Research On The Service Marketing Strategy Of Baichen Company

In recent years,with the deepening of the application of information technology,the proportion of enterprises obtaining information,publishing information or communicating and cooperation through the network has increased year by year,and 90% of enterprises communicate information through the Internet.At the same time,the services sector,which provides information transmission,software and information technology,grew the fastest in all sectors.Baichen company is the industry’s well-known product sales agents and certified technical service providers,in the external industry to face the opportunity to develop at the same time also face the challenges of competitors,the internal service concept is lacking and lack of operational capacity.Baichen company is in the business transition period,real-time optimization of service marketing strategy,in order to enable the company to achieve long-term development.In this paper,baichen company service as the research object,after combing the service marketing,customer relationship management related theory,analysis of the company’s service environment and the company’s marketing status quo,the use of SWOT tools,analysis of the company’s external opportunities,challenges and internal advantages and disadvantages.Through internal and external research,the problems of the company’s current service marketing are identified as follows: single service type,brand value is not obvious,service channels are dispersed,pricing mechanism is inflexible,not targeted at sub-groups,lack of communication ability,no integrated marketing.Then analyze the cause of the problem,and then describe and analyze the service marketing characteristics of IT products/services from the perspective of service marketing 7PS.Finally,the paper puts forward the targeted service marketing strategy: fully understand the customer’s needs at the strategic level to carry out reasonable positioning,highlight the core service products at the tactical level,establish the hierarchy of brand service products,integrate multi-channel,manage the perceived value of customers and optimize process management.At the same time,in order to ensure the effective implementation of marketing strategy,in the partnership system,human resources management,risk control and customer relations to protect the four aspects.The author has worked in the company for 15 years,has worked in the company’s service team and marketing department,in the use of field research,interviews,literature and analysis of data methods,the company recently appeared in the problem to explore and put forward comments and suggestions,hoping to the company’s future expansion of service marketing work to provide practical guidance.