Organizational Buying Behavior Model And Empirical Research Of High-end Office Building

While economy's developing, the tertiary industry's ratio continually moves upward, and the development degree of modern service industry becomes the symbol of production level. So the core of economy and society comes into office buildings from factories. Now many principal Chinese cities all vigorously develop headquarter economy and set the goal of bringing in more multinational corporations' regional headquarters to further attract foreign fund. These bring the office building industry both a huge market and a severe competition.However, the market operating history is relatively short, and it is obviously not feasible to develop and manage office building principally by experience but not scientific decision system. Because of deficient understanding of buyers, office building developers do not know how to target customers and lack marketing ways. So the objective and meaning of this research is to find the relationship between characters of target customers and buying behavior, buying decision process and factors affecting buying behavior.The research scope is the organizational buying behavior of high-end office building. A combined research method of qualitative research and quantitative research is adopted. Firstly the research finds theory foundations from CREM (Corporate Real Estate Management) and OBB (Organizational Buying Behavior) and analyzes the market characters of office buildings and the status quo of office marketing and organizational buying behavior based on the Shanghai office building market in order to make foundations for the organizational buying behavior model of office building from theory and practice.The fifth chapter founds an organizational buying behavior model of high-end office building and introduces its content. The empirical analysis in Chapter 6 is a partial verification of the model, which tries to find relations between office building's organizational buying decision and external organization characters, including operation type, market maturity degree, corporate scale, corporate culture, organization structure, employee character, customer character and so on. The research results find that companies with similar erternal organization characters have...