What are the main steps and contents of service marketing strategy development?

1) Positioning strategy based on service intangibility.

Carry out strategic design and red-red service environment, so that customers can form a perception of the concept, quality and level of service through the environment. At the same time, the service quality of external products can be obtained.

and effectiveness are guaranteed.

2) Based on service heterogeneity.

positioning strategy.

In terms of standardization, it has a high level in its overall construction. Service concept, service standardization and other aspects can be highly evaluated by customers in the service process. At the same time, it is necessary to strengthen the controllability of services, so that the deviation of service activities and quality is controlled within the smallest possible range.

In terms of service, different customers can adopt different unique services that meet their characteristics, so that they can improve satisfaction and achieve better benefits at the same time.

3) Positioning strategy based on the inseparability of services.

The degree of service networking is fully utilized in the service process, so that customers can not only enjoy the professional services of BOC, but also make customers feel convenient and fast in the transaction process. At the same time, in the marketing process, we should pay attention to relational marketing.

4) Positioning strategy based on the non-storability of services.

It is particularly important to make full use of the time resources of the service to improve the time efficiency of the service.

The main content of the marketing strategy of each business unit includes develop, keep, harvest, and give up.

The main content of development includes focusing on the investment of marketing expenses to develop and consolidate the original market position, and focusing on the investment of production costs. In order to expand production capacity, pay attention to the investment of research and development expenses, continuous innovation, and pay attention to the investment of the company's business management expenses to improve management efficiency. This strategy is especially used for problem and star businesses.

Maintaining the main content includes valuing the competition in order to properly market the investment. Maintain and consolidate the market position and control the investment in machinery and equipment. First, maintain the existing production capacity and make appropriate improvements to products or services.

This strategy to adapt to market demand is particularly applicable to the cash cattle business, which guarantees a continuous cash inflow. The main takeaways include the reduction or elimination of R&D expenses. Do not replace expired machines and equipment.

Do not change sales staff, reduce advertising investment, etc. The aim is to make the decline in costs faster than the decline in sales, so that the company's cash flow can grow positively. In some cases, this strategy also applies to the problematic skinny dog business.

The main content of abandonment includes gradually reducing investment in a business, in the process of collecting as much as possible, obtaining more profits, reducing the scale of production of the business, and reducing the cost of winning and selling. Separation, transfer, auction, complete withdrawal from the market of unprofitable businesses. This strategy applies to problematic and skinny dog businesses, which can also be a heavy burden on the company's growth.

Marketing strategy is the process of determining the target market, selecting the corresponding marketing strategy combination, and effectively implementing and controlling the marketing department according to the strategic planning, on the basis of comprehensively considering the external market opportunities and internal resource conditions.

The overall marketing strategy includes: product strategy, marketing channel strategy, marketing channel strategy, etc.

The development of a marketing strategy plan is an interactive process; It is a process of creation and iteration.

Modern enterprise marketing strategy generally includes strategic thinking, strategic objectives, strategic actions, strategic priorities, strategic stages, etc. Marketing strategic thinking is the concept and way of thinking that guides enterprises to formulate and implement strategies, and is the code of action to guide enterprises to make strategic decisions.

It should conform to the requirements of the socialist system and the market economy for the business philosophy of enterprises, and establish the concept of system optimization, the concept of limited resources, the concept of reform, and the concept of focusing on the future. The strategic goal of the enterprise is the basis of the marketing strategy and business strategy of the enterprise, and it is an issue related to the development direction of the enterprise. Strategic action is guided by strategic objectives, and appropriate strategic priorities, strategic phases and strategic models are selected.

The strategic focus refers to the major and weak projects and departments that are related to whether the strategic goals can be achieved, and are the key factors that determine the realization of the strategic goals. Due to the long-term relative stability of the strategy, the realization of the strategic goal needs to go through several stages, and each stage has its own specific strategic tasks, and the overall goal can be finally achieved through the completion of the strategic tasks of each stage.

The content of marketing strategy is mainly composed of three parts, including target market strategy, marketing mix strategy, and marketing expense budget. From the perspective of the marketing management process, marketing strategy can also be divided into three stages, namely, marketing strategy planning, marketing strategy execution and marketing strategy control.

Among them, there are generally three types of marketing strategy control: annual plan control, profit control and strategic control.

The content of the marketing strategy

Modern enterprise marketing strategy generally includes strategic tasks, strategic objectives, strategic priorities and strategic measures. According to the different contents, marketing strategies can be divided into market selection strategy, market competition strategy and market development strategy.

Choose a strategy

It is impossible for any enterprise to meet all the needs of the entire market, so it must choose its own target market through market segmentation, and the choice of the target market is related to the investment direction and investment scale of the enterprise, so it must be clear at the beginning of the enterprise marketing activities, and make appropriate corrections and adjustments with the development of marketing activities. The market selection strategy is the strategy that determines the direction of the enterprise's services.

