發(fā)布時(shí)間：2019-06-26 19:50

【摘要】：會(huì)議營(yíng)銷是一種新興的營(yíng)銷模式,被廣泛用于保健品和醫(yī)療器械行業(yè)。它以提供親情化服務(wù)為手段,以滿足特定顧客需求為目標(biāo),以“服務(wù)+直銷”的方式為一些企業(yè)尤其是中小型企業(yè)提供了一種新的營(yíng)銷渠道和營(yíng)銷方式。這種新的營(yíng)銷方式雖然被大量使用,但現(xiàn)實(shí)中仍有諸多問題亟待解決,需要從理論到實(shí)踐進(jìn)行認(rèn)真反思和探索。本文以朗頓公司為研究對(duì)象,詳細(xì)分析朗頓公司的會(huì)議營(yíng)銷過程和模式�？偨Y(jié)出朗頓公司的會(huì)議營(yíng)銷過程分為會(huì)前、會(huì)中和售后三個(gè)階段:會(huì)前階段主要是尋找、積累、篩選客戶資料,鎖定潛在顧客群并邀請(qǐng)其參加會(huì)議體驗(yàn);會(huì)中通過人員講解、現(xiàn)場(chǎng)體驗(yàn)等促銷手段展開針對(duì)性銷售;售后將進(jìn)一步跟蹤顧客感受并積極拓展銷售。參照會(huì)議營(yíng)銷的結(jié)構(gòu)化量表并結(jié)合朗頓公司的實(shí)際設(shè)計(jì)了朗頓公司會(huì)議營(yíng)銷的滿意度調(diào)查問卷,從產(chǎn)品、服務(wù)、人員和公司四個(gè)維度測(cè)量了朗頓公司客戶的滿意度,使用統(tǒng)計(jì)軟件SPSS17.0對(duì)調(diào)查結(jié)果進(jìn)行了統(tǒng)計(jì)分析。結(jié)合滿意度調(diào)查結(jié)果,運(yùn)用經(jīng)典營(yíng)銷理論、消費(fèi)者行為學(xué)、消費(fèi)心理學(xué)、滿意度分析等理論和工具,對(duì)朗頓公司會(huì)議營(yíng)銷存在的問題進(jìn)行診斷,主要問題是:誠(chéng)信面臨危機(jī)、會(huì)議營(yíng)銷模式缺乏創(chuàng)新、人才素質(zhì)與業(yè)務(wù)要求不匹配、文化氛圍無益于公司發(fā)展。進(jìn)一步地,在借鑒國(guó)內(nèi)外會(huì)議營(yíng)銷優(yōu)秀實(shí)踐及體驗(yàn)營(yíng)銷新理論的基礎(chǔ)上,提出優(yōu)化朗頓公司會(huì)議營(yíng)銷效果的對(duì)策和建議:樹立品牌意識(shí)、提升員工素質(zhì)、完善服務(wù)體系、強(qiáng)化服務(wù)補(bǔ)救措施以及創(chuàng)新會(huì)議營(yíng)銷模式等,以期對(duì)國(guó)內(nèi)同類企業(yè)的會(huì)議營(yíng)銷有借鑒意義。
[Abstract]:Conference marketing is a new marketing model, which is widely used in health care products and medical device industry. In order to meet the needs of specific customers, it provides a new marketing channel and marketing mode for some enterprises, especially small and medium-sized enterprises, by means of providing kinship service and meeting the needs of specific customers. Although this new marketing method is widely used, there are still many problems to be solved in reality, which need to be seriously reflected and explored from theory to practice. This paper takes Langton Company as the research object, analyzes the conference marketing process and mode of Langton Company in detail. It is concluded that Langton's conference marketing process is divided into three stages: pre-session, meeting and after-sale: the pre-session stage is mainly to find, accumulate, screen customer information, lock in potential customer groups and invite them to participate in the conference experience; the meeting will be carried out through personnel explanation, on-site experience and other promotional means; after-sale will further track customer feelings and actively expand sales. According to the structure scale of conference marketing and the actual situation of Langton Company, the satisfaction questionnaire of Langton Conference Marketing was designed. The customer satisfaction of Langton Company was measured from the four dimensions of product, service, personnel and company, and the survey results were statistically analyzed by using the statistical software SPSS17.0. Combined with the results of satisfaction survey, this paper uses classical marketing theory, consumer behavior, consumer psychology, satisfaction analysis and other theories and tools to diagnose the problems existing in Langton conference marketing. The main problems are: integrity facing crisis, lack of innovation of conference marketing model, mismatch between talent quality and business requirements, cultural atmosphere is not conducive to the development of the company. Furthermore, on the basis of drawing lessons from the excellent practice of conference marketing at home and abroad and the new theory of experiential marketing, this paper puts forward some countermeasures and suggestions to optimize the conference marketing effect of Langton Company: establishing brand consciousness, improving the quality of employees, perfecting the service system, strengthening the service remedial measures and innovating the conference marketing mode, etc., in order to have reference significance for the conference marketing of the same kind of enterprises in China.
【學(xué)位授予單位】：河北科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.46

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