开普实验室服务营销案例分析

发布时间：2018-05-14 20:12

本文选题：服务营销 + 开普实验室　；参考：《郑州大学》2011年硕士论文

【摘要】：国家级实验室,从它一诞生那天起,就扮演着双重的角色：既是质量的把关者,又是行业的服务者。由于很多国家级实验室打上了“国家”的烙印,就不由自主的扮演者前者,而忘记了后者。但是,市场经济发展到今天,几乎每一个行业都是另外一个行业的服务者,大家都时刻服务着别人,也不断的被别人服务着,服务质量的好坏,直接影响着其生存和发展。因此,在全球化的今天,除技术和资金外,真正决定一个企业或者实验室能否持久发展的核心竞争力是服务营销! 本文通过开普实验室(国家级实验室)服务营销理念的建立和运行的实践研究,结合开普实验室的实际情况,运用服务营销学和管理学的基本理论对开普实验室的营销案例进行了剖析。本文首先在案例综述中介绍了中国电力系统行业发展的背景,对开普实验室的职能、业务发展情况、人员设备能力、服务业务流程和检测业务流程等基本情况进行了简要介绍,并对所在的行业实验室竞争环境用SWOT的方法进行了分析。案例介绍中,对开普实验室的“低价、速度”、“把握关键时刻,以服务促营销”和“帮助客户成功”三个服务营销理念发展变化的历程进行了着重介绍,对客户满意度调查、重点客户关注、到期报告提醒、客户联谊会、周末邮件祝福等五个重要服务营销工作做了重点分析。在总结开普实验室服务营销成功之道的同时,也指出了开普实验室服务营销存在的问题,并对开普实验室营销的问题提出了相应的解决建议。这无疑对开普实验室将来的服务营销改进有较好的现实指导意义。文章的最后,就开普实验室的服务营销案例得出三点主要结论：一是,开普实验室服务营销成功的秘诀是动态的服务营销理念；二是,开普实验室基业长青的基础是组织能力；三是,开普实验室的成功之道是注重关系营销。希望这样的结论能够对广大国家级实验室的同行建立适合自己的服务营销方案有一定的借鉴意义。
[Abstract]:State - level laboratory , starting from its birth , has played a dual role : both the quality and the service of the industry . Since many national laboratories have branded " the country " , the former is not the former , but the latter is forgotten . However , the market economy has developed to today , and the quality of the service is directly influenced by the quality of the service and the quality of service . Therefore , in the globalization today , in addition to technology and money , it is really decided whether the core competitiveness of an enterprise or a laboratory can be sustained is the service marketing !

Based on the practice of the establishment and operation of the service marketing concept of the open - general laboratory ( national laboratory ) , this paper analyzes the marketing cases of open - general laboratory by using the basic theory of service marketing and management .

This paper first introduces the background of the development of the power system industry in China , introduces the functions , business development , personnel equipment ability , service flow business process and test business process .

In the end of this article , we draw three main conclusions about the service marketing case of Cape Lab : First , the key to success of opening general lab service marketing is the dynamic service marketing concept ;
The second is that the foundation of the Keeppe laboratory is the organizational capacity ;
The third is that the success of the open - p lab is to focus on the relationship marketing . It is hoped that this conclusion can be used as a reference for the peer - to - peer establishment of the country ' s national laboratories for their own service marketing programmes .

【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;G322

【参考文献】