网络的兴起,也为企业提升服务质量,提高客户满意度感知提供了便
利条件。C公司作为世界五百强企业之一,全球最大的电信设备供应
商,且处于互联网行业的领头羊位置,他不但提供了保证互联网畅通
的硬件设施,并充分利用自己的互联网资源,与它的代理商和客户共
享产品信息、各行业解决方案信息。

本文从服务营销的演变、涵义和特点入手,对服务营销的相关理
论进行研究总结,包括服务营销组合要素、与传统市场营销的区别、
关系营销理论、客户满意度理论等。然后具体结合C公司的服务营销
实践情况,从以上理论出发,运用SWOT分析方法,分别从产品、价
格、渠道、促销、过程、有形展示和人员这几个方面对其现状进行的
营销策略进行剖析和研究,指出中国市场服务营销应进一步完善的方
向。

关键词:C公司,服务营销,营销组合,SWOT分析
ABSTRACT
With the rapid development of the information age, more and more of the sales process
through the network. The rise of the network,but also for enterprises to improve service
quality, improve customer satisfaction, perception provides the convenience. C Company as
one of the five hundred companies in the world, the world's largest telecom equipment
supplier, and in the position of leader in the Internet industry, he not only provide the
hardware facilities to ensure that the Internet unimpeded, and make full use of Internet
resources,and it dealers and customers to share product information, industry solutions for
information.
Starting from the evolution of the meaning and characteristics of service marketing,
service marketing theory, the study concluded, including the services marketing mix elements,
and the difference between traditional marketing theory of relationship marketing, customer
satisfaction theory. Company C and then the specific combination of services marketing
practice, from the above theory, the use of SWOT analysis, respectively, to analyze the
marketing strategy from the product, price, channel, promotion, process, physical evidence,
and personnel aspects of their current situation and research, should be further improved in
the direction pointed out that the service Marketing.
KEY WORDS: The C company, Services marketing, Marketing mix, SWOT analysis