Research On After-sales Transaction Matching Marketing Strategy Of W Platform

With the increasing demand of consumers for after-sale services such as distribution,installation and maintenance of household enterprises,the after-sale costs of household enterprises are rising in recent years.The Internet home furnishing service platform has become an important channel for household enterprises to solve after-sales service problems.As the earliest Internet after-sales service transaction matching platform established in China,W Platform has occupied the first place in the industry for a long time from the number of masters,the number of household enterprises,market share and other data.However,with the development of the industry,the market share of the after-sales transaction matching business of the W platform is constantly eroded by other platforms,and the gap with similar platforms such as Luban Home and Qibing Home is gradually narrowing.Under the background of highly homogeneous services,the industry is forced to turn to fierce price war.It is a very urgent development problem for home furnishing Service Platform to overcome the development bottleneck of after-sales transaction matching business by establishing a complete marketing strategy.Based on the development background of the after-sales transaction matching business of W Platform,this article conducts in-depth research on the current problems in the marketing field,and develops a marketing strategy that conforms to the development of this business.Firstly,by reviewing relevant literature,company sales data,and user research,summarize the current marketing status of the aftersales transaction matching business of W Platform,and analyze the marketing problems existing in the after-sales transaction matching business.Secondly,the PEST analysis method is used to analyze the external macro environment of the enterprise,explore the internal environmental factors of the enterprise,analyze the horizontal competition situation using the Porter Five Forces Model,and summarize the advantages,disadvantages,threats,and existing development opportunities of the after-sales transaction matching business of W Platform through SWOT.Thirdly,market positioning of after-sales transaction matching business is conducted through STP analysis method.Then,using the relevant theories of 7Ps,develop differentiated marketing strategies,such as differentiated transaction service strategies,diversified pricing strategies,full coverage channel strategies,and highly perceptible promotion strategies based on different household enterprise customers.At the same time,propose corresponding strategies for personnel strategies,tangible display strategies,and service processes.Finally,in order to ensure the smooth implementation of this marketing strategy,specific implementation steps and safeguard measures are proposed.The after-sales transaction matching business is the core business of the Internet home furnishing service industry.The marketing strategy proposed in this article will provide effective theoretical support for improving the marketing ability and increasing market share of the after-sales transaction matching business of W Platform,and can also provide reference and reference for the after-sales transaction matching business of the home service platform in the same industry.