联系我们

论文查询结果	返回搜索

论文编号：	15823
作者编号：	2320234054
上传时间：	2025/12/10 15:58:47
中文题目：	Y公司居家养老服务业务的服务整合营销传播策略研究
英文题目：	Research on the Service Integrated Marketing Communications Strategies of Y Home-based Elderly Care Service Co. Ltd.
指导老师：	申光龍 教授
中文关键字：	居家养老服务；服务整合营销传播；服务价值链；4C营销组合；利害关系者
英文关键字：	Home-Based Elderly Care Services；Service Integrated Marketing Communications；Service Value Chain；4C Marketing Mix; Stakeholders and Interest Groups
中文摘要：	本研究聚焦Y公司居家养老服务业务的服务很整合营销传播策略构建问题，立足于我国人口老龄化加剧、“9073”养老模式确立居家养老核心地位的行业背景，旨在通过系统性分析与针对性策略设计，助力Y公司突破市场竞争瓶颈，提升服务核心竞争力，同时为行业同类企业提供实践借鉴。研究以服务整合营销传播为核心视角，综合运用文献综述法、案例分析法、问卷调研法等研究方法，先梳理居家养老服务相关基础理论（4C营销组合理论、利害关系者理论、服务质量理论等），明确理论对策略构建的支撑作用。 围绕Y公司居家养老服务业务现存的利害关系者管理不足、4C营销组合失衡、营销战略整合性缺失等核心问题，研究构建针对性服务整合营销传播策略框架：在利害关系者维度，从内部服务人员赋能（技能培训、激励机制）、外部主体协同（政府政策衔接、合作伙伴资源整合）、媒体关系维护（品牌形象传播、舆情管理）三个层面制定差异化策略；基于4C营销组合理论，设计用户分层服务体系（按需求类型匹配服务内容）、价值导向成本定价方案（平衡成本与用户感知价值）、全渠道服务便利优化路径（打通线上线下服务断点）、双向互动沟通生态（多平台内容运营与用户反馈机制），同时完善用户吸引-维系-管理全流程关系体系，形成“需求识别-服务供给-沟通互动-关系沉淀”的闭环策略逻辑。 为保障策略有效落地，研究配套设计实施保障体系：明确策略推进各阶段关键实施因素（如资源优先级分配、跨部门协作机制），构建专业化执行团队（组建营销、服务、技术跨领域小组），建立多维度效果评估机制（从传播、服务、协同维度设定评估指标），清晰划分各主体责任边界。最后，总结策略构建核心结论与创新点，指出研究在策略场景适配性、长期效果验证等方面的局限，展望未来结合新兴技术（如智能监测设备、AI客服）优化策略细节、拓展跨行业合作（医疗、保险）丰富策略维度的方向，为Y公司及居家养老行业服务营销传播策略的科学构建提供理论参考与实践指引。
英文摘要：	This study focuses on the construction of an integrated service marketing communication strategy for the home-based elderly care service business of Company Y. Based on the industry context of the accelerating aging population in China and the establishment of the "9073" elderly care model, which positions home-based elderly care as a core component, the study aims to help Company Y break through market competition bottlenecks, enhance its core service competitiveness through systematic analysis and targeted strategy design, and provide practical references for similar enterprises in the industry. From the core perspective of integrated service marketing communication, the study comprehensively adopts research methods such as literature review, case analysis, and questionnaire survey. It first sorts out the basic theories related to home-based elderly care services (including the 4C marketing mix theory, stakeholder theory, and service quality theory) and clarifies the supporting role of these theories in strategy construction. Centering on the core issues existing in Company Y's home-based elderly care service business, such as insufficient stakeholder management, unbalanced 4C marketing mix, and lack of marketing strategy integration, the study constructs a targeted integrated service marketing communication strategy framework. In terms of stakeholders, differentiated strategies are formulated from three aspects: empowerment of internal service personnel (skill training and incentive mechanisms), collaboration with external entities (alignment with government policies and integration of partner resources), and maintenance of media relations (brand image communication and public opinion management). Based on the 4C marketing mix theory, a user-tiered service system (matching service content according to demand types), a value-oriented cost pricing scheme (balancing costs and users' perceived value), an omni-channel service convenience optimization path (eliminating breakpoints in online and offline services), and a two-way interactive communication ecosystem (multi-platform content operation and user feedback mechanisms) are designed. Meanwhile, the full-process relationship system covering user attraction, retention, and management is improved, forming a closed-loop strategic logic of "demand identification - service provision - communication and interaction - relationship accumulation". To ensure the effective implementation of the strategy, the study designs a supporting implementation guarantee system: clarifying the key implementation factors at each stage of strategy promotion (such as resource priority allocation and cross-departmental collaboration mechanisms), building a professional execution team (establishing an interdisciplinary team covering marketing, services, and technology), establishing a multi-dimensional effect evaluation mechanism (setting evaluation indicators from the dimensions of communication, service, and collaboration), and clearly defining the responsibility boundaries of each subject. Finally, the study summarizes the core conclusions and innovations of the strategy construction, points out the limitations of the study in terms of strategy scenario adaptability and long-term effect verification, and looks forward to the future direction of optimizing strategy details by integrating emerging technologies (such as intelligent monitoring equipment and AI customer service) and enriching strategy dimensions by expanding cross-industry cooperation (with medical and insurance sectors). It provides theoretical references and practical guidance for the scientific construction of service marketing communication strategies for Company Y and the home-based elderly care industry.
查看全文：	预览  下载(下载需要进行登录)