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The Research of Service Marketing Strategy of Group A Kitchen Equipment

Author: ZuoRuJia
Tutor: ZhouYing
School: Shanghai Jiaotong University
Course: Business Administration
Keywords: Kitchen products Services Marketing Service marketing strategy Non - retail channels
CLC: F426.8
Type: Master's thesis
Year: 2008
Downloads: 173
Quote: 0
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Abstract


In recent years , the kitchen products market in China is the rapid growth rate of more than 30% a year , and the impact of China's macro-economic and industrial policy , this situation will remain for quite some time . In the kitchen products high profits stimulus , more and more businesses to invest in this area . A company as a family established businesses in Europe , how to take full advantage of its own international advantage in the fierce Chinese kitchen market competition , using the appropriate means of service marketing , to achieve stable growth performance is an urgent need to address the problem . Service-based marketing and related theory , first of all, from the kitchen products market situation , the three aspects of service marketing channel characteristics and market services major competitors of the Chinese kitchen market overview , and then use the theory and interviews , combined with the industry channel profit model A company 's own service marketing situation , pointed out that the main problem A company in the service marketing efforts , especially in non- retail channels . Finally , for the problems from the customer satisfaction as the core , the proposed service differentiation for Company A , the service process standardization and shaping large customers brand strategy Finally, the construction of the security system , such as the establishment of a full-service system, improve services marketing organization and improve the customer relationship platform . Through this study , the expectations of Company A helpful service marketing practice .

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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