What are the cases of service marketing 7ps theory?

One: Case One: Classic Case-Baodao Optical \ x0d \ x0d \ Baodao Optical Success Case: Combined application of marketing strategy \ x0d \ x0d \ Baodao Optical's overall marketing strategy is divided into in-store and out-of-store. In 7P, in-store marketing is the evidence of process, people and objects. Traditional 4P marketing is still the focus of external use. The theme of Baodao Optical's external marketing is: professionalism, service and fashion. Professional and service experience must be played in the store. \x0d\\x0d\( 1) in-store marketing. \x0d\\x0d\(2) External marketing. \ x0d \ x0d \ Baodao Optical has gradually developed into a leader in the optical retail industry in China, showing us the marketing strategies, methods and skills of retail service enterprises in the expansion, that is, adopting a combination of various marketing methods according to the development of enterprises and market changes. \x0d\\x0d\ 2: Case 2: On the "7P" strategy of hotel marketing and its application \x0d\\x0d\ Professor Jerome Macarthy, an American marketing expert, put forward the "4P" strategy combination: product, price, channel and promotion. With the development of social economy and theory, people, participants, remuneration, packaging, politics and public relations have emerged. The hotel industry is facing some specific problems with industry characteristics, such as the stability of service quality, the inability to stock service products, the difficulty in applying for service patents, and the unsynchronized production and sales. Therefore, hotels need to integrate a series of strategies. According to the service marketing theory put forward by Booms and Biner, combined with the practice of hotel industry, this paper briefly discusses the marketing combination. \ x0d \ x0d \ 1, product-product strategy \ x0d \ x0d \ service is an important part of hotel products. In addition, the establishment of service brand, excellent service quality, complete service items and timely after-sales service are the main connotations of hotel products. Therefore, in this sense, "excellent service is the best marketing" is no exaggeration. \ x0d \ x0d \ 2。 Price-price strategy \ x0d \ x0d \ Price is one of the important factors that affect the marketing effect. Many hotels fall into the misunderstanding of low-price dumping and price competition in the marketing process, and the result is not worth the candle. Scientific price should fully consider the market conditions, hotel product quality, customers' cognitive value, regional price level and other factors. As far as pricing strategy is concerned, it can be divided into three strategies: cost-oriented pricing, demand-oriented pricing and competition-oriented pricing. \ x0d \ x0d \ 3。 Place-distribution strategy \ x0d \ x0d \ As one of the main factors of marketing, hotels should skillfully use regional sales, agency marketing, online sales and other distribution channels to maximize sales, and it is also very important to accurately identify and use market segmentation technologies, such as individual customers, teams, conferences and so on. \x0d\\x0d\4。 Promotion-Promotion Strategy \ x0d \ x0d \ Promotion is very rich in content and form. The hotel carries out various forms of advertising, takes advantage of various opportunities to carry out corporate publicity, the follow-up service taken by sales staff, the face-to-face sales of products by sales staff and all public relations activities carried out by the hotel are concrete manifestations of the promotion content. \x0d\\x0d\5。 People-oriented strategy \ x0d \ x0d \ People-oriented strategy has two meanings, one is customer-oriented. Customers are the foundation of the hotel's survival and development, and market competition is the competition to attract guests. So the purpose of marketing is to cultivate loyal customers. Loyal guests think that enterprises respect them the most and can provide them with the greatest consumption value, thus becoming the main group of enterprises pursuing profit maximization. The "people-oriented" embodied in marketing should highly respect and trust guests, provide products, services and promises that guests like better, let guests enjoy satisfactory and surprising services, and finally become loyal consumers of the hotel. Second, staff-oriented, specifically hotel staff-oriented, correctly motivate, train, select and retain people, mobilize the creativity and enthusiasm of employees, and create the greatest synergy for the overall marketing of the hotel. \ x0d \ x0d \ 6。 Physical evidence-tangible display strategy \ x0d \ x0d \ The tangible display of hotels can be divided into physical environment, information communication and price. The physical environment consists of peripheral factors, design factors and social factors, such as air quality, environmental cleanliness, employee dress etiquette, corporate image logo design, etc. Generally speaking, there are two forms of information exchange: service materialization and informatization. The specific method is to emphasize tangible things related to services in service and information exchange, so as to achieve the best service effect. Price, like environment and information, is also a service display. Strengthening the tangible display of prices is also an important part of implementing the tangible display strategy. In addition to the consistency of price and value, the key is to enhance the transparency of price and increase the trust of guests in the hotel. \x0d\\x0d\7。 Process-process control strategy \ x0d \ x0d \ During the implementation of the marketing plan, accidents will inevitably occur due to changes in the market, so hotels must supervise, adjust and control the whole process to achieve the best marketing effect. In short, process control can be divided into planned control, efficiency control and strategic control. To sum up, in the hotel marketing mix, except "people", that is, human factors are uncontrollable, and other factors are very controllable. In the current information age, the needs of consumers are changing with each passing day, and the changes outside the enterprise are also changing rapidly. However, as hotel employees, we can't ignore the research on marketing mix because of the variability of external and objective factors. On the contrary, we should change from passive to active and actively adapt to the external environment, so that hotels can survive and develop in the ever-changing complex world.