Research On Service Marketing Strategy Of WZ Company

As China's economy into the new normal,the traditional extensive economic development mode has been unable to adapt to the new development requirements,especially the supply side structural reforms,and it is puts forward a new challenge to the traditional service trade industry.Economic globalization and the development of Internet technology make the market information more transparent.It is easier for potential competitors to enter the industry and market competition is increasingly fierce.In this case,trade enterprises should not only provide high quality products,but also provide more innovative customer service to achieve customer value appreciation and increase the function of personalized,differentiated customer service,so as to improve its overall competitiveness of the market.Therefore,WZ company focuses on mutual benefit and win-win in the customer service practice,through the platform building to realize sharing information with suppliers,customers,and then provides targeted solutions.This paper mainly investigates WZ company,which is construction industry trading company,focusing on analyzing the status quo of WZ in the process of service marketing,to study and propose relevant prioritization scheme and solutions.Specifically,this article starts from the service marketing evolution,interpretation and characteristics,and summary the domestic and foreign research on the theory of service marketing.Then the case body part summarizes the present situation of WZ company and its customer relationship management,and case analysis part analyzes the macro environment and industry environment of WZ through PEST model,Potter's five forces model and other tools.The advantages and disadvantages of resources and various potential opportunities and threats factors of company WZ are described,and then the article points out that the main problems of WZ customer relationship management.Finally,based on the 7P theory and the WZ business development,this paper puts forward the optimization suggestions,hoping to provide some help for the trade enterprises to carry out service marketing work through the research.