Research On Service Marketing Strategy Optimization Of M Live Action Role Playing Store

In recent times,Live Action Role Playing（LAPR）Game shows its unique story lines,entertaining functions,gameplay as a fresh fashion offline entertainment category,so that young people have a new choice in social interaction.It is the very beginning of a new business,also there is few clear regulatory rules or lows to follow in such emerging industry and regional environment.Therefore,every offline LAPR store has to be careful to make every decisions.As a result,there is a huge problem on whether the service’s capacity,quality and level of the LAPR industry match with the actual market demand.Which makes the offline store service of the LAPR have more work to do in diversified development space.M LAPR store located the key problems by running questionnaires,key interviews and financial data analysis based on the 7PS（Product,Price,Promotion,Places,People,Physical Evidence,Process）Marketing Mix Management Optimization service combination marketing theory.It is important to establish external marketing relations,maintain interactive marketing relations and support internal marketing relations in the service marketing triangle model,combined with the actual situation of store.So that M LAPR store could be tailored to create competitive advantages adapted to the characteristics of modern service industry,and develop service marketing strategies suitable.My aim is to help M store expanding offline entertainment services in the process of rapid development and making it a new growth point and outbreak point.This dissertation states the problems existing of M LAPR store,such as low lead to rely on the private business in the early word-of-mouth domain flow,unstable service process by relying on only private domain flow,lack of store physical evidence by poor service process and the aftereffect of poor physical evidence.Then it puts forward the optimization idea of service marketing or the feasible optimization strategy,and predicts the growth of financial data been realized.Moreover,there is also some useful inspiration and reference for small and medium-sized stores in the offline LAPR industry in this dissertation.