广州敦南真爱月子会所服务营销策略研究 随着人民收入和文化水平的提高，加之全面二胎政策正式开放，使得我国的 母婴服务业处于最佳的发展时期，专业的母婴护理市场需求日益加大。特别是新 生代的辣妈们，对科学“坐月子”的追求越来越高，她们主张科学育儿，更重视 产后的身心健康和形体恢复管理。月子会所的兴起，切实迎合了妈妈们的母婴照 护和产康需求。可是，现在我国月子市场仍处于初级发展阶段，面对日益激 烈的竞争市场，必须要引入科学的营销理念，实施有效的营销策略，才能 使月子会所行业持续健康发展。 本文以广州敦南真爱月子会所为对象，研究其服务营销策略的设计与实施问题。 首先介绍研究背景和意义，并阐述了服务营销的有关理论；其次，采用访谈法、调 查问卷法对月子会所的竞争市场、服务营销实施现状和存在的问题进行介绍；再次， 对广州敦南真爱月子会所的服务营销环境进行刨析，包括综合利用PEST分析法及 波特五力模型对月子会所面临的宏观环境和微观环境进行分析，运用 SWOT分析 法判断其自身的优势与劣势、机会与威胁；最后,基于调查问卷的结果，得出该会 所的目标市场策略，并根据7ps 营销组合，设计出适合广州敦南真爱月子会所当前 发展需求的营销策略，那就是：服务产品周期化、坚持会所中高端市场的价格定位、 开拓互联网渠道营销、优化促销方式、稳定员工团队和建立长久的客户关系、有形 展示会所的服务特色、优化服务细节等。并且通过建立技术人员保障、组织保障、 财务保障，信息系统保障等四个方面的服务营销保障措施，来确保7PS营销策略设 计得以实施。 本论文期望通过对广州敦南真爱月子会所服务营销策略的设计，帮助其在树 立良好品牌形象的同时，运用科学的服务营销手段，创造出更大的效益，力求在 同类型月子竞争市场中脱颖而出。 关键词： 月子会所，服务营销，环境分析，策略制定 VI Abstract Research on the Service Marketing Strategies for DunNanZhenAi Confinement Club in GuangZhou City With the improvement of people's income and education level as well as the formal opening of the two-child policy, China's maternal and infant service industry is in the best development period, and the demand for professional care-take for infant & mom market is increasing. Especially in the new generation of hot mothers, the pursuit of scientific "confinement in childbirth" is getting higher and higher. They advocate scientific childcare and pay more attention to postpartum physical and mental health and physique restoration management. The rise of the confinement club caters to the needs of mothers' health care. However, at present, China's confinement market is still in the primary stage of development. Facing to the increasingly fierce competitive market, it is necessary to introduce scientific marketing concepts and implement effective marketing strategies in order to make the confinement club industry sustainable and healthy development. This paper studies the design and implementation of service marketing strategy of DunNanZhenAi confinement club in GuangZhou city. Firstly, it introduces the background and significance of the research, and summarizes the relevant theories of service marketing.Secondly, it introduces the competitive market, the current situation of service marketing implementation and the existing problems of confinement club by interview and questionnaire.Thirdly, it analyzes the internal and external environment of service marketing of DunNanZhenAi confinement club in GuangZhou city, including the comprehensive use of PEST analysis and Porter's five force modelto analyze the macro environment and competitive market faced by confinement club, and uses SWOT analysis to judge its own advantages and disadvantages, opportunities and threats.Finally, Based on the results of the questionnaire, the target market and market positioning of the club are obtained, and according to 7PS marketing mix method, it has designed a marketing strategy that VII suitable for the current development needs of DunNanZhenAi confinement club in GuangZhou city, that is, through the periodization of service products, adhering to the price positioning of the middle and up-market of the club, opening up internet channel marketing, optimizing promotion methods, stabilizing the staff team and establishing long-term customer relations, tangible showing the service characteristics of the club, optimizing service details, etc. And through the establishment of technical support, organizational support, financial support, information system support, to ensure that 7PS marketing strategy design can be implemented. Through the design of service marketing strategy of DunNanZhenAi confinement club in GuangZhou city, this paper hopes to help it establish a good brand image, and use scientific service marketing means to create greater benefits, and strive to stand out in the same type of confinement club competition market.。。。。。。以下内容略