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论文编号：	7790
作者编号：	2120132730
上传时间：	2015/12/6 14:21:22
中文题目：	BSHS家电增值服务营销研究
英文题目：	Research on Home Appliances Value-Added Service Marketing of BSHS
指导老师：	任星耀
中文关键字：	家电增值服务，BSHS，服务营销
英文关键字：	home appliances value-added service, BSHS, service marketing
中文摘要：	随着经济的发展和人民生活水平的提高,人们对家电服务的观念也在发生着改变，从追求家电的正常使用到追求家电使用的体验，这个转变使家电的增值服务营销迎来了巨大的市场空间。根据中国家电维修协会预估数据，未来的家电服务营销市场份额超万亿，随着这个市场空间的开启，各个厂商和社会第三方机构纷纷开展自己的家电增值服务营销，使得这个市场的竞争也随之升温。 BSH是博世和西门子集团在上个世纪60年代合资成立的家电集团，负责全球博世家电、西门子家电的研发、生产、销售和服务。BSHS是BSH的全资子公司，负责全球博世和西门子家电的服务。自上个世纪90年代BSH进入中国以来，业务取得了迅猛的发展，BSHS也迅速的在中国搭建了完善的售后服务体系，并在行业内率先展开了增值服务产品的销售工作，成为家电增值服务营销的领导者，尤其是进入本世纪更是获得了快速的发展。 本文首先对服务营销的相关理论进行了回顾，对服务的内涵和特点以及服务营销的特点及7Ps等理论进行了简要的阐述。其次，对家电服务营销的市场环境进行了分析，包括市场的现状、特点，竞争现状以及对BSHS的SWOT分析，找出了BSHS服务营销策略和模式的依据。 在归纳总结理论研究和家电增值服务营销的市场现状基础上，综合分析BSHS服务营销开展成功的策略，根据服务营销的7Ps中的各个要素对BSHS的服务营销进行了分析，同时对BSHS服务营销的保障要素进行了研究。希望本文能够对未来进入和现在已经进入家电服务营销的相关企业有所借鉴。
英文摘要：	With the development of economy and improvement of people’s living standard, the views of home appliance service is as well changing, from the pursuing of normal use of home appliance to user experience of home appliance. The transformation brings great market potential for home appliances’ value-added service marketing. According to the forecast by Association of Chinese Home Appliance Maintenance, the market value of service marketing exceeds 1 trillion RMB .With the open-door of service marketing business, home appliance manufacturers and even third party agencies are initiating their own value-added service marketing, which makes the market competition more fierce. BSH home appliances Group was founded in the middle of last century and is a joint venture of Bosch GmbH and Siemens AG. It mainly uses Bosch and Siemens as brands and globally runs home appliances, designing, production, sales and services into a whole. BSHS is the wholly owned subsidiary of BSH, which globally runs the service operation for Siemens home appliances and Bosch home appliances. Since BSH entered Chinese market last century, it has achieved great success and established nationwide service network. BSHS is one of the starters of providing service marketing products in the market and then became one market leader of value-added service marketing, especially achieving huge growth from the 21st century. This paper firstly reviews the theory of service marketing, gives brief discussion on the core meaning and characters of service and characters of service marketing, as well as the theory of 7Ps. Secondly, it makes analyses of market environment of service marketing including market situation, market characters, competition situation, and SWOT analyses for BSHS. It provides the bases of service marketing model and strategy. Based on the theoretical research of service marketing and analyses of value-added service marketing market environment situation, this paper analyses the strategy that BSHS conducted on service marketing by using every element of 7Ps theory, and clarifies guaranteeing elements of BSHS’s service marketing business. This paper may offer beneficial reference for those enterprises which shall enter home appliances value-added service marketing business in future or have already entered.
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