Research On Service Marketing Mix Strategy Of Sephora Store

In recent years,the physical retail industry has been narrowed down by the Internet's major e-commerce companies.Both sales and sales profits have fallen,especially for physical retailers to face high store rents and increasing labor costs,but there are no more customers than online e-commerce services to get more profits.Some physical stores are free trial sites for online shoppers.Buyers enjoy the services provided by the store in the physical store,but do not consume them in the store,but remember the products they want,and go home online at a more favorable price.The purchase,which has caused a fatal blow to the physical retail industry.In the field of cosmetics retail,consumers rely more on their own experience before purchasing goods.But for consumers,the physical store that can experience the effects of makeup products is basically limited to cosmetic counters and cosmetics retailers like Watsons and Sephora.It can be seen that if these cosmetics retailers still stick to the physical store sales model,they will be eliminated by Ma Yun's “new retail” in the future competition.Therefore,how to change your own competition for future is the first thing these companies should consider.This article takes the cosmetics authority retailer Sephora as an example to study how to use the service marketing combination strategy to improve the development direction of the enterprise and better cope with future competition.This paper first expounds the concept and characteristics of service marketing,the theoretical basis of service marketing combination 7Ps theory,according to the service marketing mix 7Ps theory design questionnaire,through combing questionnaires,asking customers of Sephora stores,communication with Sephora staff,etc.Sephora products,pricing,promotion,channels,physical display,service processes and personnel,and other seven problems,and propose countermeasures to help companies improve,so that enterprises in the future competition in an invincible position.Through the research and analysis of this paper,the concept of “new retail” can be explained from the aspect of service marketing mix strategy.Its essence is only a comprehensive upgrade of services,including improving products,parallel pricing,expanding channels,precision promotion,using high-tech instruments to do physicaldisplay,redefining service processes and rational evaluation of service personnel.In the next decade,which company is the first to identify these problems and make improvements,will become the leader in the retail industry.