L Electric Manager's Service Marketing Strategy Research

In twenty-first Century, with the increasingly fierce competition, how enterprises develop and seek for competitive advantages are becoming more and more difficult. Therefore, enterprise s must establish a customer-centric philosophy which are "customer is King" or "customer is f oremost". With the development of market economy, the level of consumer demand is rising g radually, and the structure of customer demand is changing greatly, which makes the direction of enterprises' competition has changed thoroughly, from the traditional market competition t o the customer competition.The concept of Service Marketing is different from the previous marketing concepts, which g ains the competitive advantage through utilizing the marketing knowledge. This requires the e nterprises take all kinds of measures during the marketing process in order to meet the needs o f consumers. Under the new market situation, if the enterprises want to obtain the competitive advantages, it must take the service marketing as the core of all marketing activities.This paper takes the L electric company as a case study. First of all, it introduces the concept of Service Marketing and its related theories. Then it conducts the in-depth research to analyz e two aspects ofthe L electric company in terms of the Macro-environment, industrycompetiti on environment analysis. Then establishing a questionnaire as the measurement to know the c urrent situation of service marketing system of the enterprises, and analyzing the data by the application of SPSS software to find out the problems when L Electric Company does servi ce marketing. Finally, this paper puts forward somesuggestions to optimize the service market ing strategies to enhance customer perception, enhance corporate value and strengthen the co mpetitive advantage of enterprises in terms of meeting customer demand and providing standa rdized and differentiated service for customers in the whole process of business. The author is engaged in service marketing work in L Electric Company so that she hopes these service marketing strategies for the company are able to make some contribution to improve the service level,and can also provide a reference to help other enterprises to enhanve the quality of service.