A Research On Service Marketing Strategy Of Jing Dong Dao Jia

With the increasing growth of China’s socialist market economy,science and technology,innovative technologies such as the Internet,cloud computing and big data are deeply integrated with the real economy,resulting in the rapid development of "new retail" based on e-commerce.At the same time,the rapid rise of the instant retail industry has been driven by changes in public consumption attitudes and channels.As a leader in the industry,Jing Dong Dao Jia has gained relative scale advantages,accumulated a large number of customers,and developed excellent brand value.However,due to the increasingly fierce market competition and rising customer demand,Jing Dong Dao Jia’s competitive advantage is being challenged.Therefore,in order to enable Jing Dong Dao Jia to keep pace with market development,understand the market and consumer needs,and enhance corporate competitiveness,this thesis will analyze Jing Dong Dao Jia’s macro and industry competitive environment using the PEST method and Porter’s five forces theory in to optimize its service marketing strategy.Based on the 7Ps theoretical model of service marketing,the current situation of Jing Dong Dao Jia’s service marketing strategy is investigated through questionnaires and visits,it is found that Jing Dong Dao Jia has problems such as price competition,brand promotion,lack of personnel service,and insufficient customer service system and delivery system.Therefore,according to the existing shortcomings,combined with the target marketing strategy of Jing Dong Dao Jia,we put forward relevant optimization suggestions from seven dimensions and came up with improvement suggestions including promoting and strengthening offline promotion,strengthening incentives for employees,and establishing standardized service processes.At the same time,to guarantee the implementation of the optimization measures,four aspects,namely,enterprise operation guarantee,organization and manpower guarantee,information technology guarantee,and brand feature guarantee,are provided for the optimization of Jing Dong Dao Jia’s service marketing strategy.The findings of this thesis help Jing Dong Dao Jia to better meet consumer needs,improve the quality of its services and help the company gain competitive advantages in the market.At the same time,by putting forward scientific and perfect service marketing strategy optimization suggestions,it not only enriches the theory related to service marketing,but also promotes the sustainable development of instant retail service marketing business.