【摘要】：世界隨著服務(wù)業(yè)的快速發(fā)展,越來(lái)越多的國(guó)家進(jìn)入了服務(wù)經(jīng)濟(jì)社會(huì),中國(guó)2016年度政府工作報(bào)告中提到服務(wù)業(yè)產(chǎn)值占國(guó)內(nèi)生產(chǎn)總值比重上升到51.6%,2017年度的服務(wù)產(chǎn)業(yè)呈增長(zhǎng)趨勢(shì),中國(guó)隨著服務(wù)經(jīng)濟(jì)社會(huì)的到來(lái),服務(wù)營(yíng)銷(xiāo)策略與管理在企業(yè)以及整個(gè)社會(huì)中的重要性與日俱增。中國(guó)IT業(yè)快速發(fā)展和服務(wù)時(shí)代轉(zhuǎn)型背景下,IT服務(wù)化正在加速發(fā)展以及IT服務(wù)所表現(xiàn)的重要地位更加體現(xiàn),企業(yè)軟硬件相關(guān)各種IT業(yè)務(wù)漸漸都以服務(wù)的形式提供使用并支撐業(yè)務(wù),所以企業(yè)的IT服務(wù)需求變得多樣化及服務(wù)水平要求標(biāo)準(zhǔn)變得更高。對(duì)于V軟件公司作為IT企業(yè)服務(wù)提供商而言,能夠輸出相匹配的IT服務(wù)水平及能力也至關(guān)重要,V軟件公司作為一個(gè)IT服務(wù)型公司服務(wù)營(yíng)銷(xiāo)策略問(wèn)題的發(fā)現(xiàn)及問(wèn)題的對(duì)策研究也是管理者在服務(wù)營(yíng)銷(xiāo)過(guò)程中要最先思考和解決的問(wèn)題。V軟件公司的管理者需要了解自身企業(yè)的服務(wù)營(yíng)銷(xiāo)策略是否存在問(wèn)題,服務(wù)營(yíng)銷(xiāo)策略實(shí)施過(guò)程中服務(wù)相關(guān)設(shè)計(jì)和流程是否合理,最后發(fā)現(xiàn)服務(wù)營(yíng)銷(xiāo)策略相關(guān)問(wèn)題的解決方法和的應(yīng)對(duì)服務(wù)營(yíng)銷(xiāo)策略方案。V軟件公司作為研究對(duì)象是一家業(yè)界領(lǐng)先的數(shù)據(jù)備份及處理的外資軟件公司,通過(guò)在V軟件公司實(shí)際工作發(fā)現(xiàn)在服務(wù)營(yíng)銷(xiāo)策略具體表現(xiàn)出的問(wèn)題,結(jié)合理論進(jìn)行策略綜合分析找出問(wèn)題其中的原因,最后通過(guò)服務(wù)營(yíng)銷(xiāo)理論思路給出V軟件公司服務(wù)營(yíng)銷(xiāo)相關(guān)問(wèn)題的對(duì)策。首先,發(fā)現(xiàn)和分析V軟件公司服務(wù)營(yíng)銷(xiāo)策略的兩個(gè)方面的問(wèn)題,第一個(gè)問(wèn)題是V軟件公司國(guó)內(nèi)目標(biāo)市場(chǎng)營(yíng)銷(xiāo)策略不明確,主要體現(xiàn)在沒(méi)有進(jìn)行中國(guó)市場(chǎng)細(xì)分分析和目標(biāo)市場(chǎng)的定位;第二個(gè)問(wèn)題V軟件公司國(guó)內(nèi)7Ps組合服務(wù)營(yíng)銷(xiāo)策略的不合理問(wèn)題,包括產(chǎn)品策略設(shè)計(jì)不適應(yīng)中國(guó)環(huán)境、服務(wù)價(jià)格偏高、服務(wù)渠道在新行業(yè)拓展慢、服務(wù)營(yíng)銷(xiāo)市場(chǎng)推廣力度不夠、800技術(shù)服務(wù)支持部門(mén)流程不暢、關(guān)鍵業(yè)務(wù)服務(wù)部門(mén)架構(gòu)設(shè)計(jì)不合理、咨詢(xún)部門(mén)人才緊缺的細(xì)節(jié)問(wèn)題展開(kāi),并進(jìn)行深入的問(wèn)題研究和分析。V軟件公司在目標(biāo)市場(chǎng)營(yíng)銷(xiāo)策略不明確的現(xiàn)狀及問(wèn)題分析,通過(guò)相關(guān)IT服務(wù)市場(chǎng)的市場(chǎng)調(diào)研,并且利用STP目標(biāo)市場(chǎng)營(yíng)銷(xiāo)理論對(duì)V軟件公司所在專(zhuān)業(yè)IT市場(chǎng)環(huán)境中的實(shí)際情況進(jìn)行對(duì)比分析,包括垂直行業(yè)、地理位置、具體行業(yè)的分析,針對(duì)V公司的狀況確定目標(biāo)市場(chǎng)策略,提出目標(biāo)市場(chǎng)的相應(yīng)服務(wù)營(yíng)銷(xiāo)產(chǎn)品定位和對(duì)策,即穩(wěn)定大型企業(yè)客戶(hù)細(xì)分市場(chǎng)的同時(shí),產(chǎn)品定位重點(diǎn)轉(zhuǎn)移到中小企業(yè)客戶(hù)細(xì)分市場(chǎng)并擴(kuò)大市場(chǎng)占有率的發(fā)展策略。7Ps組合服務(wù)營(yíng)銷(xiāo)策略,對(duì)應(yīng)產(chǎn)品、價(jià)格、渠道、促銷(xiāo)、人員、部門(mén)架構(gòu)、流程組合策略重新梳理和分析,以符合V軟件公司目標(biāo)市場(chǎng)營(yíng)銷(xiāo)策略中小企業(yè)細(xì)分市場(chǎng)重新定位選擇。具體V公司服務(wù)產(chǎn)品營(yíng)銷(xiāo)策略組合問(wèn)題對(duì)策是,服務(wù)產(chǎn)品組合重新選擇定位于服務(wù)優(yōu)先、靈活優(yōu)先策略;設(shè)計(jì)更靈活的報(bào)價(jià)方式和更有競(jìng)爭(zhēng)價(jià)格并以市場(chǎng)占有率價(jià)格目標(biāo)的動(dòng)態(tài)定價(jià)策略;擴(kuò)大直接渠道覆蓋,并增強(qiáng)間接服務(wù)渠道的能力策略;重視服務(wù)人員推廣策略并增加推廣方式;內(nèi)外部人才吸引政策;合并服務(wù)部門(mén)架構(gòu);簡(jiǎn)化800技術(shù)支持流程并加強(qiáng)溝通。
[Abstract]:With the rapid development of the service industry in the world, more and more countries have entered the service economy and society. The government work report of China in 2016 mentions that the proportion of the output value of the service industry in the GDP has risen to 51.6%. The service industry in 2017 shows an increasing trend. With the arrival of the service economy and society, China's service marketing strategy and management are in the process of development. With the rapid development of China's IT industry and the transformation of the service era, IT service is accelerating its development and the important position of IT services is more reflected. All kinds of IT services related to enterprise software and hardware are gradually