摘要
世界随着服务业的快速发展,越来越多的国家进入了服务经济社会,中国2016年度政
府工作报告中提到服务业产值占国内生产总值比重上升到51. 6%,2017年度的服务产业呈
增长趋势,中国随着服务经济社会的到来,服务营销策略与管理在企业以及整个社会中的
重要性与日俱增。中国IT业快速发展和服务时代转型背景下,FT服务化正在加速发展以
及IT服务所表现的重要地位更加体现,企业软硬件相关各种IT业务渐渐都以服务的形式
提供使用并支撑业务,所以企业的IT服务需求变得多样化及服务水平要求榇准变得更高^
对于V软件公司作为IT企业服务提供商而言,能够输出相匹配的H服务水平及能力也至
关重要,V软件公司作为一个IT服务型公司服务营销策略问题的发现及问题的对策研宂也
是管理者在服务营销过程中要最先思考和解决的问题。V软件公司的管理者需要了解自身
企业的服务营销策略是否存在问题,服务营销策略实施过程中服务相关设计和流程是否合
理,最后发现服务营销策略相关问题的解决方法和的应对服务营销策略方案

V软件公司作为研宄对象是一家业界领先的数据备份及处理的外资软件公司,通过在
V软件公司实际工作发现在服务营销策略具体表现出的问题,结合理论进行策略综合分析
找出问题其中的原因,最后通过服务营销理论思路给出V软件公司服务营销相关问题的对
策。首先,发现和分析V软件公司服务营销策略的两个方面的问题,第一个问题是V软件
公司国内目标市场营销策略不明确,主要体现在没有进行中国市场细分分析和目标市场的
定位;第二个问题V软件公司国内7Ps组合服务营销策略的不合理问题,包括产品策略设
计不适应中国环境、服务价格偏高、服务渠道在新行业拓展慢、服务营销市场推广力度不
够、800技术服务支持部门流程不畅、关键业务服务部门架构设计不合理、咨询部门人才
紧缺的细节问题展开,并进行深入的问题研宄和分析

V软件公司在目标市场营销策略不明确的现状及问题分析,通过相关rr服务市场的市
场调研,并且利用STP目标市场营销理论对V软件公司所在专业IT市场环境中的实际情
况进行对比分析,包括垂直行业、地理位置、具体行业的分析,针对V公司的状况确定目
标市场策略,提出目标市场的相应服务营销产品定位和对策,即稳定大型企业客户细分市
场的同时,产品定位重点转移到中小企业客户细分市场并扩大市场占有率的发展策略

7Ps组合服务营销策略,对应产品、价格、渠道、促销、人员、部门架构、流程组合策
略重新梳理和分析,以符合V软件公司目标市场营销策略中小企业细分市场重新定位选择

具体V公司服务产品营销策略组合问题对策是,服务产品组合重新选择定位于服务优先、
灵活优先策略;设计更灵活的报价方式和更有竞争价格并以市场占有率价格目标的动态定
价策略;扩大直接渠道覆盖,并增强间接服务渠道的能力策略;重视服务人员推广策略并
I 增加推广方式;内外部人才吸引政策;合并服务部门架构;简化800技术支持流程并加强
沟通

