Research On Services Marketing Optimization Strategy Of XB Catering Company Based On 7P Theory

This Thesis mainly studies the optimization of service marketing strategy of XB Company.XB Catering company is one of the top ten hot pot brands in China,but the current fierce competition in the catering industry,especially the homogenization competition is very serious,how to form differentiated services is particularly critical,like other catering enterprises,its development is also facing certain bottlenecks.Therefore,This Thesis takes XB Catering Company as an example,draws on advanced service marketing theories at home and abroad,finds out some problems existing in the existing service marketing strategy through literature analysis,case study and investigation,and works out corresponding marketing strategy optimization plan for it,hoping that XB Catering company can give full play to its advantages,overcome its shortcomings,and develop faster,healthier and long-term.In general,the whole research process is as follows: First,the corresponding analysis and research are given to the service marketing environment,and then the understanding of the development of enterprises and marketing status quo is realized.Secondly,in the research process,based on the 7P service marketing theory,the marketing status of XB catering company was analyzed.It is summarized that there are some problems in its service marketing,such as unstable production of some dishes,relatively few value-added services,weak perceived value of customers,blocked expansion of over-dependence on stores,narrow application of emerging channels,improvement of promotional service details,improvement of staff service level,improvement of tangible display,and imperfect service process.Thirdly,STP theory is used to subdivide the target market of XB Catering company,and determine the target market positioning of the company: the products should be healthy and delicious,the price should be "cost-effective",and the service should be young.Subsequently,based on the analysis of the problems and causes of XB Catering Company’s service marketing,and based on relevant theories,this paper proposes to optimize service marketing by maintaining the stability of dishes,appropriately improving value-added services,enhancing customers’ perceived value,adopting Internet + digital business to build online omni-channel operation,paying attention to the new changes of employees,and applying technical means to diversify tangible display.Finally,in order to ensure the orderly implementation of the service marketing strategy of XB catering company,the author puts forward the safeguard measures from three dimensions: personnel,culture and system.