| In recent years,with the reform of China’s economic system and the continuous development of opening to the outside world,exhibition has become an important platform for investment and trade,and an important part of today’s service industry,which can drive the development of related industries and promote consumer demand.At present,the convention and exhibition industry has ushered in a new era of rapid development,and enterprises are facing multiple tests and pressures from all sides.Enterprises must clearly understand their own development status.In order to seek survival and development and improve competitiveness in the increasingly fierce industry competition,enterprises need to constantly optimize their own service marketing strategies to cope with the fierce competition in the market environment.This paper takes FD Convention and exhibition Company as the research object,and uses PEST theory,7Ps theory of service marketing,STP marketing strategy and other theories as well as literature analysis,research and comparative analysis methods to analyze and study the service marketing situation of FD Convention and Exhibition company.This paper analyzes the macro-environment and micro-environment of FD convention and exhibition company,and uses STP strategy analysis method to carry out market segmentation,target market selection and market positioning for the company,and defines the target market of FD convention and exhibition company.In the current fierce market competition,FD conference and exhibition company is faced with the problems of low customer retention rate,poor effect of attracting new customers,and too simple product.The reasons are as following: weak product competitiveness,not obvious price advantage,not enough channels to get customers,poor promotion effect,lack of professional personnel,lack of tangible display,and service process efficiency to be improved.In view of the problems existing in the company’s current service marketing strategy,the author puts forward some optimization suggestions,including the following seven aspects: First,in terms of products,provide personalized value-added services,improve customer satisfaction,develop special tourism products,and enhance market competitiveness;Second,in terms of price,the implementation of flexible pricing strategy and differential pricing strategy,effectively improve the efficiency of marketing;Third,in terms of channels,strengthen the channels of group key customers,maintain the company’s steady development,expand the scope of middleman channels,and provide more opportunities and benefits for enterprises;Fourthly,in terms of promotion,develop digital marketing means,realize marketing precision,pay attention to public relations marketing,and establish a good corporate image;Fifth,in terms of personnel,strengthen the learning and training of employees,improve the overall quality of employees,enhance the awareness of service,and provide better service for customers;Sixth,in terms of tangible display,standardize the image of service personnel,optimize the display content of the official website,display a good corporate image,and increase the favorable rating of customers;Seventh,in terms of service process,we should improve customer service process,strengthen service quality supervision,take customers as the center and create value for customers.In order to provide reference for the service marketing strategy optimization of FD conference and exhibition company. |
