Анализ поведения потребителей рынка B2C для разработки маркетинговой стратегии компании

Человеческий капитал и профессиональное образование. 2022. № 2(40). С. 80–87.

Stroganov I., Ковальчук А. Е.

The global changes that have taken place in the economy since 2020 as a result of the Covid-19 pandemic have affected many areas of the economy. The facility-management sphere is no exception. Many owners of commercial real estate, offices and business centers faced a massive outflow of tenants, which led to a forced optimization of costs and budget cuts for the operation of real estate. Traditionally, Facility Management refers to the B2B market. As a result, during the crisis, many companies providing services for the maintenance and operation of commercial real estate also faced a reduction in the portfolio of their clients. This circumstance forced these companies to look for new ways of development and possibly reorient their activities partially to the B2C market. Such companies have something to offer to the consumer of the B2C market - for example, services for the installation and maintenance of smart home systems. These systems are a kind of low-current systems that are very often used in the operation of commercial real estate. To reorient to the B2C market, it is necessary to develop a marketing strategy. Market analysis is a necessary stage in the development of a marketing strategy. In this article, the authors propose to consider the results of the conducted research on the analysis of the needs of potential consumers of the smart home systems market. The results of this study can be used in the development of a marketing strategy for reorientation from the B2B market to the B2C market.

Keywords: marketing strategy, маркетинговая стратегия, B2C, smart home, умный дом, рынок B2C, B2B, B2B, facility management