Study On Service Marketing Strategy Of D Home Appliance Company

The rapid development of household electrical appliances has changed rapidly,greatly improving people’s life satisfaction.However,with the increase in market saturation and the upgrading of consumer concepts,the public’s service demands on home appliance companies are increasing day by day.Providing quality services to fully meet consumer needs has become a marketing tool to promote product sales,and has also become a core competitive point for brands.Although D home appliance company’s technological innovation and product development are in the forefront of the industry,in order to continue to increase customer traffic and growth space,to ensure market competitiveness,D home appliance company began to pay attention to and pay attention to customer service and actively explore service marketing.Therefore,this article takes D home appliance company as the research object,analyzes the problems in its service marketing,and then puts forward suggestions and guarantee measures.Specifically,based on the 7Ps theory of service marketing,4Ps marketing theory,STP theory and customer relationship management theory,this article analyzes the problems and causes of D’s service strategy based on the results of questionnaire surveys and interviews.It also uses PEST,wave The three methods of Special Five Forces Model and SWOT analyze the current status of D’s service marketing environment,and finally give the following service marketing strategies for the problem:(1)Service marketing market: fully tap the market consumption potential and reconfirm the service market positioning.(2)Traditional functions of service marketing: improve the added value of products and services,change the pricing strategy of the service market,strengthen multi-channel service management,and provide personalized services to reverse the promotion expectations.(3)Service process management: streamline after-sales service processes and strengthen logistics distribution management services.(4)Strategies for tangible display: optimize the overall planning of the presentation space and mobile route,and strengthen information communication to achieve tangible service.(5)Strategies for service personnel: strengthen service marketing concepts and service capabilities,and carefully plan customer return visits.In order to ensure the implementation of the later service marketing strategy,Company D needs to:(1)Optimize the service marketing function of the marketing department: set up a special service marketing team and improve the service marketing supervision and evaluation system.(2)Optimize the service staff management mechanism: implement training combining theory and practice,and improve the service staff incentive mechanism.(3)Improve the functionality of customer relationship management system: strengthen CRM service marketing automation function,customer service automation function and database function.The targeted strategy proposed in this study is conducive to the overall development of D home appliance companies,and also provides theoretical guidance for other brands in the home appliance industry to improve services,and expands the theoretical research for the application of service marketing in the home appliance industry.