Research On The Market Promotion Strategy Of The APP Platform Of Y Company "inside And Outside The Building"

At present,there are more than 1,000 smart cities built or under construction in the world.The country with the largest number of constructions is China.The number of pilot projects is 500,covering all urban categories from small and medium-sized cities to first-tier super-large cities.The key object of smart city construction is the construction of smart communities.According to the requirements of relevant national ministries and commissions,China must achieve 50%coverage of smart communities in recent years.According to the current number of communities in China,in the future,China ' s smart community construction will be a trillion-level market size.The important components of smart community construction include the construction of intelligent property services,the construction of commercial community service system for owners and the construction of community government services.Y Company has built the"inside and outside the building" APP service platform with the above three parts as the entry point.It aims to use the mobile Internet technology to establish a safe and stable bridge connecting community residents,property companies,commodity suppliers and service providers to achieve cross-border integration in various industries.Due to the large scale of the market and the low barriers to entry,in the current broad market opportunities,the " inside and outside the building" APP platform faces serious challenges from other smart community platforms.Therefore,formulating and implementing a scientific and rational marketing strategy has a very important impact on the establishment of the dominant position of the " inside and outside the building " APP platform in the market competition,which is of great significance to the development of Y Company.This paper takes the marketing promotion of the "inside and outside the building" APP platform of Y company as the research object.Firstly,through the extensive retrieval and study of related literatures,it integrates the theoretical overview related to marketing,and clarifies the research methods and technical routes of this paper.Then,through the analysis and summary of the basic situation of the "inside and outside the building" APP platform and the status quo of market promotion,it lays the foundation for the later research.After that,through PEST analysis,industry competitor analysis and SWOT analysis,the marketing environment of the "inside and outside the building" APP platform and the advantages and disadvantages,opportunities and threats of the platform in the market competition are clarified.Furthermore,combined with the research and analysis carried out in the previous article,it summarizes the five main problems and reasons that the "inside and outside the building" APP platform currently has in marketing promotion activities.Finally,combined with the relevant theories of marketing promotion strategy,in view of the insufficiency of Y company in the marketing promotion of the"inside and outside the building" APP platform,the solutions to improve the marketing promotion effect of APP platform are put forward.