英文文献 房地产营销

MARKETING KOMERCIJALNIH NEKRETNINA – VA NOST LOKACIJE UREDSKOG PROSTORA ZA IMID PODUZE A

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Prethodno priop enjePreliminary communication

Petra kevin, M. Sc. (Econ), M. Arch.

Member of the Management BoardFilipovi Business Advisory Ltd.

Trg bana Josipa Jela i a 3, 10000 Zagreb, CROATIAPhone: ++385 1 481 6969; Mobile: ++385 95 481 6970Klju ne rije i:

lokacija, ured, komercijalne nekretnine, imid poduze aKey words: location, offi ce, commercial real estate, corporate image

SA ETAK

U ovome se radu istra uju va ni aspekti marketin-ga komercijalnih nekretnina na imid poduze a, a to su mi ljenja poslovnih ljudi - menad era o va nosti i utjecaju lokacije te ostalih imbenika uredskog prostora, kao to su interijer ureda, prometna povezanost, arhitektura zgrade i sl. Istra ene su i druge pojave i pitanja koji se ja-vljaju kod izbora uredskog prostora. Rezulta-ti su pokazali da ve ina ispitivane populacije menad era smatra da uredski prostor utje e na imid poduze a, i to prije svega njegova lo-kacija, a zatim slijedi interijer ureda. Utjecaj lo-kacije uredskog prostora na imid poduze a te

ABSTRACT

This research paper explores important marke-ting aspects of commercial real estate, specifi -cally the opinion of managers, on the importan-ce and the eff ect of location and other factors pertaining to offi ce space, such as offi ce interior, transportation links, offi ce building architecture etc., on corporate image. In addition, other featu-res and issues that arise from the choice of offi ce space were also researched. The results showed that the majority of the surveyed population of managers believe that offi ce space aff ects cor-porate image; in particular, that offi ce space lo-cation has the greatest eff ect on corporate ima-

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COMMERCIAL REAL ESTATE MARKETING -

THE IMPORTANCE OF OFFICE LOCATION ON CORPORATE IMAGE

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Petra kevin

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na odluku o kori tenju ili kupovini proizvoda i/ili usluga poduze a najizra eniji je kod banaka, odnosno poduze a iz financijskog sektora, te kod pru atelja profesionalnih usluga visoke dodane vrijednosti i visokog stupnja neopipljivosti, poput odvjetni kih, marketin kih agencija i sl. Ispitanici smatraju kako u odlu ivanju o preseljenju u novi uredski prostor najvi e moraju sudjelovati predsjednik uprave, lanovi uprave ili direktor te vlasnik poduze a. Isto tako, 64,83% ispitanika smatra kako direktor marketinga mora sudjelovati u odlu ivanju o preseljenju. Potreba za ve im ili manjim prostorom najvi e je rangirani razlog za preseljenje u novi uredski prostor.

ge, followed by office interior design. The effect of office space location on corporate image and the effect of location on the decision to use or purchase company products and/or services is most explicit with banks or financial sector companies and with the providers of high value-added and highly intangible professional services, such a

s legal services, marketing agencies and similar professional services. The respondents believe that the decision to relocate to a new office space needs to involve to the greatest extent the President of the Management Board, Board members or the Director and company owner(s). Furthermore, 64.83% of the respondents believe the Marketing Director should be involved in the decision to relocate. The need for a larger or a smaller space ranked highest of all reasons for relocating to a new office space.

■ Vol. XXIII (2011), br. 2, str. 227 - 246

COMMERCIAL REAL ESTATE MARKETING - THE IMPORTANCE OF OFFICE LOCATION ON CORPORATE IMAGE

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1. INTRODUCTIONThe focus of this research paper is on the role, importance and effect that office space location has on corporate image. The approach chosen for the development of this paper was to combine and incorporate information from several areas: the commercial real estate market in the office space sector, marketing, urban planning and architecture. Between 1991 and 2011, a capitalist economic system in Croatia began to be formed, giving rise to the creation of the office space market intended for a free business market. This mostly pertained to Zagreb, the capital and economic centre of Croatia. During that period, numerous international companies opened their branch offices and a number of large Croatian companies and holdings developed at the same time. They are all office space users and many of them have recognizable headquarters specifically in Zagreb; therefore, the research issue that arose was: what is the effect of office buildings and office space in Zagreb on corporate image? The development of the office space market is conditioned by business practices, tradition and culture, legislation, the form and source of a company’s ownership; the number of companies and their structure, economic growth potential, the type and structure of investment in real estate and other factors. In Zagreb, the commercial real estate market is in effect in its emerging phase. There are still no predictable developments, cycles, traditional market players, developed knowledge, experience or business relations. With reference to the abovementioned, this paper begins by analyzing and clarifying the role of marketing in office building development projects and on the office space market. Location, as the most important factor in the development of office buildings, would not in itself be fully understood if other topics related to office space which, together with location, constitute a clear and cohesive unit were not examined

and explained. That is why other factors of office space and issues related to the process of selecting new office space are examined. This paper comprises a theoretical part in which real estate in the sector of office space is examined, followed by an examination of the marketi …… 此处隐藏：42457字，全部文档内容请下载后查看。喜欢就下载吧 ……