Next-Generation - Consumer Demand Research
Company overview
The Next-Generation Industry Investment Company was established in December 1990 with a registered capital of billion RMB. It is a state-owned enterprise fully owned by the Finance Bureau (State-owned Assets Bureau) of a district in Shenzhen and one of the four key enterprises directly managed by the district. The company's business operations cover investment, leasing, recruitment, and operation management of a next-generation information technology industrial park, as well as providing human resources and labor dispatch services for district-level units, green space maintenance, and training and development of urban craft talents. It plays a significant role in promoting local industrial transformation and upgrading, and optimizing the business environment.
Research background
The next-generation information technology industrial park currently features a 30,000 square meter commercial complex and a 6,000 square meter conference space, located in the Meilin district, a core commercial area of Shenzhen. The surrounding infrastructure is well-developed, especially adjacent to landmark commercial projects such as Zhuoyue Hui. As the project approaches full operation, it is imperative to establish a differentiated positioning for the park's commercial and meeting services, accurately meeting the needs of both park enterprises and high-end consumer groups in the surrounding areas. Professional market research is urgently needed to provide a solid basis for subsequent recruitment strategies and service design.
Research scope
In July 2020, CEIDEA Research was commissioned by the Next-Generation Industry Investment Company to conduct a specialized study on 'commercial positioning and meeting service requirements within the industrial park.' The research involved conducting questionnaire surveys among high-end consumer groups within a 3-kilometer radius of the park to understand their specific needs and behavioral preferences in areas such as office work, business receptions, and leisure consumption. Simultaneously, targeted interviews were conducted with park executives and business owners to gather authentic feedback and expectations regarding the frequency of conference space usage, service standards, and supporting facilities. The study also conducted benchmark analyses against similar commercial complexes in the region, evaluating their operational performance and positioning strategies.
Expected outcomes
This research will provide data support and strategic insights for the commercial positioning and meeting service strategies of the next-generation information technology industrial park. By deeply understanding the genuine needs of both park clients and surrounding consumer groups, the study aims to clarify differentiated service directions, enhance the utilization efficiency and appeal of the project's commercial spaces, and support successful project recruitment. Additionally, it will establish a scientific foundation for planning, allocation, and operational management of meeting service resources, thereby strengthening the overall service capabilities and brand value of the park.
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