摘要
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摘要
伴随我国经济快速发展，人民生活水平的快速提高，对提高生活品质和对
家政服务产生了巨大需求。近年来，我国一些城市家政行业蓬勃发展，家政企
业数量逐年增加，发展步伐不断加快。巨大的需求促进着“家政”的行业发展

而在互联网愈演愈烈的当下，似乎各个行业都会与互联网联系起来，家政
行业也不例外。家政行业的互联网模式 O2O（英文 Online to Offline 缩写，是指
将线下的商机与线上互联网相结合），即通过互联网、通信技术与传统家政行业
二者贯穿相连的新型模式，通过互联网的迅捷性带动传统家政行业的效率性，
不断改善家政行业的运营现状，更好的提高家政行业的服务标准和质量，使其
更好的满足社会需求

本文将通过对家政互联网服务运营平台的深入刨析，以家政和互联网方面
的理论为依据和基础，结合云家政服务运营平台的实际情况，理论结合实际，
采用文献和案例分析相结合的方法，从云家政服务运营平台的现状和问题出发，
有征对性的提出一些健全和完善家政互联网平台的优化对策和建议

文章共分为六部分，第一部分为绪论，主要介绍了本文的研究背景和选题
意义等。第二部分为相关理论基础，包括大数据理论、传统营销理论、互联网
运营理论、市场竞争理论等。第三部分以云家政为例，首先说明了云家政的基
本情况，其次指出了云家政的具体现状及存在的问题，最后深入分析了导致这
些现状问题的成因，并对成因进行研究。第四部分提出了进一步完善云家政服
务运营平台的具体措施和建议。第五部分则对这些优化措施实施建议了保障措
施

关键词：家政服务；互联网；O2OAbstract
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ABSTRACT
Abstract: With the swift economy growth in China, people demand higher life
quality with less housework themselves, which booms the housekeeping industry in
recent years. The number of housekeeping companies increases and spring up at an
incredible rate. The demands from the common households push the housekeeping
industry to continue growing at a fast pace.
In this era of internet, it’s a norm for any industry to have the competitive
advantages by expanding the online business, including housekeeping.
Housekeeping will be modelled as O2O business, the abbreviation of “Online to
Offline”, which means bringing the offline housekeeping services to the online
consumers. By using this business model, the communications between the business
and the consumers are largely improved compared to the traditional offline
housekeeping agency model. The advantages for the business include more detailed
consumer needs analysis, better customer satisfaction management, higher chances to
expand marketing and sales in different locations/countries. From the consumer
perspective, there will be more options to select the quality and tailored housekeeping
services, as well as the transparent feedbacks and ratings.
Based on the theory of home economics and Internet, this paper combines the
actual situation of the cloud home service service platform, combines the theory with
practice, adopts the method of combining literature and case analysis, From the cloud
home service service platform for the status quo and problems, there are some
proposed to improve the sound and improve the domestic Internet platform
optimization strategies and recommendations.
The article is divided into six parts, the first part is the introduction, mainly
introduces the research background and the significance of the topic. The second part
is the relevant theoretical basis, including large data theory, traditional marketing
theory, Internet operation theory, market competition theory. In the third part, taking
the cloud housekeeping as an example, the author first points out the basic situation
of cloud housekeeping, and then points out the specific situation and existingAbstract
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problems of cloud housekeeping. Finally, it analyzes the causes of these problems and
analyzes the causes. The fourth part puts forward the concrete measures and
suggestions to further improve the service platform of the cloud home service. Part 5
deals with safeguards for these optimization measures
Keywords:Housekeeping; Internet; O2O目录
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目 录
第 1 章 引言.....1
1.1 研究背景 .........1
1.2 研究的意义 .....2
1.3 国内外研究现状 .........3
1.3.1 国外研究现状 ...3
1.3.2 国内研究现状 ...4
1.4 研究的思路与方法 .....5
1.4.1 研究思路 ...........5
1.4.2 研究方法 ...........5
1.4.3 研究基本框架 ...5
1.5 研究的重点难点及创新点 .....6
1.5.1 研究的重点 .......6
1.5.2 研究的难点 .......6
1.5.3 研究的创新点 ...6
第 2 章 相关理论基础...........10
2.1 传统营销的理解与论述 .......10
2.2 大数据理论 ...12
2.3 互联网运营理论 .......13
2.4 家政服务管理 ...........17
第 3 章 云家政公司服务运营平台现状、问题及原因分析...........19
3.1 云家政服务运营平台概况 ...19
3.1.1 云家政公司概况 .........19
3.1.2 云家政服务运营平台构架概况 .........19
3.2 云家政服务运营平台现状 ...21
3.2.1 云家政服务运营平台运营模式 .........21
3.2.2 云家政服务运营平台推广模式 .........22目录
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3.3 云家政服务运营平台问题及原因分析 .......23
第 4 章 云家政服务运营平台的优化方案...27
4.1 平台及市场管理优化 ...........27
4.1.1 平台优化 .........27
4.1.2 市场管理优化 .28
4.2 服务标准化优化 ........