Research On Service Marketing Strategy Improvement Of AOS Yantai Company

With the continuous improvement of the living standard of Chinese residents,the demand for domestic appliances is increasing.The domestic appliances market is huge,as the accumulated retail sales of China’s domestic appliances market was 730.7 billion yuan in 2022.The online retail sales reached 422.66 billion yuan,accounting for 57.8%,surpassing the offline sales scale for the first time.In gas stoves,range hoods,air conditioners and other categories,the proportion of brands in TOP3 have exceeded 65%,and the "Matthew effect"of this trade has intensified.Due to the intense market competition,the squeeze from online channels and the increase of costs,AOS Yantai should also improve its soft strength through service marketing while improving its product hard strength to enhance its competitiveness and win more market shares.AOS has attached great importance to product development and quality for many years.With the increasingly fierce market competition.AOS has become increasingly aware of the importance of improving service quality and service marketing.This paper takes AOS Yantai and Yantai market as the research object.Through the questionnaire survey of consumers and internal employees,as well as the interview with AOS company managers and other household appliance brand managers,this paper analyzes the current situation and existing problems of AOS Yantai’s service marketing:no attention is paid to the appearance design of products,the sales volume of basic products declines,and the sales growth rate of new products is slow;In terms of price,customers complain about the high price of products and after-sales materials;There are many price conflicts on the channel and great impact on the online channel;Small investment in promotion,single promotion method and poor promotion effect;Lack of effective incentive.single form of training and assessment,and lack of internal communication:Less investment in tangible display;The service process is not standardized and cannot provide users with "surprise" services.This paper uses PEST tools to analyze the external environment of AOS Yantai from four aspects of policy,economy,society and technology,and uses Porter’s Five Forces Model to analyze the industry competition AOS Yantai faces;The SWOT analysis tool is used to analyze the advantages,disadvantages,opportunities and threats of AOS Yantai.Finally,based on STP theory,AOS Yantai’s service marketing strategy is proposed:from the perspective of product characteristics.AOS Yantai Company should maintain the brand positioning in the middle and high-end market,and use the sub-brand JNT to supplement the vacancy in the middle and low-end market.From the perspective of consumer characteristics,the quality life brand of female customers is positioned for female groups,and the home smart internet brand is positioned for the needs of middle and high income groups.Through the 7PS theory,the promotion plan of AOS Yantai’s service marketing strategy is proposed in seven aspects:product,price,channel,promotion,personnel,tangible display and service process.In order to ensure the implementation of service marketing strategy and strategy,this paper puts forward support and guarantee measures in talent team construction,technical support,financial support and cultural construction.