Research On The Service Marketing Strategy Of QL Department Store

With the improvement of people's living standards,consumers have shifted from the demand for goods themselves to the differentiated demand for service and consumer experience.The birth of this new consumption concept is an opportunity and a challenge for many physical retail enterprises.As an old local department store in Harbin,if it can not improve its service quality and level and create its own unique advantages,it will certainly be eliminated in this new wave of retail reforms.Therefore,this paper puts forward: Harbin QL Department Store should improve the existing problems of service marketing,focusing on the optimization of existing marketing strategies.Only in this way can its core competitiveness be fundamentally enhanced.In the face of the above retail environment,this paper focuses on the seven aspects of service marketing to formulate service marketing improvement strategies,and provide relevant safeguards.True implementation of QL department stores can meet the needs of consumers and market orientation.Under this background,this paper studies through literature data method,practice investigation method,tracking research method,qualitative analysis method,quantitative analysis method,interdisciplinary research method,comparative analysis method.Firstly,it analyzes the macro and micro environment of QL department stores,conducts field research on customers,and summarizes and summarizes existing problems in service marketing.They are:serious homogenization of goods,relying solely on low-cost strategies,single channels,poor promotion of activities,low level of service for employees,poor physical display experience,and lack of service process management.Under the guidance of the company's overall strategy,combined with SWOT analysis,to obtain a suitable service marketing strategy for its own development.From the seven aspects of commodities,prices,channels,promotions,service personnel,physical display,service process,etc.,the company's service marketing improvement strategy is put forward.So as to improve the competitiveness of the market.Finally,in the internal operation,personnel management,customersatisfaction in the protection measures.Through the above research analysis,the following conclusions are drawn:Business services are more diversified,personalized,and experiential;The main customer group of QL Department Store is middle-aged people with a certain economic base;Create Russian culture,shape traditional technology selling points,improve service quality to attract customers,forming the core competitiveness of QL department stores.