Research On Service Marketing Strategy Optimization Of W Gas Company

Under the background of the market-oriented reform of the oil and gas system promoted by the state,the operation mode of controlling purchase and marketing of urban gas industry has been changed.Meanwhile,the terminal market has been further opened up,and upstream resource suppliers,power companies and other companies have seized the terminal market across the boundary,and the competition has become increasingly fierce.W Gas Company is the downstream sales enterprise of natural gas industry chain.It is faced with multiple pressures and challenges such as macro economy,micro market,industry reform,service quality and efficiency,and its income and profit space are repeatedly compressed.People have higher and higher requirements for gas enterprises.The traditional concept of monopoly is no longer suitable for the development of gas industry.Therefore,W Gas Company has to constantly adapt to the changing internal and external situation and development environment,change the concept of service marketing,tap customer needs,constantly optimize and improve the quality of service,adjust the management policy,business model,extend the industrial chain,vigorously carry out value-added services and other ways to cope with various challenges and changes,and achieve benign and sustainable development.Based on the 7PS service marketing theory,this thesis proposes improvement measures and safeguard measures by analyzing the existing problems and causes of W Gas Company’s current service marketing strategy.Specifically,this thesis adopts literature research method and questionnaire method to carry out a service marketing satisfaction survey on W Gas company from seven aspects: product,price,place,promotion,people,physical evidence and service process,to find out the problems affecting W Gas company’s customer service marketing strategy through the survey,analyze the reasons and put forward optimization suggestions.Through investigation and analysis,it is concluded that W Gas Company has some problems in service marketing,such as single natural gas product,insufficient safety and stability of supply,insufficient development of value-added service products,poor guidance of natural gas price,single online and offline channels,insufficient coverage,personnel service level to be improved,and inefficient and convenient service process.It finds out the reasons for W Gas Company’s lack of scientific service marketing concept,low level of Internet + smart gas,lack of business synergy between departments,imperfect customer service management system,and imperfect personnel training incentive mechanism,and puts forward countermeasures,such as enriching product guarantee supply,expanding service channels,implementing large user management and constantly optimizing service process.Finally,it puts forward the guarantee mechanism of changing service marketing concept,strengthening information technology support,improving service quality management system,strengthening department coordination,strengthening professional team construction and training incentive.Through the above research and analysis,the purpose is to crack the shortcomings of W Gas Company in service marketing strategy,make up for the shortcomings of development,and improve the comprehensive competitiveness of the enterprise.