Research On Optimization Of Offline Service Marketing Strategy Of TT Asia Designer Toys Collection Store

With the surge of consumption power of designer toys,the scale of the designer toys industry has gradually grown.At present,the designer toys enterprises present a rapid development trend,how to apply the service marketing strategy to keep an all-around development of the enterprises has an important practical significance for the designer toys enterprises.Taking TT Asia Designer Toys Collection offline store as the research object,and this thesis analyzes the offline service marketing status of TT Asia Designer Toys Collection offline store by PEST analysis,Porter’s five forces analysis model,and 7Ps service marketing strategy.It is found that the product strategy,personnel strategy,tangible display strategy,and process management strategies of TT Asia Designer Toys Collection offline store will harm its performance.Then,the SERVQUAL model of service quality was applied to conduct a questionnaire survey on consumers,to understand the service quality status of TT Asia Designer Toys Collection offline store from the perspective of consumers,and combined with the survey results of expert interviews,It is found that the company currently has defects in product quality,insufficient IP of its products,less product IP derivative service business,low frequency of promotional activities and not novel,low professional quality of staff,not timely maintenance of store environment and no innovation,and no implementation of standards of service provided.Finally,the 7Ps service marketing strategy is applied to put forward corresponding countermeasures.In terms of specific practices,firstly,enterprises should actively improve product quality and research productivity of their product IP,and expand service business,to enhance competitive advantages.Secondly,enterprises should pay attention to the training of employees’ culture and professional quality.Moreover,the enterprise should do a good job in the tangible display,maintain the store image all the time,and enhance the innovation ability and replacement frequency of the store’s designer toys atmosphere,to provide a better shopping environment.Finally,enterprises should pay attention to the design of the service process,formulate the service manners and service terms of employees in detail,and provide high-quality services with the characteristics of tide play.In addition,enterprises should increase the frequency of promotional activities,enrich their content,and use diversified promotional themes with appropriate store scenes to attract consumers.