海尔服务营销策略分析.docVIP

PAGE 论文 海尔的服务营销策略分析 学生学号： 学生姓名： 海尔的服务营销策略分析 摘 要 当前社会正处在服务经济时代，它是消费层次上升到一定档次以后出现的一种经济现象。在制造企业中，由于制造企业的产品质量存在很大的“同质化”或者“等同化”现象，利用产品本身获取市场优势和竞争优势的可能性越来越小，因而越来越多的企业意识到服务营销的重要性，把提高包含各种类型和内容的高附加值优质服务作为企业竞争的主要手段之一。 海尔集团作为我国家电行业的领头羊，其“真诚到永远”的服务理念已深入人心。它正在从一般意义上的制造业向营销型企业转型，并开始逐渐跳出传统制造业的商业模式，它将更集中地为顾客提供满意服务和适应市场趋势做出努力。本文在对服务营销理论知识学习的基础上，对大量关于海尔及海尔服务营销的书籍和资料进行整理，以海尔的服务营销的实践为例，从服务营销的理论出发，然后分析了当前企业开展服务营销的必要性，本文侧重对海尔服务营销的策略进行分析、总结，以希望对其他企业的服务营销应用提供一定的借鉴意义。 关键词：服务营销；服务营销策略；海尔 Analysis of Haier’s service marketing strategy Abstract The service economy era has come, it is a economic phenomenon that appeared when the consumer level rose to a certain level. In manufacturing enterprises, the possibility of acquiring markets and competitive advantage by the product itself is getting smaller and smaller, for the products’ quality in these enterprises becomes “homogenization” or “assimilation”. Consequently, more and more companies realize the importance of service marketing, to enhance all types contain high value-added and content services in modern enterprises has become one of the principal means of competition. As a leading enterprise in Chinas household electrical appliance industry——Haier Group, its concept——sincere forever——has deeply come into peoples’ hearts. Haier is transforming from a manufacturing in the general sense to marketing enterprise, it has also gradually get rid of the business model of traditional manufacturing industries and will focus on providing customer satisfaction for the services and efforts to adapt to market trends. This paper bases on the theory of service marketing, sorts out the book and materials about Haier and Haier’s service marketing, takes the Haiers service as example, starts from the theory of service marketing, then analyzes the necessity of launching service marketing in modern enterprises and places extra emphasis on discussing and summarizing marketing strategy for Haier’s services, in order to provide a reference for the applicatio