共享经济模式下服务型企业营销策略研究

Research on Marketing Strategies of Service Oriented Enterprises in the Sharing Economy Model

摘要: 本研究聚焦共享经济模式下服务型企业营销策略，以7P理论为框架，深入剖析企业营销现状与问题。当前，服务型企业存在产品同质化、价格策略欠科学、渠道融合不足等问题，影响市场竞争力与发展。基于此，针对性提出优化策略：产品层面强化创新与质量管控，打造差异化服务在价格上构建科学体系，保障收益与用户留存；渠道方面推进线上线下深度融合；促销强调创新互动；人员注重培训与考核全过程优化服务流程；有形展示提升线上线下品质。这些策略旨在助力服务型企业精准定位市场，增强品牌影响力，优化资源配置，实现可持续发展，对共享经济环境下服务型企业营销策略的完善具有重要的理论与实践指导意义。

Abstract: This study focuses on the marketing strategies of service-oriented enterprises under the sharing economy model, using the 7P theory as a framework to deeply analyze the current situation and problems of enterprise marketing. Currently, service-oriented enterprises face problems such as product homogenization, unscientific pricing strategies, and insufficient channel integration, which affect market competitiveness and development. Based on this, targeted optimization strategies are proposed: strengthening innovation and quality control at the product level, creating differentiated services, constructing a scientific system in terms of pricing, and ensuring revenue and user retention; promote deep integration of online and offline channels; promotion emphasizes innovative interaction; personnel focus on optimizing service processes throughout the entire process of training and assessment; tangible display enhances online and offline quality. These strategies aim to assist service-oriented enterprises in accurately positioning the market, enhancing brand influence, optimizing resource allocation, achieving sustainable development, and providing important theoretical and practical guidance for the improvement of marketing strategies for service-oriented enterprises in the sharing economy environment.