Research On The Service Marketing Strategy Of XBL's Watch Products

Along with the development of society and economy,the varieties of product and service that can be offered in the market are growing.Consumers,with more freedom to choose,are becoming increasingly active in the relationship with enterprises.In many cases,although the function and value of products offered by a company can perfectly satisfy the consumers' demand,service provided in the process of procurement may cause a rapid decline of customers' satisfaction.After the procurement,consumers will gain deeper experiences in the aspect of conditions and efficiency of after-sales service,which will directly affect consumers' willingness that whether they will continue to establish relationships with enterprises or not.This paper mainly selects the wristwatch of XBL company as the research object to recognize and summary the current issues of its service marketing on the basis of its status of service marketing by empirical researches of questionnaire survey,interview with competitors and analysis of customer complaints within current three years,then designs relative strategy of service marketing for the wristwatch of XBL company from the aspects of product strategy,pricing policy,service process,channel tactic,promotion strategy,physical evidence of after-sale center,improvement of service quality and remedy strategy of service based on the conclusion of empirical researches and analysis of internal,external environment and STP with applying comprehensively the 7P and 4C theories of service marketing,as well as designs feedback system,remedy process and record of remedy cases regarding service remedy,aiming to improve the satisfaction and loyalty of customers and better its ability of service marketing.The research of this paper provides strong support in developing suitable service and strategy of improving service quality;meanwhile the conclusion of this paper also can offer theoretical basis of the service location of its industry.