摘 要
随着社会经济的发展和人们生活水平的提高，人们的消费观念发生了较大的变
化，对购物环境的要求也越来越高。由此，在各地城市中，各种带有购物、娱乐、
休闲、餐饮功能的购物中心、大型商场、城市综合体等如雨后春笋般建立。本文所
研究的 CSJ 商业运营管理有限公司就是山东省淄博市的一家综合性购物中心。但近
年来，在该城市又相继出现了万象汇、银泰城、乐都汇、新玛特等购物中心，竞争
越来越激烈，使得 CSJ 公司的客流量、入驻商家、营业收入等均大幅下降。因此，
本文提出了 CSJ 公司服务营销策略的研究，旨在帮助 CSJ 公司提升服务质量，吸引
更多商家和顾客，增强其综合竞争力

本文通过随机向消费者发放调查问卷、走访竞争对手、面谈公司管理人员及商
家的方法，发现 CSJ 公司在服务营销方面存在营销定位不准确、服务营销理念落后、
品牌影响力不够、促销活动少、配套服务及设施不完善和人员缺少培训等问题。针
对以上问题，运用 SWOT 分析法对 CSJ 公司的内部环境优势劣势以及外部环境机
会威胁进行分析，构建 SWOT 战略分析矩阵，并以 SWOT 分析结果为基础，重新
选择目标市场明确市场定位。确定了 CSJ 公司应着力于为消费者提供以中档产品为
主、高档产品为辅的良好购物体验，以中等收入者和成功人士为目标市场，调整服
务营销策略以满足目标市场的需求。服务营销策略具体从服务产品策略、服务促销
策略、渠道策略、服务人员策略和服务有形展示策略五个方面来设计

本文的创新点主要体现在通过对 CSJ 公司服务营销现状及竞争环境的分析，明
确其市场定位，重新选择目标市场，结合目标客户的消费习惯和消费需求，将 CSJ
公司定位为“面向 25-50 岁中等收入者和成功人士，提供中高端商品”的综合性购
物中心，设计明确的服务营销策略，为企业转型谋划了新的出路

关键词：商业运营；服务营销；问卷调查；营销策略
ABSTRACT
With the development of social economy and the improvement of people’s living
standard, there are much changes of people's consumption concept and the requirement
of shopping environment are also getting higher and higher. Thus, throughout the city,
the plaza, shopping malls, urban complexes and so on which with the foundation of
shopping, entertainment, leisure, catering are setup like bamboo shoots after a spring rain.
CSJ business operation and management Co., Ltd. which was studied in this paper is a
comprehensive shopping mall in Zibo City, Shandong Province. But in recent years,
Vientiane exchange, Intime City, Ledu Department, New Mart shopping centers appeared
in this city, more competitive, making the CSJ's traffic, settled merchants and operating
revenue decrease sharply. So this paper presents the research of CSJ’s service marketing
strategy, designed to help CSJ improve the service quality, attract more merchant and
customers, enhance its overall competitiveness.
This paper distributed to the methods of questionnaires to consumers, visiting
competitors, interviewed the managers of company and merchants, and find CSJ
presence the issues of service marketing company marketing positioning is not accurate,
service marketing idea behind, the brand influence is not enough, promotional activities
is too less, ancillary services and inadequate facilities and lack of staff training and so on.
To solve the above issues, using SWOT analytic to analyze CSJ's advantages and
disadvantages of internal environmental and the external environment opportunities and
threat, build strategic SWOT analysis matrix, based on the results of SWOT analysis,
re-select the target market and clear market positioning. Determine CSJ should focus on
providing consumers good shopping experience of mid-range products, high-end
products, treat middle-income people and successful people as their target market, adjust
the services marketing strategies to meet the needs of the target market. Service
marketing strategy was designed from below five aspects strategies, specific service
product, service promotion, channel service staff and physical evidence.
This paper’s innovation is mainly reflected through the analysis of CSJ marketing
situation and the competitive environment, clear their market positioning, re-select the
target market, combined with the target customer's spending habits and consumer
demand, positioning CSJ to a shopping complex who provide high-end goods to 25-50
year-old middle-income earners and successful people. Clearly designed services山东理工大学硕士学位论文 ABSTRACT
III
marketing strategy also transit planning a new way for the enterprise.
Key words: Business operations; Service marketing; Questionnaire survey; Marketing
strategy
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