Research On The Service Marketing Strategy Of Estate E-commerce Value-added Services

The property industry is important for people’s livelihood as the two share close links.A mere mention of property management leaves an impression of basic services such as building cleaning,community safety management,greening management and maintenance.However,the development of science and technology has posed major changes to the modern real estate industry.However,driven by both the demand side and the supply side,the concept of value-added property services has gradually entered people’s lives.More advanced technology and the deep integration of digitalization and property push a larger number of value-added services of property to operate their small programs in the form of e-commerce in property apps.These include domestic cleaning,decoration and beauty,community group buying,and other value-added services.However,owners do not mean the customers.Effective marketing strategies are essential for shifting owners’ perspectives,selecting properties in response to demand,and increasing sales of value-added services in e-commerce.The advantage of the property industry is a more diversified relationship with the owners.The longer service life is closer to the owners’ lives.However,it also has shortcomings,quickly leading to the image of "doing nothing" and disgusting the owners.Weighing the pros and cons requires property management to master marketing strategy.With 20 years of experience in the industry,CIFI SERVICE,as an industry leader in value-added business development,enjoys many advantages in learning from its community e-commercial-added service marketing strategy.Firstly,this paper analyzes the competitive development model of real estate value-added services from the macro and micro perspectives.At the macro level,it is concluded that the value-added business of real estate e-commerce is the key development project and enjoys preferential government policy.Although the development of the whole industry has slowed,all enterprises are striving to eliminate the influence of affiliated housing enterprises and seek independent development.In the micro aspect,this paper selects typical value-added business enterprises of property e-commerce.It analyzes specific characteristics from the aspects of development trend,development model,development effect,and marketing effect.This paper collects questionnaires about value-added business from owners and employees of 16 large,medium and small property companies,including CIFI SERVICE.It also analyzes the differences between CIFI SERVICE and the total sample in the questionnaire.The research combined the actual marketing case of CIFI SERVICE’s e-commerce value-added service to analyze the company’s marketing strategy based on the 7Ps marketing theory,and obtained seven marketing strategies about product,price,promotion,channel,personnel,tangible display and service process.The conclusion is that product strategy should center around to customer needs and product quality.Besides,it is important to utilize the idle resources of the property and differentiate the products and services;In terms of price strategy,we should price at different levels,weaken the profit rate of individual products and attach importance to the repurchase goal.Regarding a promotion strategy,we strive to seize opportunities of key holidays and other nodes,promote daily cycles,and use various forms such as live broadcasts,group purchases and seckill to cultivate customers’consumption habits;On the channel strategy,it matters to prioritize a combination of online and offline channels,using relationship building and personalized marketing to maximize customer engagement and retention;in the personnel strategy,focus should be on the comprehensive labor management,creating value with excess labor,improving personnel income,and offering attractive incentives to retain top talent.;In the aspect of service process strategy,efforts should be made to prioritize standardized service processes,specialized personnel,and quantifiable metrics to monitor and improve the quality of services;in the tangible display strategy,it is an option to showcase services both online and offline to promote the brand,highlight the service process,and stimulate customer interest and desire to buy.