【摘要】：互聯(lián)網(wǎng)時(shí)代的到來加速了電信網(wǎng)、廣播電視網(wǎng)、互聯(lián)網(wǎng)“三網(wǎng)融合”的速度,各大運(yùn)營商競(jìng)爭(zhēng)也越來越激烈,對(duì)于廣電網(wǎng)絡(luò)的發(fā)展來說,這既是一次機(jī)遇又是一次挑戰(zhàn)。面對(duì)新興電視網(wǎng)的發(fā)展以及客戶需求的變化,如何提高企業(yè)的市場(chǎng)競(jìng)爭(zhēng)力,最大程度發(fā)揮出企業(yè)的營銷服務(wù)水平顯得尤為重要。本文以服務(wù)營銷理論為研究基礎(chǔ),遵循“提出問題—分析問題—解決問題”的思路進(jìn)行分析。運(yùn)用4P’s營銷理論對(duì)揚(yáng)州廣電網(wǎng)絡(luò)有限公司(以下簡(jiǎn)稱“揚(yáng)州廣電”)的自身服務(wù)營銷現(xiàn)狀進(jìn)行分析,并運(yùn)用訪談的方式利用7P’s理論將揚(yáng)州廣電的營銷服務(wù)問題進(jìn)行整理。然后,分析了揚(yáng)州廣電網(wǎng)絡(luò)的服務(wù)營銷環(huán)境,運(yùn)用SWOT分析法、波特五力模型分析法等,從企業(yè)自身、內(nèi)外部環(huán)境以及市場(chǎng)需求的角度對(duì)揚(yáng)州廣電網(wǎng)絡(luò)的發(fā)展?fàn)顩r進(jìn)行了全面的分析,確定揚(yáng)州廣電的服務(wù)營銷戰(zhàn)略選擇為扭轉(zhuǎn)型戰(zhàn)略(WO)。最后根據(jù)戰(zhàn)略的選擇和揚(yáng)州廣電的實(shí)際提出了揚(yáng)州廣電的服務(wù)營銷策略及保障措施等等。本研究表明揚(yáng)州廣電的服務(wù)營銷存在問題,表現(xiàn)在:揚(yáng)州廣電的產(chǎn)品組合存在缺陷,產(chǎn)品的質(zhì)量相對(duì)不高;定價(jià)策略相對(duì)單一,不具備靈活性;客服人員專業(yè)能力差,服務(wù)不及時(shí);對(duì)簽約后的客戶欠缺反饋和長期的跟蹤服務(wù),對(duì)過程控制管理不夠重視;營銷渠道單一,新興渠道乏力;客戶分類不科學(xué),與其他同類行業(yè)的差異性不明顯,競(jìng)爭(zhēng)力不足;依然采用傳統(tǒng)的營銷手段,營銷方案不具吸引性;揚(yáng)州廣電的員工服務(wù)營銷意識(shí)淡薄,服務(wù)質(zhì)量不高。揚(yáng)州廣電的服務(wù)營銷策略從產(chǎn)品、價(jià)格、渠道、促銷、人員管理、有形展示及過程控制七個(gè)方面制定,表現(xiàn)為:產(chǎn)品策略要求節(jié)目多元化,并能夠?qū)崿F(xiàn)高清產(chǎn)品消費(fèi)的轉(zhuǎn)換,提高產(chǎn)品的服務(wù)價(jià)值,并能夠提供產(chǎn)品反饋的渠道,及時(shí)進(jìn)行產(chǎn)品創(chuàng)新;價(jià)格策略上要求確保基本的節(jié)目具有競(jìng)爭(zhēng)力,并確保付費(fèi)節(jié)目定價(jià)靈活,盡可能的改變收費(fèi)模式;同時(shí)實(shí)行多渠道的營銷傳播策略,改變傳統(tǒng)營業(yè)廳的形象,增加APP服務(wù),使得客戶服務(wù)更加自由化,加強(qiáng)電話服務(wù)的有效利用,提升客服人員的專業(yè)能力,借助企業(yè)渠道實(shí)現(xiàn)戰(zhàn)略合作,并增加自媒體的應(yīng)用等;充分利用促銷策略的優(yōu)勢(shì),對(duì)原有的促銷策略進(jìn)行升級(jí),充分利用手機(jī)移動(dòng)資源的發(fā)展;重視對(duì)自身工作人員的服務(wù)意識(shí)和素質(zhì)的培養(yǎng),盡可能的組建自身的專業(yè)服務(wù)營銷團(tuán)隊(duì);進(jìn)行有效的有形展示,對(duì)整個(gè)過程進(jìn)行有效合理的控制。揚(yáng)州廣電的服務(wù)營銷策略最終的實(shí)現(xiàn),需要管理層、員工、資金等等多方面的支持予以實(shí)現(xiàn)。本文的研究對(duì)于揚(yáng)州廣電提升競(jìng)爭(zhēng)力具有一定的價(jià)值,也可以為正在組建的中國廣播電視網(wǎng)絡(luò)有限公司確立全國性的服務(wù)營銷策略提供戰(zhàn)略指導(dǎo)意義,同時(shí)也可為相關(guān)的廣播電視網(wǎng)絡(luò)公司的發(fā)展提供一定的借鑒。
[Abstract]:The arrival of the Internet era has accelerated the speed of telecommunication network, radio and television network, Internet "three networks convergence", and the competition among major operators is becoming more and more fierce. For the development of radio and television network, this is both an opportunity and a challenge. In the face of the development of new TV network and the change of customer demand, how to improve the market competitiveness of enterprises and give full play to the marketing service level of enterprises is particularly important. Based on the theory of service marketing, this paper follows the idea of "posing problem-analyzing problem-solving problem". Using 4P's marketing theory, this paper analyzes the current situation of service marketing of Yangzhou Radio and Television Network Co., Ltd (hereinafter referred to as Yangzhou Radio and Television). And the use of interviews with the use of 7P's theory Yangzhou radio and television marketing services to sort out. Then, this paper analyzes the service marketing environment of Yangzhou radio and television network, using SWOT analysis method, Porter five-force model analysis and so on, from the enterprise itself, This paper makes a comprehensive analysis of the development