关键字:IT服务营销服务营销策略目标市场营销7Ps组合营销
＊
II Abstract
The world economy has entered the era of service economy, knowledge and
professionalism continue to struggle, and the service industry structure has
also undergone major changes. The China’s 2016 annual government work report
mentioned that the output value of service industry accounted for 51. 6% of GDP,
and the service industry in 2017 Growth trend, China’s service economy and
society with the arrival of service marketing strategy and management in the
enterprise and the whole society in the growing importance. China IT industry
rapid development and service era transformation background, IT service is
accelerating the development and IT services, the performance of the important
position is more reflected in the enterprise hardware and software related to
a variety of IT services are gradually provided in the form of services and
support business, so The IT service needs of the enterprise become diversified
and the service level requires that the standards become higher. For V software
＊
companies as an IT enterprise service provider, it is also important to be able
to output matching IT service levels and capabilities, and V software companies
as an IT service company service marketing strategy problem discovery and
problem countermeasures research is also managed in the service marketing
process to first think and solve the problem. V Software Company managers need
to understand their own business service marketing strategy is the problem,
service marketing strategy implementation process of service-related design and
process is reasonable, and finally found the service marketing strategy-related
issues and solutions to service marketing strategy.
The V Software Company as a research object is my work unit, an industry
leading data backup and processing of foreign software companies. Through the
actual work of V software company, we find out the specific problems in the
service marketing strategy, combine the theory to carry on the strategy
comprehensive analysis to find the reason of the problem, finally put the
countermeasure of the service marketing related question of the V software
company with the service marketing theory. First of all, find ai:d analyze the
two aspects of V software company service marketing strategy, the first question
is V software company domestic target marketing strategy is not clear, mainly
in the absence of the Chinese market segmentation analysis and target market
in positioning; The second problem V software company domestic 7Ps combination of
service marketing strategy issues, including product strategy design is not
suited to China&39;s environment, high prices of services, service channels in the
new industry slow development, service marketing marketing efforts, 800
technical service support Process issues, key business services sector
architecture design issues, consult the details of the shortage of talent to
start the issue, in-depth study and analysis of the problem.
The V software company in the target marketing strategy is not clear the
status quo and problem analysis, through the relevant IT service market market
research, and the use of STP marketing theory V software company where the
professional IT market environment in the actual situation of comparative
analysis, including Vertical industry, geographical location, the analysis of
specific industries, for the V company to determine the target market strategy,
the target market, the corresponding service marketing product positioning and
countermeasures is stable large enterprise customer segment market at the same
time, product positioning focus shifted to small and medium enterprises Customer
segmentation market share of the development strategy.
7Ps service marketing strategy, corresponding product, price, channel,
promotion, personnel, department structure, and process portfolio strategy to
re-sort and analyze to meet the V software company target marketing strategy
SME market segment repositioning options. Specific V Company Service Product
Marketing Strategy Portfolio Problem Countermeasure is that the service product
portfolio is re-selected to be targeted at service priority, flexible priority-
strategy; design more flexible pricing methods and more competitive pricing and
dynamic pricing strategies with market share price targets; Direct channel
coverage, and enhance the ability of indirect service channels strategy;
emphasis on service staff to promote the strategy and increase the way to
promote; internal and external talent to attract policies; merge the sector
structure; simplify the 800 technical support process and strengthen
communication.
Key words: IT services marketing; Services marketing strategy; S!)T marketing;
7Ps marketing
IV 目录
摘要 I
Abstract Ill
-
、雜 1
(一)研宄背景 1
(二)研宄意义 2
(三)理论综述
:(四)研究方法二、V软件公司服务营销策略现状及问题(一)V软件公司服务营销现状(二)V软件公司国内目标市场营销策略问题(三)V软件公司国内7Ps服务营销策略问题三、V软件公司服务营销目标市场策略分析(一)服务营销市场细分(Segmeting)策略分析(二)服务营销目标市场(Target)策略分i(三)服务营销产品定位(Positioning)策略分析四、V软件公司服务营销策略7Ps组合分析(―)服务产品组合策略分析(二)产品定价策略分析(三)服务渠道策略分析(四)服务推广促销策略分析
22
(五)人员因素分析
23
(六)服务架构环境因素分析
24
(七)流程相关因素分析
27
五、V软件公司服务营销策略优化
30
(一)服务营销目标市场营销策略重新选择
30
(二)服务产品组合重新选择
31
(三)设计更灵活的报价方式和更有竞争价格
32
(四)扩大直接服务渠道覆盖,增强间接服务渠道的能力
34
(五)重视人员推广并增加服务促销方式
35
(六)通过公司内部政策和推广吸引人才
35
(七)合并优化服务支持部门架构体系
36
(八)加强部门合作流程及改进800技术支持流程
37
V 六、#论 39
(一)全文结论 39
(二)研宄展望 40
41
m lif
论文独创性声明
论文使用授权声明
＊
O
VI 一
、绪论
(一)研宄背景
21世纪是服务业的世纪,当前服务业的发展也正在一个方兴日盛的关键时刻,中国服
务经济比重已占领重要的份额,而且还正在的快速不停成长m。在服务经济时代中,以服
务业的产生时序区别,服务分为传统服务业和当代服务业,n服务业是基于信息技术的新
兴科技知识的现代服务业。服务从来没有像现在这样对世界经济有如此巨大的推动作用,
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科学技术正以动态的形式不断改进,传统产业及相关的那些声名赫赫的大公司正在衰弱|21,
甚至有公司随着新技术和新商业模式的兴起和调整而彻底消失,所以说掌握服务营销及服
务营销策略的正确方向,对于在it服务企业也是提出了更高的要求

IT服务营销面对中国特色的市场快速变化和高速发展的IT市场环境,没有的国外研
宄成果可以完全照搬适用,对于需要定制服务
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