A Study On Service Marketing Strategy Of T Housekeeping Platform (Master Research Report)

As the national living standards constantly improve,the life pace of office workers has gradually accelerated.Under this situation,the heavy housework has become a major problem that families need to solve urgently.In view of it,the productivity of the housekeeping industry has become a shortcut to solve this rigid demand.However,the traditional housekeeping industry is mixed of the good and the bad.In the online process of housekeeping companies,the verification in terms of the qualification and guarantee of housekeeping companies by the platform has become a problem.Among the housekeeping companies facing network users through the Internet,most of them are familiar with the operation through Internet.but they are domestic middlemen who lack formal qualifications and conditions.However,it is the housekeeping intermediary who lacks formal qualifications and conditions to open online stores on major platforms by registering an insubstantial company,which receives user orders,and then distributes the orders to part-time service personnel through We Chat groups,telephone and other channels.This phenomenon has become the norm in the industry.Under this background,it causes the uneven service quality of the housekeeping industry after the "Internet +".T company as a housekeeping Internet platform faces the difficulty in how to conduct service marketing and provide users with high-quality service in this bilateral market environment between housekeeping companies and users.As a result,this also promotes the formation of the problem to be studied and solved in this thesis.In the face of a large number of housekeeping companies,the core problem in front of the housekeeping platform reflects in how to establish a proper service marketing strategy through effective methods.In this thesis,the literature review method is firstly adopted to sort out a large number of relevant theories of service marketing,and list the research results of housekeeping industry at home and abroad.Then,the questionnaire survey on the key influencing factors of housekeeping industry,changing user needs,and the problems existing in the service items currently provided by T housekeeping platform is conducted.The effective feedback on the problems of platform products are counted,so as to make deep research on the current service marketing problems of T housekeeping platform,and analyze the causes of service problems.Secondly,the internal and external aspects of T company are analyzed in line with the problems existing in T housekeeping platform.Therefore,the macro environment,industry environment,competitive environment,as well as the advantages and disadvantages of employees,asset operation and material resources are explored,in which the analysis and elaboration are made according to the actual situation.Based on this,this thesis conducts the STP market analysis on the platform to determine the market segmentation,target market and market positioning of the T housekeeping platform.According to the analysis,it indicates that the target market of the T housekeeping platform focuses on the middle and high-income families.The main group of users are used to making reservations for housekeeping needs on the evening of Friday,while the user groups making reservations in other time periods are used as auxiliary.What is pays attention to is the selection of service-sensitive user groups as the main promotion goal,so as to create the differentiation of the platform compared with competitors,form high service standards,cultivate high-quality service personnel,and adopt higher pricing standards.Finally,the market 7Ps theory is used to reconstruct and optimize the marketing strategies of T housekeeping platform in terms of housekeeping service categories,price standards,service channels,market promotion,service process management,service environment control and service personnel screening and training,so as to achieve the objective of the platform.Besides,the measures in the aspects of service quality,technical guarantee,organization guarantee and marketing incentive system guarantee are proposed.The multi-dimensional strategy design is conducted for the platform to finally satisfy the needs of user groups and give solutions for the development of T housekeeping platform.According to the research of this thesis,the service marketing strategy can be formulated for T housekeeping platform.The research on the basis of excellent literature at home and abroad is carried out,so that a replicable service marketing strategy can be built for many domestic housekeeping platforms.