Research On The Service Marketing Strategy Of Portrait Photography Institutions

Portrait photography service is a form of photography service that focuses on portraying and expressing the specific appearance and demeanor of the subject,with the target audience being characters.The traditional portrait photography market has the characteristics of wide consumer coverage,low consumption frequency,and strong regional restrictions on consumption behavior.With the continuous development of society and the popularization of internet technology,consumers’ understanding of portrait photography has also changed.In addition to improving aesthetic requirements,portrait photography services also focus on functionality and further expand towards entertainment.In order to adapt to consumer behavior patterns,the industry has undergone a lot of expansion and redefinition in various aspects of operation and development,such as marketing,communication,payment,and consumer experience.The old-fashioned cinema has gradually declined,and the effectiveness of traditional marketing strategies based on the past cinema system has declined.Photography companies are forced to start exploring new ways out for their own marketing strategies.In this process,the emerging photography brands represented by Innocent Blue Photo Studio,hippocampus,etc.,have built a new service marketing logic with AI image processing technology,cloud technology and other technologies as their business core,and have achieved significant success in the process of commercialization,which provides new possibilities for the development of service marketing strategies in the portrait photography industry in today’s era,and is of great significance to the development of the industry.At present,the academic community has paid relatively little attention to the development of enterprises in the portrait photography industry,and there is a lack of research cases in this direction.Based on the STP theory and 7ps service marketing theory,this article uses SWOT analysis,PEST analysis,and Porter’s Five Forces model as the main analysis tools to analyze the service-oriented marketing strategy of Innocent Blue Company from the perspectives of product,price,channel,promotion,personnel,tangible display,and service process.Combined with the survey results,it identifies the serious product homogenization and insufficient content innovation in the company’s service marketing The company should increase investment in product innovation,further segment the content market,optimize the production system of"product templates",compensate for employee technical deficiencies through AI algorithm optimization,and reduce the workload of store maintenance from the design level to address the issues of low employee appointment threshold,lack of flexibility in processes,and difficulty in controlling service time.And the conclusion is drawn:(1)As a labor-intensive industry,the portrait photography industry has strong replicability and low replacement costs,which have not been changed in the context of the new era.(2)The core of the rapid expansion of new chain photo studios is their ability to mass produce high-quality photos,and further application of related technologies may become the direction of industry development in the future.(3)The current promotional methods have entered a bottleneck period,and within a certain period of time,the competition between enterprises in advertising will once again return to the competition for advertising cost investment.(4)The design of service processes should leave sufficient margin,and blindly pursuing efficiency may backfire on the overall effect.This article also aims to analyze the marketing strategy and environment of Innocent Blue Photography Company,identify common theories and methods that can guide and help portrait photography enterprises’ service-oriented marketing behavior,and help other enterprises in the industry find their own business marketing direction in potential markets.