论文总字数：23717字

摘 要

随着我国经济快速发展，人口老龄化日趋严峻以及国家提倡二胎政策，对家庭服务市场产生巨大需求。但传统的家政行业发展经常遇到瓶颈，已经跟不上时代的潮流，无法满足人们的需求。

而当互联网的市场竞争激烈时，似乎各个行业都想与互联网联系起来，家政行业也不例外，大家争先恐后地建立起在线平台，即通过互联网和传统家政行业相连的新型模式，即所谓的O2O模式，是一种线上网络平台连接线下实体公司的模式，以互联网的高效便捷来处理传统家政所面临的瓶颈问题，不断创新家政行业的经营模式，更好的提供服务质量和标准来满足社会的需求。

本文从家政行业的发展现状出发，运用波特五力进行分析，认为当前“互联网 家政”是一个很好的机遇，但是机会和风险并存，平台管理、市场需求、信任打造等问题逐渐突出，企业要想长久存在就必须分析其品牌的构成要素，树立品牌意识，建立品牌形象，进行品牌沟通，实施品牌策略。本文采用案列分析的方法，研究家政在线服务平台品牌的要素构成以及品牌的沟通。品牌构成要素是一个复杂概念，通过假设，样本选取，问卷调查等一系列步骤分析家政在线服务平台的要素构成，得到了文化要素、人格要素、组织要素、产品要素。最后通过E家洁等一些家政在线平台分析了品牌策略实施以及有针对性地提出一些优化建议，让家政在线平台更好地服务人们。

本文分成6个部分。第一部分是绪论，介绍文章的背景和框架等等。第二部分是文献综述，叙述家政业的发展、品牌要素的相关理论以及品牌的实施策略。第三部分首先分析了家政在线服务平台的发展现状，其次深入分析了家政在线服务平台的机遇和挑战，最后指出了家政在线服务的发展趋势。第四部分分析了家政在线服务的品牌要素构成，通过调查问卷对品牌要素进行假设研究。第五部分以云家政等平台分析了品牌的实施策略。第六部分是结论和展望，说明家政在线服务成功的因素以及对它提出的优化。

关键词：家政服务；网络平台；品牌要素；品牌策略；

Research on Brand Strategy of Domestic Service Platform

Abstract

With the rapid development of Chinese economy, the aging of the population is getting harder, and the country"s policy of promoting second-born babies has created a huge demand for the family service market. However, the traditional domestic industry development has often encountered bottlenecks that have not kept up with the trend of the times and cannot meet people"s needs.

When the Internet"s market competition is fierce, it seems that all industries want to connect with the Internet. The domestic business industry is no exception. Everyone is scrambling to establish an online platform, a new model that connects the Internet and the traditional housekeeping industry, the so-called O2O model. , is an online network platform connecting entities under the line of the model, with the Internet"s efficient and convenient to deal with the bottlenecks faced by traditional housekeeping, and constantly innovate the domestic business industry"s business model, better provide service quality and standards to meet the community Demand.

This article starts with the status quo of domestic industrial development, and uses Porter"s five forces to analyze that the current "Internet housekeeping" is a good opportunity, but opportunities and risks coexist, and problems such as platform management, market demand, and trust building have become increasingly prominent. If the company wants to exist for a long time, it must analyze its constituent elements, establish brand awareness, establish brand image, conduct brand communication, and implement brand strategy. This article uses the method of case analysis to study the elemental composition of the housekeeping online service platform brand and the communication of the brand. The brand component is a complex concept. It analyzes the constituent elements of the home economics online service platform through a series of steps such as hypothesis, sample selection, and questionnaire survey, and obtains cultural elements, personality elements, organizational elements, and product elements. Finally, E-Jiejie and some other domestic online platforms were used to analyze the implementation of brand strategy and put forward some optimization suggestions in a targeted manner so that the domestic online platform can better serve people.

This article is divided into 6 parts. The first is the introduction, introducing the background and framework of the article and so on. The second is the literature review, including the development of the home economics industry, the relevant theories of brand elements, and the implementation strategy of the brand. The third part first analyzes the development status of the home economics online service platform. Secondly, it analyzes the opportunities and challenges of the home economics online service platform. Finally, it points out the development trend of the home economics service. The fourth part analyzes the brand elements of housekeeping online service, and conducts hypothesis research on brand elements through questionnaires. The fifth part analyzes the brand"s implementation strategy based on the Cloud Home Economics platform. The sixth part is the conclusion and outlook, explaining the factors of the success of the home economics online service and the optimization it proposes.

Keywords: domestic service; internet platform; brand factor; brand strategy;

目录

摘要 I

Abstract II

第一章 绪论 1

1.1研究背景 1

1.2 研究意义 1

1.2.1 理论意义 1

1.2.2 现实意义 1

1.3 研究方法 1

1.3.1 文献阅读法 1

1.3.2 问卷调查法 2

1.3.3 统计分析法 2

1.4 研究框架 2

第二章 文献综述 3

2.1 家政行业的发展 3

2.2 品牌要素相关理论 3

2.3 品牌实施策略相关理论 3

第三章 家政在线服务平台发展分析 5

3.1 波特五力分析 5

3.1.1现有企业间竞争 5

3.1.2 潜在进入者竞争 5

3.1.3 替代品的威胁 5

3.1.4 供应商议价能力 6

3.1.5 客户议价能力 6

3.2 家政在线服务平台发展机遇 6

3.2.1 资源调配能力和数据挖掘能力 6

3.2.2 客户粘性和家政人员粘性 6

3.2.3 信息透明安全 6

3.3 家政在线服务平台的挑战 6

3.3.1 平台管理 6

3.3.2 流程设计问题 7

3.3.3 市场供需问题 7

3.3.4 社会认同问题 7

3.3.5 平台的信任打造问题 7

第四章 家政在线服务品牌要素的构成分析 8

4.1传统线下服务的品牌要素 8

4.1.1 服务人员 8

4.1.2 市场定位 8

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