近几年来，在国家创新创业政策的号召与扶持下，不少音乐院校毕业的学生 以及海归留学生等纷纷开设各种琴行，形成了音乐培训行业市场的繁荣局面。本 文以 YH 琴行为研究对象，对其当前市场营销现状进行全面深入调查，论述了其 目前市场营销过程中存在的问题，并结合当地 YH 琴行整体市场环境，有针对性 地提出服务营销策略和保障措施，以不断扩大 YH 琴行市场份额，同时也使其充 分认识到自身经营发展过程中存在的优势和不足之处，以切实提高琴行整体的经 营效益。 本文在分析前人研究成果基础上，结合目前国内琴行市场发展实际情况，对 市场环境进行分析，选取 YH 琴行为研究对象，选取当地其他几家琴行进行对比， 通过实地调查琴行负责人和工作人员深入了解营销现状，根据访谈内容总结出 YH 琴行营销策略存在的问题：产品较为单一、定价不合理、营销渠道较为单一、 促销缺乏有效宣传、专业服务技能与培训不足、有形展示忽视了对消费者教育和 缺乏服务营销意识。在此基础上，以提高服务效率为中心，通过运用服务营销理 论，制定 YH 琴行服务营销策略。通过对管理者和员工进行服务营销培训，有效 解决 YH 琴行服务营销意识不足的问题；对客户群体进行消费者分析，明确 YH 琴行市场定位；通过优化服务营销管理能提高 YH 琴行日常管理工作效率；通过 制定完善的产品组合策略，有利于提高乐器销售与课程培训对客户的适用性；通 过加强 YH 琴行客户关系管理工作，以满足关注客户需求；运用微信公众号营销 和事件营销的有机结合，有效提高 YH 琴行宣传力度。 本文在对国内外研究文献资料进行系统化梳理的基础上，从理论角度出发深 刻探讨 YH 琴行服务营销策略，并基于 YH 琴行当前实际，提出一套与之相对应 的服务营销策略，对现有的理论研究起到了一定的补充和拓展延伸。为 YH 琴行 制定了对应了服务营销策略，不仅有利于提升 YH 琴行整体盈利能力和发展水平， 对于其他同行业营销的创新发展而言同样也有着重要的实践指导意义。 关键词：琴行；服务营销；市场营销；市场定位II Abstract In recent years, with the call and support of the national innovation and entrepreneurship policy, many students from music colleges and universities, as well as overseas students, have set up a variety of piano companies, which has formed a prosperous situation in the music training industry market. Based on the research object of YH piano behavior, this paper makes a comprehensive and in-depth investigation on its current marketing situation, discusses the problems existing in its current marketing process, and combines with the overall market environment of the local YH piano industry. This paper puts forward the service marketing strategy and safeguard measures in order to continuously expand the market share of YH piano industry, and at the same time make it fully realize the advantages and disadvantages existing in the process of its own business development. Improve the overall management efficiency of the piano industry. On the basis of analyzing the previous research results, combined with the actual situation of the market development of the domestic piano industry, this paper analyzes the market environment, selects the research object of YH piano behavior, and selects several other local piano companies for comparison. Through the field investigation of the person in charge of the piano company and the staff to deeply understand the current situation of marketing, according to the content of the interview, this paper summarizes the problems existing in the marketing strategy of YH piano company: the product is relatively single, the pricing is unreasonable, and the marketing channel is relatively single. Promotion lack of effective publicity, lack of professional service skills and training, tangible display neglects consumer education and lack of awareness of service marketing. On this basis, the center is to improve the efficiency of the service. By using the theory of service marketing, the service marketing strategy of YH piano company is worked out. Through the service marketing training for managers and employees, the problem of insufficient service marketing awareness of YH piano company is effectively solved, and the customer group is analyzed to clarify the market positioning of YH piano company. By optimizing the service marketing management, the efficiency of daily management of YH piano company can be improved, and the applicability of musical instrument sales and course training to customers can be improved by formulating perfect product combination strategy. Through strengthening the customer relationship managementIII of YH piano company to meet the needs of paying attention to customers; using the organic combination of WeChat official account marketing and event marketing to effectively improve YH piano industry publicity. On the basis of systematically combing the research literature at home and abroad, this paper probes into the service marketing strategy of YH piano company from the theoretical point of view, and puts forward a set of corresponding service marketing strategy based on the current reality of YH piano company. It complements and extends the existing theoretical research to a certain extent. The corresponding service marketing strategy for YH piano company is not only beneficial to improve the overall profitability and development level of YH piano company, but also has important practical guiding significance for the innovative development of other marketing in the same industry. Keywords: Piano bank; service marketing; marketing;market positioningIV 目 录 摘要....................................................................................................................................................I Abstract..............................................................................................................................................II 第 1 章 绪论.......................................................................................................................................1 1.1 研究背景与意义..................................................................................................................1 1.1.1 研究背景....................................................................................................................1 1.1.2 研究意义...................................................................................................................2 1.2 国内外研究动态..................................................................................................................2 1.2.1 国外相关研究...........................................................................................................2 1.2.2 国内相关研究...........................................................................................................5 1.2.3 评价...........................................................................................................................7 1.3 研究内容与方法...................................................................................................................7 1.3.1 研究内容....................................................................................................................7 1.3.2 研究方法....................................................................................................................9 1.4 创新之处...............................................................................................................................9 第 2 章 相关理论基础.....................................................................................................................10 2.1 服务营销理论....................................................................................................................10 2.1.1 服务营销的概念......................................................................................................10 2.1.2 服务营销的特点......................................................................................................10 2.1.3 服务营销理念..........................................................................................................11 2.1.4 服务营销组合..........................................................................................................11 2.2 营销策略组合理论.............................................................................................................12 2.2.1 4PS 营销理论..........................................................................................................12 2.2.2 4C 理论....................................................................................................................13 2.2.3 4R 理论....................................................................................................................13 2.2.4 7P 服务营销组合理论............................................................................................ 