Competitive strategy

As long as there is a market economy, there will inevitably be competition. It permeates all aspects of a company's marketing activities, so a competitive strategy encompasses a wide range of contents. There are both competitive means and competitive directions, and different types of enterprises are in different competitive positions, so different competitive strategies should be adopted.

The market competition strategy is a strategy to ensure that enterprises gain the initiative in the fierce market competition.

Development strategy

In order to achieve a dominant position in the fierce market competition and improve their reputation and popularity, enterprises must continue to expand their scale, so they must carefully choose their own development strategy.

The first is the cost leadership strategy, that is, the enterprise is committed to achieving the lowest production cost and sales cost; The second is the differentiation strategy, that is, the company is committed to creating significantly differentiated product lines and marketing solutions, so that it is possible to become the market leader in the industry; The third is the strategy of centralization, that is, enterprises will focus their efforts on serving a few market segments, rather than pursuing all markets. How to choose and confirm these strategies in combination with their own situation and marketing environment is essentially a question of strategic positioning.

1) Determine the company's mission and goals.

The company's tasks and goals refer to the goals and expectations of the company's marketing efforts within a certain period of time. It is the basis and starting point of the company's marketing strategy, to develop the company's marketing strategy, we must first determine the company's tasks and goals, only under the premise of clear tasks and goals, all marketing decisions and strategies have a clear direction and practical significance.

2) Analysis of the company's operating conditions and strength.

This step is mainly to analyze the internal situation of the company. Analysis of business conditions, including product sales, production and sales rate, cost and profit level, market share, product characteristics, ** level, sales prospects, etc. Analysis of the company's strength, including the company's finance, raw materials, factory facilities, technical strength, goodwill and quality of management personnel.

The purpose of this analysis is to identify and evaluate the strengths and weaknesses of the company, as well as the problems of poor business performance, so that it can be used to identify opportunities and develop new strategies.

3) Environmental and situation analysis.

The analysis of the market environment and situation is the objective basis for formulating the company's market strategy. The research and analysis of the company's economic environment is mainly carried out from the following aspects:

First, the study of the general social environment (including the socio-political situation, economic situation, and socio-cultural situation, etc.);

second, the analysis and research of relevant scientific and technological development (mainly including the level, direction, development trend and speed of scientific and technological development of disciplines related to the company's products or materials, processes, equipment, etc.);

Third, the investigation and study of the situation of resources (such as the remaining generations and channels of human, financial and material resources, etc.);

Fourth, the research on market demand (including the total amount of market demand, potential market capacity, market share, consumer purchase behavior characteristics, product life cycle rules, etc.);

fifth, the study of competitive factors;

Sixth, the analysis of the media environment in which enterprises operate. Through the analysis of the external environment, it is possible to identify favorable opportunities or unfavorable threats for the enterprise.

4) Select your target market.

Based on the new opportunities identified by the above analysis that are suitable for the company's conditions, the marketing executive can further identify or select the target market.

5) Design a marketing mix.

After the target market is determined, the marketing executive can design a marketing group according to the characteristics and needs of the target market.

The content of the marketing strategy is mainly composed of three parts: the marketing strategy of the target good god chain, the marketing mix and the marketing expense budget.

Marketing strategy refers to the overall assumption and planning of marketing development in a certain period of time in order to achieve its business objectives under the modern marketing concept. As an important strategy, the main purpose of marketing strategy is to improve the utilization efficiency of enterprise marketing resources and maximize the utilization efficiency of enterprise resources. Due to the prominent strategic position of marketing in the operation of the enterprise, it is combined with the product strategy, which is called the basic business strategy of the enterprise, and plays a key role in ensuring the implementation of the overall strategy of the enterprise.

Marketing strategy is an indispensable part of the process of business management and operation, and common business management courses such as MBA and EMBA include "marketing strategy" as an important content.

Basic elements of marketing in the city's friends and grandchildren:

1. Enterprise mission: the overall goal and direction of production and operation determined by the strategic manager.

2. Corporate philosophy: the values, attitudes and codes of conduct formed by the business activities of the enterprise.

3. Resource allocation: the level and pattern of the enterprise's past and resource and skill set.

4. Competitive advantage: The unique competitive advantage of an enterprise is measured by the value and cost created by the company's activities. <>

1. Analyze marketing opportunities, manage marketing information and measure market demand, evaluate the marketing environment, analyze the consumer market and purchase behavior, analyze the market and purchase behavior, analyze the industry and competitors, and determine the market segment and select the target market.

2. Develop marketing strategies, analyze marketing differentiation and positioning, develop new products, manage life cycle strategies, design marketing strategies for market leaders, challengers, followers and fillers, and design and manage global marketing strategies.

3. Create marketing plans, focusing on managing product lines, brands and packaging.