Research On Service Marketing Strategy Optimization Of The H Bike Sharing Company

With the deep integration of the bike-sharing industry into the field of public travel,providing a better travel experience for thousands of households,its green,convenient,short-distance travel service features have been highlighted,and it has also brought a positive impact that cannot be ignored on the urban living environment.However,the rapid development of the bike-sharing industry has also revealed more and more problems,with negative information coming one after another,such as serious vehicle damage,inability to find a bicycle,old vehicles being blocked while riding,and vehicle accumulation affecting travel.In recent years,as brands such as "red,yellow,blue,and green" have fought for shared bikes,there are not many bike-sharing brands left,but competition is still fierce.In order to maintain industry competitiveness,many bike sharing enterprises neglect the user’s riding experience and only focus on data results,resulting in increasing user complaints.This article takes the H bike-sharing company in J city as the research object(unless otherwise specified,the "H bike-sharing company" in the text refers specifically to the H bike-sharing company in J city).Based on the 7P theory of service marketing,an objective statement was made on the seven dimensions of H shared bikes.Combining questionnaires,interviews,external environment analysis,and internal operations,four existing service marketing issues were summarized,including poor quality of some bicycles,difficulties in finding vehicles for users,poor interaction with users,and partial areas that did not meet user needs.The reasons analyzed and the objectives and principles of optimization were combined,Using the seven dimensions of service marketing 7P theory to propose safeguard measures for strategic optimization has theoretical value and practical significance.This article hopes to help companies further improve service quality,increase user satisfaction,better serve residents’ travel in J City,and provide practical reference for other companies in the same industry.