Research On Marketing Strategies Of Women’s Sportswear Service

In recent years,with the development of the national fitness movement and the continuous heating up of the "she economy",the dual demand of "beauty+sports" and women’s absolute right to speak in sports apparel have made women’s sports clothing attract the attention of enterprises and brands,and women’s demand for healthy life is becoming more and more vigorous,presenting diversified and personalized characteristics.The Central Office and the State Council jointly issued the "Opinions on Building a Higher Level of National Fitness Public Service System",which proposed:"By 2025,a higher level of national fitness public service system will be basically established,and outdoor sports equipment manufacturing enterprises will be encouraged to extend and develop into the service industry".Service marketing refers to the comprehensive adaptation behavior of service enterprises to meet the needs of consumers through active interaction with consumers in the whole process of production and provision of their services.Consumer-centric,in the whole process of service from the beginning to the end,it can meet the needs of consumers in a timely manner,and communicate and interact with consumers in real time,and have strong adaptability.The service marketing concept meets the expectations of national fitness public services,and also provides behavioral orientation for the women’s sports apparel industry in modern society,meets the needs of women’s sports consumption,and①better serves female consumer groups,which also coincides with the needs of national construction of public services to a certain extent,and better meets the expectations of women’s public sports services.This paper draws on customer relationship management(CRM)theory,5C network marketing theory,service marketing strategy theory,comprehensively uses literature research method,survey method,case analysis method and mathematical statistics method,on the basis of sorting out the core concepts and characteristics of service marketing and value interpretation,combined with the investigation and analysis of women’s sports clothing consumption market,and takes the 7Ps service marketing mix strategy theory as the framework to understand the consumption demand,satisfaction and service marketing cases of female sports clothing consumers.Conduct a thorough study of potential issues with service marketing strategies.The study concluded:(1)Women’s sports apparel marketing needs to be implanted with the concept of service marketing,and the core concept of service marketing is customer satisfaction and loyalty.Service marketing empowers the female sports consumption market and helps the transformation and upgrading of the female sports consumption market.Enterprises must unswervingly establish the marketing concept of service marketing,pay attention to women’s physical and spiritual multiple needs such as beauty and health,pay attention to self-worth realization and social recognition.take into account the sense of social responsibility and mission,and take this as the ultimate starting point and foothold for all service marketing activities.(2)The consumer-centric service marketing concept requires a comprehensive understanding of women’s sports apparel consumption needs and satisfaction.The main motivation for women to purchase sports clothing is fitness and shaping,which is affected by factors such as customer age,education,occupation and other factors in terms of consumption channels and functional needs;Product service,price service,channel service,personnel service,tangible display service,process service is the decisive factor affecting the overall satisfaction of female consumers in women’s sports clothing service marketing,women’s sports clothing service marketing tangible display service is the key.personnel service and price service go hand in hand,product service and process service is fundamental,channel service can not be neglected.(3)In the face of the potential problems in the women’s sportswear marketing industry in the new era,the service marketing portfolio 7Ps strategy should be reasonably used to stimulate the new vitality of the development of the industry.There are material consumption prevalents,insufficient spiritual consumption guidance,and imbalance in the supply structure in the marketing development of women’s sports apparel;Demand hierarchy focus misalignment;The lack of tangible display of the e-commerce platform network and the decrease in consumer trust.It can combine the experience of queen running women’s sportswear service marketing,and optimize seven dimensions in the theory of service marketing portfolio 7Ps strategy.(4)Pay attention to the whole process of service marketing,improve the satisfaction of female consumers,guide the majority of women to achieve the purpose of slimming through scientific physical fitness,call on women to improve their self-aesthetic awareness,accept the "imperfect" self from the heart,and live themselves.It can promote the diversification of products and services and optimize the supply-side structure;Promote the humanization of services and enhance women’s emotional care;Standardize personnel services and pay attention to the maintenance of women’s values;Systematization of process management services to improve marketing level;Price service differentiation to increase perceived value;Tangible display service clarity and customer service portal;Intelligent channel services,integrated community marketing methods,and a full-scenario women’s smart consumption platform.