天虹商场服务营销存在的问题及原因分析 毕业论文.docxVIP

摘 要 经济的发展带动了我国服务业的发展，人们的消费意识也随之不断增强，人们的消费需求已从简单的对于产品的物质需求上升为对产品服务的精神需求。服务营销已成为提高企业竞争力的重要手段。对于我国当代众多以服务为主导的企业来说，这不仅是个挑战，更是开拓市场的契机。然而,效率低、缺乏特色、服务质量差等问题严重阻碍我国服务行业的发展。 针对以上情况，本文分析了我国零售企业发展现状，并以天虹商场股份有限公司等百货商店为例，探讨了我国百货商店服务营销存在的问题，并提出相应的对策与建议。 关键词：百货商店； 天虹商场； 服务营销； 营销策略 Abstract The development of the economy drive the development of service industry in China, peoples consumption consciousness will be increasing, peoples consumption demand already rising for the spiritual needs from simple demand of product material. Nowadays, the service marketing has become an important means to improve the competitiveness of enterprises. For our country contemporary many retail enterprise, this is not only a challenge, but also an opportunity to develop the market. In China, however, service marketing present situation is not optimistic, the low efficiency, the unbalanced development and backward technology problems which seriously hinder the development of Chinas service industry. In view of the above situation, this article will analysis the importance of service marketing, and with our rainbow shopping center co., LTD and Guangdong BBK electronic industrial co., LTD. Retail enterprise as an example. And give the strategies and suggestions of current situation of the development of Chinas service industry problems. Key words： Retail enterprise；Service marketing; Strategies and suggestions 目 录 摘 要……………………………………………………………………Ⅰ Abstract……………………………………………………………………Ⅱ 一、服务营销的内涵 …………………………………………………………1  = 1 \* GB4 ㈠ 服务与服务营销的含义…………………………………………………1 ㈡ 服务营销的特点…………………………………………………………1 二、我国百货商店发展概况及经营的特点 …………………………………1 ㈠ 我国百货商店发展概况……………………………………………………1 ㈡ 我国百货商店经营的特点…………………………………………………3 三、天虹商场的发展概况及价值体系 ………………………………………4 ㈠ 天虹商场的发展概况………………………………………………………4 ㈡ 天虹商场的价值体系………………………………………………………5 四、天虹商场服务营销存在的问题及原因分析……………………………5 ㈠ 没有形成自我特色……………………………………………………5 ㈡ 服务人员素质参差不齐…………………………………………………6 ㈢ 缺少高层次、全方位的服务…………………………………………6 五、完善天虹商场服务营销的策略选择………………………………7  = 1 \* GB4 ㈠ 服务定位，形成特色………