14 2.3 艺术音乐培训市场营销.....................................................................................................15 2.3.1 进行市场资源整合..................................................................................................16 2.3.2 进行营销策略调整..................................................................................................16 2.3.3 发挥营销策略控制作用..........................................................................................16 第 3 章 YH 琴行市场营销现状......................................................................................................18 3.1 YH 琴行简介及发展情况..................................................................................................18 3.2YH 琴行市场营销调查分析...............................................................................................18V 3.2.1 调查目的.................................................................................................................18 3.2.2 调查对象.................................................................................................................18 3.2.3 调查方法..................................................................................................................19 3.2.4 调查结果分析.........................................................................................................19 3.3 YH 琴行营销策略存在的问题..........................................................................................23 3.3.1 产品较为单一.........................................................................................................23 3.3.2 定价不合理.............................................................................................................24 3.3.3 营销渠道较为单一.................................................................................................25 3.3.4 促销缺乏有效宣传.................................................................................................25 3.3.5 专业服务技能与培训不足..................................................................................... 26 3.3.6 有形展示忽视了对消费者教育............................................................................. 27 3.3.7 缺乏服务营销意识.................................................................................................27 第 4 章 YH 琴行市场营销环境分析..............................................................................................29 4.1 宏观环境分析....................................................................................................................29 4.1.1 政治法律环境.........................................................................................................29 4.1.2 经济环境.................................................................................................................30 4.1.3 科学技术环境.........................................................................................................31 4.1.4 社会文化环境.........................................................................................................32 4.2 YH 琴行营销 SWOT 分析.................................................................................................33 4.2.1 优势..........................................................................................................................33 4.2.2 劣势..........................................................................................................................34 4.2.3 机会..........................................................................................................................35 4.2.4 威胁..........................................................................................................................36 4.3 本章小结............................................................................................................................38 第 5 章 YH 琴行市场定位及服务营销策略制定.........................................................................40 5.1 基于 STP 的 YH 琴行市场定位.......................................................................................40 5.1.1 市场细分..................................................................................................................40 5.1.2 目标市场选择..........................................................................................................43 5.1.3 市场定位..................................................................................................................44 5.2 基于 7P 理论的 YH 琴行服务营销策略..........................................................................45 5.2.1 产品策略.................................................................................................................45 5.2.2 价格策略..................................................................................................................46 5.2.3 渠道策略..................................................................................................................48 5.2.4 促销策略..................................................................................................................49VI 5.2.5 加强服务营销培训..................................................................................................50 5.2.6 改进客户关系管理.................................................................................................51 5.2.7 加强服务营销意识..................................................................................................51 第 6 章 YH 琴行服务营销策略实施保障..................................................................................... 54 6.1 加强营销团队建设.............................................................................................................54 6.2 强化产品和品牌的推广.....................................................................................................55 6.2.1 强化产品的推广......................................................................................................55 6.2.2 运用社会化营销.....................................................................................................56 6.2.3 加强品牌建设..........................................................................................................56 6.3 注重服务客户的需求.........................................................................................................57 6.3.1 开展客户需求调查.................................................................................................57 6.3.2 关注客户的需求......................................................................................................58 结 论.................................................................................................................................................59