Research On The Optimization Of Service Marketing Strategy Of L Trading Group

With the development of the economy,consumer demand and consumption channels of Chinese consumers have changed,the development of the retail industry has entered a new stage.The new retail model that integrates "online + offline +logistics" caters to the increasingly refined and personalized consumers.In the face of consumption upgrades and the development of new retail,and the sinking of retail giants outlets to third-and fourth-tier cities.,local physical retailers must transform and upgrade,grasp the advantages of offline customers' shopping experience,and give full play to the role of services marketing to form unique market competitiveness.Physical retailers will get momentum and space for development.Based on the above background,this article selects L Trading Group as the research object.L Trading Group is a representative traditional physical retailer in the third-tier cities of Henan province.The content analysis method,questionnaire survey method,data statistical analysis method,theoretical analysis method and field interview method are used for research.First,this article analyzes the macro environment and industry competitive environment of L Trading Group.combined with the results of field research and guided by 7Ps marketing theory,this article summarizes the status of services marketing strategy from seven aspects of product,price,channel,promotion,personnel,tangible display,and service process.It digs out the existing problems of service marketing,and puts forward the strategy of group service marketing optimization,and finally it gives guarantee measures in the aspects of organization,technology,culture and system,and tries to provide constructive suggestions for the transformation of L Trading Group and services marketing for the group,and provides collaborative suggestions to assist the steady development of the group.Based on the above research,the following conclusions are drawn: consumption upgrade makes consumers more sensitive to consumption experience and customer service,business services are more diversified and personalized,and focus onexperience;L Trading Group should insist on channel down,and develop community supermarkets Commodity tiered pricing,and ensure service quality,and increase tangible display and establish interactive marketing thinking,implement interactive activities,organic integration of online and offline,so as to maintain the original market operating advantages and achieve a successful transformation.