中国电信怀远分公司服务营销组合策略研究
发布时间：2019-01-24 19:38
【摘要】：随着科学技术的飞速发展,消费者可选择的消费品种类不断增加,同时产品同质化也不断加剧,服务成为企业建立竞争优势的重要途径,即便是最传统的制造行业也越来越重视服务。通信行业作为高接触服务行业更应重视开展服务营销。本文首先通过对怀远电信内外部环境的分析,为服务营销策略的制定奠定基础。然后分析了怀远电信服务营销的现状,总结出服务营销现存的问题。基于以上分析,本文在服务营销7P理论的基础上制定了相应的策略。其中产品策略旨在增加产品附加值;渠道策略在于加强电子渠道发展;价格策略通过提升客户感知价值来弥补怀远电信的价格劣势;促销策略指出要注重促销方式的创新和促销过程的统一;有形展示策略主要从营造卖场化氛围和突出智慧家庭形象两方面着手;员工管理策略主要是提高员工素质和提高员工满意度;过程控制策略通过服务蓝图对顾客服务流程进行优化,以提高生产率。同时,笔者也指出,对于企业来说,营销策略的七个方面并不总是同样重要的,企业应当根据实际情况采取适当的策略组合。最后通过建立倒三角形支撑体系、落实前端收入承包考核和强化服务补救措施三个方面来保障服务营销组合策略的实施。通过本文的研究,将服务营销理论同怀远电信的营销实践相结合,在怀远电信、怀远移动和怀远联通三家企业主要通过价格竞争的环境下,帮助企业建立起核心竞争优势,保障怀远电信的经营利润。
[Abstract]:With the rapid development of science and technology, the types of consumer goods that consumers can choose are increasing, and the homogeneity of products is becoming more and more serious. Service has become an important way for enterprises to establish their competitive advantage. Even the most traditional manufacturing industry is paying more and more attention to service. Communication industry as a high-contact service industry should pay more attention to service marketing. Firstly, this paper analyzes the internal and external environment of Huaiyuan Telecom to lay the foundation for the establishment of service marketing strategy. Then it analyzes the current situation of Huaiyuan telecom service marketing, summarizes the existing problems of service marketing. Based on the above analysis, this paper formulates the corresponding strategy based on the 7 P theory of service marketing. The product strategy aims to increase the added value of products, the channel strategy is to strengthen the development of electronic channels, the price strategy is to improve the perceived value of customers to make up the price disadvantage of Huaiyuan Telecom. The promotion strategy points out that we should pay attention to the innovation of the promotion mode and the unification of the promotion process, the visible display strategy mainly starts from the two aspects of creating the selling atmosphere and highlighting the intelligent family image. Employee management strategy is mainly to improve employee quality and employee satisfaction, and process control strategy optimizes customer service flow through service blueprint to improve productivity. At the same time, the author also points out that the seven aspects of marketing strategy are not always equally important to the enterprise, and the enterprise should adopt the appropriate strategy combination according to the actual situation. Finally, through the establishment of inverted triangle support system, the implementation of front-end revenue contract assessment and strengthening service remedial measures to ensure the implementation of service marketing mix strategy. Through the research of this paper, we combine the theory of service marketing with the marketing practice of Huaiyuan Telecom. In the environment of Huaiyuan Telecom, Huaiyuan Mobile and Huaiyuan Unicom, we can help them establish their core competitive advantage through price competition. To protect the operating profit of Huaiyuan Telecom.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F626;F274
[Abstract]:With the rapid development of science and technology, the types of consumer goods that consumers can choose are increasing, and the homogeneity of products is becoming more and more serious. Service has become an important way for enterprises to establish their competitive advantage. Even the most traditional manufacturing industry is paying more and more attention to service. Communication industry as a high-contact service industry should pay more attention to service marketing. Firstly, this paper analyzes the internal and external environment of Huaiyuan Telecom to lay the foundation for the establishment of service marketing strategy. Then it analyzes the current situation of Huaiyuan telecom service marketing, summarizes the existing problems of service marketing. Based on the above analysis, this paper formulates the corresponding strategy based on the 7 P theory of service marketing. The product strategy aims to increase the added value of products, the channel strategy is to strengthen the development of electronic channels, the price strategy is to improve the perceived value of customers to make up the price disadvantage of Huaiyuan Telecom. The promotion strategy points out that we should pay attention to the innovation of the promotion mode and the unification of the promotion process, the visible display strategy mainly starts from the two aspects of creating the selling atmosphere and highlighting the intelligent family image. Employee management strategy is mainly to improve employee quality and employee satisfaction, and process control strategy optimizes customer service flow through service blueprint to improve productivity. At the same time, the author also points out that the seven aspects of marketing strategy are not always equally important to the enterprise, and the enterprise should adopt the appropriate strategy combination according to the actual situation. Finally, through the establishment of inverted triangle support system, the implementation of front-end revenue contract assessment and strengthening service remedial measures to ensure the implementation of service marketing mix strategy. Through the research of this paper, we combine the theory of service marketing with the marketing practice of Huaiyuan Telecom. In the environment of Huaiyuan Telecom, Huaiyuan Mobile and Huaiyuan Unicom, we can help them establish their core competitive advantage through price competition. To protect the operating profit of Huaiyuan Telecom.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F626;F274
【参考文献】
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