J公司精密测量仪器服务营销策略研究

发布时间：2018-05-20 04:17

本文选题：精密测量仪器 + 服务营销　；参考：《华东理工大学》2017年硕士论文

【摘要】：知识经济时代的制造业对比于工业经济时代,已经发生了巨大的变革。信息时代的到来,技术普及使得制造业中的各个行业的竞争都从蓝海步入了红海。期望仅仅依靠规模化生产,用技术、质量和价格就能赢得市场竞争已经不可能实现。制造业的服务化趋向越来越显著。从事设计、生产、销售精密测量仪器的J公司,虽然曾经在行业内的高端产品市场占据领先优势,如今也不能独立于这个趋势之外。本文研究的对象,J公司正面临着竞争对手强有力的挑战和压迫,其在中国的经营发展遇到了困境。如何应对市场环境变化,重塑竞争力,实现生存和稳定的可持续发展是J公司亟需解决的问题。本文通过分析J公司的行业环境、竞争环境、自身的优劣势、威胁和机遇等内外部的营销环境和竞争态势,通过问卷调查的方法指出了J公司在服务营销中存在的主要问题所在。并按照服务质量五大差距模型理论分析其原因。然后结合服务营销的相关理论,对J公司的服务营销给出了具有针对性的改善策略。通过本文的研究,希望能为J公司和其他正在或准备实施服务营销的公司提供一定的借鉴。
[Abstract]:Compared with the era of industrial economy, the manufacturing industry in the era of knowledge economy has undergone tremendous changes. With the arrival of the information age, technology popularization has made the competition of all industries in manufacturing industry enter the Red Sea from Blue Sea. It is impossible to win market competition by using technology, quality and price. The service trend of manufacturing industry is becoming more and more obvious. Company J, which designs, manufactures and sells precision measuring instruments, although once a leader in the high-end market in the industry, is not independent of this trend. The object of this paper is facing the strong challenge and oppression of its competitors, and its management and development in China has met with difficulties. How to cope with the change of market environment, rebuild competitiveness and realize the sustainable development of survival and stability is the urgent problem that J Company needs to solve. This paper analyzes the internal and external marketing environment and competition situation of J Company, including its industry environment, competition environment, its own advantages and disadvantages, threats and opportunities, etc. The main problems of J Company in service marketing are pointed out by questionnaire survey. And according to the service quality five big gap model theory analysis its reason. Then combined with the relevant theory of service marketing, the paper gives the targeted improvement strategy for J company. Through the research of this paper, we hope to provide some reference for J Company and other companies that are implementing or preparing to implement service marketing.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.4

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