随着经济社会的发展，人们的生活水平显著提升，消费者对于企业产品和服 务质量的要求也在不断提高。同时，随着燃气行业市场竞争的不断加剧，如何通 过提升综合服务能力，提升消费者的满意度和忠诚度成为企业追求的重要目标， 也是其生存和发展的重要基础。贵州燃气集团以“致力一流品质服务，共建卓越 能源集团”为企业愿景，将提升服务水平作为企业未来发展的指引方针，力求在 服务营销上取得突破。 本文主要借助文献研究法和案例分析法对贵州燃气集团的服务营销策略进 行分析和研究。在充分借鉴国内外学者相关研究的基础上，全面梳理了本文研究 所需要的概念和理论。在对贵州燃气集团基本情况进行简要介绍的基础上，从服 务营销学的 7Ps 理论出发，对集团服务营销策略实施的现状和其存在的问题进行 全面分析和研究。之后本文对贵州燃气集团服务营销策略实施的外部环境进行 PEST 分析，对其行业环境进行波特五力竞争模型分析，并对贵州燃气集团进行 SWOT 综合分析。从分析的结果来看，其面临的宏观环境较好，而行业竞争成为 阻碍集团发展的重要因素，目前正面临着机遇与挑战并存的局面。想要从日益激 烈的竞争中脱颖而出就必须要借助内部优势和外部发展机遇，在有效规避劣势和 威胁的前提下实施有效的服务营销策略。在全文分析的基础上，本文从服务营销 7Ps 理论出发，结合贵州燃气集团服务营销策略实施的现状和其存在的问题为其 制定出切实可行的服务营销策略，以充分完善集团现有的服务营销体系。同时， 本文从组织层面、制度层面、人力资源层面和信息化建设等多个方面提出相应的 保障措施，以充分保证优化后的服务营销策略能够得以顺利实施。 面对当前行业竞争态势，贵州燃气集团需实施有效的服务营销策略，通过提 升客户的满意度和忠诚度来提升其市场占有率。本文对于贵州燃气集团完善其服 务营销策略具有一定的指导意义，以期通过实施有效的服务营销促进贵州燃气集 团的健康长期发展。 关键词，贵州燃气集团；服务营销；SWOT分析；营销策略II Abstract With the development of economy and society, people's living standard has been improved significantly, and the quality of products and services of enterprises has been improved. At the same time, with the increasing competition in the gas industry, how to improve the comprehensive service capacity, improve consumer satisfaction and loyalty become an important goal for enterprises to pursue, but also an important basis for their survival and development. The enterprise vision of Guizhou Gas Limited Liability Company is provide the first-class quality service and to be the excellent energy company, and the Company regards “Improving the service level” as the guiding principle for the future development, strive to make breakthroughs in service marketing. This paper analyzes and studies the service marketing strategy of Guizhou Gas Group by means of literature research and case analysis. On the basis of drawing lessons from domestic and foreign scholars, this paper comprehensively combs the concepts and theories needed for this study. On the basis of a brief introduction to the basic situation of Guizhou Gas Group, starting from the 7Ps theory of service marketing, this paper makes a comprehensive analysis and research on the status quo of the implementation of the group's service marketing strategy and its existing problems. Then this paper focuses on the implementation of the service marketing strategy of Guizhou Gas Group PEST analysis of the external environment, its industry environment Porter powerless competition model analysis, and Guizhou Gas Group SWOT comprehensive analysis, from the results of the analysis. It faces a better macro environment, and industry competition has become an important factor hindering the development of the group, it is facing both challenges and opportunities now. If Guizhou Gas Group want to stand out from the increasingly fierce competition, it must take advantage of its internal advantages and external development opportunities. On the premise of effectively avoiding disadvantages and threats, we should implement effective service marketing strategies. On the basis of the full text analysis, this paper starts from the 7Ps theory of service marketing, formulates feasible service marketing strategies for Guizhou Gas Group. Combining the status quo of implementation of Guizhou Gas Group service marketing strategy and its existing problems, so as to fully improve the existing service marketing system of theIII group. At the same time, this paper from the organizational level, the institutional level, the people. In order to ensure the smooth implementation of the optimized service marketing strategy by improving the service marketing, the corresponding safeguard measures are put forward from the aspects of human resources and information construction. For enhancing its market share, Guizhou Gas Group needs to implement an effec tive service marketing strategy by improving customer satisfaction and loyalty ， because the current industry competition situation. This paper has certain guiding sign ificance for Guizhou Gas Group to improve its service marketing strategy, in order to promote the healthy long-term development of Guizhou Gas Group through the imple mentation of effective service marketing. Keywords: GZGG; service marketing; SWOTanalysis; marketing strategyIV 目 录 摘要...............................................................................................................................I Abstract.........................................................................................................................II 1 绪论............................................................................................................................1 1.1 研究背景..........................................................................................................1 1.2 研究目的及意义..............................................................................................1 1.2.1 研究目的................................................................................................1 1.2.2 研究意义................................................................................................2 1.3 国内外研究现状..............................................................................................2 1.3.1 关于服务营销策略的研究....................................................................2 1.3.2 关于公共事业营销的研究....................................................................3 1.4 研究内容及方法..............................................................................................5 1.4.1 研究内容................................................................................................5 1.4.2 研究方法................................................................................................6 2 理论基础....................................................................................................................7 2.1 服务营销..........................................................................................................7 2.1.1 服务营销理论........................................................................................7 2.1.2 服务营销的发展历程............................................................................7 2.2 7Ps 营销理论....................................................................................................8 2.2.1 7Ps 理论..................................................................................................8 2.2.2 7Ps 服务营销策略..................................................................................8 2.3 公共事业营销..................................................................................................9 2.3.1 公共事业................................................................................................9 2.3.2 公共事业营销相关理论........................................................................9 3 贵州燃气集团服务营销现状及问题分析..............................................................10 3.1 贵州燃气集团简介........................................................................................10 3.2 贵州燃气集团服务营销现状........................................................................10 3.2.1 产品现状...............................