中文摘要
近年来，我国光伏产品行业经历了过山车般的增长与回落，作为薄膜光伏组件材
料中非常重要的一分子，TCO 玻璃的供求关系也随整个光伏产品行业的波动而跌宕
起伏。如何应对市场环境的变化，在愈来愈激烈的竞争中保持优势地位，实现企业生
存和稳定发展是公司急需解决的问题。本文在服务营销和相关理论的基础上，先分析
了 A 公司的营销环境。然后，利用定性及定量相结合、SWOT 分析等方法，结合国
内 TCO 玻璃市场状况和 A 公司本身的营销状况，分析了相关市场竞争态势，指出 A
公司服务营销过程中存在的关键问题和原因。最后，针对这些问题，运用服务营销的
7PS 组合，为 A 公司提出了相应的服务营销之建议，特别给出了产品和交易条款柔性
化、加强内部营销、服务有形化、定制增值服务等策略，并在该文中给出了切实的操
作性方法，如员工培训与考核、产品包装改善等。

通过本文的研究，期望能对 A 公司以及国内其他企业的服务营销活动有所帮助。

关键词：TCO 服务营销 柔性化 增值服务
作 者：吴志俊
指导老师：钟旭东

Abstract
In past few years, China's photovoltaic industry has experienced growth and down
like roller coaster, as a very important material for thin film photovoltaic module, TCO
glass’ supply-demand relationship ups and downs with the volatility of whole photovoltaic
industry. A company is the world's most advanced TCO glass manufacturer, is also the
first foreign company producing TCO glass in China, once the market share was more than
90%. How to deal with changes in the market environment, to maintain the dominant
position in the increasingly fierce competition, survie the poor market and keep stable
development, are key problems that A company facing.This article based on service
marketing and related theory. Firstly, has analyzed marketing environment of A company.
Secondly, qualitative analysis combined with quantitative analysis, SWOT analysis and the
other means are applied in the article according to local TCO service market condition and
the company own marketing condition, the analysis of the market competition situation
was carried on, and pointed out the main problems existed in this company. Finally, aiming
at these problems, using the service marketing 7PS combination, construct the service
marketing strategies for A company, especially in product and business terms, internal
sales, visible service, and other value-added services strategy is presented. More, this paper
gives practical suggestions, such as employee training and examination, product packaging
reform.
Through this study, hope to benefit A company and the other domestic enterprises in
service marketing activities.
Key Words: TCO; Service Marketing; Flexibility; Value-added service
Written by Wu Zhijun
Supervised by Zhong Xudong