Research On The Marketing Strategy Of TF Company Shared Study Room Project

With the establishment of a learning society in recent years,shared study rooms have experienced rapid development in China in the first few years.Many enterprises have begun to operate in chains and brands,resulting in more intense competition.In this context,exploring the marketing strategy of the shared study room is of great significance for improving the market competitiveness of such projects.This article takes the shared study room project of TF Company as the research object,uses STP strategy,4Ps marketing theory,Porter’s Five Forces Model,PEST analysis method,and SWOT analysis method as theoretical support,and adopts literature research and field research.By analyzing the current marketing situation of TF Company’s shared study room project,combining interviews and internal research,it is found that the project has some drawbacks as a single product structure,short business hours,unscientific pricing,and imperfect channel development.Secondly,based on the analysis of the macro environment,industry competition environment,market demand,and internal strengths and weaknesses of the project,it is believed that TF company should strategically choose ST-diversity decision-making and adopt diversified business strategies to promote the development of the self-study room project.Thirdly,use the STP analysis method to find the market positioning of TF company’s products,provide learning services for the candidates,and provide a convenient and efficient environment for mobile office groups and middle school students.Finally,develop a project marketing strategy,guided by the 4Ps marketing mix theory,optimize the product mix and business hours of the study room,add butler and supervisor services,and increase cooperation between different industries;Pricing based on customer demand;Enrich the content of the group purchase platform in channels,emphasizing personnel sales and trying to switch to the recommendation mode;Carry out precision marketing and innovative content marketing in terms of promotion.And ensure the implementation of marketing strategies from aspects such as organization,resources,services,and security.Through the research in this article,effective suggestions are proposed for the optimization of the marketing strategy of TF company’s shared study room project,providing a reference for the marketing of the same type of shared study room.