V软件公司服务营销策略优化研究

发布时间：2018-08-24 11:49

【摘要】：世界随着服务业的快速发展,越来越多的国家进入了服务经济社会,中国2016年度政府工作报告中提到服务业产值占国内生产总值比重上升到51.6%,2017年度的服务产业呈增长趋势,中国随着服务经济社会的到来,服务营销策略与管理在企业以及整个社会中的重要性与日俱增。中国IT业快速发展和服务时代转型背景下,IT服务化正在加速发展以及IT服务所表现的重要地位更加体现,企业软硬件相关各种IT业务渐渐都以服务的形式提供使用并支撑业务,所以企业的IT服务需求变得多样化及服务水平要求标准变得更高。对于V软件公司作为IT企业服务提供商而言,能够输出相匹配的IT服务水平及能力也至关重要,V软件公司作为一个IT服务型公司服务营销策略问题的发现及问题的对策研究也是管理者在服务营销过程中要最先思考和解决的问题。V软件公司的管理者需要了解自身企业的服务营销策略是否存在问题,服务营销策略实施过程中服务相关设计和流程是否合理,最后发现服务营销策略相关问题的解决方法和的应对服务营销策略方案。V软件公司作为研究对象是一家业界领先的数据备份及处理的外资软件公司,通过在V软件公司实际工作发现在服务营销策略具体表现出的问题,结合理论进行策略综合分析找出问题其中的原因,最后通过服务营销理论思路给出V软件公司服务营销相关问题的对策。首先,发现和分析V软件公司服务营销策略的两个方面的问题,第一个问题是V软件公司国内目标市场营销策略不明确,主要体现在没有进行中国市场细分分析和目标市场的定位;第二个问题V软件公司国内7Ps组合服务营销策略的不合理问题,包括产品策略设计不适应中国环境、服务价格偏高、服务渠道在新行业拓展慢、服务营销市场推广力度不够、800技术服务支持部门流程不畅、关键业务服务部门架构设计不合理、咨询部门人才紧缺的细节问题展开,并进行深入的问题研究和分析。V软件公司在目标市场营销策略不明确的现状及问题分析,通过相关IT服务市场的市场调研,并且利用STP目标市场营销理论对V软件公司所在专业IT市场环境中的实际情况进行对比分析,包括垂直行业、地理位置、具体行业的分析,针对V公司的状况确定目标市场策略,提出目标市场的相应服务营销产品定位和对策,即稳定大型企业客户细分市场的同时,产品定位重点转移到中小企业客户细分市场并扩大市场占有率的发展策略。7Ps组合服务营销策略,对应产品、价格、渠道、促销、人员、部门架构、流程组合策略重新梳理和分析,以符合V软件公司目标市场营销策略中小企业细分市场重新定位选择。具体V公司服务产品营销策略组合问题对策是,服务产品组合重新选择定位于服务优先、灵活优先策略;设计更灵活的报价方式和更有竞争价格并以市场占有率价格目标的动态定价策略;扩大直接渠道覆盖,并增强间接服务渠道的能力策略;重视服务人员推广策略并增加推广方式;内外部人才吸引政策;合并服务部门架构;简化800技术支持流程并加强沟通。
[Abstract]:With the rapid development of the service industry in the world, more and more countries have entered the service economy and society. The government work report of China in 2016 mentions that the proportion of the output value of the service industry in the GDP has risen to 51.6%. The service industry in 2017 shows an increasing trend. With the arrival of the service economy and society, China's service marketing strategy and management are in the process of development. With the rapid development of China's IT industry and the transformation of the service era, IT service is accelerating its development and the important position of IT services is more reflected. All kinds of IT services related to enterprise software and hardware are gradually providing and supporting services in the form of services. The demand becomes diversified and the standard of service level becomes higher. As an IT enterprise service provider, it is also very important for V software company to output the matching IT service level and capability. The managers of V Software Company need to know whether there are problems in the service marketing strategy of their own enterprises, whether the service related design and process are reasonable in the process of implementing the service marketing strategy, and finally find out the solutions to the problems related to the service marketing strategy and the corresponding service marketing strategies. V software company as the research object is a leading foreign software company in the field of data backup and processing, through the actual work of V software company found in the service marketing strategy specific problems, combined with the theory of strategy comprehensive analysis to find out the reasons for the problems, and finally through the service marketing theory to give Firstly, we find and analyze two aspects of V software company's service marketing strategy. The first problem is that V software company's domestic target marketing strategy is not clear, mainly reflected in the absence of China's market segmentation analysis and target market positioning; the second problem is V software. The unreasonable marketing strategy of 7Ps combination service in China includes product strategy design not suitable for China environment, high service price, slow expansion of service channels in new industries, inadequate promotion of service marketing, poor flow of 800 technical service support departments, unreasonable structure design of key business service departments, and personnel of consultation departments. V software company's current situation and problems of ambiguous target marketing strategy are analyzed. Through the market research of relevant IT service market, and using STP target marketing theory, the actual situation of V software company's professional IT market environment is compared and analyzed. Analysis, including vertical industry, geographical location, specific industry analysis, in view of the situation of V company to determine the target market strategy, put forward the corresponding target market service marketing product positioning and countermeasures, that is, stable large-scale enterprise customer segmentation market, product positioning focus shifted to small and medium-sized enterprise customer segmentation market and expand market share. Development Strategy. 7Ps Composite Service Marketing Strategies, Corresponding Products, Prices, Channels, Promotions, Personnel, Department Structure, Process Composition Strategies are reorganized and analyzed to meet V Software Company's Target Marketing Strategies. We should re-select the strategy of service priority and flexible priority; design more flexible quotation methods and dynamic pricing strategies with more competitive prices and market share price targets; expand direct channel coverage and enhance the ability of indirect service channels; attach importance to service personnel promotion strategies and increase promotion methods; internal and external talent. Attracting policy; merging service sector structure; simplifying the 800 technology support process and enhancing communication.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F274

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