基于7Ps理论的胖东来服务营销策略研究

Research on Service Marketing Strategy of Pangdonglai Based on 7Ps Theory

摘要: 随着我国经济的快速发展，人民群众消费水平的提升，人民消费需求也呈现出多元化的特征，除了商品本身，服务水平也是消费者的重要考虑因素。企业运用服务营销策略可以提升顾客满意度，增强用户粘性从而实现营业额的增长，有利于企业的持续健康发展，胖东来以优质服务为特色打开了自身知名度，成为零售行业的一面旗帜，本文以7Ps服务营销理论为基础，从产品、价格、渠道、促销、人员、有形展示以及过程7个方面来分析胖东来的服务营销策略，指出其服务营销策略中存在的问题并给出建议，以期对零售行业服务质量的提升提供新思路。

Abstract: with the rapid development of China’s economy and the improvement of people’s consumption level, people’s consumption demand also presents diversified characteristics. Besides the goods themselves, the service level has also become an important consideration for consumers. Enterprises’ application of service marketing strategy can improve customer satisfaction, enhance user stickiness, and thus realize the growth of turnover, which is conducive to the sustained and healthy development of enterprises. Pangdonglai has opened its own popularity with its high-quality service and has become a banner of the retail industry. Based on the service marketing theory of 7Ps, this paper analyzes his service marketing strategy from seven aspects: product, price, channel, promotion, personnel, tangible display and process, points out the existing problems in its service marketing strategy and gives some suggestions, with a view to it.