摘要
PG国际公司服务营销策略优化研究
摘要
随着输配电设备企业产业链的扩展、从销售单一设备到工程总包业务的拓展
以及海外市场竞争环境日益加剧，更多的制造型企业开始引入服务营销，利用服
务营销提升公司的知名度和顾客满意度，提升公司实力。同时又因为国内输配电
设备制造企业开展国际工程时间短、对服务营销的认知与经验不足，出现一些影
响营销成效的因素。这也要求有关研究人员意识到国际业务整合营销策略对输配
电设备企业国际工程业务发展的重要性,，并根据输配电设备企业实际状况，研
究提出适合输配电设备企业国际工程业务特点的服务营销策略，以推动输配电设
备企业国际工程公司服务营销策略的进一步优化。
基于以上背景，本研究以PG国际公司为例，研究输配电设备企业国际工程
公司服务营销的现状、存在的问题并提出优化意见，以优化PG国际公司服务营
销策略，提高公司服务营销效率，发挥研究指导实践意义，并完善与补充输配电
设备企业国际工程公司服务营销策略的课题体系。
研究发现，PG国际公司服务营销中，业务部门通过线上招投标信息和线下
代理资源进行投议标的营销模式。通过访谈与问卷发现，PG国际公司服务营销
中，具有产品不能完全满足国际市场需求，产品价格高，有形展示更新速度慢，
缺乏开展国际业务的人才，生产履约难度大、售后服务制度不完善等问题。上述
问题大多是由于集团公司营销制度不合理，内部价格激励机制不合理，对有形展
示投入较少，服务理念不足和内部激励考核制度不健全等原因造成的。基于公司
服务营销现状及问题，结合国内外宏观环境和行业环境变化进行系统分析研究
后，综合服务营销7P理论，研究认为，PG国际公司服务营销优化中，公司需要
坚持整合服务营销模式，加强对国际市场的新产品研发和原有产品的改进投入，
加强对有形展示的投入，优化服务流程支撑体系构建，加强国际化人才培养力
度。同时，公司还必须通过人力资源制度保障、项目管理制度保障和服务评价
机制保障，为服务营销工作的实施提供保障。
关键词：服务营销；顾客满意度；7P理论
I
华北水利水电大学硕士学位论文
Research on the Optimization of Service Marketing Strategy
of PG International Company
ABSTRACT
With the expansion of the industrial chain of power transmission and distribution
equipment enterprises, theexpansion of the business fromthe sale of single
equipment to the general contracting business, and the increasingly competitive
environment in overseas markets, more manufacturing enterprises have begun to
introduce service marketing and use service marketing to enhance the company's
reputation and reputation. Customer satisfaction, enhance the strength of the company.
At the same time, due to the short time for domestic power transmission and
distribution equipment manufacturers to carry out international projects, and the lack
of knowledge and experience in service marketing, there are some factors that affect
the effectiveness of marketing. This also requires relevant researchers to realize the
importanceofinternationalbusinessintegrationmarketingstrategytothe
development ofinternational engineeringbusiness of powertransmission and
distribution equipment enterprises, and according to the actual situation of power
transmissionanddistribution equipmententerprises,studyandproposethe
characteristics of international engineering business suitable for power transmission
and distribution equipment enterprises To promote the further optimization of the
service marketing strategy of the international engineering company of the power
transmission and distribution equipment enterprise.
Based on the above background, this study takes PG International company as an
example to study the current situation and existing problems of service marketing of
internationalengineeringcompaniesofpowertransmissionanddistribution
equipment companies, and put forward optimization suggestions to optimize PG
International company's service marketing strategyand improve the company's
service marketing efficiency. Give full play to the practical significance of research
and guidance, and improve and supplement the subject system of the international
engineering company'sservice marketing strategyfor power transmissionand
distribution equipment enterprises.
II
ABSTRACT
The study found that in the service marketing of PG International company, the
business departmentconducts bidding andnegotiation through onlinebidding
information and offline agency resources. Through interviews and questionnaires, it
was found that in the service marketing of PG International company, there are
products that cannot fully meet the needs of the international market, high product
prices, slow update of tangible display, lack of talents to carry out international
business, difficulty in production contract performance, and imperfect after-sales
service system, etc. question. Most of theabove problems are caused by the
unreasonable marketing system of the group company, unreasonable internal price
incentive mechanism, less investment in tangible display, insufficient service concept
and imperfect internal incentive assessment system. Based on the current situation and
problems of the company's service marketing, combined with domestic and foreign
macro environment and industry environment changes, after systematic analysis and
research, comprehensive service marketing 7P theory, the research believes that in the
optimization of PG International company's service marketing, the company needs to
adhere to the integrated service marketing model, strengthen the Investment in new
product research and development in the international market and improvement of
original products, strengthen investment in tangible display, optimize the construction
of service process support system, and strengthen international talent training. At the
same time, the company must also guarantee the implementation of service marketing
through the guarantee of human resources system, project management system and
service evaluation mechanism.
KEY WORDS：Service marketing; Customer satisfaction; 7P theory
III