Research On Marketing Strategy Of WK Company Sharing Travel Goods

In recent years,China's share economy has undergone a rapid development,which mainly benefits from the rapid development of the Internet.Many well-known sharing platforms,such as Drip trips,Mobai bicycles,Ofo shared bicycles and Villa vacations,have emerged one after another,providing high-quality sharing services and products for Chinese consumers.China's shared economy has made great progress in transportation,finance,education,tourism and other fields.At present,China's travel products are still based on the traditional marketing model.As for selling the travel products in the mode of sharing,there is no particularly successful case in China.WK Company is a start-up company with sharing travel goods as its main business model.At present,the company has developed "Ruyi Gold Hoop Rod" intelligent climbing rod,"intelligent travel treasure" multiple functional self-timer rod and other travel supplies.Wukong Post,developed by WK Company,is a travel goods service platform based on sharing mode.Users can easily pay to collect and return travel goods on the sharing platform by means of Wechat applet and APP.The Intelligent Pile Machine for Travel Goods Storage,which is matched with Wukong Post Station,is also the result of the company's own research and development.In order to explore the sharing mode of travel goods,the company has invested heavily in research and development.The team has been striving to explore how travel supplies can be provided to travel enthusiasts on WK's shared platform to enhance travelers'pleasure in an economical,convenient,multiple functional and multiple service way.More than 30 people in the industry have provided help to discuss and understand the related issues of sharing travel goods marketing in the form of interviews in the process of writing this paper.Through these interviews,some first-hand information of the market and industry has been obtained,which provides valuable material for the research of this paper.In this paper,the theory and analysis tools of marketing are briefly introduced.The content includes:4P marketing theory,Internet marketing strategy theory and so on.PEST analysis method,five-force model analysis method,SWOT analysis method and other analysis tools are also introduced.Firstly,through the application of several analysis tools,the internal and external business environment of WK company has been analyzed.For example,the macro-environment of WK company is analyzed by PEST analysis method,the industry environment of WK company is analyzed by five-force model analysis method,and the internal and external environmental factors of WK company are comprehensively analyzed by SWOT analysis method,In order to find the overall market strategy which is suitable for the development of WK company.Secondly,This paper uses 4P marketing theory to analyze WK company's current marketing strategy,so as to find out the existing problems.Thirdly,it has optimized the market segmentation and target market selection and positioning of WK company through analyzing the main causes of the existing problemsand.And it has optimized the product strategy,price strategy,channel strategy and promotion strategy of WK company through using the 4P marketing theory framework.This paper has proposed some specific safeguard measures,which include formulating service standards,establishing incentive and assessment system,and strengthening financing plan to provide financial support,etc on the basis of the requirements of team management,operation management and financial support in the optimization scheme in the recommendations of safeguard measures to implement the improvement scheme.In the summary partof Chapter 5,some conclusions are drawn from the research of this paper:(1)WK company should continue to strengthen its product characteristics,enhance user experience,give full play to its advantages and seize opportunities.(2)The marketing mode of WK shared travel products should be based on Internet communication,take self-Media as a powerful pusher,and take mobile social media such as Wechat and short video as the core.(3)The core of marketing for sharing travel products lies in market service and improving the degree of customer satisfaction.(4)WK company should improve all service standards and processes as soon as possible,and establish operation management system and evaluation and incentive system.At the same time,we should strengthen the financing to provide financial guarantee for the company's development.