北京市燃气集团有限责任公司服务营销策略研究

发布时间：2018-01-13 07:14

本文关键词：北京市燃气集团有限责任公司服务营销策略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：天然气是一种优质,低碳,高效的清洁能源。随着我国能源结构调整,产业结构优化,以及环保政策的出台,天然气在我国能源市场竞争优势不断提升。但是受到国际油价下跌以及国内天然气价格调整等方面的因素,我国天然气消费发展增速明显减缓,企业间竞争效应明显增强,天然气行业进入供应宽松的买方市场,城市燃气企业面临着机遇与挑战并存的局面。本文以北京市燃气集团有限责任公司(以下简称北京燃气)为研究对象。北京燃气作为北京市区重要的公共保障性企业,对安全稳定生产的重视程度远高于对服务水平管理的倾斜,服务营销意识薄弱。本文通过对北京燃气服务营销现状进行分析,从顾客、成本、便利性、沟通、人员、有形展示、服务过程和用户满意度八个方便进行深入研究,总结出企业面临的四大问题:销售管理水平低、销售服务体系有待优化、沟通渠道需要拓展以及服务人员素质参差不齐。本文针对上述北京燃气服务营销现状以及存在的问题,对北京燃气服务营销环境进行深入分析,通过运用PEST分析法、波特五力模型分析法别从对企业所在的市场宏观环境、行业微观环境进行分析,并利用SWOT模型剖析企业具体的竞争优势、劣势、机会和威胁。在此基础上,本文结合查阅的文献资料对北京燃气服务营销提出了STP策略和服务营销组合策略。根据北京燃气所承担的社会责任采取无差异营销,同时为追求企业利润不断延伸目标市场范围。从顾客、成本、便利性、沟通、人员、有形展示、过程控制七个方面制定了可行的服务营销策略。通过组织结构、人员资源、技术支持和制度建设四个方面为策略实施保驾护航。
[Abstract]:Natural gas is a kind of clean energy with high quality, low carbon and high efficiency. With the adjustment of energy structure, the optimization of industrial structure and the promulgation of environmental protection policy in China. The competitive advantage of natural gas in China's energy market is increasing. However, due to the decline of international oil price and the adjustment of domestic natural gas price, the growth rate of natural gas consumption in China has slowed down obviously. The effect of competition between enterprises has increased significantly, and the natural gas industry has entered the buyer's market where supply is loose. Urban gas enterprises are facing both opportunities and challenges. In this paper, Beijing Gas Group Co., Ltd. (hereinafter referred to as Beijing Gas). As the research object, Beijing Gas is an important public security enterprise in Beijing urban area. The emphasis on safety and stability of production is much higher than the tilt of service level management, service marketing awareness is weak. This paper analyzes the current situation of Beijing gas service marketing, from customer, cost, convenience, communication. Personnel, tangible display, service process and customer satisfaction of eight convenient in-depth research, summed up the enterprise facing four major problems: low level of sales management, sales service system to be optimized. Communication channels need to be expanded and the quality of service personnel is uneven. This paper analyzes the Beijing gas service marketing environment in depth according to the current situation and existing problems of Beijing gas service marketing. Through the use of PEST analysis, Porter five-force model analysis from the market macro environment, industry micro-environment analysis, and the use of SWOT model to analyze the specific competitive advantages of enterprises. Weaknesses, opportunities and threats. On this basis. This paper puts forward the STP strategy and service marketing combination strategy for Beijing gas service marketing based on the literature review. According to the social responsibility of Beijing gas, it adopts non-differential marketing. At the same time, in order to pursue the enterprise profits to extend the target market range. From customer, cost, convenience, communication, personnel, tangible display, process control seven aspects of the development of a viable service marketing strategy. Through the organizational structure. Personnel resources, technical support and system building four aspects for the implementation of the strategy escort.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.24;F274

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