Research On The Marketing Strategy Of "Zhuang Yuan Library"

In 2019,the business model of shared study room is booming in China.However,due to the low barriers to entry and lack of technical barriers,capital blindly enters this field,which makes the competition of shared study room industry increasingly fierce.In this context,it is of great significance to explore the marketing strategy of sharing study rooms in order to enhance their market competitiveness.This paper takes “Zhuang Yuan Library” as the research object,and studies the marketing strategy of “Zhuang Yuan Library” by means of literature research,field investigation and questionnaire survey.It is considered that the “Zhuang Yuan Library”should increase the single study room,multi-person study room and team seminar room in terms of product strategy;Integrate social needs in the form of clubs and expand derivative business;Cooperate with training institutions to sell courses and broaden profit channels.In terms of price strategy,different top-up products are given to different customer groups,focusing on the psychological price positioning of customer groups and the added value of club membership cards.In terms of channel strategy,it emphasizes personnel sales,establishes distribution channels,finds new marketing methods from the dimension of brand content marketing through We Chat official account and community,and uses advertising online channels to sell.In the promotion strategy,coupons,prize-winning purchases,gifts,bonus points,membership cards,discounts,free samples,trade-in,special sales within the specified time,installment payment and other forms are adopted.Through the research of this paper,on the one hand,the related theories of marketing in the sharing economy field are combed to lay the foundation for the research,and the research is carried out from the perspective of marketing in the sharing study room,so as to enrich the theoretical system of marketing in the sharing economy field,provide theoretical basis for subsequent related research,and promote the gradual improvement of the theoretical system of marketing in the sharing economy field.On the other hand,it promotes the optimization of the marketing strategy of “Zhuang Yuan Library” platform,analyzes the existing problems in the marketing strategy of“Zhuang Yuan Library” through the analysis of its business status,internal and external marketing environment and competition forms,and puts forward effective countermeasures and suggestions,which has a certain reference role for the optimization of the marketing model of the same type of shared study room.