本文關鍵詞：北京市燃氣集團有限責任公司服務營銷策略研究　出處：《吉林大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 城市燃氣 目標市場 服務營銷

【摘要】：天然氣是一種優(yōu)質(zhì),低碳,高效的清潔能源。隨著我國能源結構調(diào)整,產(chǎn)業(yè)結構優(yōu)化,以及環(huán)保政策的出臺,天然氣在我國能源市場競爭優(yōu)勢不斷提升。但是受到國際油價下跌以及國內(nèi)天然氣價格調(diào)整等方面的因素,我國天然氣消費發(fā)展增速明顯減緩,企業(yè)間競爭效應明顯增強,天然氣行業(yè)進入供應寬松的買方市場,城市燃氣企業(yè)面臨著機遇與挑戰(zhàn)并存的局面。本文以北京市燃氣集團有限責任公司(以下簡稱北京燃氣)為研究對象。北京燃氣作為北京市區(qū)重要的公共保障性企業(yè),對安全穩(wěn)定生產(chǎn)的重視程度遠高于對服務水平管理的傾斜,服務營銷意識薄弱。本文通過對北京燃氣服務營銷現(xiàn)狀進行分析,從顧客、成本、便利性、溝通、人員、有形展示、服務過程和用戶滿意度八個方便進行深入研究,總結出企業(yè)面臨的四大問題:銷售管理水平低、銷售服務體系有待優(yōu)化、溝通渠道需要拓展以及服務人員素質(zhì)參差不齊。本文針對上述北京燃氣服務營銷現(xiàn)狀以及存在的問題,對北京燃氣服務營銷環(huán)境進行深入分析,通過運用PEST分析法、波特五力模型分析法別從對企業(yè)所在的市場宏觀環(huán)境、行業(yè)微觀環(huán)境進行分析,并利用SWOT模型剖析企業(yè)具體的競爭優(yōu)勢、劣勢、機會和威脅。在此基礎上,本文結合查閱的文獻資料對北京燃氣服務營銷提出了STP策略和服務營銷組合策略。根據(jù)北京燃氣所承擔的社會責任采取無差異營銷,同時為追求企業(yè)利潤不斷延伸目標市場范圍。從顧客、成本、便利性、溝通、人員、有形展示、過程控制七個方面制定了可行的服務營銷策略。通過組織結構、人員資源、技術支持和制度建設四個方面為策略實施保駕護航。
[Abstract]:Natural gas is a kind of clean energy with high quality, low carbon and high efficiency. With the adjustment of energy structure, the optimization of industrial structure and the promulgation of environmental protection policy in China. The competitive advantage of natural gas in China's energy market is increasing. However, due to the decline of international oil price and the adjustment of domestic natural gas price, the growth rate of natural gas consumption in China has slowed down obviously. The effect of competition between enterprises has increased significantly, and the natural gas industry has entered the buyer's market where supply is loose. Urban gas enterprises are facing both opportunities and challenges. In this paper, Beijing Gas Group Co., Ltd. (hereinafter referred to as Beijing Gas). As the research object, Beijing Gas is an important public security enterprise in Beijing urban area. The emphasis on safety and stability of production is much higher than the tilt of service level management, service marketing awareness is weak. This paper analyzes the current situation of Beijing gas service marketing, from customer, cost, convenience, communication. Personnel, tangible display, service process and customer satisfaction of eight convenient in-depth research, summed up the enterprise facing four major problems: low level of sales management, sales service system to be optimized. Communication channels need to be expanded and the quality of service personnel is uneven. This paper analyzes the Beijing gas service marketing environment in depth according to the current situation and existing problems of Beijing gas service marketing. Through the use of PEST analysis, Porter five-force model analysis from the market macro environment, industry micro-environment analysis, and the use of SWOT model to analyze the specific competitive advantages of enterprises. Weaknesses, opportunities and threats. On this basis. This paper puts forward the STP strategy and service marketing combination strategy for Beijing gas service marketing based on the literature review. According to the social responsibility of Beijing gas, it adopts non-differential marketing. At the same time, in order to pursue the enterprise profits to extend the target market range. From customer, cost, convenience, communication, personnel, tangible display, process control seven aspects of the development of a viable service marketing strategy. Through the organizational structure. Personnel resources, technical support and system building four aspects for the implementation of the strategy escort.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F299.24;F274

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1 包德元;;熱烈祝賀燃氣集團組建十周年[J];改革與戰(zhàn)略;2005年11期

2 ;燃氣集團第一銷售分公司——和平營業(yè)所[J];天津人大;2008年11期

3 ;燃氣[J];工會博覽;2008年03期

4 ;天津市燃氣集團和平區(qū)營業(yè)所[J];環(huán)渤海經(jīng)濟w，

本文編號：1417967