随着社会不断进步，时代不断发展，传统的殡葬行业正面临着转型与变革。 随着社会老龄化不断加剧，公墓市场也将迎来巨大发展，如何把握市场发 展机遇， 提升企业竞争优势，切实落实企业社会责任将成为关键,在新时代的发展形势下， 相关企业只有在不断的升级和变革中不断适应市场的发展需求，在市场中不断推 动正 确生死观、价值观的落地和普及，提高整体殡葬行业发展水平，整个行业才 能实现更好更健康的发展。 本文以STP营销相关理论、7Ps、消费者行为理论以及服务蓝图理论为基础 ， 联系A公墓企业实际发展情况及特点进行营销策略研究。首先介绍了公墓行业营 销现状，A公墓企业发展情况及存在的问题，利用PEST分析法，并对该企业营销 环境进行分析。 根据营销指导思想，对公墓市场进行细分、定位制定了A公墓企 业市场营销策略，包括：产品策略、价格策略、渠道策略、促销策略、人员推销 策略、有形展示策略、服务流程策 略七个方面。产品策略包括拓展增值产品及服 务，增加产品服务内容；价格策略结合A公墓企业市场定位以及竞争者价格策略 进行定价；渠道策略包含拓宽传统直营、代理营销渠 道以及发展网络营销新渠道； 在促销策略方面，可通过人员推销、销售促进、社交媒体营销策略等；在客户开 发方面，包含找出潜在客户、对潜在客户进行首次营销、维护并培 养新客户等； 有形展示方面将基于服务环境、社会荣誉与社会责任活动三个方面；服务流程方 面通过提供一站式服务，客户关怀等方面。论文最后也提出A公墓企业营销策略 实 施的保障措施，主要从人力资源保障、配套设施保障以及管理制度保障三个方 面进行阐述。 关键词：A公墓；殡葬；市场营销策略；7Ps II Abstract Withthecontinuousprogressofsocietyandthecontinuousdevelopmentofthetimes, thetraditionalfuneralandintermentindustryisfacingtransformationandchange.As theagingsocietycontinuestointensify,thecemeterymarketwillalsousherin tremendousdevelopment.Howtoseizemarketdevelopmentopportunities,enhance corporatecompetitiveadvantages,andeffectivelyimplementcorporatesocial responsibilitywillbecomethekey.Inthedevelopmentsituationofthenewera,relevant companiescanonlycontinuetoIntheprocessofupgradingandreforming,wewill continuetoadapttothedevelopmentneedsofthemarket,continuetopromotethe implementationandpopularizationofcorrectlifeanddeathviewsandvaluesinthe market,andimprovethedevelopmentleveloftheoverallfuneralindustry,sothatthe entireindustrycanachievebetterandhealthierdevelopment. ThisarticleisbasedonSTPmarketingrelatedtheories,7Ps,consumerbehaviortheory andserviceblueprinttheory,andcarriesoutmarketingstrategyresearchinconnection withtheactualdevelopmentandcharacteristicsofACemeteryenterprises.First,it introducesthemarketingstatusofthecemeteryindustry,thedevelopmentofCemetery Aandtheexistingproblems,usingthePESTanalysismethod,andanalyzesthe marketingenvironmentofthecompany.Accordingtothemarketingguidelines,the cemeterymarketwassegmentedandpositionedtoformulatethemarketingstrategyof CemeteryA,including:productstrategy,pricestrategy,channelstrategy,promotion strategy,personnelpromotionstrategy,tangibledisplaystrategy,andserviceprocess strategy..Productstrategyincludesexpandingvalue-addedproductsandservices, increasingproductandservicecontent;pricestrategycombiningACemetery’s corporatemarketpositioningandcompetitorpricestrategyforpricing;channelstrategy includesbroadeningtraditionaldirectsales,agencymarketingchannelsanddeveloping newonlinemarketingchannels;Intermsofstrategy,personnelpromotion,sales promotion,socialmediamarketingstrategies,etc.canbeused;intermsofcustomer development,itincludesidentifyingpotentialcustomers,firstmarketingtopotential III customers,maintainingandcultivatingnewcustomers,etc.;tangibledisplaywillbe basedontheserviceenvironment,Therearethreeaspectsofsocialhonorandsocial responsibilityactivities;intermsofserviceprocess,one-stopserviceandcustomercare areprovided.Attheendofthethesis,theguaranteemeasuresfortheimplementationof themarketingstrategyofCemeteryAarealsoputforward,mainlyfromthreeaspects: humanresourcesguarantee,supportingfacilitiesguaranteeandmanagementsystem guarantee. KeyWords:Acemetery;Thefuneral;Marketingstrategy;7Ps IV 目录 摘 要.................................................................................................................................I Abstract.........................................................................................................................II 1绪 论...............................................................................................................................1 1.1研究背景及意 义................................................................................................1 1.2国内外研究现 状................................................................................................2 1.2.1国外研究现 状.........................................................................................2 1.2.2国内研究现 状.........................................................................................4 1.3研究内容与方 法................................................................................................4 1.3.1研究方 法.................................................................................................4 1.3.2论文研究内 容.........................................................................................5 2相关理论基 础...............................................................................................................6 2.1STP营销相关理 论.............................................................................................6 2.27Ps营销相关理 论.............................................................................................6 2.3消费者行为理 论................................................................................................7 2.4服务蓝图理 论....................................................................................................7 3A公墓企业现状及问题分 析........................................................................................8 3.1公墓行业营销概 况............................................................................................8 3.1.1我国殡葬行业变革历 程.........................................................................8 3.1.2公墓行业营销特 点...............................................................................10 3.2A公墓企业概 况...............................................................................................10 3.2.1A公墓企业基本概 况............................................................................10 3.2.2A公墓企业服务简 介............................................................................11 3.3A公墓企业营销问题分 析...............................................................................11 3.3.1A公墓企业品牌知名度有待提 升........................................................12 3.3.2A公墓企业销售人员的销售技能有待加强........................................12 3.3.3分销渠道 单一，滞后于客户需求.......................................................12 3.3.4产品品类偏 少.......................................................................................12 3.3.5经营理念缺乏市场导 向.......................................................................13 4A公墓企业营销环境分 析..........................................................................................14 V 4.1宏观环境分 析..................................................................................................14 4.1.1政治环境分 析.......................................................................................14 4.1.2经济环境分 析.......................................................................................14 4.1.3社会环境分 析.......................................................................................16 4.1.4技术环境分 析.......................................................................................16 4.2竞争者分 析......................................................................................................17 4.2.1B公墓企 业............................................................................................1