扬州广电网络有限公司服务营销策略研究

发布时间：2019-01-24 17:13

【摘要】：互联网时代的到来加速了电信网、广播电视网、互联网“三网融合”的速度,各大运营商竞争也越来越激烈,对于广电网络的发展来说,这既是一次机遇又是一次挑战。面对新兴电视网的发展以及客户需求的变化,如何提高企业的市场竞争力,最大程度发挥出企业的营销服务水平显得尤为重要。本文以服务营销理论为研究基础,遵循“提出问题—分析问题—解决问题”的思路进行分析。运用4P’s营销理论对扬州广电网络有限公司(以下简称“扬州广电”)的自身服务营销现状进行分析,并运用访谈的方式利用7P’s理论将扬州广电的营销服务问题进行整理。然后,分析了扬州广电网络的服务营销环境,运用SWOT分析法、波特五力模型分析法等,从企业自身、内外部环境以及市场需求的角度对扬州广电网络的发展状况进行了全面的分析,确定扬州广电的服务营销战略选择为扭转型战略(WO)。最后根据战略的选择和扬州广电的实际提出了扬州广电的服务营销策略及保障措施等等。本研究表明扬州广电的服务营销存在问题,表现在:扬州广电的产品组合存在缺陷,产品的质量相对不高;定价策略相对单一,不具备灵活性;客服人员专业能力差,服务不及时;对签约后的客户欠缺反馈和长期的跟踪服务,对过程控制管理不够重视;营销渠道单一,新兴渠道乏力;客户分类不科学,与其他同类行业的差异性不明显,竞争力不足;依然采用传统的营销手段,营销方案不具吸引性;扬州广电的员工服务营销意识淡薄,服务质量不高。扬州广电的服务营销策略从产品、价格、渠道、促销、人员管理、有形展示及过程控制七个方面制定,表现为:产品策略要求节目多元化,并能够实现高清产品消费的转换,提高产品的服务价值,并能够提供产品反馈的渠道,及时进行产品创新;价格策略上要求确保基本的节目具有竞争力,并确保付费节目定价灵活,尽可能的改变收费模式;同时实行多渠道的营销传播策略,改变传统营业厅的形象,增加APP服务,使得客户服务更加自由化,加强电话服务的有效利用,提升客服人员的专业能力,借助企业渠道实现战略合作,并增加自媒体的应用等;充分利用促销策略的优势,对原有的促销策略进行升级,充分利用手机移动资源的发展;重视对自身工作人员的服务意识和素质的培养,尽可能的组建自身的专业服务营销团队;进行有效的有形展示,对整个过程进行有效合理的控制。扬州广电的服务营销策略最终的实现,需要管理层、员工、资金等等多方面的支持予以实现。本文的研究对于扬州广电提升竞争力具有一定的价值,也可以为正在组建的中国广播电视网络有限公司确立全国性的服务营销策略提供战略指导意义,同时也可为相关的广播电视网络公司的发展提供一定的借鉴。
[Abstract]:The arrival of the Internet era has accelerated the speed of telecommunication network, radio and television network, Internet "three networks convergence", and the competition among major operators is becoming more and more fierce. For the development of radio and television network, this is both an opportunity and a challenge. In the face of the development of new TV network and the change of customer demand, how to improve the market competitiveness of enterprises and give full play to the marketing service level of enterprises is particularly important. Based on the theory of service marketing, this paper follows the idea of "posing problem-analyzing problem-solving problem". Using 4P's marketing theory, this paper analyzes the current situation of service marketing of Yangzhou Radio and Television Network Co., Ltd (hereinafter referred to as Yangzhou Radio and Television). And the use of interviews with the use of 7P's theory Yangzhou radio and television marketing services to sort out. Then, this paper analyzes the service marketing environment of Yangzhou radio and television network, using SWOT analysis method, Porter five-force model analysis and so on, from the enterprise itself, This paper makes a comprehensive analysis of the development of Yangzhou radio and television network from the angle of internal and external environment and market demand, and determines that the service marketing strategy of Yangzhou Radio and Television is to choose the reverse strategy (WO). Finally, according to the choice of strategy and the reality of Yangzhou Radio and Television, this paper puts forward the service marketing strategy and safeguard measures of Yangzhou Radio and Television. The research shows that there are some problems in the service marketing of Yangzhou Radio and Television, such as: the product combination of Yangzhou Radio and Television is defective, the quality of the product is relatively low, the pricing strategy is relatively single, and the pricing strategy is not flexible. The professional ability of customer service personnel is poor, the service is not in time; the lack of feedback and long-term tracking service to the customers after signing the contract, the management of process control is not enough, the marketing channel is single, the new channel is weak; Customer classification is not scientific, the difference with other similar industries is not obvious, lack of competitiveness; still use traditional marketing methods, marketing programs are not attractive; Yangzhou radio and television staff service marketing awareness is weak, service quality is not high. Yangzhou Radio and Television's service marketing strategy is formulated from seven aspects: product, price, channel, promotion, personnel management, tangible display and process control. To improve the service value of products, and to provide feedback channels, timely product innovation; Price strategy requires to ensure that basic programs are competitive and that paid programs are priced flexibly and that the charging model is changed as much as possible; At the same time, we should implement multi-channel marketing and communication strategy, change the image of traditional business hall, increase APP service, make customer service more free, strengthen the effective use of telephone service, and enhance the professional ability of customer service personnel. With the help of enterprise channels to achieve strategic cooperation, and increase the application of self-media and so on; Make full use of the advantage of the promotion strategy, upgrade the original promotion strategy, make full use of the development of mobile resources; Pay attention to the training of their own staff's service consciousness and quality, set up their own professional service marketing team as far as possible, carry on the effective tangible display, carry on the effective and reasonable control to the whole process. The service marketing strategy of Yangzhou Radio and Television needs the support of management, staff, fund and so on. The research of this paper has certain value for Yangzhou radio and television to enhance competitiveness, and can also provide strategic guidance for the establishment of China Radio and Television Network Co., Ltd. to establish a national service marketing strategy. At the same time, it can also provide some reference for the development of relevant radio and television network companies.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2-F

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