Research On Marketing Strategy Of YJ

The domestic maintenance industry has a history of less than 20 years in the domestic development history,and there is no clear industry standard and standard for the domesticmaintenance industry.For a long time,when owners face indoor household problems,they usually choose two ways to solve them.One is to find property companies,the other is to look for a long time”street guerrilla" on the market for one-time on-site maintenance.Most of the owners think they pay high property management fees,property companies should take home maintenance services,but the poor quality of construction in China,with the growth of time,labor and material costs have far exceeded the scope of property companies can bear,the future home has been unable to repair the hope in the body of the property company.But another market,street guerrilla" consumers do not have any understanding of their maintenance technology.Looking for luck is basically a one-time service,with high fees and no quality assurance.YJ home maintenance company is a newly established Internet plus home repair company,the home repair as the entry point,the use of Internet technology,the Internet and the traditional home maintenance business built the platform,in order to obtain the service of home business,but the company operation mode and broaden the market etc.there is a big problem.Based on the modern home repair industry norms and the marketing theory of YJ home repair company's market situation in-depth analysis,pointed out that the company should market characteristics through the analysis of STP,find the positioning of market segments,and then use the 7Ps analysis method,the establishment of a complete set of multi-dimensional marketing strategy,from product design,packaging price positioning,channel analysis,promotion methods,personnel management,presentation and service process of 7 elements,make home maintenance company strong vitality of marketing strategy.This article first introduces the background and significance of the topic,and puts forward specific research ideas and analysis methods.Secondly,the internal situation and market situation of YJ maintenance company are analyzed in detail.We use STP methodology to find niche market positioning,choose the target market of the company,carry out the correct market position,and use 7Ps marketing mix analysis to design products,prices,channels,promotions,personnel,visible display and process management strategies.The purpose of this paper is to explore a set of STP marketing strategy plan for platform companies based on Internet and household maintenance based on the modern household maintenance specification process and marketing theory.