A Study On The Service Marketing Strategy Of SA Brand Flagship Boutique At Dubai,UAE

SA luxury brand is belonging to XY group which is one of the largest luxury groups in the world.At present,SA has opened 5 direct-operated boutiques and 7 boutiques by strategic partners(dealers)in Dubai.In addition to the competition between boutiques of luxury brands in Dubai,SA Dubai boutiques also face competition from online sales channels for customer.SA Dubai boutique needs to improve its service marketing strategy to better meet the customers’ needs and shopping experience.Based on the relevant theories of service marketing and the actual situation of SA brand marketing,this paper conducts an in-depth study on the service marketing of SA luxury brand Dubai boutiques.The article mainly carries out research from five aspects:firstly,to brief the relevant theories of service marketing in order to provide a theoretical basis for following research;secondly,to analyze the service marketing environment of SA luxury brand Dubai boutiques;thirdly,to investigate the current situation of SA luxury brand Dubai boutiques service marketing,problems and reasons;fourthly,to discuss suggestions for improving service marketing of SA luxury brand Dubai Mall boutiques;fifthly,to propose strategies for SA luxury brand Dubai boutiques service marketing improvement.Through the analysis of the current situation of service marketing of SA luxury boutiques in Dubai,the article finds that SA luxury brand has problems such as lack of innovation in product strategy,imperfection in price strategy,distribution strategy to be adjusted,and promotion strategy to be enriched,etc.According to these problems,the article puts forward seven suggestions for optimizing service marketing strategies: develop new customized products for young clients;adopt to tiered pricing to meet client needs;via social platforms to expand business;improve promotion strategies and service standards;settle a place in the boutique for client feel and touch products and improve online shopping service,etc.The research conclusion of this paper has important meaning for improving the service and marketing management level of SA luxury brand Dubai boutiques,well doing in customer experience management,and enhancing the company’s marketing competitiveness;it also provides a reference for other brands for improvement of offline store service marketing.