冀东水泥营销服务评价及改进策略研究

发布时间：2018-06-02 15:43

本文选题：冀东水泥 + 营销服务　；参考：《燕山大学》2015年硕士论文

【摘要】：本文针对冀东水泥公司的营销现状及存在的问题,以市场营销和营销服务理论为基础,有针对性的提出了冀东水泥公司营销服务的改进策略,从而不断提高企业的营销服务水平,不断促进企业的经济效益和管理水平的提高。随着企业营销服务重要性日益突显,企业营销服务的相关研究也逐渐增多,研究的内容随着产业发展的新问题不断出现也不断得到扩展,研究的深度也有所提升。本文主要从四个方面对冀东水泥公司营销服务进行研究。首先,介绍了营销服务理论的相关概念及方法,从内涵、基本内容及表现形式等多方面进行了阐述;选取STP分析、安索夫矩阵、服务质量差距模型以及服务利润链理论等四种具有有代表性的营销服务技术方法进行介绍。其次,对冀东水泥公司营销机构营销服务理念进行简单的介绍,并结合冀东水泥公司的营销服务实践对其服务过程中存在的营销服务理念滞后、营销服务的品牌意识不强、针对顾客个性化需求的营销服务有待加强、营销服务的信息化程度和创新性都较低等问题进行了重点研究;再次,以冀东水泥营销服务评价指标体系为基础建立了灰色综合评价模型,并对冀东水泥营销服务绩效水平进行计算,最终结论为良好水平。最后,在冀东水泥公司营销服务现状、问题以及绩效水平研究的基础上,针对冀东水泥公司存在的营销服务问题从提高企业的服务意识、加强企业的个性化需求满足以及构建企业营销服务管理系统三个方面有针对性的提出了应对策略,从而实现冀东水泥公司营销服务改进的目标。
[Abstract]:Based on the marketing and marketing service theory of Jidong cement Company, this paper puts forward the improving strategy of Jidong cement Company's marketing service, aiming at the present marketing situation and existing problems of Jidong cement Company. Therefore, the marketing service level of the enterprise is improved, and the economic benefit and management level of the enterprise are improved constantly. With the increasing importance of enterprise marketing service, the related research of enterprise marketing service has gradually increased, the content of the research has been constantly expanded with the emergence of new problems of industrial development, and the depth of research has also been improved. This paper studies the marketing service of Jidong cement Company from four aspects. First of all, this paper introduces the related concepts and methods of marketing service theory, including the connotation, basic content and form of expression, and selects STP analysis, Ansov matrix, and so on. Service quality gap model and service profit chain theory are introduced in this paper. Secondly, it introduces the marketing service concept of Jidong cement Company, and combines the marketing service practice of Jidong cement Company with the lag of marketing service concept in its service process, so the brand awareness of marketing service is not strong. In view of the customer personalized needs of the marketing service needs to be strengthened, marketing service information and innovation are low, and other issues; again, Based on the evaluation index system of Jidong cement marketing service, the grey comprehensive evaluation model is established, and the performance level of Jidong cement marketing service is calculated. The final conclusion is good level. Finally, on the basis of the research on the present situation, problems and performance level of Jidong cement Company's marketing service, aiming at the existing problems of Jidong cement Company's marketing service, we can improve the enterprise's service consciousness. In order to realize the goal of improving the marketing service of Jidong cement Company, the author puts forward the corresponding strategies in three aspects: strengthening the individualized demand of the enterprise and constructing the enterprise marketing service management system.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.71

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