Research On The Service Marketing Strategy Of C Online Car-Hailing Platform

As an efficient and intelligent way to share travel,the online car-hailing is gradually being received and accustomed by more and more people.At the beginning of the development,most of the net car rely on subsidies to occupy the market,and later with the continuous improvement of the relevant policy system and the continuous upgrade of the platform technology,net car platform will gradually towards compliance and refinement of operation.C online car-hailing,as a typical representative of the travel enterprises with a car background,initially in the form of B2 C that the company provides its own vehicles to enter the car market.Later,in order to further expand the market,to ensure capacity and control costs,the combination of B2 C and C2 C form,which also brings problems and challenges to the unified management of services.In the face of fierce market competition,how should C online car-hailing turn the advantage of the supply side into the advantage of scale growth,and how to expand the market while ensuring the service,which have become its challenges.C company’s online car-hailing business is taken as the object of study,and research related to its service marketing strategy is conducted.The PEST analysis model is used to analyze the macro environment of the online transportation industry,and the Porter’s Five Forces model is used to analyze the competitive environment of the C online carhailing platform,and the internal environment of the C online car-hailing platform is sorted out and the current situation of its service marketing is summarized through enterprise field research and management interviews.To further clarify the current problems and their causes,based on the 7Ps theory,the author designed a questionnaire for passenger research and supplemented with interviews for driver research.Then the results of questionnaire and interview research were integrated to summarize the current problems in service marketing of out C company’s online car-hailing business,including the user’s perception of the brand ambiguous,price and product perception value contradiction,narrow channels between supply and demand,promotional publicity low attractiveness,the driver’s perception of the service is not uniform,the platform technical problems and service homogenization,tangible display quality to be optimized.Further,relevant suggestions and safeguards are put forward according to the causes of the problems.The relevant service marketing suggestions include clarifying brand characteristics to enhance user perception,optimizing pricing to highlight product value,widening channels for both supply and demand,precise marketing to enhance promotional appeal,strengthening drivers’ perception of brand and service,upgrading technology and optimizing service management,and focusing on details to enhance the quality of tangible display.Finally,to ensure the implementation of the above recommendations,safety,compliance and team building related guarantee mechanisms are also proposed.A series of recommendations and guarantee mechanisms can solve the service marketing problems of C online car-hailing platform and also provide some reference value for the online travel companies with car company background.