Research On Service Marketing Strategy Optimization Of ZH Environmental Technology Company

In recent years,the country and enterprises have increasingly attached importance to environmental protection,and environmental protection laws,regulations,and policies have been improved year by year.People’s awareness of environmental protection has also been constantly increasing,and the demand for environmental technology consulting services has significantly increased.The environmental technology consulting service industry has ushered in development opportunities,and the good development trend has prompted a large number of environmental technology consulting enterprises to emerge like mushrooms after rain,and industry competition is also becoming increasingly fierce.ZH Environmental Technology Company is an environmental technology consulting service enterprise engaged in forestry survey and planning,ecological restoration,survey and design.How to improve market competitiveness and expand market share in the fierce market competition is an urgent problem that ZH Environmental Technology Company needs to solve.Therefore,it is necessary to study the optimization of service marketing strategies for ZH Environmental Technology Company.This article takes ZH Environmental Technology Company as the research object.Firstly,by using interview methods and distributing survey questionnaires to conduct research on customers,the current situation and existing problems of ZH Environmental Technology Company’s service marketing strategy are deeply studied.It was found that the company lacks an effective marketing strategy and has the following problems in terms of service marketing strategies:lack of innovation in products,inflexible pricing mechanisms,single marketing channels,small marketing activities,unreasonable personnel management,incomplete service process management,and difficulty in reflecting the characteristics of environmental technology consulting services through tangible displays.Secondly,through PEST analysis,Porter’s Five Forces Model,and SWOT analysis,the service marketing environment of ZH Environmental Technology Company was analyzed.It was found that the company has a good external environment,and the company should adjust its own weaknesses,take advantage of external market opportunities,and design a service marketing strategy optimization plan that is in line with the company’s development.Finally,based on the STP theory and the 7P theory of service marketing,combined with the results of customer research and analysis of the service marketing environment,the target market of ZH Environmental Technology Company was segmented and positioned.An optimization plan for ZH Environmental Technology Company’s service marketing strategy was formulated from seven aspects:service products,prices,channels,promotions,personnel management,service process,and tangible display.In addition,in order to ensure the smooth implementation of the optimization plan for service marketing strategies,it is proposed that company leaders should strengthen the importance of service marketing,human resource protection,management system protection,and customer information management measures in four aspects.Through the research in this article,an optimization plan for ZH Environmental Technology Company’s service marketing strategy has been developed,which is of great significance for the company to expand its market share.At the same time,it has certain guidance and reference significance for other environmental technology consulting service companies to develop marketing strategies.