Services Marketing Strategy Of Rock Club & Disco Plaza

With the development of the economic and society of people's living standard have been raising day by day, besides people is satisfying consumption and requirement in the material life, to culture, entertainment waits for spirit aspect consumption to display the trend rising rapidly also, Behaviors is used for culture not only in people the entertainment disbursement increase by obviously, and show on the diversification that entertainment consumption needs to also urges the more and more enterprise and individual to invest in entertainment estate, entertainment industry competition is also just fierce day by day, entertainment manages firm how to improve and develop oneself sustainable competition to become the person at ease right away a task of top priority.The interactive development between services requirement and services supply, have boosted services economy promptness increasing, have led to services trades become divided unceasingly, have services requirement range and content increasing by also gradually, services industry market competition has aggravated day by day, has driven active leading-in of services industry to services marketing thereby. One of the core of the tradition marketing theory is 4Ps marketing combination, has been that Professor E·J·McCarthy suggests, so-called 4Ps means the Product, Price, Promotion and Place, 4Ps have always been fundamental factor of marketing scheme, a lot of famous company is applied this strategies has been got a competitive advantage and won gigantic success. The beginning of 1980's, Booms and Bitner expands services marketing combination to 7Ps after studying, is that the Product, Price, Promotion, Place, People, Physical evidence and Process. With 7 Ps broad be accepted, consumer behavior in serving, customer satisfied, services marketing strategies and so on, is becoming the priority that the enterprise pay close attention to marketing step by step. In fact, services marketing combination is the means and guarantee for putting into effect and realizing services marketing strategic objective. The core idea of services marketing is t the customer satisfied and faithful, is relationship marketing. Ultimately, enterprise will realize the improvement of marketing achievement and continuous development by being aimed at improves customer relationship.Changchun rock entertainment Ltd. (be called rock club & disco plaza), be establish in 2000, is a large-scale synthesizing show place, being one of the modern enterprise of entertainment production and marketing amounts are maximal in Jilin province. The factory relies on advantageous geographic location, mature manage idea and excellent administration team, the miracle having created in locality entertainment industry continuing for manage 6 years but durable do not decline. 2006, company suggest the strategy development targets that"lead fashion, create happy, manage forever", decides to let company will to regularization, become market-oriented, strategically development. The articles is applied to services marketing theory to make a systematic analysis for the services marketing characteristic, customer satisfaction of company, finds out there are still many problems existing on services marketing of company in the following aspects: 1) Serves idea lagging, is short of depth and initiative service; 2) Marketing job basis is weak, is short of science decision-making mechanism; 3) Marketing team construction lagging, lack of effective marketing network. 4) Serves absence difference, individuation, is short of system marketing strategies.The article is mainly specifically aimed lack of service difference, individuation, be short of system marketing strategies problem of rock club & disco plaza, in view of services marketing theory, having suggested that a series of services marketing strategies on different point of view, putting into entirety services marketing strategy to company has provided the rationale and the practice exploration.I. This article analyses the degree of customer satisfaction by applying the method of award and punishment and the method of relation analysis, to know their actual expectation and requirement and the degree of satisfaction of available service of the rock club & disco plaza, to determine the eight items that their choice serves ultimately.1. Reliability. Be to serve what be come into being direct effect, is the ability that the enterprise carry the serving promise reliably and accurately, means the serving will be applied with nothing error and to be same as being completed on time. Be without what make consumer feel disappointment and grieved than unreliable service.2. Perceptibility. The customer often evaluates the serving enterprise dependence on all perceptible evidence around its.3.Convenient.Location is the key factor of entertainment enterprise winning, main behavior of convenient is that the customer has economized time cost and traffic cost.4. Individuation. The customer hopes that the providing services places of recreation to understand, value and revere them highly, sometimes they have higher expectation for individuation service.5. Responsibility. Mean is the ability that attendant helps a customer on his own initiative and prompt provide rightness serves.6.performance quality. Refer to mainly stage lights and sound effects, program level and view and admire, choreograph and artistic designing etc. Good l stage lights and sound effects must be main conditions with good equipment and material, good audio-operator and light-operator are the unique guarantee making equipment and material produce a marked effect really indeed. 7. Customer compatibility. In the process of the delivery serving, they will have a interacting and affecting among the attendant and customer and others around them, the customer compatibility may produce an effect to the degree of customer satisfaction.8. Security. That the place of recreation is received is most kinds of consumer from society, how to be ready for customer administration, ensure that customer safety is also a severe challenge for the place of recreation within the atmosphere of heavy crowded, excited and lively.II. The article is mainly on account of services marketing theory, make use of the analytical result of the degree of customer satisfaction to suggest corresponding services marketing strategies, give customer the appropriate and reasonable satisfaction on their actual expectation and requirement, strengthen and improve the ability of satisfying customer of rock club & disco plaza thereby.1.Serving product strategies.1) Key product strategies; 2) Subsidiary product strategies; 3) Extra product strategies.2.Serving promotion strategies.1) Gift promotion strategies; 2) Discount promotion strategies; 3) Award promotion strategies; 4) Activities promotion strategies; 5) Festival promotion strategies.3.Relationgship marketing strategies.1) One grade relationship marketing strategies: preferential prices on wholesale strategies, ties up sale strategies, regular customer plan strategies; 2) Two grade relationship marketing strategies: personalization serving strategies, building the opening complainant mechanism strategies, building customer club strategies, building customer file data base strategies; 3) Three grade relationship marketing strategies.