Research On Services Marketing Strategy Of Changchun MoMo Sweets Store

In recent years,Chinese and foreign catering has been continuously integrated,the traditional catering industry has developed rapidly,and the dessert market has also sprung up.Changchun MoMo Sweets Store was created under such a background.In the process of development,marketing problems have gradually become prominent;the ability to expand customers is insufficient,product differentiation is not strong,brand reputation is not ideal,the repurchase rate is not high,and services are weak.These problems have seriously hindered the development and expansion of the store,and it is urgent to formulate suitable marketing strategies for Changchun MoMo Sweets Store.Aiming at the marketing problems existing in the operation process of Changchun MoMo Sweets Store,firstly the macro marketing environment analysis has been carried out,and it is concluded that the local dessert industry is currently in the stage of rapid development,and the market space potential is huge;people’s living standards are improving,the economic condition is getting betterandbetter,and the purchasing power has become stronger;the application of new technologies in the catering industry has become more mature.Secondly,the micro-marketing environment analysis has been carried out,it is concluded that Changchun MoMo Sweets Store isfacedwithstrong competitor,a lot of potential alternatives,complex requirements from consumers.Finally,a SWOT analysis has been carried out,based on the fact that Changchun MoMo Sweets Store has certain advantages in terms of geographical location,flavor techniques,and background resources,and there is a huge potential for the bakery market in the external environment.The rise of social marketing concepts provides opportunities for bakery product sales.Changchun MoMo Sweets Store should adopt an SO strategy.In order to solve the marketing problem of Changchun MoMo Sweets Store,the market was firstly segmented according to geographical location,income,and demand,and selected mid-to-high-end income group of urban areawith diversified needs as the main target market,and Changchun MoMo Sweets Store is positioned as a mid-to-high-end dessert store that takes into account both high quality productsservices.Combined with the competition and the actual situation of the store itself,the article formulate the services marketing strategy based on the 7Ps theory.As product strategies,Changchun MoMo Sweets Store should create signature products,develop product mix,emphasize personalized packaging and improve after-sales service.As price strategies,it should carry out two kinds of pricing.As place strategies,it should expand the sales channels.As promotion strategies,it should use desserts samples to attract new customers,provide preferential treatment to advance sale,implement promotion online,urge customers to purchase in a group.As people strategies,it should stabilize professional employees,enrich marketing human resources,improve communication with customers.As process strategies,it should provide unified standards and rules to strengthen the service process.As physical evidence strategies,it should create an elegant atmosphere and clean impression,also set up an official account on We Chat to show the professions.In order to effectively implement the marketing strategies,the article puts forward opinions on safeguard measures in terms of system,human resources,funding and resources.