A Brand Kitchen Appliances Stores Services Marketing Research

In the kitchen appliance industry more competitive today, the living environment of major domestic brands becomes increasingly harsh, the current status is the domestic well-known brand dominant, foreign brands still can not have a big impact, and this competition pattern is relative stability in the next period of time. A brand kitchen appliances company is an old enterprises with20years of manufacturing experience, it has a very high market share in gas water heater industry. In the case of channel refinement, as a community store of A brand need to survive,is very urgent to achieve steady growth in sales by using services marketing.This article based on service marketing theory, firstly describes kitchen appliances market suppliers, competitors and consumers, and then analyze the external environment status of kitchen appliances store, providing the basis for marketing to be carried out, analyzing Monopoly store their own strengths, weaknesses, opportunities and threats, pointing out problems of a brand stores via the company’s internal data collation and interviews. Finally, to address these issues, combined with the advantages of A-brand stores in terms of resources and capacity, re-clear strategic direction, the choice of target market, market positioning for re-analysis. The main advantage of the service marketing is7Ps theory,for A-brand stores specific service marketing strategy, the first including product, price, channel, communication, and service personnel, service tangibility and service processes. Finally, internal marketing service marketing awareness training of service personnel.Through this study, expected to give A-brand stores, as well as other similar stores for some help.