Study On Improvement Of Service Marketing Strategy In LZGD Network Co.,Ltd.

The advent of the Internet era has accelerated the speed of "three networks integration" of telecommunication networks,radio and television networks,and the Internet.The competition among major operators has become increasingly fierce.This is both an opportunity and a challenge for the development of radio and television networks.Faced with the development of emerging TV networks and changes in customer demand,how to improve the company's market competitiveness and maximize the company's marketing service level is particularly important.LZGD Network Co.,Ltd.is a radio and television network company developed from the transformation of traditional radio and television stations.It involves the process of broadcasting and television networks,network broadband installation,digital TV,video conferences,etc.In recent years,it has been continuously exploring new markets.In the face of fierce competition from established companies such as China Unicom,China Telecom,and mobile,how to improve customer service satisfaction and brand recognition by improving service marketing strategies and improving brand competitiveness has become an urgent problem for the company.Based on the relevant theories of service marketing,this paper makes an objective analysis of the service marketing status of LZGD Network Co.,Ltd.from the characteristics of the broadcasting industry itself,and finds out the existing problems while affirming the successful experience.After analyzing the macro environment and internal environment of LZGD Network Co.,Ltd.,the service marketing strategy of LZGD Network Co.,Ltd.was optimized based on 4C marketing combination theory.Through the research of this paper,it is found that the problems of service marketing of LZGD Network Co.,Ltd.mainly include inflexible product mix,relatively low product quality,inflexible pricing,relatively single pricing strategy,inflexible promotional means,insufficient attractiveness of promotional programs,and professional customer service.Lack of capacity,service is not timely,follow-up feedback after sales is not timely,process control is not effective,user classification is not scientific,and targeted services are not provided.Service marketing awareness is not strong and global service awareness is not formed.Aiming at these problems,this paper mainly proposes LZGD Network Co.,Ltd.product strategy improvement,pricing strategy improvement,marketing channel strategy improvement,service promotion strategy improvement,service personnel communication strategy improvement,service tangible display strategy improvement,and service process strategy improvement based on 7Ps theory.It proposes the process of service marketing personnel recruitment and training,specialized service marketing fund use and supervision,multi-department information sharing and cooperation,smooth corporate culture and external communication,Internet + based multi-service integration,etc.LZGD Network Co.,Ltd.Security recommendations for the implementation of service marketing strategies.