市场营销-盒马鲜生服务营销优化研究论文材料资料.docx

PAGE PAGE 5 摘要 全国电子商务零售额增长呈下降趋势，阿里巴巴开始布局线下零售业，试图分割线下80%的生意，而盒马鲜生就是阿里巴巴尝试的第一枚棋子。本文采取文献研究法、问卷调查法对盒马鲜生服务营销策略进行研究。首先，基于服务质量差距模型分析消费者期望服务与实际感知之间的差距，发现盒马鲜生在运营过程中存在许多问题。其次，在福州市以问卷调查的方式，考察福州市盒马鲜生的服务营销的情况。最后，结合服务质量差距模型和问卷调查的结果分析，针对性地提出优化盒马鲜生的建议，分别是：高度重视产品质量管理；加强服务人员管理制度；明确服务质量标准制度，使服务过程标准化；关注线下体验，加强门店的管理；完善线上顾客体验，打造极致便利的线上厨房超市；加强文化传播等等。 关键词：服务营销；服务质量差距模型；盒马鲜生 Abstract The growth of e-commerce retail sales in China is on the decline ，Alibaba began to lay out offline retail sales and tried to split 80% of the business under the line. He Ma Xiansheng was Alibabas first pawn. This paper studies the marketing strategy of HEMA fresh life service mainly by literature research and questionnaire survey. First of all, based on the gap model of service quality, this paper analyzes the gap between consumers expected service and actual perception, and finds that HEMA fresh has many problems in the operation process. Secondly, by means of questionnaire survey in Fuzhou city, the service marketing situation of box horse fresh born in Fuzhou city was investigated. Finally, combined with the above analysis, some suggestions are put forward to optimize the fresh He Ma XianSheng, respectively: attach great importance to product quality management; Strengthen the management system of service personnel; Clarify the service quality standard system to standardize the service process; Pay attention to offline experience and strengthen store management; Perfect the online customer experience and create an extremely convenient online kitchen supermarket; Strengthen cultural communication and so on. Key words: service marketing；Service quality gap model;；Box of fresh horse 目 录 TOC \o 1-3 \h \u 1 引 言 1 1.1 研究背景 1 1.2 研究目的及意义 1 1.2.1 研究的目的 1 1.2.2 研究的意义 1 1.3 国内外研究现状 2 1.3.1 国外研究现状 2 1.3.2 国内研究现状 2 1.4 研究的内容和思路 3 2 盒马鲜生服务营销分析 4 2.1 盒马鲜生概况 4 2.2 基于服务质量差距模型分析盒马鲜生的服务 4 2.2.1 差距1：服务管理者认识的差距 5 2.2.2 差距2：服务质量标准差距 5 2.2.3 差距3：服务质量传递差距 6 2.2.4 差距4：服务质量沟