【摘要】：中國(guó)社會(huì)已經(jīng)進(jìn)入服務(wù)經(jīng)濟(jì)時(shí)代,服務(wù)營(yíng)銷(xiāo)相關(guān)理論的應(yīng)用成為公司獲得克敵制勝市場(chǎng)競(jìng)爭(zhēng)力的重要源泉。本文嘗試應(yīng)用服務(wù)營(yíng)銷(xiāo)相關(guān)理論,針對(duì)AD食品公司服務(wù)營(yíng)銷(xiāo)管理中存在的問(wèn)題,提出問(wèn)題對(duì)策和建議措施。 AD食品公司的發(fā)起和成立緣起于智障青年的職業(yè)康復(fù)公益事業(yè),面對(duì)市場(chǎng)競(jìng)爭(zhēng)環(huán)境,公益屬性或市場(chǎng)屬性含混不清,品牌過(guò)于專(zhuān)注于公益領(lǐng)域,公司針對(duì)目標(biāo)市場(chǎng)的戰(zhàn)略定位不明確,產(chǎn)品單一且缺乏市場(chǎng)差異化及文化內(nèi)涵,服務(wù)營(yíng)銷(xiāo)管理非顧客便捷取向,成本定價(jià),缺乏動(dòng)態(tài)彈性,店面有形展示品牌性不足,員工離職率居高不下,產(chǎn)品和服務(wù)的質(zhì)量缺乏穩(wěn)定性等問(wèn)題,導(dǎo)致該公司在烘焙領(lǐng)域的市場(chǎng)競(jìng)爭(zhēng)力微弱,生存和發(fā)展困難。針對(duì)AD食品公司服務(wù)營(yíng)銷(xiāo)管理的現(xiàn)狀和問(wèn)題,本文運(yùn)用服務(wù)營(yíng)銷(xiāo)相關(guān)理論,分析了該公司服務(wù)營(yíng)銷(xiāo)管理中的問(wèn)題及其背后的成因,提出對(duì)策措施,即AD食品公司必須走現(xiàn)代服務(wù)型企業(yè)的發(fā)展道路,戰(zhàn)略層面推進(jìn)服務(wù)營(yíng)銷(xiāo)戰(zhàn)略和綜合品牌戰(zhàn)略,將公司團(tuán)隊(duì)所不擅長(zhǎng)的公益產(chǎn)品的“生產(chǎn)”外包給社會(huì)福利機(jī)構(gòu),確定烘焙產(chǎn)品細(xì)分市場(chǎng)和目標(biāo)市場(chǎng),準(zhǔn)確進(jìn)行競(jìng)爭(zhēng)性定位,大力發(fā)展公司在烘焙領(lǐng)域的品牌知名度和美譽(yù)度,力爭(zhēng)在南京烘焙市場(chǎng)有一席之地；操作層面以顧客為中心,產(chǎn)品及產(chǎn)品組合創(chuàng)新,符合消費(fèi)者需求；營(yíng)銷(xiāo)渠道創(chuàng)新,便捷消費(fèi)者購(gòu)買(mǎi)；加強(qiáng)成本控制和服務(wù)質(zhì)量管理,為顧客提供增值服務(wù),提升價(jià)格競(jìng)爭(zhēng)優(yōu)勢(shì)；完善公司識(shí)別系統(tǒng)建設(shè),注重顧客體驗(yàn),提升有形展示的文化內(nèi)涵和獨(dú)特性；深化內(nèi)部營(yíng)銷(xiāo),推進(jìn)公司的企業(yè)文化建設(shè),提升團(tuán)隊(duì)的凝聚力和向心力,降低員工離職率,提升員工滿(mǎn)意度,使之與顧客滿(mǎn)意度的提升形成良性互動(dòng)。通過(guò)戰(zhàn)略層面和操作層面的問(wèn)題對(duì)策和措施的實(shí)施,整體提升AD食品公司在烘焙領(lǐng)域的市場(chǎng)競(jìng)爭(zhēng)力,從根本上獲得可持續(xù)發(fā)展。 作為社會(huì)企業(yè)的AD食品公司案例取得成功,不僅會(huì)激勵(lì)更多的社會(huì)企業(yè)善用商業(yè)方法,也有助于他們借鑒AD食品公司的商業(yè)模式取得突破和發(fā)展,為現(xiàn)代服務(wù)業(yè)的發(fā)展和現(xiàn)代公益事業(yè)的發(fā)展注入新的活力。
[Abstract]:Chinese society has entered the era of service economy. The application of service marketing theory has become an important source for companies to gain market competitiveness. This paper tries to apply the related theory of service marketing, aiming at the problems existing in the service marketing management of AD food company, and puts forward some countermeasures and suggestions. The initiation and establishment of AD Foods Company originated from the career rehabilitation of young people with intellectual disabilities. In the face of the market competition environment, the attribute of public welfare or market attribute is unclear, and the brand is too focused on the field of public welfare. The company's strategic positioning for the target market is unclear, the product is single and lacks market differentiation and cultural connotation, the service marketing management is non-customer convenient, the cost pricing, the lack of dynamic elasticity, the lack of physical display brand, The high turnover rate and the lack of stability in the quality of products and services have led to the company's weak market competitiveness in the field of baking and difficulties in survival and development. In view of the current situation and problems of service marketing management in AD food company, this paper analyzes the problems in service marketing management of AD food company and the causes behind it, and puts forward some countermeasures. That is, AD food company must take the development road of modern service-oriented enterprises, promote service marketing strategy and comprehensive brand strategy, and outsource the "production" of public goods which the company team is not good at to social welfare organizations. To determine the market segment and target market of baking products, accurately competitive positioning, vigorously develop the company's brand awareness and reputation in the field of baking, strive to have a place in the Nanjing baking market; Operation level is customer-centered, product and product mix innovation, meet consumer demand; marketing channel innovation, convenient consumer purchase; strengthen cost control and service quality management, to provide value-added services for customers, improve price competitive advantage; Perfect the construction of the company identification system, pay attention to the customer experience, enhance the cultural connotation and uniqueness of the visible display; Deepen internal marketing, promote the construction of corporate culture, enhance the cohesion and centripetal force of the team, reduce employee turnover rate, enhance employee satisfaction, and make it form a positive interaction with the promotion of customer satisfaction. Through the implementation of strategic and operational countermeasures, the overall competitiveness of AD Foods Company in the field of baking can be improved, and sustainable development can be obtained fundamentally. As a social enterprise, the success of AD food company will not only encourage more social enterprises to make good use of business methods, but also help them to learn from the breakthrough and development of AD food company's business model. For the development of the modern service industry and the development of modern public welfare cause inject new vitality.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F426.82

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