K公司的服务营销策略研究

《K公司的服务营销策略研究》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、上海交通大学硕士学位论文K公司的服务营销策略研究姓名：徐黎申请学位级别：硕士专业：工商管理指导教师：周洁如20080601RESEARCHONTHESERVICESMARKETINGSTRATEGIESOFKCOMPANYABSTRACTKCompanyisanimportcommissionagentofchemicalsolvent.KismainlyengagedindistributingofchemicalsolventinChina.HoweverafterChinajoininWTO,overseassupplier

2、sandlocalsupplierschangedtheirmarketingstrategies,andthedemandofenduseralsochanged.Becauseofthosenewfactors,theK'srevenues,althoughgrowsyearbyyearalongwiththeChineseeconomy'sfastdevelopment,buttheprofitsaregettinglittleandlittle.ThisarticleanalysisK’sexternalenvironme

3、nt,themarketingpresentsituationandK’sSWOT.Throngthoseanalyses;itreachestoaconclusionthatitisnecessaryforKtoadjustthecurrentmarketingstrategy.Nowmoreandmorecustomersareparticularabouttheservice,Kshouldintroducestheservicemarketing,formulatesservice-marketingstrategy.Th

4、estrategyofservicemarketingcanchangetheK’spresentsituation.ThroughSTPanalysisthisarticlefindsandchoosesthetargetmarketandmarketingpositioninservicemarketingforK.Inthelastchapter,itpresents7Psstrategyofservicemarketingandbringsforwardmysuggestiontoeachstrategy.KEYWORDS

5、:ServiceMarketing,STPAnalysis,ChemicalSolvent,7Ps图片目录图1论文的研究思路图··························································································3图2K公司近年经营状况分析············································································12图3国内化工溶剂生产厂家数量变化图······

6、······················································13图4K公司主要进口代理产品的国内生产商产量增长幅度·····························15图51994－2004年化学工业外国直接投资额（十亿美元）····························15图62000－2007年K公司化工溶剂销售量·······················································17图7K公司主要产品市场占有率变化趋势

7、·························································21图8K公司服务补救流程····················································································42上海交通大学学位论文原创性声明本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。除文中已经注明引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写过的作品成果。对本文的研究做出重要贡献

8、的个人和集体，均已在文中以明确方式标明。本人完全意识到本声明的法律结果由本人承担。学位论文作者签名：徐黎日期：年月日上海交通大学学位论文版权使用授权书本学位论文作者完全了解学校有关保留、使用学位论文的规定，同意学校保留并向国家有关部门或机构送交论文