Service Marketing Research On Vip Customer’s Consumption Behaviors-taking Female Underwear Brands Of Huijie Group For Example

Influenced by the trend of service economy in China, all industries are focusing onservice quality more than ever. Service marketing strategy is regarded as a strongdriving force to the development of enterprises, as a result, not only service industryapplies service marketing strategy, more often retail industry that provides services isadopting the strategy as well. Underwear industry, which is a rising branch in apparelindustry, shall change along the service market and requirements, improving servicemarketing implementation and management.Maniform and Enweis are two premium brands of Shenzhen “Huijie” Group. Sincethe group was listed in1996, the brands have acquired a large market share during16years. To seize more shares in market, the group is actively exploring service marketingstrategy on VIP customers. This article gives suggestions on the strategy constructionbased on the real life cases and survey on customer experience.This article is composed of7chapters and focus on the following subjects.(1) Introduces subject basis, research background and research target, pointing outthe theoretical meaning and application value of service marketing strategy tounderwear industry.(2) Analyzes the industry development and current situation of VIP customer servicemarketing. By comparing brands of “Huijie” Group and “Aimer” Group, the problemsexisted are detected.(3) Displays a service experience questionnaire designed to investigate VIPcustomers and to find problems in VIP customers service marketing management.Through the relevant data and analysis, VIP customers’ psychological needs andbehavior features are demonstrated, defects of the strategy are summarized along side.The fourth chapter contrasts the service marketing strategies of various brands in themarket meanwhile tries to solve the problems concluded in last chapter. At last5baseelements of constructing service marketing strategy are discovered: service staff, service and management information channel, product, supervision and environment.The influence and function of these elements are further elaborated following thediscovery.(5) Chapter takes “Huijie” Group as an instance to show how to construct a strategyframework and then gives relevant suggestions and advices.(6) In the last chapter a concrete strategy is proposed based on the current situation ofManiform Zhonglou store in Huijie Northwest region. The scheme aims to improveindividual store performance with better service marketing and management onterminal VIP customers.