Research On The Innovation Of Nanjing Grand Group’s Catering Service Marketing

As an independent part of marketing system, service marketing gains more attention from the1990s. Service is an important marketing strategy not only in service industry, but also in Production Corporation. In the other words, service has become a part of the product. With the further study in service marketing, the innovation of catering service marketing has turned to a key factor to gain the customers’acknowledgement and market advantages.The Nanjing Grand Group is a multiple factory who operates hotel, restaurant, food production, estate and trade, etc. The thesis studies the Old Chinese catering service of the Group. Firstly, the thesis introduced the current research on service marketing at home and abroad. Secondly, it overviewed the development of service marketing theory. The Thesis also gave us the research methods and the technical routes.Service marketing should pay attention to the tangible service and set up the corporation image, which can propaganda the service corporation. Service marketing also should pay more attention to what it can bring to customers and what the service concept is. To customers, services is to make customers understand what they buy, and improve the customer’s interests and brand acknowledge, and improve the customers’ brand loyalty. The corporate should remove the customers’doubt and make them believe the service can bring satisfied benefits. To study the catering service of Nanjing Grand Group better, the thesis also made a research on the McDonald’s service marketing and the Starbuck’s experiential marketing. The two cases gave the Nanjing Grand Group a great deal of enlightment from their new service marketing concept, experiential service marketing model, the exact marketing positioning and continued service management.Combined the experience of McDonald and Starbuck and the competent reality in catering industry, the thesis analyses the service marketing reality of the Group and discoveries the problems in5aspects, including service marketing strategy, service marketing tactics, CRM, service environment design and the ability of the servants. Based on the study mentioned above, the thesis studies how to innovate the Nanjing Grand Group catering service marketing. First, the Group should innovate its service concept, including the innovation in both the new service concept and industrial operation concept in Service Corporation. Secondly, the group should innovate its service marketing model. To realize the transformation and upgrading, in catering industry, the Grand Group must break the old model. This thesis gave a new "weightlifting" service marketing mode. For Nanjing Grand Group. The one point of the barbell is the service culture, the other point is the service system, the middle part of the barbell is the service brand. The two arms are team and management. The waist of the lifter is the Group’s system and mechanism. The two legs are customers and market. The liter’s spirit is the service marketing concept.The new service marketing model can innovate from4aspects:The design of the service environment, the service products, the service methods, and the service communication. The new model can set up a whole service marketing brand image for Nanjing Grand Group.