Research On Service Marketing Strategy For "DuoZhuaYu" Second-Hand Book Trading Platform

With the rise of the "Internet + second-hand" economic model,the transaction of second-hand goods has become an emerging consumption trend in our country.Second-hand books are not only cheap but also meet people's spiritual needs.They are an important part of the idle economy.More and more capital and technology are pouring into the domestic second-hand book market.With its C2B2 C business model and unique marketing methods,"Duo Zhua Yu" has grown and grown in just 4 years and has become a new leader in the online second-hand book trading industry.Research and analysis on the service marketing strategy of "Duo Zhua Yu" and put forward improvement plans will help the company's products and services to better meet the needs of the second-hand book trading market,and also help the online used book trading industry to move forward.This paper takes the second-hand book trading platform "Duo Zhua Yu" as the object,and collects and integrates the information of the second-hand book trading industry in the second-hand book trading industry through literature research method and survey research method.The problem are as follows: Insufficient types of books,inflexible pricing,insufficient marketing channel construction,insufficient physical presence and promotion,personnel issues and service process issues.Then this paper analyzes the macro and micro environment of second-hand book marketing on the "Duo Zhua Yu" platform.By using the SWOT analysis tool,it points out the advantages,disadvantages,external opportunities and threats of "Duo Zhua Yu" company,and concludes that "Duo Zhua Yu" should adopt the WO strategy to occupy more market share of used books by increasing the types of books and providing better services.Based on this,the STP theory is used to position the market for catching more fish.Finally,a new service marketing strategy is planned for catching more fish and a feasible implementation guarantee is proposed.The research results show that: "Duo Zhua Yu" second-hand book trading platform should make profound changes in service marketing strategies,starting from seven aspects of platform products,prices,marketing channels,promotions,personnel,service processes,and tangible display(7P marketing theory).This makes the products and services of "Duo Zhua Yu" company better meet the needs of the used book trading market.This paper optimizes the product mix strategy for Duozhuyu Company from three aspects: product mix,product brand and service,develops a new price strategy for " Duo Zhua Yu " by adopting differential price strategy,high-low price strategy,expands its sales channels by opening " Tian Mao" online bookstores," Jing Dong " online stores and adding physical bookstores.Starting from advertising,establishing a membership system,and loyal soft-text marketing,promotions are carried out.The company should improve employee service levels through job matching,appropriate delegation of authority,and enhancing employees' sense of company belonging,increase consumer trust through optimization of the recycling process,promotion information display and delivery process,enhance the visible display of "Duo Zhua Yu" by improving the exquisiteness of product packaging,opening cash on delivery and other means.Finally,this paper formulates service marketing implementation guarantees for "Duo Zhua Yu" Company from three aspects: corporate culture,personnel construction and capital guarantee.