Research On The Service Marketing Strategies For Dunnanzhenai Confinement Club In GuangZhou City

With the improvement of people's income and education level as well as the formal opening of the two-child policy,China's maternal and infant service industry is in the best development period,and the demand for professional care-take for infant & mom market is increasing.Especially in the new generation of hot mothers,the pursuit of scientific "confinement in childbirth" is getting higher and higher.They advocate scientific childcare and pay more attention to postpartum physical and mental health and physique restoration management.The rise of the confinement club caters to the needs of mothers' health care.However,at present,China's confinement market is still in the primary stage of development.Facing to the increasingly fierce competitive market,it is necessary to introduce scientific marketing concepts and implement effective marketing strategies in order to make the confinement club industry sustainable and healthy development.This paper studies the design and implementation of service marketing strategy of DunNanZhenAi confinement club in GuangZhou city.Firstly,it introduces the background and significance of the research,and summarizes the relevant theories of service marketing.Secondly,it introduces the competitive market,the current situation of service marketing implementation and the existing problems of confinement club by interview and questionnaire.Thirdly,it analyzes the internal and external environment of service marketing of DunNanZhenAi confinement club in GuangZhou city,including the comprehensive use of PEST analysis and Porter's five force modelto analyze the macro environment and competitive market faced by confinement club,and uses SWOT analysis to judge its own advantages and disadvantages,opportunities and threats.Finally,Based on the results of the questionnaire,the target market and market positioning of the club are obtained,and according to 7PS marketing mix method,it has designed a marketing strategy that suitable for the current development needs of DunNanZhenAi confinement club in GuangZhou city,that is,through the periodization of service products,adhering to the price positioning of the middle and up-market of the club,opening up internet channel marketing,optimizing promotion methods,stabilizing the staff team and establishing long-term customer relations,tangible showing the service characteristics of the club,optimizing service details,etc.And through the establishment of technical support,organizational support,financial support,information system support,to ensure that 7PS marketing strategy design can be implemented.Through the design of service marketing strategy of DunNanZhenAi confinement club in GuangZhou city,this paper hopes to help it establish a good brand image,and use scientific service marketing means to create greater benefits,and strive to stand out in the same type of confinement club competition market.