【摘要】：最近幾年鋼鐵市場競爭日趨激烈，主要表現在以下幾個方面：世界性鋼鐵產能過剩；產品同質化現象越來越嚴重；大型鋼鐵企業(yè)過去的規(guī)模經濟優(yōu)勢利潤空間已經消失等等。在無法改變市場的情況下，鋼鐵企業(yè)必須通過自身的改變來獲取差異競爭優(yōu)勢。華菱衡鋼企圖通過向綜合型服務商轉變來獲取新的競爭優(yōu)勢。為了能使華菱衡鋼能夠成功轉型，有必要對其服務營銷進行研究。通過對華菱衡鋼服務營銷的研究，發(fā)現并解決公司當前營銷出現的問題，對公司實施服務營銷的組合策略進行重新設計，有利于提高華菱衡鋼的經營績效，進一步提升企業(yè)競爭力。同時，，也可以為我國同類鋼鐵企業(yè)的營銷策略提供借鑒與指導。 文章首先概述了華菱衡鋼實施服務營銷的背景以及意義，闡述了國內外關于服務營銷的研究現狀以及服務營銷的相關理論。通過對華菱衡鋼服務營銷的現狀調查，分析華菱衡鋼現有服務營銷體系存在的問題。然后，運用PEST法、五力模型分析方法和SWOT分析方法等對華菱衡鋼實施服務營銷的宏觀環(huán)境、行業(yè)環(huán)境和內部環(huán)境進行綜合分析。在此基礎上結合華菱衡鋼實際情況，提出了華菱衡鋼服務營銷實施的組合策略。主要包括四個維度的內容：第一，華菱衡鋼實施服務營銷的“4Ps”組合策略設計；第二，華菱衡鋼實施服務營銷的人員策略設計；第三，華菱衡鋼實施服務營銷的有形展示設計；第四，華菱衡鋼實施服務營銷的過程設計；最后，提出一系列保障措施保證華菱衡鋼服務營銷策略的順利實施。
[Abstract]:In recent years, the iron and steel market competition is becoming more and more fierce, mainly in the following aspects: worldwide steel overcapacity, product homogenization more and more serious, large iron and steel enterprises have lost the profit space of the advantage of scale economy in the past, and so on. Under the condition that the market cannot be changed, the iron and steel enterprises must gain the differential competitive advantage through their own changes. Valin Heng Steel is trying to gain a new competitive advantage by turning to a comprehensive service provider. In order to make Hualing Heng Steel successful transformation, it is necessary to study its service marketing. Through the research on the service marketing of Hualing Heng Steel, the problems existing in the current marketing of the company are found and solved, and the combination strategy of implementing the service marketing of the company is redesigned, which is helpful to improve the management performance of Hualing Heng Steel. Further enhance the competitiveness of enterprises. At the same time, it can also provide reference and guidance for the similar iron and steel enterprises in our country. Firstly, this paper summarizes the background and significance of service marketing in Hualing Heng Iron and Steel Co., Ltd., and expounds the research status and related theories of service marketing at home and abroad. By investigating the current situation of service marketing in Hualing Heng Steel, the existing problems in service marketing system of Hualing Heng Steel are analyzed. Then, using PEST method, five-force model analysis method and SWOT analysis method, the macro environment, industry environment and internal environment of implementing service marketing of Hualing Heng Steel are comprehensively analyzed. On this basis, combined with the actual situation of Hualing Heng Steel, the combination strategy of service marketing implementation of Hualing Heng Steel is put forward. It mainly includes four dimensions: first, the "4Ps" combination strategy design of Hualing Heng Steel implementing service marketing, second, the personnel strategy design of Hualing Heng Steel implementing service marketing; Third, Hualing Heng Steel implementation of service marketing tangible display design; fourth, Hualing Heng Steel implementation of service marketing process design; finally, put forward a series of safeguard measures to ensure the smooth implementation of Hualing Heng Steel service marketing strategy.
【學位授予單位】：南華大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.31

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