A Research On Marketing Strategy Of Jilin Mariest Company

Mariest, a business run for less than a year, has been confronted with some certain obstacles. Distinguished from traditional matrimonial agencies in terms of operation mode though, Mariest may be eclipsed by online agencies such as jiayuan. com and baihe. com for its solid-shop-based operation. Facing the current Internet Plus tendency, solid matchmaking agencies have to find their way for their own operation and competition against online enterprises in the same market.In order to study the universality and viability for operation of matchmaking service, this thesis picked Mariest as a case and extends the study in the following successive six parts.The Introduction part mainly describes background materials, methods and contents for study and its significance, which lies in the exploration for future development directions of modern marketing and how solid shops can survive and flourish in the Internet Plus tendency.The second part introduces the status quo of domestic and overseas matchmaking industries and makes comparison between the two. Experience worthy of utilization and shortcomings that have to be avoided are found through a study of America, Korean and Japanese matchmaking industries, which are already mature, and an analysis of our domestic situations.The third part is an analysis of the current operating status of Mariest. Objective descriptions are made with regard to the status quo of this business, based on which problems and obstacles are extracted.The fourth part reports a survey concerning consumption mentality and behaviors, consisting of selecting survey subjects, designing questionnaires and analyzing survey results. This process helps to attain deep knowledge of demands of matchmaking market and analyze the operation of Mariest.The fifth part makes operation strategies for Mariest, including market positioning and strategies for products, prices, marketing channels and sales promotion.The last part proposes marketing strategies and safeguard strategies that are viable for implementation. Safeguard strategies mainly includes promotion of marketing psychology, management of the business and human resources, construction of network system and financial safeguard.This study eventually concludes that in order to thrive, Mariest has to make more detailed categorization and more reasonable price-setting mechanism, combined with appropriate channels for sales promotion, client-centered operation psychology and perfect social network.