Research On The Marketing Service Tactics Of Jinan TY Mineral Water Company

With the aggravation of the market competition, technological-quality strategy,price strategy, and image strategy can no longer make enterprises stay in aunassailable position in competing, while marketing service becomes an importantmethod of keeping old customers, attracting new ones, and gaining their loyalty soas to improve the enterprises' market competitiveness .Firstly ,this article carries on the argumentation of marketing service theory inmany aspects and summarizes them to get six kinds of standards of the good marketservice, proving as a conclusion, the service is a comprehensive and systematicprocess.Later, it makes investigation and research into the present situation and marketservice of the Jinan TY mineral water company. The result shows that although thiscompany possesses advanced equipment and excellent products, its sales volumeis less than one fifth of the amount of its production.Then the author analyses in depth the successful points of Chinese and foreignenterprises, combines with the marketing service theory, and discovers that thepropaganda strength of the TY mineral water company is enough nor is the design ofthe organizational structure of its sale service system perfect. Furthermore, there isno strategy with which customers are satisfied being carried out effectively. All thesefacts have direct influence on the sale of this company. According to the marketingservice theory, the customer service theory and successful cases of the marketingservice at home and abroad, this article has summarized strategic measures asfollows to perfect market service:1.Strengthen enterprises' service consciousness;2.Set up a good enterprise image;3. Offer personalized service;4. Establish long-termrelationship with customers;5. Build and perfect the marketing service systems ofenterprises;6. Deal with customer's appeal correctly.In view of the TY Company have done can't be used directly to guide a newcompany, the author proposes the fifth P in improving marketing service system, thatis "people". And then discussed the two key elements of marketing service: People'slocalization and ceremonies of service.Through implementing the above measures, Jinan TY mineral advantages ofmarket competition.