Research On Business Marketing Strategy Of Human Capital Service Platform Of RCYJ Company

With the continuous intensification of the Internet business tide,the in-depth development of big data and artificial intelligence,the human capital service industry is gradually rising,which has been listed in the national industrial development catalog,and will become a new driving force for future economic development and regional transformation and upgrading.Human capital service platform business is the main sector of rcyj company.As a pioneer in the emerging industry of human capital services,facing the immature market and consumers,how should rcyj make a breakthrough,cultivate and occupy the market,and play a good vanguard?In this paper,rcyj company human capital service platform business as the research object,using participatory observation,case analysis,literature research and other methods,pointed out that the current company human capital service platform business marketing platform market positioning is not clear,business awareness is low,product system is not perfect,customer stickiness is insufficient and other problems.This paper uses PEST analysis method to analyze the macro environment of rcyj company’s business,including political environment,economic environment,social environment and technical environment,and uses Porter’s five forces model to analyze the micro environment of the platform’s marketing business,including the threat of competitors in the industry,the threat of potential entrants,the threat of substitutes,the bargaining power of suppliers and buyers,etc;SWOT analysis is used to comprehensively evaluate the internal strengths,weaknesses,opportunities and threats.Based on STP theory,this paper analyzes and clarifies the target orientation of marketing business of rcyj company’s human capital service platform,and puts forward market segmentation according to demographic variables and behavioral variables,that is,focusing on the different needs of high-level talents,non market talents,entrepreneurial talents and graduates in the talent market,launching different products and services with their own characteristics,and adopting 7PS marketing theory On the research and development of rcyj company’s human capital service platform business for its own development of marketing strategy portfolio.In terms of product strategy,we should polish a more accurate evaluation system,focus on new product development,divide the company’s products into financial and non-financial categories,respectively carry out in-depth product development,enhance consumers’sense of experience,and develop products that are suitable for all kinds of consumer groups and directly hit the pain point as soon as possible;according to the current stage of the company,it is recommended not to pay too much attention to operating revenue for the time being It is to expand the data of platform users and explore more operation modes;in terms of channels,it is necessary to combine different industries to form different channel strategies,such as education industries.In terms of marketing promotion,we should adopt the viral marketing strategy to form the chain reaction of product information dissemination;we should go deep into universities,scientific research institutes and office buildings for publicity,and cooperate with the employment season and independent entrepreneurship,so that more people have the opportunity to experience rcyj’s product services.In terms of personnel strategy,we must pay attention to the training and use of product developers;in terms of process strategy,we should pay more attention to the user experience when using products,and establish a comprehensive customer tracking system.Finally,it analyzes the implementation guarantee of rcyj company’s marketing strategy,and proposes to strengthen the organizational guarantee by optimizing the organizational structure and strengthening the coordination mechanism between departments;to strengthen the information guarantee by introducing big data analysis and model training;to strengthen the staffs human capital knowledge training,technical training,expression training,enterprise concept recognition training and market capture ability training Training and other ways to enhance staff combat effectiveness,while strengthening staff incentives;establish a "encourage innovation"corporate culture,strengthen corporate culture construction.