Research On Service Marketing Strategy Of Jilin Province Zhengyang Household Appliances Co.,Ltd.

As China’s macro economy slows down and the incremental market of the household appliance industry reaches relative saturation,many categories of the physical household appliance industry are in the trend of declining sales,and the development momentum is slowing down or even decreasing year by year.Household appliance industry,as a mature market in China,is facing fierce competition,especially the physical household appliance retail industry.It confronted the impact of online e-commerce.Small and medium-sized enterprises in the physical household appliance are struggling.In the face of the COVID-19 epidemic in 2020,the beginning of the New Year was very bleak,and all enterprises were reforming and transforming to find the development strategy suitable for their own enterprises.As one of the leading enterprises of household appliances in Jilin Province,Jilin Zhengyang Household Appliance Co.,Ltd.has been affected by the overall industry environment in recent years,facing a series of problems urgent to be solved,such as declining sales performance,difficulty in opening up new stores,and weakening of the stimulating effect of marketing means on market consumers.Based on the 7Ps service marketing theory and taking Jilin Zhengyang Household Appliance Co.,Ltd.as the main object,this paper analyzes the marketing status and marketing strategy of Zhengyang Household Appliance company by using investigation method and comparative analysis method in combination with the survival and development strategy of physical household appliance retailers under the current domestic market environment.Through the interview and communication with the company’s managers and employees at all levels,and comparing the marketing strategies of Suning Appliance and Gome Appliance,the two domestic excellent household appliance chain enterprises,the core problems are found:unclear positioning of products,low gross margin caused by price competition,internal competition in channel,insufficient channel depth,sole promotion,lack of long-term brand publicity,personnel’s insufficient professional knowledge of products,lack of sales skills,complex shopping and payment process,longer shopping time and the like.This paper first uses PEST analysis to analyze the external macro marketing environment of enterprises.And then from the internal environment of enterprise,suppliers,marketing intermediary,customers,competitors,the public those six dimensions of internal micro marketing environment analysis of Jilin Zhengyang company.And then we use SWOT analysis matrix and STP strategy to select the corresponding development strategy and target market for the enterprise.And at last,according to the 7Ps service marketing theory,a service marketing mix strategy in line with the development of Jilin Zhengyang company was formulated:the first is brand classification in product strategy,focusing on high-end products;the second is to adopt differentiated pricing and competitive pricing in the price strategy,and conduct reasonable control on the employee’s internal discount;the third is to reduce the competition inside one city in channel strategy,deep cultivation of online channels,to open direct stores with other manufacturers;the fourth is to use a variety of promotional means and flexible pricing,the formulation of long-term advertising in the promotion strategy;the fifth is to strengthen staff training in personnel strategy,improve staff professionalism,and provide quality service experience;The sixth is to optimize the service procedures during process strategy to save the payment,goods-paying,and gift-giving time;the seventh is that in terms of tangible display strategy,the intelligent household appliance experience store should be established,the number of demonstration machines should be increased,and the display image of employees and products should be unified.And at last,this paper puts forward the implementation guarantee of service marketing mix strategy from four dimensions: enterprise culture,talent,technology and capital,and system.Based on the research,two conclusions were finally drawn: firstly,in the fierce household appliance industry competition environment,the traditional household appliance physical retail enterprises still have room for development;and secondly,improving the service ability of enterprises is one of the effective means to enhance the core competitiveness of enterprises.By providing exclusive service marketing mix strategy to build the differentiated service of Jilin Zhengyang Household Appliance Co.,Ltd.,its core competitiveness was enhanced,and for such regional entity retail enterprises in the development of marketing strategies,this paper not only provides a certain reference,but also reference for private enterprises to deal with the current challenges.