus, an integrated marketing plan seems to be essential and a good guide for every company that work in competitive markets and seek to develop a quality offer. All staff in the company, and especially the administration, should be aware and involved in marketing strategies. Finally, given the customized nature of architectural services, it seems also important the inclusion of a marketing subject in architecture degrees.

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