Study On Marketing Strategy Of JD Company's Service

JD Company is a small one specialized in outdoor training. The thesis expects to improve competitive ability by studying on its marketing strategy.Starting on JD Company's exiting situation, the thesis analysis its existing problems. Using varieties of managing tools, such as Environmental scanning techniques, Potter five strength competition model, strategy groups of picture and SWOT, author finds out JD company's strength, weakness, opportunities, and threaten through analyzing its external and internal environment with combination of theory and practice , deduce , chart, and compare.Basing on the environmental analysis above, the thesis carries on marketing segmentation according to the characteristics of the service products which JD Company sells and the business the company engaging in, finding out its segment market with qualitative analysis, and evaluating the segment market by taking consideration of the resources available. In order to reach the segment market, positioning skill is used to position the service products of JD Company.According to the realities of JD Company and its business, the thesis enacting the strategy of 7Ps marketing mixture and of which implement measures for guarantee as well for the company, in which focusing on researching on the strategy of people, process, physical evidence, and price by combination of theory and practice, questionnaire investigation, chart and comparative analysis.The innovation lies on applying the theory of service marketing to the...