摘 要
在经济全球化、贸易自由化和经济一体化的趋势下，随着我国经济社会的快
速发展，自 90 年初以来，我国的建材家居卖场如雨后春笋般涌现出了，不仅有宜
家家居、百安居、家得宝等国际知名企业涌入中国家居市场，更有富森·美家居、
红星美凯龙、居然之家等家居商业企业的快速崛起，我国的建材家居卖场已由规
模、价格竞争阶段逐步演变成以服务营销为核心的运营管理能力的竞争，并呈现
出群雄逐鹿的局面。在此背景下展开对建材家居卖场服务营销能力的分析和研究，
对进一步提升我国建材家居卖场的运营质量和能力，增强综合竞争实力，大力促
进建材家居产业的健康发展将具有重要意义。

富森·美家居是国内知名的建材家居卖场运营企业，旗下运营的建材家居卖
场在行业中均具有较高的知名度和美誉度，其运营能力倍受行业推崇。本文通过
运用服务营销管理理论，有针对性地对富森·美家居卖场运营的基本管理和客户
服务进行分析，对其存在的问题进行深入研究，从中探索出增强卖场服务营销能
力和运营能力的可行性建议。将为富森·美家居进一步提升卖场运营能力，全面
推进外延式拓展战略提供有益的指导，也将为我国建材家居商业服务企业转变发
展方式，提高运营质量，实现可持续发展提供有益的借鉴。

关键词：富森·美家居，服务营销，客户关系管理，提升研究

ABSTRACT
In the trend of economic globalization, trade liberalization and economic integr
ation,and With the rapid development of our country's economy and society,more and
more household building marketplace have sprung out since the early 1990s.Not only
many famous international enterprises swarm into Chinese market such as
IKEA,B&Q ,The Home Depot and so on,but also a lot of Chinese household building
enterprises arise like Fusen-Noble House, Red Star Macalline and Easyhome. Because
of the rapid competition, this industry which relied on price and scale competition
progressively evolved into contending abilities of operation management. In this context,
it’s extremely important to research operation management of household building
marketplace. will be of great significance to further enhance the quality and capacity of
the household building materials stores, to enhance the comprehensive competitive
strength, and vigorously promote the healthy development of the household building
materials industry.
Fusen-Noble House is a well-known household building materials stores
operating companies, its materials stores has high visibility and reputation in the
industry. its operational capability is respected by all the industry. This paper used the
theory of Service Marketing and Customer Relation Management to detailedly analyse
the management and customer service of Fusen-Noble House, and argue the deep-seated
problems. So that, we can make some strategic means according to above research of
the firm.it will also provide Fusen-Noble House the useful guidance to enhance
operations capabilities and to Promote denotative development strategy.it is also helpful
for the the household building materials industry to change the mode of development
and to achieve sustainable development.
Key words: Fusen-Noble House，Service Marketing，Customer Relation Management，
promotion research