Research On Services Marketing Strategy Optimization Of Shanghai S House Decoration Company

With the development of economy,people’s living standards are constantly improving.Driven by the upgrading of consumption,people’s demand for home decoration is also constantly improving.In recent years,with the development of real estate and the acceleration of urbanization in China,the home decoration industry has also achieved rapid development.Home decoration industry has a huge market share and development space,at the same time,the industry is dominated by small and medium-sized enterprises,which allows home decoration enterprises in the future development has unlimited broad space.In Shanghai,a first-tier city with a very high population density,the home decoration market has a very large development prospect,but at present,no home decoration company in Shanghai can occupy the majority of the market share.At present,the home decoration industry has been a very mature industry,but the home decoration company is always difficult to develop into a group company,which has a lot to do with the characteristics of the home decoration industry,the concentration of the home decoration industry is very low,the current industry pattern is still the situation of the big market,small business under fierce competition.Home decoration industry marketing is essentially service marketing,service marketing strategy is too simple is a common problem existing in the home decoration industry.In this case,the home decoration industry service marketing strategy research,it is very meaningful.Taking Shanghai S company as an example,this paper combines the Service Quality Model and The Marketing Theory of 7Ps to provide a framework for the research on the marketing strategy of Shanghai S company.Using PEST model to identify the Shanghai company S external management risk,using the Michael Porter five forces model analyzed the operating situation of house decoration industry,at the same time according to the actual situation of the Shanghai company S marketing,and combined with the questionnaire analysis of the Shanghai company S service marketing strategy,the disadvantages of combination theory ultimately made the optimization of service marketing strategy.Perfect service marketing strategy should be based on customer needs to develop a service system in line with the customer needs,at the same time from the people,physical evidence,place,promotion,price,product,and physical evidence seven aspects of detailed service marketing strategy improvement research.Finally,the paper discusses the implementation plan and guarantee of the optimization strategy,and summarizes the conclusions and research shortcomings of this paper.Through the research in this paper,I hope to bring more customers and market share to S company,and provide certain reference for other companies in the industry.