Research On The Application Of ST Minority Brand Service Marketing Combination Strategy

The formulation and optimization of service marketing mix strategy of niche brands need to reflect their own characteristics,highlight the characteristics of enterprises and brand building objectives,improve the brand image and maintain customer loyalty by carrying out systematic service marketing mix strategy.As a niche brand in the field of mobile terminal products,ST company has a big gap in sales volume and market channel compared with the mainstream brand,but based on its own product characteristics and corporate culture,it also has loyal fan groups.These fan groups can be regarded as the loyal user groups of St brand,for the use of products of this part of user groups.Experience improvement has become an important entry point for ST company in the application of service marketing mix strategy.In recent years,in the development of ST company,marketing has always been a very important part of the development strategy of the enterprise,but in the current marketing strategy,there are some deficiencies,which do not reflect the essence of ST company's products and services,making the current ST company's product sales and its own development also encounter bottlenecks.Therefore,from this point of view,how to adjust the service marketing mix strategy to better promote the development of service marketing has become a very important aspect of the current ST company niche brand development strategy.Taking ST company as an example,this paper studies the application of minority brand service marketing mix strategy of ST company,mainly using the methods of literature,theoretical research,investigation and analysis.First of all,this paper expounds the relevant concepts and theories of niche brand and service marketing,and lays the corresponding theoretical foundation for this study.Then it analyzes the current situation of ST company's minority brand service marketing,and uses PEST analysis method to analyze its macro environment,and also analyzes its micro marketing environment.Through the form of questionnaire,this paper investigates the customer feedback in the implementation of ST company's service marketing,and analyzes some problems existing in the current ST company's service marketing.Combined with the internal and external environment of ST company,this paper puts forward the formulation of its service marketing mix strategy,which uses 7p marketing mix strategy and corresponding safeguard measures.It is found that there are still some outstanding problems in the development of ST company's service marketing.These problems are mainly manifested in the insufficient number of customer service personnel in the sales link,the imperfect after-sales network,some service personnel's professional quality to be improved,and the lack of good service culture construction.On this basis,the marketing environment of ST company is studied,mainly from the macro environment and micro environment.And through the situation of questionnaire survey on ST company's consumer users,the main purpose is to understand the current satisfaction of ST company's consumer users and some shortcomings of current ST company's product services.Then it analyzes the current situation of ST company's marketing and explores some problems existing in the service marketing strategy of ST company.According to the problems existing in the service marketing strategy of ST company,combined with the internal and external environment of ST company,this paper puts forward the formulation and implementation of 7p service marketing mix strategy of ST company.Finally,this paper puts forward the safeguard measures that ST company should take in the implementation of 7p combination strategy of service marketing.Combined with the internal and external environment of ST company,7p service marketing mix strategy is selected for implementation,and detailed implementation strategy is formulated.From the product,price,channel,promotion,personnel,tangible display and process management,the corresponding implementation strategies are put forward.In view of some problems existing in the current situation of service marketing of ST company,combined with the actual situation of ST company,the corresponding safeguard measures are put forward in the implementation of service marketing mix strategy of ST company.For example,strengthen the staffing of customer service posts,establish a perfect after-sales service network,strengthen the business training of service personnel,and actively build a service enterprise culture.The results of this study and the application of 7p service marketing mix strategy also have certain guiding significance for the current overall development of ST company,which can promote its marketing development and overall enterprise development.And through the research results of this paper,it can also play a reference role for the development of service marketing strategy and marketing development of other minority brand enterprises.