Study On Service Marketing Strategy Of X Pet Hospital

With the rapid development of economy and the acceleration of urbanization in China,the living standards of urban residents are getting better and better,and their consumption ability is becoming stronger and stronger.However,the communication among urban residents keeps decreasing.As the needs for food and clothing have been met,people began to pursue more spiritual satisfaction.Among urban white-collar workers,empty nesters and other population groups,more and more people have joined or are joining the ranks of pet rearing,taking pet rearing as a way of emotional support.The pet in a family has been gradually personified and its position has changed from the initial caretaker to a role that can provide emotional value similar to other family members.The increase in the number of pets and the promotion of the status of pets have led to the rapid development of the pet industry.Pet hospitals have also developed unprecedentedly with the prosperity of the pet industry.Since 2017,with capital entering the city where pet hospitals are located,the number of pet hospitals has soared,resulting in fierce competition in this industry.X pet hospital was established at the end of 2017.Although its annual operating income keeps growing,the return on investment is not satisfactory.Against the industry background of sharp increase in the number of pet hospitals and competition,it is of important practical significance for X Pet Hospital to adopt effective service marketing strategy to keep its own stable development and maintain its competence.Through PEST analysis,SWOT analysis,STP strategy analysis and 7PS service marketing strategy analysis,this paper states and analyzes the current service marketing status of X pet hospital.In addition,a questionnaire survey was conducted to understand the marketing service work from the perspective of consumers and corresponding customer satisfaction of X pet hospital.Combined with the service marketing status of X pet hospital,we try to find out the possible problems in its service marketing.According to the results,the current service marketing strategy of X pet hospital has a series of problems,such as the limitation of product service objects,the lack of price differences,the single marketing channel,the imperfect promotion strategy,the brain drain and the lack of high-quality talents,the long waiting time and the imperfect return visit after diagnosis.Finally,applying the 7PS service marketing strategy theory,this paper makes service strategy suggestions on the product,price,channel,promotion,personnel,process and physical display of X pet hospital,and recommends that x pet hospital should increase the diagnosis and treatment service products of dogs,set up multiple price packages,im prove online channels,enrich promotion content,establish talent training system,and strengthen waiting management and other service marketing strategies.