《河南移动服务营销策略分析》.docVIP

本科生毕业论文 河南移动服务营销策略分析 姓　　名 学　　号 专　　业 指导教师 2012年月日  摘　要 随着经济的发展，市场竞争机制的完善，企业之间的竞争越来越激烈。在买方市场的今天，一个企业想要站稳脚跟，不仅仅要有上乘质量的产品、低廉的价格、完美的渠道、合理的促销，更为重要的是建设一个为顾客所认同和赞赏的服务。本文通过对我国河南移动服务营销实践与相关理论进行分析和研究将其在服务营销、服务建设中成功运用的操作方法、问题、措施等提出归纳，以期总结出服务营销模式下厂商提高市场占有率的策略和方法。本文一开始是引言，介绍了现阶段厂商服务营销策略的背景意义以及论文的研究目的和框架内容，并提出了创新点；其次回顾了服务营销与管理的相关理论概述；然后是本论文的研究对象——河南移动简介及服务营销现状；接着介绍了河南移动服务营销存在的一些问题；针对其服务营销所存在的问题进而提出解决措施；最后是全文的结束语。 关键词： Abstract With the development of economy,the market competition mechanism is perfect,the competition between enterprises is more and more intense In a buyers market today, an enterprise wants to stand firm, not merely to have superior quality products, low price, perfect channel, reasonable promotion, more important is to build a customer recognition and appreciation service. This article through to our country China mobile service marketing practice and theory analysis and research in its service marketing, service construction of the successful application of the method of operation, problems, measures and other authors, in order to summarize the service marketing mode manufacturers to improve market share strategies and methods. This paper begins with a preface, an introduction to the present service marketing strategy background meaning and purpose of this research and framework, and puts forward the innovation; secondly, review the service marketing and management related theory; then is the research object of this thesis -- China Mobile and service marketing present situation; then introduced China Mobile Service marketing problems; in view of the service marketing the existing problems and puts forward the solving measures; finally is the conclusion of the thesis. Key Words: Henan Mobile；Services Marketing；Existing problem；Solving measures 目　录 1 一、服务营销的相关理论研究 3 （一）服务营销的含义（service marketing） 3 （二）服务营销组合要素 3 （三）服务营销研究的重要性 3 二、河南移动服务营销现状 4 （一）电信行业服务营销市场概述 4 （二）河南移动当前面临的形势 4 （三）河南移动的服务营销现状 5 三、 河南移动服务营销策略的实施及其所存在的问题