Research On Service Marketing Strategy Of Luxury Nursing Service Of Xinya Luxury Nursing Company

With the sustained development of economy and the steady improvement of national quality of life,Chinese consumers’ demand for luxury goods also began to rise gradually.According to the survey,the growth rate of luxury consumption in other countries is much higher than that in the whole world,and the growth rate of luxury consumption is much higher than that in other countries.At the same time,the post-90 s have gradually entered the working stage and have a certain purchasing power.At the same time,their views on consumption are also different from those of the previous generation.In the Internet age,the rise of tiktok and micro-blog represents the new social media,which has a great impact on the purchasing behavior of young consumers.And now the purchase of luxury goods is not only a hobby or enjoyment,but also an investment.With the continuous expansion of the domestic luxury market,the market capacity of luxury jewelry care industry in China is also increasing year by year,even surpassing the United States,and the scale has already exceeded 100 billion yuan.Through the collection and comparison of the past operation status and user feedback of Xinya Luxury Nursing Company,as well as the reading and analysis of relevant literature,this paper finds out the problems of Xinya Luxury Nursing Company in service marketing,combs its macro marketing environment and micro marketing environment through the comparison of its internal environment and external environment,and summarizes its strengths and weaknesses,opportunities and threats from different angles,Analyze the STP strategy of Xinya Luxury Nursing Company and select the corresponding strategy to clarify the market segmentation and target market selection of Xinya Luxury Nursing Company,and further clarify its own market positioning.The results show that:(1)the consumption habits of consumers of different ages are also different.Compared with older consumers,the new generation of young consumers are more used to information and services through the Internet platform;(2)With the acceleration of the pace of life,consumers’ requirements for the received services are not only limited to the service quality and service level,but also include the convenience of the service process;(3)Consumers’ demand for luxury care services is not limited to basic luxury cleaning and maintenance services,but also other additional services;(4)Compared with the boasting of merchants,consumers are more willing to judge the service level and service quality of merchants from the service results they see with their own eyes or the evaluation of other consumers.After the above analysis,based on the needs of consumers,using 7PS marketing theory and combined with the actual operation of Xinya Luxury Nursing Company,this paper puts forward several suggestions from seven aspects: product,channel,price,promotion,personnel,service process and tangible display,so as to adapt to the consumption habits of consumers in the new era and solve a series of problems encountered by Xinya Luxury Nursing Company in the current marketing process.