Research on Service Marketing Strategy of China’s Convenience Store Industry

Purpose - The purpose of this article is to discuss the problems and improvement strategies in the implementation of service marketing in China’s convenience store industry based on the current market situation of China’s convenience store industry. Design/Methodology/Approach - Based on the theory of service marketing, this paper studies the current situation and development trend of China’s convenience store industry market, and finds the main problems in the implementation of service marketing in China’s convenience store industry: backward service marketing awareness, fewer service customers, and poor commodity quality. Based on case analysis and service marketing theory, a complete service marketing strategy is proposed for the service with no characteristics, low service level, and limited to offline sales. Findings - This paper studies establishing service marketing concepts, clear market positioning, serving more customer groups, providing differentiated product portfolios and high-quality services, using new media to facilitate service communication, cultivating an excellent workforce, improving the service environment, strengthening tangible display, etc. Service Marketing Strategy. Research Implications - In the management of this article, this study is of great significance for improving the convenience store industry’s products and services, improving the management level, and improving customer satisfaction. It will also provide a reference for other scholars’ follow-up research.