Research On The Service Marketing Strategy Of CSJ Business Operation Management Company

With the development of social economy and the improvement of people’s living standard, there are much changes of people’s consumption concept and the requirement of shopping environment are also getting higher and higher. Thus, throughout the city, the plaza, shopping malls, urban complexes and so on which with the foundation of shopping, entertainment, leisure, catering are setup like bamboo shoots after a spring rain. CSJ business operation and management Co., Ltd. which was studied in this paper is a comprehensive shopping mall in Zibo City, Shandong Province. But in recent years, Vientiane exchange, Intime City, Ledu Department, New Mart shopping centers appeared in this city, more competitive, making the CSJ’s traffic, settled merchants and operating revenue decrease sharply. So this paper presents the research of CSJ’s service marketing strategy, designed to help CSJ improve the service quality, attract more merchant and customers, enhance its overall competitiveness.This paper distributed to the methods of questionnaires to consumers, visiting competitors, interviewed the managers of company and merchants, and find CSJ presence the issues of service marketing company marketing positioning is not accurate, service marketing idea behind, the brand influence is not enough, promotional activities is too less, ancillary services and inadequate facilities and lack of staff training and so on. To solve the above issues, using SWOT analytic to analyze CSJ’s advantages and disadvantages of internal environmental and the external environment opportunities and threat, build strategic SWOT analysis matrix, based on the results of SWOT analysis, re-select the target market and clear market positioning. Determine CSJ should focus on providing consumers good shopping experience of mid-range products, high-end products, treat middle-income people and successful people as their target market, adjust the services marketing strategies to meet the needs of the target market. Service marketing strategy was designed from below five aspects strategies, specific service product, service promotion, channel service staff and physical evidence.This paper’s innovation is mainly reflected through the analysis of CSJ marketing situation and the competitive environment, clear their market positioning, re-select the target market, combined with the target customer’s spending habits and consumer demand, positioning CSJ to a shopping complex who provide high-end goods to 25-50 year-old middle-income earners and successful people. Clearly designed services marketing strategy also transit planning a new way for the enterprise.