Research On The Service Marketing Problems And Countermeasures In Service Area Of LF Company In Hebei Province

As an important supporting facility of the expressway,the expressway service area undertakes the public welfare function of providing service for the drivers and passengers,and generates some income through some business activities.According to statistics,by May2021,the mileage of expressways in Hebei province has reached 8,042 kilometers,and the number of service areas has also increased.The expressway network has become increasingly convenient and the free expressway policy during holidays greatly reduces the "departure cost" of the vehicles,allowing the drivers and passengers to choose a variety of services.As China’s economy continues to develop at a high speed,the people’s material and cultural aspirations are becoming more diverse and high-quality,the expressway service area should adjust its service marketing strategy,in time to meet the needs of market development,so as to make the service area more competitive in the very accelerated marketization process.In this thesis,the LF Company is engaged in the operation of expressway service areas in the province,and the service marketing strategy formed at the initial stage is not well matched with the current market demand.In order to adapt to the changes in the market environment better,it is necessary to adjust the service marketing strategies to enhance the adaptability and competitiveness of the enterprise in the current market environment changes.Based on PEST and Porter five Forces analysis,SERVQUAL model,STP and service marketing theory,this thesis takes the service areas of LF Company in Hebei Province as the research object,combined with the internal interview method and the questionnaire survey.Firstly,the external environment and marketing status of the service areas of LF company are analyzed,and it is clear that the current marketing strategies of the service areas hinder the healthy development of the service areas,which not only reduce the satisfaction degree and trust degree of the drivers and passengers,affect the business benefit,but also weaken the competitiveness of the enterprise.Secondly,according to the data analysis results of internal interview and questionnaire survey,it is concluded that the reasons for the formation of the problem are the following five aspects: the importance of visible display is ignored,the lack of attention and analysis of the needs of the operator,the lack of differentiation in pricing,the lack of design and control of service process,and the lack of upgrading of service staff skills.The service areas have weak tangible display,lack of personalized service,low service cost performance,lack of service process design,lack of professional staff,etc.Finally,according to the causes of service marketing problems in service areas,countermeasures are put forward,including service environment improvement,strengthening the customer viscosity,differentiated pricing,service process optimization,service staff management and service remedy.It is hoped that the service marketing strategy can help the service areas of LF company to improve the satisfaction and trust of the company,improve the professional level of service staff,improve the operation efficiency and the comprehensive competitiveness of the industry.At the same time,the same industry operators in the similar market environment,the effective use of service marketing strategy to improve service quality has a certain reference significance.