Research On The Optimization Of Marketing Strategies Of "Yixiu Small Dining Table"

As society and life rhythm advances at high speed,Millennials parents are facing unprecedented pressure,the traditional “take kids to school on the way to walk,make lunch during noon break and pick them up while coming home” mode no longer works.One of the things that the young parents struggling with is that they are not able to synchronize the timeline with their kids',it makes it even more difficult to tutor and take care of their sons/daughters.In addition,not all of the public primary schools provide well-established boarding and lodging service,which creates great potential for auxiliary institutions with meal,lodge for noontime snooze and course counseling service(hereinafter referred to as Small Dinning Table).Such hybrid auxiliary institutions type will play an increasingly important role in this highspeed-paced society.The blossom of Small Dinning Table sorts out most parents ‘problems,the market demands growth is strong.Accordingly,the rapid expansion of the number of Small Dinning Table leads to an unprecedented intensive market competition.As a typical Service-oriented SME,it is extremely difficult for Small Dinning Table to stand out from the fierce competition without a proper strategy and relating theories of service marketing.A strategy that meets customers' needs and optimizes business philosophy shall promote the development of such business model.This thesis,taking“Yi Xiu Small Dinning Table” as the research object,conducted a two-phase research model: Customer analysis tools-questionnaire survey and interview,are used to gather customers' perspectives towards this Small Dining Table;Environment analysis tools – PEST analysis and SWOT analysis,are used to evaluate the external,internal and competitive environment.Aim at developing into a small and mighty SME,this thesis,analyzing market demand based on STP theory,segments the market,locates the target market,and finally combines the 7Ps marketing mix theory to optimize Yi Xiu Small Dining Table's service marketing strategy from seven aspects:product,price,promotion,place,participant,process and physical evidence.Small Dinning Table is an important industry that is closely related to the growth of children.It is not enough to increase supervision or optimize the environment,it should be from the perspective of the operator to deeply think about how to develop the it into an important existence that can not only assist the school to cultivate outstanding students and reduce social pressure,but also can make this SME a profitable enterprise.The writer stands exactly from the view of an operator,using the relevant theories of service marketing to explore customer value,and strive to achieve a double harvest of public welfare and profitability.