Study On The Optimization Of Service Marketing Strategy For Zhuzhou NHJ Catering Company

After years of reform and development,China's catering market has entered a new stage of development,and the market competition has undergone substantial changes.As consumers demand more and more catering,more and more demand,and the gradual competition in the catering industry,catering companies want to retain consumers,maintain customer satisfaction and loyalty,compete in the market.To gain an advantage,we must strive to improve our service level,improve the health and nutrition of our products,and provide targeted and distinctive services.This paper studies the service marketing strategy of Zhuzhou NHJ Catering Company,aiming at solving the problems in the company's service marketing and improving the market competitiveness of the company through effective theory and methods.First of all,through a large number of literature research,this paper sorted out the current research status at home and abroad as well as the knowledge and research methods related to service marketing,laying a theoretical foundation for the paper.Then,the status quo of the internal and external environment of NHJ catering company in zhuzhou was analyzed through PEST analysis,five-force model analysis and SWOT analysis.The objective environment and conditions faced by the company's service marketing wereunderstood,and the relevant problems in the company's service marketing were analyzed in detail with the help of questionnaire survey.Then based on internal and external environmental analysis and problem analysis,this paper proposes optimization strategies from five aspects: improving overall service level,improving service personnel quality,optimizing product mix,formulating appropriate price strategy and promotion method,and paying attention to service environment setting.Finally,the article uses the analytic hierarchy process to evaluate the optimization strategy,and provides protection solutions from four aspects: strengthening customer relationship management,improving incentive mechanism,ensuring financial support,and enriching corporate culture communication channels.