Research On Service Marketing Strategy Of Shengjia Yoga Studio

Yoga has thousands of years’ history as a fitness method.People perform physical exercise and also regulate their psychological health via yoga.With the development of China’s economy,the number of people with health issues is increasing.People’s awareness of staying healthy has been increasing.Given this background,as a new fitness paradigm,yoga is gradually accepted by more and more people in China.A number of yoga studios have emerged.As a new sub-area of service industry for fitness,there are relatively few studies on yoga in academia.At the same time,it is valuable to study and think about how to carry out the service marketing for yoga studio.This paper takes Shengjia Yoga Studio as the research object and its service marketing strategy as the research direction.Literature research,questionnaire survey,case analysis and other research methods are utilized to study Shengjia Yoga Studio.It analyzes the problems related to service marketing strategies of the yoga studio.It then provides strategy suggestion.In particular,the general content and structure of the thesis is as follows: The first chapter is about the introduction.It introduces the research background and the significance of this paper,and explains the research content,methods,contributions and shortcomings.The second chapter is related to the theoretical basis and methods.This paper summarizes the research status of yoga,and the related theories(such as 7Ps marketing theory,STP theory and other theoretical basis)both at home and aboard.The third chapter is the analysis of marketing environment of Shengjia Yoga Studio.It focuses on the general situation of the yoga studio including the industry environment.It analyzes the advantages,disadvantages,opportunities and threats of Shengjia Yoga Studio.The fourth chapter deals with the analysis of the market and the target market selection of Shengjia Yoga Studio.The STP theory is utilized to analysis the market of Shengjia Yoga Studio,identify its target market and market positioning.The fifth chapter is the analysis of service marketing problems and the strategy recommendations.It analyzes the problems existing in the service marketing strategy of Shengjia Yoga Studio with 7Ps theory.Based on this research foundation,the marketing mix of Shengjia Yoga Studio is then formulated.The sixth chapter is the implementation guarantee of the service marketing strategy of Shengjia Yoga Studio.It provides measure separately from human resource,system,capital and other aspects for the effective implementation of its service marketing strategy to build an operational system.Through the above research,the following conclusions are drawn: First,as for the product strategy,brand awareness can be improved by providing multi-line products,establishing brand and strengthening the brand publicity.Second,with respect to the pricing strategy,the studio should develop differentiation pricing,product-line pricing and portfolio pricing strategies.Third,in the channel strategy,Shengjia Yoga Studio is expected to choose some proper channels and expand the marketing channels especially the network channel.Forth,as for the promotion strategy,in addition to focusing on advertising exposure,the studio should also increase and improve the frequency and method of promotion activities respectively.Fifth,with respect to physical evidence strategy,strengthening the hardware facilities and the embodiment of the cultural idea is essential.Perfecting the information communication display and the embodiment of the tangible products to intangible services’ value is important.Sixth,as for the people strategy,Shengjia Yoga Studio can provide professional training and motivation,manage the influence of service personnel on customers’ cognition and preference.Seventh,in the process strategy,perfecting the information and procedure,providing professional service and perfecting the after-sales service are vital.Shengjia Yoga Studio should improve the after-sales service and customer complaint handling mechanism,allocate work reasonably,reduce customers’ waiting time as well.There are some theoretical deficiencies due to the fact that some problems can only be analyzed qualitatively because of the limitation of data collection.In addition,Shengjia Yoga Studio will face new problems with the changes of environment.The service marketing strategy mix designed in this paper should also be adjusted to adapt to the development of the situation.Therefore,there’s plenty of room for improvement in the future work.