Ningbo Jiahe Company Marketing Strategy

Family service enterprises refer to those enterprises which take the family as the object of service and provide services to the family to meet the needs of family life.It helps families and communities interact,build family harmony,improve the quality of family life,and promote the development of society as a whole.With the development of economy and the improvement of living standards,the people's pursuit of quality of life is also constantly improving.The development of family service industry is an inevitable requirement for people to pay attention to the quality of life.Moreover,with the increasing aging of our society and the opening of the second-child policy,the demand for family services is also increasing.Family service industry has begun to take shape in China after more than ten years of development.Throughout the current domestic research on family service,most of them focus on the analysis of the current situation of domestic service industry,the contractual relationship between family service personnel and family service enterprises,and the management model of family service enterprises.These related research results can promote the development of domestic family service industry,but lack of innovative research on the marketing strategy of domestic family service industry.Ningbo Jiahe Company is a small family service industry enterprise.It was mainly engaged in traditional family services such as home service.Based on the research of relevant literature,this paper analyzed and investigated the development status of family service industry in Ningbo,made a questionnaire survey and analysis of the market demand of family service industry in Ningbo,and according to Jiahe Company.At present,the main service products,prices,marketing promotion and skills training situation,through marketing SWOT analysis and market positioning,using 7PS marketing theory and housekeeping theory,to study the marketing strategy in line with the current needs of Ningbo City and Jiahe Company's future development.This marketing strategy is realized through seven aspects: product,price,channel,promotion,personnel,environment and process.Feasible measures are put forward to guarantee the implementation of marketing strategy.The study of Jiahe's marketing strategy is of great significance to the development of Jiahe's Company.It is an innovation for family service enterprises to stabilize the mid-end market and move to the high-end market.It is also the first application of 7PS theory in family service industry.