of Yangzhou radio and television network from the angle of internal and external environment and market demand, and determines that the service marketing strategy of Yangzhou Radio and Television is to choose the reverse strategy (WO). Finally, according to the choice of strategy and the reality of Yangzhou Radio and Television, this paper puts forward the service marketing strategy and safeguard measures of Yangzhou Radio and Television. The research shows that there are some problems in the service marketing of Yangzhou Radio and Television, such as: the product combination of Yangzhou Radio and Television is defective, the quality of the product is relatively low, the pricing strategy is relatively single, and the pricing strategy is not flexible. The professional ability of customer service personnel is poor, the service is not in time; the lack of feedback and long-term tracking service to the customers after signing the contract, the management of process control is not enough, the marketing channel is single, the new channel is weak; Customer classification is not scientific, the difference with other similar industries is not obvious, lack of competitiveness; still use traditional marketing methods, marketing programs are not attractive; Yangzhou radio and television staff service marketing awareness is weak, service quality is not high. Yangzhou Radio and Television's service marketing strategy is formulated from seven aspects: product, price, channel, promotion, personnel management, tangible display and process control. To improve the service value of products, and to provide feedback channels, timely product innovation; Price strategy requires to ensure that basic programs are competitive and that paid programs are priced flexibly and that the charging model is changed as much as possible; At the same time, we should implement multi-channel marketing and communication strategy, change the image of traditional business hall, increase APP service, make customer service more free, strengthen the effective use of telephone service, and enhance the professional ability of customer service personnel. With the help of enterprise channels to achieve strategic cooperation, and increase the application of self-media and so on; Make full use of the advantage of the promotion strategy, upgrade the original promotion strategy, make full use of the development of mobile resources; Pay attention to the training of their own staff's service consciousness and quality, set up their own professional service marketing team as far as possible, carry on the effective tangible display, carry on the effective and reasonable control to the whole process. The service marketing strategy of Yangzhou Radio and Television needs the support of management, staff, fund and so on. The research of this paper has certain value for Yangzhou radio and television to enhance competitiveness, and can also provide strategic guidance for the establishment of China Radio and Television Network Co., Ltd. to establish a national service marketing strategy. At the same time, it can also provide some reference for the development of relevant radio and television network companies.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G229.2-F

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