Research On Marketing Strategy For Xi’an Mingxing Dry Cleaning And Washing Distributor

The “13th five-year plan for the development of residential service industry” issued by the Ministry of Commerce points out that if a company wants to improve the operating efficiency,it needs to improve the level of its chain operation,with the large-scale operation,standardized management,and professional services.The government will accelerate the development of the direct chain,standardize the development of the franchise chain,and lead the development of a voluntary chain.Xi’an Mingxing Dry Cleaning and Washing Distributor has been keeping up with the pace of policy and turn changes into opportunities.It also develops a premium laundry chain brand of Lonnie.The company implements advanced pre-sale in the sale and after-sale service and has become one of the fastest-growing and most potential enterprises in the same industry.However,there are still some problems in the current marketing situation of Xi’an Mingxing Dry Cleaning and Washing Distributor.On the one hand,the industry form of washing and dyeing equipment limits its market growth pace.On the other hand,due to the market situation in recent years,the cost increases in many respects and leads to a decrease in profit.Furthermore,its product publicity strategy is not prominent.This variety of factors leads to the gradual slowdown of the development of the enterprise.At the same time,due to the saturation of the market in the five northwest provinces,while the market of other provinces has been occupied by competitors in the same industry,the direction of future development of Xi’an Mingxing Dry Cleaning and Washing Distributor needs to be specified cautiously.This paper aims at the issues in the product strategy,promotion strategy and price strategy,starts from the macro and microenvironment analysis of the enterprise,uses STP market analysis theory,SWOT analysis method,Porter five forces analysis method,and sums up the marketing problems of Mingxing Dry Cleaning and Washing Distributor into three points.First,the promotion strategy problems caused by the inconsistency between the product portfolio and the long-term objective.Second,the promotion strategy problems caused by inadequate communication with customers.Third,the price strategy problems caused by the lack of production capacity and poor price adjustment ability during different periods.Solving these three problems is the key to formulate the marketing strategy of the enterprise,and the difficulty who restrict its further development.In order to solve marketing problems,this paper uses the 4C marketing theory.It analyzes and designs marketing strategies and takes serving customers as the core.It puts forward suggestions from four aspects of customers,cost,convenience,and communication.The implementation of the strategy will not be separated from strong measures.In order to ensure the effective implementation of the marketing strategy,four guarantee measures are put forward,which are to build a marketing team through training and performance management,to build a brand through improving the system and connotation,to standardize the promotion through the system,and to strengthen the enterprise management through adjusting the organizational structure.Once the marketing strategy is smoothly implemented,it will play a practical role in the development of the enterprise.The consumption of residents in China is increasing rapidly.The pursuit of quality of life is also higher and higher ever than before.The requirements for the service industry are more and more strict.Xi’an Mingxing Dry Cleaning and Washing Distributor adhere to the customer-oriented marketing concept.The products and services are well received by the majority of users.The Lonnie laundry franchised chain brand is a successful model of chain business designed and developed by the company to adapt to the new market.Through franchising,the advanced equipment and service concept of Xi’an Mingxing will be passed on to its authorized dealer.Hoping that through the formulation and implementation of these marketing strategies,this paper can help to solve the existing marketing problems of the company,eliminating the hidden dangers in the development process,and making it a better development.