The Research On Marketing Service Strategy Of Retail Enterprises In China

In many industries and the vast majority of the market, companies simply rely on the core physical product or service, in fact, can no longer establish a sustainable competitive advantage. Business activities to create value for customers and provide valuable solutions, and this program should be better than the competitors. In fact, competition among enterprises is service competition, more and more manufacturing and service companies will serve as a new means of competition, with the "service logic" to manage the business, not to adopt the service logic to manage the enterprises will face difficulties in operating.With the development of the Chinese economy and market opening, Chinese retail business faces an increasingly complex customer demands, demanding, competition is increasing, the traditional retail sales management difficult to adapt to new market forms, it is difficult to make retail good survival and development of enterprises. Service marketing will be the retailers compete in the market for survival and development of one of the main strategies.The article is focus on the issue of marketing service in brief and practical way complicatedly. It will try to induct the marketing service notion in the retail trade. Considering the present condition of our country's retailing, the article wants to find a specific and feasible system to improve the service level and competition ability, which can afford the valuable reference to the diversion of marketing service of our country's retailers after entering the WTO.The article has seven sections. The first one is the introduction, which includes the background of topic selection, the research purpose and sense, the study content and method. The second section is the brief introduction of the marketing service, including the concept and feature of service, the concept of marketing service, the service quality of customer perception, the combination of service and marketing, the disparity model of service quality, service profit chain and inner marketing. The third section is the retail enterprises in China and internal conditions of the external marketing environment analysis. The fourth section is the retail business services, marketing strategy, including service location, service product development strategy, service branding strategy, integrated marketing communication services, customer relationship management strategy. The fifth section introduces the retail business services in China marketing strategy will be implemented in the retail enterprise service oriented organization building applications to the retail enterprises to establish modern service marketing idea, to enhance service innovation, market-oriented organizational structure system, full cooperative marketing, strengthen service quality management, set up a business service culture. The sixth section is on studying the Fenxian retail store of Xuzhou Xinhezuo-Huikelong chain stores. The last section is the conclusion words. It makes the further summary of the main ideas in the passage and point out the shortage and the problems that need to be solved.