Research On Service Marketing Strategy Of Hangzhou HS Company

Recently,with the rapid development of economy and the citizen’s increment,people’s life and quality are improved continuously.Therefore,their house decoration expenditure has also been increased constantly,,which is the basic foundation for the growing house decoration market.Due to the intensification of market competition and the shift of consumer preferences,it request the companies to,adapt to the fast changing market competition promptly and ensure the long term core competitiveness.Taking high end bathroom furniture and home cabinet as main products,Hangzhou HS company just concentrate on domestic market in recent years.Currently the company are facing lot of difficulties and challenges.How to survive in the market of dramatic competition and constant changing demand,utilize own strength,avoid weakness,adopt new marketing strategy,continuously occupy the market share,are becoming the major task.Therefore,this paper takes Hangzhou HS company as study subject.On the point view of7 p theory,this research has emphasized on the study of service marketing strategy for the company,by the method of internet questionnaire survey and deep interview data analysis.Firstly the paper narrated all the service marketing related theories which will be the theoretical fundamental for the research.Secondly,the service marketing environment of HS company has been analyzed which included macro environment,industry environment.Thirdly,by the internet questionnaire and interview,it studied the current implementation status of the service marketing strategy in HS company,and the difficulties the company are facing: service positioning;product homogeneity;single sales channel;complaint on construction and after sales service;quality of service personnel ect.The conclusion were withdrew.(1)The enterprises want to survive and defeat counterparts and challenges under the new competitive market condition.They shall analyze inner capability and market situation,based on scientific management and marketing theory.Traditional marketing concept has to be shifted to servitization and customized service marketing policy has to be made accordingly.(2)In the home furnishing industries,the service product itself is the main influencing factor of consumer purchasing.(3)Customers payed more attention to the service process and service itself,than prices which were no longer the most important influencing factor of client purchasing.(4)Physical evidence and buying experience are becoming critical factor.The influencing factor of customer demand and buying behavior are shifting from traditional prices to premium service and experience.