Research On Marketing Strategy Of XHD Co-working Products

In 2015,Premier Li Keqiang of the State Council put forward the call for "mass entrepreneurship and innovation".The office brand has been deployed in major first-and second-tier cities in China.However,with the sharp decline in the valuation of the US co-working giant We Work,changes in the office demand of domestic companies,and the impact of the epidemic on the social economy,many co-working companies have been gradually eliminated by the market,and their operations have continued to deteriorate.In the external environment,there are mainly problems such as serious homogeneity of products in the industry,changes in customers’ demand for office environment,and continuous decline of social economy.In the internal environment,the occupancy rate of office products is low,customer loyalty is not high,the lack of core operation and service capabilities,and single marketing channels lead to the imminent transformation and development of co-working office products.This article focuses on the market where XHD co-working products are located in Chengdu as an example.First,analyze the current marketing status of Chengdu coworking office products,including external environmental factors such as the macro market environment,industry competitors,and existing marketing problems of XHD coworking office products.Secondly,use the market research analysis method to conduct research and interviews with XHD co-working customers and potential corporate customers,and find out the reasons for marketing problems through data analysis combined with the actual status quo of XHD co-working products.Finally,through STP,find the market positioning that is in line with the development of XHD co-working products,and put forward suggestions and measures based on the 7P service marketing theory to help XHD co-working products optimize marketing strategies,enhance market competitiveness,and ultimately improve the current operating situation.Through the analysis of the internal and external environmental factors of XHD coworking products,this paper finds a series of problems such as performance decline,new customer reduction,old customer loss,and product obsolete.Through market research and one-on-one interviews with customers,it was found that problems such as poor office experience,imperfect public facilities,unreasonable space layout,inadequate services,and non-standard marketing strategies were the main reasons why XHD co-working products fell into business difficulties.In response to the above problems,the product strategy was optimized and adjusted in terms of space layout,decoration style,and facilities and equipment.In terms of price strategy,comprehensive pricing is carried out according to the objective factors of office products.In terms of channel strategy,while maintaining the original traditional channels,it also pays attention to online promotion channels such as new media promotion.In terms of promotion strategies,a series of promotion strategies such as "crowdsourcing marketing","holiday special offers" and "expansion money" are proposed.In terms of personnel strategy,the requirements for employee affinity,image and initiative have been raised.The tangible display strategy highlights the product style and creates an office atmosphere,such as improving the comfortable office experience.In terms of service process strategy,create a high-quality and high-demand service process,and deliver the service concept of "comfortable office,happy life" to customers.