Research On Service Marketing Strategy Of GA Community Company Under O2O Mode

It is a crucial year for the development of China’s e-commerce in 2015.Premier Li Keqiang first proposed the “Internet +” action plan at the Two Sessions,and immediately launched a wave of “Internet +” real economy development in the Internet field.In this development process,a new business model in the field of e-commerce,the O2 O model,has also developed rapidly.The O2 O model is developing at a fast pace,involving retail,entertainment,education,medical,financial,and transportation industries,and has penetrated almost all aspects of residents’ lives.Community O2 O is the focus of the current O2 O market development.This area will be a trillion-level market in future.The broad future prospects make merchants rush,but the community O2 O focuses on local life services and needs to integrate resources around each community.In order to meet the diverse needs of residents’ lives,there is no ready-made experience to learn from,nor can it be done overnight.This article takes GA Community(Beijing)Technology Co.,Ltd.as the research object,mainly analyzes the service marketing strategy of GA community company under O2 O mode.Through the use of literature research,comparative analysis,case analysis,interviews,questionnaires and other research methods,carrying out research work,firstly expounding the research background and research significance,summarizing,sorting and analyzing related theoretical research on community marketing,O2 O model and community O2 O model at home and abroad,and make the important concepts such as service marketing and experience marketing Defined.Through the analysis of GA community company service marketing status and marketing strategy,it is pointed out that its service marketing has the tangible display of offline stores to be strengthened,the user’s online APP consumption experience is not good,the employee’s business ability and service awareness are limited,and the timeliness of product distribution is difficult to guarantee.And the problem of low user awareness.Based on the in-depth analysis of the problems and causes of GA community company service marketing strategy,the relevant optimization suggestions are proposed: first,strengthen the construction of offline physical stores;second,improve online APP construction;third,improve service personnel’s business capabilities and service awareness;fourth,enhance the user’s distribution service experience;fifth,strengthen the promotion of two-line publicity;Sixth,establish a user-oriented online and offline after-sales service system.