关键词：广州市；小型琴行；经营管理；服务营销Abstract
II
ABSTRACT
With the continuous development of economy in Guangzhou, the market of
amateur music training in Guangzhou is increasing. In the increasingly competitive
market environment, the Mini piano center in Guangzhou must make suitable for
their own development needs of the service marketing strategy, in order to cope with
the changing external environment and market trends. Firstly, this paper makes a
literature review on the theory and research of related service marketing, and
expounds the necessity of service marketing to the development of enterprises.
In this paper, by using the PEST analysis, Potter&39;s Five Forces Analysis model
analysis and SWOT analysis to determine the strengths and weaknesses, opportunities
and challenges of Guangzhou mini piano center in the specific business situation, and
the industry competition situation. On this basis, puts forward the existing problems
in service marketing: operators lack of management knowledge, industry competition,
lack of professional skills and training mode of operation is single, neglect of
education issues, the lack of effective propaganda consumers.
Finally, in view of Mini piano center in Guangzhou should put forward to
strengthen the marketing knowledge, clear market positioning, optimize the service
marketing management, develop product portfolio strategy, perfect service to
customer demand, promote the service marketing strategy of mini piano center brand
formation.
Key words: Guangzhou; small piano center; management; service marketing目录
III
目录
第 1 章 绪论.....1
1.1 研究背景 ..........1
1.2 研究目的与意义 .........2
1.2.1 研究目的 2
1.2.2 研究意义 2
1.3 研究内容和方法 .........3
1.3.1 研究内容 3
1.3.2 研究方法 ...........3
1.4 国内外研究综述 .........3
1.4.1 国内外琴行研究概况 ...3
1.4.2 国内外服务营销研究概况 .......5
第 2 章 广州市小型琴行发展状况分析.........9
2.1 琴行的概念、起源和分类 .....9
2.1.1 琴行的概念 ........9
2.1.2 琴行的起源 ........9
2.1.3 琴行的分类 ......10
2.2 广州小型琴行经营状况调查 ...........10
2.2.1 地理位置分布 ..11
2.2.2 经营规模 ..........12
2.2.3 经营业务 ..........12
2.2.4 培训对象 ..........14
2.3 广州小型琴行的 SWOT 分析..........14
2.3.1 优势 .....14
2.3.2 劣势 .....15
2.3.3 机会 .....16
2.3.4 威胁 .....17
第 3 章 广州市小型琴行营销中存在的问题分析...20
3.1 经营者缺乏经营管理意识 ...20
3.1.1 不重视经营管理 ..........20目录
IV
3.1.2 缺乏服务营销意识 ......20
3.2 行业竞争激烈 ...........21
3.2.1 新开设和倒闭的现象增多 .....21
3.2.2 大中型琴行分店和连锁店的市场渗透 .........21
3.2.3 小型琴行之间的恶性竞争 .....21
3.2.4 供大于求的区域市场 .22
3.3 专业服务技能与培训不足 ...22
3.3.1 教师的质量难以保证 .22
3.3.2 不重视教师的培训 .....23
3.4 经营方式单一 ...........23
3.4.1 经营业务的单一 .........23
3.4.2 销售乐器的品种和品牌的单一 .........24
3.4.3 培训课程的单一 .........24
3.5 忽视对消费者的教育问题 ...24
3.5.1 没有认识到消费者教育问题的重要性 .........25
3.5.2 消费者教育不当 .........25
3.6 缺乏有效宣传
。。。以上简介无排版格式，详细内容请下载查看
==>>