朗顿公司会议营销模式效果评价

发布时间：2019-06-26 19:50

【摘要】：会议营销是一种新兴的营销模式,被广泛用于保健品和医疗器械行业。它以提供亲情化服务为手段,以满足特定顾客需求为目标,以“服务+直销”的方式为一些企业尤其是中小型企业提供了一种新的营销渠道和营销方式。这种新的营销方式虽然被大量使用,但现实中仍有诸多问题亟待解决,需要从理论到实践进行认真反思和探索。本文以朗顿公司为研究对象,详细分析朗顿公司的会议营销过程和模式。总结出朗顿公司的会议营销过程分为会前、会中和售后三个阶段:会前阶段主要是寻找、积累、筛选客户资料,锁定潜在顾客群并邀请其参加会议体验;会中通过人员讲解、现场体验等促销手段展开针对性销售;售后将进一步跟踪顾客感受并积极拓展销售。参照会议营销的结构化量表并结合朗顿公司的实际设计了朗顿公司会议营销的满意度调查问卷,从产品、服务、人员和公司四个维度测量了朗顿公司客户的满意度,使用统计软件SPSS17.0对调查结果进行了统计分析。结合满意度调查结果,运用经典营销理论、消费者行为学、消费心理学、满意度分析等理论和工具,对朗顿公司会议营销存在的问题进行诊断,主要问题是:诚信面临危机、会议营销模式缺乏创新、人才素质与业务要求不匹配、文化氛围无益于公司发展。进一步地,在借鉴国内外会议营销优秀实践及体验营销新理论的基础上,提出优化朗顿公司会议营销效果的对策和建议:树立品牌意识、提升员工素质、完善服务体系、强化服务补救措施以及创新会议营销模式等,以期对国内同类企业的会议营销有借鉴意义。
[Abstract]:Conference marketing is a new marketing model, which is widely used in health care products and medical device industry. In order to meet the needs of specific customers, it provides a new marketing channel and marketing mode for some enterprises, especially small and medium-sized enterprises, by means of providing kinship service and meeting the needs of specific customers. Although this new marketing method is widely used, there are still many problems to be solved in reality, which need to be seriously reflected and explored from theory to practice. This paper takes Langton Company as the research object, analyzes the conference marketing process and mode of Langton Company in detail. It is concluded that Langton's conference marketing process is divided into three stages: pre-session, meeting and after-sale: the pre-session stage is mainly to find, accumulate, screen customer information, lock in potential customer groups and invite them to participate in the conference experience; the meeting will be carried out through personnel explanation, on-site experience and other promotional means; after-sale will further track customer feelings and actively expand sales. According to the structure scale of conference marketing and the actual situation of Langton Company, the satisfaction questionnaire of Langton Conference Marketing was designed. The customer satisfaction of Langton Company was measured from the four dimensions of product, service, personnel and company, and the survey results were statistically analyzed by using the statistical software SPSS17.0. Combined with the results of satisfaction survey, this paper uses classical marketing theory, consumer behavior, consumer psychology, satisfaction analysis and other theories and tools to diagnose the problems existing in Langton conference marketing. The main problems are: integrity facing crisis, lack of innovation of conference marketing model, mismatch between talent quality and business requirements, cultural atmosphere is not conducive to the development of the company. Furthermore, on the basis of drawing lessons from the excellent practice of conference marketing at home and abroad and the new theory of experiential marketing, this paper puts forward some countermeasures and suggestions to optimize the conference marketing effect of Langton Company: establishing brand consciousness, improving the quality of employees, perfecting the service system, strengthening the service remedial measures and innovating the conference marketing mode, etc., in order to have reference significance for the conference marketing of the same kind of enterprises in China.
【学位授予单位】：河北科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.46

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