The Research On Integrated Marketing Strategy Of Laundry Chain Services Company

The development level of the service sector is the important sign of degree of modernization for a country or area. Review domestic and international development, service industry in the modern economic society is getting more and more important. promote the development of the service industry, have great significance to promote coordinated economic and social development.With the improving of laundry chain industry’s internationalization degree and the rising of consumer’s psychology washing service demands,enterprises operating environment has become more complex, the chain business model to become the enterprise development the only way which must be passed. But the scale of the continuous expansion, But the scale of the continuous expansion,impact the original enterprise marketing concepts and management mode. Marketing idea lag, resource constraints and resources waste coexisting, communication mechanism is not perfect, the marketing tools and methods for single, organizational process is unreasonable wait for a problem to highlight. Modern market competition already change from the4P times to the 4C era, which take the customer as the center. integrated marketing is a new marketing ideas and management concepts based on the4C theory, whitch broke the traditional model limitations, through the integration of internal and external resources and elements, the enterprise change from the production as the core to to marketing as the core.Integrated marketing proposition to consumers as the center, and establish the relationships between stakeholders, pay attention to the two-way communication,choice of marketing tools coordinationly. Research service industry marketing strategy has important significance to enhance the competitiveness of brand and promote the development of the industry.This article through access to domestic and foreign about conformity marketing theory, service industry related theory, chain industry related theory research, combined with present situation of China’s laundry chain of service industry’s development, discover the certain problems of present marketing strategy, and research the chain of services to integrate enterprise marketing strategy.This paper takes Rongchang as a case study the following reasons:first, Rongchang is China’s first large scale private enterprises, the operating characteristics and the management way has distinct local characteristics, it can promot integrated marketing theory research. Secondly, of Rongchang Xiran chain services, experienced 21 years of development, the experiences and the problems in the process of development whitch has the certain representation and reference, contribute to other related enterprises marketing strategy to provide reference. In this paper, the specific contents are as follows:The first part:Introduction part mainly elaborated the selected topic background, research purpose and significance, research ideas, research methods, research content and the basic framework, and make a summary of the research status at home and abroad;The second part:mainly about the relevant theories of this research which involved the theory of integrated marketing, including the basic concept, integrate general method, the content of 4C marketing theory, the marketing SWOT method of environment analysis, chain operation and service industry and the basic theory. This study provide the retical basis for the laundry chain services company integrated marketing.The third part:introduction of the object of study,Analys Rongchang company and marketing, make analysis of internal and external marketing environment through the SWOT method,Introduced the Rongchang company’s current marketing strategy, and provide the basis for the further analysis of existing problems in marketing strategy.The fourth part:The core part of the article,the marketing situation analysis of the case company’s. Pointed out that the marketing strategy existing problems, analyze the reasons, and puts forward the necessity of integrated marketing. Put forward integration solutions for the case company marketing strategy, marketing tools, marketing organization, marketing process 4 respects, and put forward views to ensure the effective implementation of security scheme. Through the integration of the company before and after operation of comparative analysis, summarized in the washing and dyeing services chain enterprises gain and loss, provide reference for similar services enterprise marketing system.Part fifth:the end of this paper, summarizes the research results of this paper are put forward the lack of research.