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| 论文编号： | 9861 | |
| 作者编号： | 2120132550 | |
| 上传时间： | 2017/12/20 12:43:03 | |
| 中文题目： | X燃烧器公司售后服务营销策略研究 | |
| 英文题目： | The Study of After-sales Service Marketing Strategy of X Burner Company | |
| 指导老师： | 杨坤 | |
| 中文关键字： | 工业燃烧器；售后服务营销；营销策略 | |
| 英文关键字： | Industrial Burner; After-sale Service Marketing; Marketing Strategy | |
| 中文摘要： | 在各个行业竞争日益白热化的今天，客户对产品和服务提出了更高的要求，在这种大背景下，各企业也纷纷将竞争方向转移到售后服务上来，服务至上的时代已经全面来临。售后服务不但直接关系到企业的市场口碑和信誉，甚至作为现代企业服务营销的重要组成部分，直接关系到企业的利润与成长。基于这个原因，当前，很多企业都将关注的重点放在服务营销上，以持续性地提升企业的市场竞争地位，服务竞争朝着更加激烈的方向发展。售后服务营销，是企业服务营销中的重要组成部分，它的主要作用是帮助企业实时了解外部信息，进而明确企业产品和服务的不足，为企业提升产品和服务质量指明方向，为企业实现长期稳定健康发展奠定扎实的基础。本文以X工业燃烧器公司为对象，结合其所处的市场环境，探讨其售后服务营销策略，基于现有的相关领域内的研究成果，探讨工业燃烧器售后服务市场方面的实际情况，预测市场趋势，为工业燃烧器企业更好地进行售后服务营销提出可行的策略。本文通过分析公司售后服务营销现状，揭示出背后隐藏的问题，科学地判断各项策略的效果，以设计出最符合X公司情况的几种策略：扩张型策略，充分发挥品牌和技术方面的优势，在巩固现有市场的同时，不断开辟新的市场；细分市场策略，实施不同的定价，推行大客户管理模式；内部资源优化策略，不断健全配件物流网，打造高素质的服务团队；服务品牌策略。 | |
| 英文摘要： | In various industries increasingly intense competition today, customers put forward higher requirements on products and services, in this context, the enterprise will have competition in the direction of transfer to the customer service, service first time has come. The comprehensive service not only directly related to the enterprise market reputation and credibility, even to the enterprise the profit space. Now, many enterprises will focus on quality and service, in order to continue to enhance the enterprise's competitive position in the market competition, service towards a more intense direction. Customer service, enterprise service is a part of the key, its main role is to help enterprises understand the real-time external information, clear lack of business products and services, and point out the direction for enterprises to improve the quality of products and services, lay a solid foundation for enterprises to achieve long-term stable and healthy development. This thesis aims at the industrial burner enterprises as the object, combined with the market environment, explore its customer service marketing strategy, the related research results in the existing based on the actual situation of industrial burner customer service market, forecast market trends, for the industrial burner business to better service marketing of customer service feasible strategy. Finally, taking X company as an example, the present situation of its customer service marketing output, reveals the hidden problems, scientific judgment of the strategy, to design the company's compliance with X strategy: expansion strategy, give full play to the brand and technological advantages, in the consolidation of the existing market at the same time, and constantly open up new market; market segmentation strategy, implement different pricing, the implementation of customer management mode; internal resources optimization strategy, and constantly improve parts logistics network To build high-quality service team and service brand strategy. | |
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