Research On Service Marketing Strategy Of Oasis Shared Study Room

Oasis Shared study Room is the main research object of this paper.We focus on the regional market of Xifeng District,Qingyang City,Gansu Province where it is located.In recent years,the number of local students who have the need for independent learning,such as postgraduate entrance examination,certificate examination and civil servant examination,has been increasing,and people’s requirements for the quantity and quality of self-study places have also increased accordingly.The traditional campus study rooms,public libraries and other learning places have been unable to meet people’s needs due to the limitations of insufficient number,multiple entry thresholds,difficulty in booking,noisy environment and other conditions.Under such conditions,the shared study room industry has taken root in the local area,quickly filling the market gap and forming a good supplement to the original self-study space resources.Oasis Shared Study Room is the representative of local small and micro enterprises that take the lead in entering the industry.It creates a professional self-learning place,provides customers with comfortable learning environment and relevant supporting resource services,in order to ensure good learning results,serves all kinds of learning groups,obtains a good market response,and cultivates a stable consumer group.However,the huge market demand,good market performance and low entry threshold attract practitioners to imitate and blindly rush in.A large number of study rooms of the same type are successively opened in the local area,which makes the market competition increasingly fierce,and oasis shared study rooms are also severely impacted.It gradually presents problems such as service homogeneity,passenger flow fluctuation,profit margin decline and lack of management concept.In order to help Oasis Shared study room get out of the current operating predicament,this paper explores its marketing environment from macro,medium and micro levels through PEST model,Porter’s Five Forces model and SWOT analysis,and also design a questionnaire to understand the self-study needs and expectations of customers and audiences,drawing a conclusion that the study room should practice the concept of service marketing.Under the guidance of STP theory,market segmentation,target market selection and market positioning are carried out,and the development goals of building the study room into a professional place for efficient learning and building the industry service standard setter within the region are defined.On this basis,the research focus is placed on the 7Ps service marketing mix.Formulate the service marketing strategy of Oasis Shared study room to guide its business activities from seven aspects: service product,service pricing,service distribution,service promotion,service tangible display,service personnel management and service process management.