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AD食品公司服务营销管理中的问题及对策研究

发布时间:2019-01-11 15:03  文章来源:笔耕文化传播
【摘要】:中国社会已经进入服务经济时代,服务营销相关理论的应用成为公司获得克敌制胜市场竞争力的重要源泉。本文尝试应用服务营销相关理论,针对AD食品公司服务营销管理中存在的问题,提出问题对策和建议措施。 AD食品公司的发起和成立缘起于智障青年的职业康复公益事业,面对市场竞争环境,公益属性或市场属性含混不清,品牌过于专注于公益领域,公司针对目标市场的战略定位不明确,产品单一且缺乏市场差异化及文化内涵,服务营销管理非顾客便捷取向,成本定价,缺乏动态弹性,店面有形展示品牌性不足,员工离职率居高不下,产品和服务的质量缺乏稳定性等问题,导致该公司在烘焙领域的市场竞争力微弱,生存和发展困难。针对AD食品公司服务营销管理的现状和问题,本文运用服务营销相关理论,分析了该公司服务营销管理中的问题及其背后的成因,提出对策措施,即AD食品公司必须走现代服务型企业的发展道路,战略层面推进服务营销战略和综合品牌战略,将公司团队所不擅长的公益产品的“生产”外包给社会福利机构,确定烘焙产品细分市场和目标市场,准确进行竞争性定位,大力发展公司在烘焙领域的品牌知名度和美誉度,力争在南京烘焙市场有一席之地;操作层面以顾客为中心,产品及产品组合创新,符合消费者需求;营销渠道创新,便捷消费者购买;加强成本控制和服务质量管理,为顾客提供增值服务,提升价格竞争优势;完善公司识别系统建设,注重顾客体验,提升有形展示的文化内涵和独特性;深化内部营销,推进公司的企业文化建设,提升团队的凝聚力和向心力,降低员工离职率,提升员工满意度,使之与顾客满意度的提升形成良性互动。通过战略层面和操作层面的问题对策和措施的实施,整体提升AD食品公司在烘焙领域的市场竞争力,从根本上获得可持续发展。 作为社会企业的AD食品公司案例取得成功,不仅会激励更多的社会企业善用商业方法,也有助于他们借鉴AD食品公司的商业模式取得突破和发展,为现代服务业的发展和现代公益事业的发展注入新的活力。
[Abstract]:Chinese society has entered the era of service economy. The application of service marketing theory has become an important source for companies to gain market competitiveness. This paper tries to apply the related theory of service marketing, aiming at the problems existing in the service marketing management of AD food company, and puts forward some countermeasures and suggestions. The initiation and establishment of AD Foods Company originated from the career rehabilitation of young people with intellectual disabilities. In the face of the market competition environment, the attribute of public welfare or market attribute is unclear, and the brand is too focused on the field of public welfare. The company's strategic positioning for the target market is unclear, the product is single and lacks market differentiation and cultural connotation, the service marketing management is non-customer convenient, the cost pricing, the lack of dynamic elasticity, the lack of physical display brand, The high turnover rate and the lack of stability in the quality of products and services have led to the company's weak market competitiveness in the field of baking and difficulties in survival and development. In view of the current situation and problems of service marketing management in AD food company, this paper analyzes the problems in service marketing management of AD food company and the causes behind it, and puts forward some countermeasures. That is, AD food company must take the development road of modern service-oriented enterprises, promote service marketing strategy and comprehensive brand strategy, and outsource the "production" of public goods which the company team is not good at to social welfare organizations. To determine the market segment and target market of baking products, accurately competitive positioning, vigorously develop the company's brand awareness and reputation in the field of baking, strive to have a place in the Nanjing baking market; Operation level is customer-centered, product and product mix innovation, meet consumer demand; marketing channel innovation, convenient consumer purchase; strengthen cost control and service quality management, to provide value-added services for customers, improve price competitive advantage; Perfect the construction of the company identification system, pay attention to the customer experience, enhance the cultural connotation and uniqueness of the visible display; Deepen internal marketing, promote the construction of corporate culture, enhance the cohesion and centripetal force of the team, reduce employee turnover rate, enhance employee satisfaction, and make it form a positive interaction with the promotion of customer satisfaction. Through the implementation of strategic and operational countermeasures, the overall competitiveness of AD Foods Company in the field of baking can be improved, and sustainable development can be obtained fundamentally. As a social enterprise, the success of AD food company will not only encourage more social enterprises to make good use of business methods, but also help them to learn from the breakthrough and development of AD food company's business model. For the development of the modern service industry and the development of modern public welfare cause inject new vitality.
【学位授予单位】:南京师范大学
【学位级别】:硕士
【学位授予年份】:2014
【分类号】:F274;F426.82

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