| With the rapid development of Internet technology in recent decades,Internet information technology has been more and more mature,and has penetrated into all aspects of Chinese national life.Internet technology constantly improves the efficiency of the social operation and plays a vital role in the development of the regional economy and the improvement of the people's living standards.The community,as a group with a lot of intersecting each other,has naturally formed a large business ecosystem.This platform covers a wide range of fields,such as home,dining,education,fresh and so on.With the business development to the fine,service oriented gradually,community commercial services also need to integrate the needs of resources through scientific and technological means,so many real estate companies are thinking about how to perfect the community commercial service,explore the optimal mode of Internet technology.The real estate enterprises in Changchun are still dominated by three major developers,while Changchun Vanke is still in a distance from the perspective of project size and turnover.In this case,Changchun Vanke should Vanke City supporting service providers marketing strategic positioning call,put forward a new deal with the market tightening in the form of marketing strategy mode,relying on the community commercial O2 O service platform,Vanke owners realize the new service value at the same time,revitalize the community commercial market environment,creating a new business for the community,community commercial real estate property services,property sales and other aspects of growth opportunities.This paper discusses the problem of marketing strategy Changchun Vanke community business O2 O service platform in the new situation,through a detailed analysis of the network effect of O2 O platform and innovative marketing strategy mode applies innovated diffusion theory to guide the establishment of Changchun,Vanke community business O2 O service platform.This paper first conducts the research from the mode and characteristics of platform business,competition strategy management,PEST macro environment analysis,SWOT analysis,target marketing and marketing mix theory as a guide,discover and analyze the difficulties and problems at present Changchun Vanke community business service platform in O2 O,put forward the systematic solution on the demand of positioning is not clear,was off the single channel and the regional market differences and other issues,and claims in accordance with the different stages of development platform and the period to establish the marketing strategy and its corresponding strategy.In the early development of the platform,the use of marketing entry strategy: in the premise of clear market segmentation,target market and market positioning,the new O2 O platform must be able to provide services and functions of revolution,the revolutionary function is to provide community cultural activities in registration,organization,release and other functions of the platform,the differences of their products lies,it is the only one to provide community based on interest & social class enrollment management platform;then in the middle of the platform development,the use of WO strategy,to establish the industry characteristics of the platform rules--especially rules on the price,and the use of more reasonable and efficient than the competition platform the rules to construct the brand effect of the platform itself;finally on the platform in the development stage,the use of SO platform strategy: growth to mature stage,growth performance Bottlenecks,platform companies need to find new profit growth point,the general strategy is the platform business model based on the new business can be extended to intervene--such as smart intelligent community,Home Furnishing commercial real estate(large commercial center),housing sales(the potential customer,CRM),decoration etc..The final conclusion part will summarize the research results in this paper,and prospect the limitations of the theoretical part,the complexity of the actual situation,and the future research fields of platform business marketing strategy. |
