Research On Service Marketing Strategy Of BE Decoration Company

With the rapid development of the Internet,the number of online shoppers has also increased rapidly,and the consumption concept and consumption mode of consumers have also been affected correspondingly.The consumers of decorative service products have shown a trend of youth,and the traditional decorative service seems to be unable to cope with the young consumer groups.The vigorous development of mobile internet makes traditional home decoration enterprises have to carry out industry transformation and upgrading with the times.The object of this study is BE Decoration Company,which is located in Nanyang City,Henan Province.It was founded in 2017.Although it has made certain achievements in the past few years,the competitive environment in the decoration industry has become increasingly fierce,resulting in the company’s development has also encountered bottlenecks.In this regard,this paper combines a variety of marketing theories and analysis tools to conduct a comprehensive analysis of the current situation of service marketing of BE Decoration Company,and provide ideas for the improvement of the marketing methods of BE Company.On the premise of fully studying the service marketing theories of experts and scholars at home and abroad,this paper uses three research methods,namely,literature research,questionnaire survey and qualitative analysis,to conduct a comprehensive analysis of the current situation of service marketing of BE Company,deeply analyze the problems exposed at the current stage of the enterprise,and objectively analyze the industry development environment of the decoration industry from both macro and micro perspectives,and use SWOT analysis to analyze the company’s strengths,weaknesses Analyze and study the four aspects of opportunities and threats,and make reasonable strategic choices according to the research conclusions.Based on STP theory,reposition the service marketing market of BE Decoration Company.Based on the new positioning results and from all angles of the7 Ps service marketing theory,this paper puts forward a variety of service marketing strategies: according to the new market positioning,in terms of product services,create personalized services,optimize additional services,and implement a diversified service marketing mix to meet the needs of customers at different levels according to the personalized consumption needs of consumers;In terms of price,optimize the pricing model and enhance customer consumption experience;In terms of channels,promote the integration of online and offline marketing channels and create an open home decoration experience hall;In terms of service,pay attention to emotional communication with consumers,improve customer satisfaction and enhance customer stickiness;In terms of promotion,we should pay attention to interactive communication,improve the awareness of consumer participation,increase the content of product information,encourage customers to participate in enterprise publicity,strengthen the management of word of mouth,optimize the recruitment process,conduct regular training,consolidate the foundation of personnel security,and promote the development of enterprise service marketing.This paper studies the service marketing strategy of BE decoration company.From the actual situation,it plays an important role in guiding the development of decoration enterprises,and also provides new ideas and directions for the optimization of service marketing strategies in other industries.