A公司厨卫产品服务营销策略研究.docVIP

A 公司厨卫产品服务营销策略研究  摘  要  近几年来，我国厨卫产品市场以每年超过 30%的速度快速增长， 受中国宏观经济和产业政策的影响，这种局面将维持相当长时间。 在厨卫产品高利润的刺激下，越来越多的企业投入这一领域。A 公司 作为欧洲家族式老牌企业，如何充分利用自身产品的国际优势，在 激烈的中国厨卫市场竞争中，使用合适的服务营销手段，实现业绩 稳定增长是公司迫切需要解决的问题。 本文基于服务营销及相关理论，首先，从厨卫产品市场现状、服 务营销渠道特征和市场主要竞争对手的服务方式三个方面对中国厨 卫市场进行概述，然后运用理论和访谈方法，结合本行业渠道盈利 模式以及 A 公司自身的服务营销状况，指出 A 公司在服务营销工作 中尤其在非零售渠道中存在的主要问题。最后，针对存在的问题， 从以顾客满意为核心出发，为 A 公司提出了服务差异化、服务过程 标准化和塑造大客户品牌几个策略，最后还提出了保障体系的构建， 如建立全方位服务体系、完善服务营销组织机构和完善客户关系平 台。 通过本文的研究，期望能对 A 公司服务营销实践有所帮助。  关键词：厨卫产品  服务营销  服务营销策略  非零售渠道 THE RESEARCH OF SERVICE MARKETING STRATEGY OF GROUP A KITCHEN EQUIPMENT ABSTRACT In recent years, China kitchen products marketing develop each year over 30% of the growing rapidly. This situation will remain for quite a long time due to China macro-economic and industrial policy implication. More and more enterprises begin to invest the field with stimulation of high-profit kitchen products. As one European family-own with long history company-A group（China）company, there are a lot of urgent problems need to be faced and solved in China. It’s a challenge for Company A to achieve steady growth performance in China fierce market competition environment by international brand reputation and best way of marketing services. This paper based on the theory and related services marketing. First of all ， summarizing the kitchen products market from three aspects including kitchen products market general situation, services marketing channels and service modes of industry leader competitors. Secondly, using theory and interview methods, reference to kitchen industry profitable channel models, as well as the companys own service marketing situation, pointing out that Company A in the services marketing, especially in non-retail channel existing problems. Finally, in response to the problems, advanced for Company A three proposals of service strategy at the customer satisfaction core that services diversity, services standardization in process, shaping KA brand. At last, t