Research On Servicing And Marketing Strategy Of JS Catering Company

With the continuous intensification of market competition,service marketing,as an effective means for an enterprise to win in competition,has been paid more and more attention by the enterprise management.Especially in China's market economy and international standards,modern enterprise system is improving today,service marketing,as an important part of marketing,is developing from product orientation to customer orientation.As a service enterprise,service marketing is more important.As the essential factor for the survival and development of catering enterprises,service marketing directly affects the core competitiveness of catering enterprises.Xi 'an JS catering company as a focus on the Italian Western high school restaurant business,in recent years focus on customer service,and gradually occupy a certain share in the Western market segment,but in the process of customer service is also facing the external environment and internal development On the double pressure,so to find xi 'an JS catering company's target market and market positioning,and then use the marketing mix,which put forward the corresponding customer service marketing strategy to promote the sustainable development of xi 'an JS catering company,and related business customer service marketing also a certain inspiration and reference significance.N this paper,on the basis of carding the research status at home and abroad,using the STP theory of service marketing,service marketing combination strategy theory,service marketing,customer value,relationship marketing,service marketing triangle model theory,studied the JS catering company of service marketing,by the methods of investigation,on the basis of questionnaire design and investigation,the paper analyzes the current situation of xi'an JS catering company service marketing,human resources,financial resources,marketing and brand development resources,The paper points out that the service marketing of xi 'an JS catering company has some problems,such as fuzzy market positioning,imperfect strategy and insufficient brand construction.With PEST analysis method of xi 'an JS catering company service marketing policy and law environment,economic environment,social and cultural environment,technology environment such as the external environment is analyzed,with the SWOT analysis on xi 'an JS catering company in service marketing advantages and disadvantages,opportunities and threats are analyzed,combining with JS catering market environment facing the company,on the basis of market research,to xi 'an JS catering company's market segmentation,choose target market,target group formulates the corresponding service marketing combination strategy,and put forward the brand consciousness,strengthen the customer development,Change the service idea and so on the improvement plan,and made the implementation service marketing strategy the safeguard measure.Through the research of this paper,it is hoped that by doing so,xi 'an JS catering company can improve its core competitiveness and achieve good performance in service marketing.Meanwhile,it can also serve as a reference for other catering enterprises to carry out service marketing and promote the healthy development of Chinese catering enterprises.