【摘要】：隨著科學(xué)技術(shù)的飛速發(fā)展,消費(fèi)者可選擇的消費(fèi)品種類不斷增加,同時產(chǎn)品同質(zhì)化也不斷加劇,服務(wù)成為企業(yè)建立競爭優(yōu)勢的重要途徑,即便是最傳統(tǒng)的制造行業(yè)也越來越重視服務(wù)。通信行業(yè)作為高接觸服務(wù)行業(yè)更應(yīng)重視開展服務(wù)營銷。本文首先通過對懷遠(yuǎn)電信內(nèi)外部環(huán)境的分析,為服務(wù)營銷策略的制定奠定基礎(chǔ)。然后分析了懷遠(yuǎn)電信服務(wù)營銷的現(xiàn)狀,總結(jié)出服務(wù)營銷現(xiàn)存的問題�；谝陨戏治�,本文在服務(wù)營銷7P理論的基礎(chǔ)上制定了相應(yīng)的策略。其中產(chǎn)品策略旨在增加產(chǎn)品附加值;渠道策略在于加強(qiáng)電子渠道發(fā)展;價(jià)格策略通過提升客戶感知價(jià)值來彌補(bǔ)懷遠(yuǎn)電信的價(jià)格劣勢;促銷策略指出要注重促銷方式的創(chuàng)新和促銷過程的統(tǒng)一;有形展示策略主要從營造賣場化氛圍和突出智慧家庭形象兩方面著手;員工管理策略主要是提高員工素質(zhì)和提高員工滿意度;過程控制策略通過服務(wù)藍(lán)圖對顧客服務(wù)流程進(jìn)行優(yōu)化,以提高生產(chǎn)率。同時,筆者也指出,對于企業(yè)來說,營銷策略的七個方面并不總是同樣重要的,企業(yè)應(yīng)當(dāng)根據(jù)實(shí)際情況采取適當(dāng)?shù)牟呗越M合。最后通過建立倒三角形支撐體系、落實(shí)前端收入承包考核和強(qiáng)化服務(wù)補(bǔ)救措施三個方面來保障服務(wù)營銷組合策略的實(shí)施。通過本文的研究,將服務(wù)營銷理論同懷遠(yuǎn)電信的營銷實(shí)踐相結(jié)合,在懷遠(yuǎn)電信、懷遠(yuǎn)移動和懷遠(yuǎn)聯(lián)通三家企業(yè)主要通過價(jià)格競爭的環(huán)境下,幫助企業(yè)建立起核心競爭優(yōu)勢,保障懷遠(yuǎn)電信的經(jīng)營利潤。
[Abstract]:With the rapid development of science and technology, the types of consumer goods that consumers can choose are increasing, and the homogeneity of products is becoming more and more serious. Service has become an important way for enterprises to establish their competitive advantage. Even the most traditional manufacturing industry is paying more and more attention to service. Communication industry as a high-contact service industry should pay more attention to service marketing. Firstly, this paper analyzes the internal and external environment of Huaiyuan Telecom to lay the foundation for the establishment of service marketing strategy. Then it analyzes the current situation of Huaiyuan telecom service marketing, summarizes the existing problems of service marketing. Based on the above analysis, this paper formulates the corresponding strategy based on the 7 P theory of service marketing. The product strategy aims to increase the added value of products, the channel strategy is to strengthen the development of electronic channels, the price strategy is to improve the perceived value of customers to make up the price disadvantage of Huaiyuan Telecom. The promotion strategy points out that we should pay attention to the innovation of the promotion mode and the unification of the promotion process, the visible display strategy mainly starts from the two aspects of creating the selling atmosphere and highlighting the intelligent family image. Employee management strategy is mainly to improve employee quality and employee satisfaction, and process control strategy optimizes customer service flow through service blueprint to improve productivity. At the same time, the author also points out that the seven aspects of marketing strategy are not always equally important to the enterprise, and the enterprise should adopt the appropriate strategy combination according to the actual situation. Finally, through the establishment of inverted triangle support system, the implementation of front-end revenue contract assessment and strengthening service remedial measures to ensure the implementation of service marketing mix strategy. Through the research of this paper, we combine the theory of service marketing with the marketing practice of Huaiyuan Telecom. In the environment of Huaiyuan Telecom, Huaiyuan Mobile and Huaiyuan Unicom, we can help them establish their core competitive advantage through price competition. To protect the operating profit of Huaiyuan Telecom.
【學(xué)位授予單位】：安徽財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F626;F274

【參考文獻(xiàn)】

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本文編號：2414773