Research On Services Marketing Strategy Of LP Coatings Company

In enterprise management,service quality is an important strategic resource for enterprises,and service marketing,as an important bridge connecting enterprise products and consumers,is receiving increasing attention.Nowadays,the homogenization of domestic paint products is severe,and competition among various paint brands is fierce.The research and development technology mastered by paint companies is no longer the only competitive tool.The youthfulness of the main force of home decoration consumption has led to the arrival of an era of experiential consumption in the home decoration industry.With diversified and personalized customer needs,paint sales channels and models have also changed.Paint companies not only focus on the product itself,but also value improving consumer experience to win better word-of-mouth,thereby improving conversion and repurchase rates.How can a coating manufacturing enterprise transform into a service-oriented enterprise? How to build a practical and effective service system? How to improve the management level of services? These are key issues that need to be addressed in the development of coating enterprises.LP Coatings(China)Co.,Ltd.(hereinafter referred to as "LP Company")is a domestic coatings manufacturing and service provider.As a leading enterprise in the coatings industry,it enjoys high brand awareness and holds a large share in the coatings market.LP Company is prepared for danger in times of safety and realizes that in order to break through the tight encirclement and maintain a leading position in the overall paint market,service,as a core element of the company’s development,must be valued and invested.LP Company has taken the lead in upgrading its service marketing,reforming its brand,personnel,product system,and channels.LP Company has launched its service marketing product "LP Refresh Service" in the market,providing services to over 700000 users across the country by 2022,breaking through 5 billion in annual revenue and achieving remarkable results.At the same time,LP company is also well aware that competitive brands will keep up with the pace in service marketing,and emerging brands will continue to grow and develop,which will definitely have an impact on LP company’s marketing service products.LP company needs to continuously optimize its business and break through bottlenecks in order to break through them.This article shares the macro PEST industry environment and competitive environment in which LP company is located.Taking LP’s marketing service product "LP Refresh Service" practice as the research object,this thesis analyzes the current situation of LP service marketing management by analyzing the internal and external data of the company and conducting SWOT analysis.Based on the 7PS marketing theory,analyze the current situation of LP company’s service marketing and summarize the experience of LP company’s service marketing.At the same time,it was found that LP company currently has problems such as imbalanced service marketing channel structure,insufficient control of marketing teams,insufficient design ability of service personnel,and defects in product and pricing strategies.Optimization suggestions are proposed to address these issues.This study aims to summarize the experience of LP service marketing,provide reference for the service-oriented transformation of coating enterprises,and identify the shortcomings of LP company’s environment in terms of Service process,personnel,products,prices,channels,tangible displays,and propose optimization plans.Provide reference for the development of service marketing for LP companies.At the same time,it also further enriches the research on service marketing strategies of coating enterprises.