providing and supporting services in the form of services. The demand becomes diversified and the standard of service level becomes higher. As an IT enterprise service provider, it is also very important for V software company to output the matching IT service level and capability. The managers of V Software Company need to know whether there are problems in the service marketing strategy of their own enterprises, whether the service related design and process are reasonable in the process of implementing the service marketing strategy, and finally find out the solutions to the problems related to the service marketing strategy and the corresponding service marketing strategies. V software company as the research object is a leading foreign software company in the field of data backup and processing, through the actual work of V software company found in the service marketing strategy specific problems, combined with the theory of strategy comprehensive analysis to find out the reasons for the problems, and finally through the service marketing theory to give Firstly, we find and analyze two aspects of V software company's service marketing strategy. The first problem is that V software company's domestic target marketing strategy is not clear, mainly reflected in the absence of China's market segmentation analysis and target market positioning; the second problem is V software. The unreasonable marketing strategy of 7Ps combination service in China includes product strategy design not suitable for China environment, high service price, slow expansion of service channels in new industries, inadequate promotion of service marketing, poor flow of 800 technical service support departments, unreasonable structure design of key business service departments, and personnel of consultation departments. V software company's current situation and problems of ambiguous target marketing strategy are analyzed. Through the market research of relevant IT service market, and using STP target marketing theory, the actual situation of V software company's professional IT market environment is compared and analyzed. Analysis, including vertical industry, geographical location, specific industry analysis, in view of the situation of V company to determine the target market strategy, put forward the corresponding target market service marketing product positioning and countermeasures, that is, stable large-scale enterprise customer segmentation market, product positioning focus shifted to small and medium-sized enterprise customer segmentation market and expand market share. Development Strategy. 7Ps Composite Service Marketing Strategies, Corresponding Products, Prices, Channels, Promotions, Personnel, Department Structure, Process Composition Strategies are reorganized and analyzed to meet V Software Company's Target Marketing Strategies. We should re-select the strategy of service priority and flexible priority; design more flexible quotation methods and dynamic pricing strategies with more competitive prices and market share price targets; expand direct channel coverage and enhance the ability of indirect service channels; attach importance to service personnel promotion strategies and increase promotion methods; internal and external talent. Attracting policy; merging service sector structure; simplifying the 800 technology support process and enhancing communication.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F49;F274

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