本文關(guān)鍵詞： 管理打印服務(wù)(MPS) 客戶感知價(jià)值 7Ps 營(yíng)銷策略　出處：《昆明理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著當(dāng)今市場(chǎng)的發(fā)展、變革、調(diào)整,各行各業(yè)都開始向國(guó)際化、智能化、信息化轉(zhuǎn)變,并伴隨著不斷涌現(xiàn)創(chuàng)新理論和先進(jìn)科技的充分應(yīng)用。這些都已經(jīng)開始全面深化影響現(xiàn)代人的生活、工作以及思維方式;伴隨著時(shí)代的變遷,各行業(yè)的發(fā)展方向、經(jīng)營(yíng)思路、經(jīng)營(yíng)理念發(fā)生著巨大的變化。打印服務(wù)行業(yè)也無(wú)法置身于這股洪流之外。目前打印服務(wù)行業(yè)主流發(fā)展趨勢(shì)有六：一、渠道扁平化；二、彩色辦公普及化；三、融資租賃常態(tài)化；四、“整體解決方案”策略化；五、“全包合同”策略化；六、“遠(yuǎn)程維護(hù)”化服務(wù)；面臨如此趨勢(shì),各大主流品牌廠商、經(jīng)銷商、系統(tǒng)集成商,都應(yīng)該積極結(jié)合自身公司特點(diǎn)、客戶情況迎合當(dāng)今市場(chǎng)的發(fā)展和行業(yè)的變化采取積極有效的應(yīng)對(duì)策略,把握市場(chǎng)先機(jī),立于不敗之地。在以上行業(yè)發(fā)展的趨勢(shì)下,本文意在打印機(jī)企業(yè)為客戶提供正規(guī)硬件產(chǎn)品滿足基本辦公需求的同時(shí),還要想方設(shè)法為客戶定制化一種提升顧客感知價(jià)值的新理念——MPS (Managed Print Service)管理打印服務(wù),全文以MPS代表。因此,論文基于7Ps營(yíng)銷理論和客戶感知價(jià)值理論,廣泛查閱國(guó)內(nèi)外相關(guān)文獻(xiàn)資料,了解學(xué)科發(fā)展前沿和MPS業(yè)務(wù)發(fā)展趨勢(shì),結(jié)合打印機(jī)行業(yè)發(fā)展和LM公司MPS營(yíng)銷現(xiàn)狀,對(duì)LM公司MPS營(yíng)銷環(huán)境進(jìn)行SWOT分析,指明MPS發(fā)展戰(zhàn)略方向,通過(guò)進(jìn)行有針對(duì)性的訪談和問(wèn)卷調(diào)查,深挖LM公司MPS業(yè)務(wù)現(xiàn)行市場(chǎng)營(yíng)銷策略中存在的突出問(wèn)題,立足于提升顧客感知價(jià)值,在打印服務(wù)行業(yè)整體變革的大背景下從產(chǎn)品、定價(jià)、促銷、渠道、促銷、駐場(chǎng)人員、流程梳理七個(gè)方面構(gòu)建全新的MPS營(yíng)銷體系,為L(zhǎng)M公司MPS營(yíng)銷策略提供具有科學(xué)性和較強(qiáng)操作性的對(duì)策建議,為其提高利潤(rùn)、提升客戶滿意度等方面提供了新思路和新方法,以此提升市場(chǎng)核心競(jìng)爭(zhēng)力,為其角逐眾多國(guó)際競(jìng)爭(zhēng)品牌奠定基礎(chǔ)。同時(shí),本文的研究對(duì)于促進(jìn)打印機(jī)行業(yè)節(jié)能環(huán)保、成本節(jié)約、工作效率提升等起到了積極作用,對(duì)整個(gè)打印服務(wù)行業(yè)的健康發(fā)展起到了較好的推動(dòng)作用。
[Abstract]:With the development, transformation and adjustment of today's market, various industries are beginning to change to internationalization, intelligence and information. With the continuous emergence of innovative theories and the full application of advanced science and technology, these have all begun to comprehensively affect the modern people's life, work and way of thinking; with the changes of the times, the development direction of various industries, business ideas, There are six main development trends in the printing service industry: 1, channel flattening, 2, color office popularization, 3, finance lease normalization; Fourth, "overall solution" strategy; fifth, "full package contract" strategy; sixthly, "remote maintenance" service; faced with such a trend, all major mainstream brand manufacturers, dealers, system integrators should actively combine their own company characteristics. The customer situation caters to the current market development and the industry change adopts the positive and effective response strategy, grasps the market first opportunity, is in the invincible position. The purpose of this paper is to provide regular hardware products for customers to meet the basic office needs, but also to try to customize a new concept to enhance customer perceived value-MPs managed Print Service (MPs) management printing service. Therefore, based on the 7Ps marketing theory and the customer perceived value theory, the thesis extensively consults the domestic and foreign relevant literature materials, understands the discipline development frontier and the MPS business development trend, Combined with the development of printer industry and the current situation of MPS marketing in LM Company, this paper analyzes the MPS marketing environment of LM Company by SWOT analysis, points out the strategic direction of MPS development, and carries out targeted interviews and questionnaires. Deeply dig out the outstanding problems existing in the current marketing strategy of MPS business of LM Company, based on the promotion of customer perceived value, from the product, pricing, promotion, channel, promotion, resident personnel in the background of the overall transformation of the printing service industry, The process combs seven aspects to construct the brand-new MPS marketing system, for LM company MPS marketing strategy to provide the scientific and the stronger maneuverability countermeasure suggestion, has provided the new thought and the new method for it to raise the profit, enhances the customer satisfaction and so on aspect and so on, has provided the new thought and the new method. At the same time, the research of this paper has played a positive role in promoting the printer industry energy saving, cost saving, work efficiency promotion and so on. The whole printing service industry has played a good role in promoting the healthy development.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.4

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