随着人们生活水平的提高，消费者已从对商品本身的需求，越来越转向 对服务和消费体验差异化的需求。这种新消费理念的诞生，对很多实体零售 企业来说是机遇，更是挑战。作为哈尔滨当地的老字号百货商场，如果不能 提升其服务营销质量和水平，打造自身独特优势，必将在这场新零售的改革 浪潮中所淘汰。 在这种背景下，本文通过文献资料法、实践考察法、跟踪研究法、定性 分析法、定量分析法、跨学科研究法、比较分析法进行研究。首先针对 QL 百货的宏观、微观环境进行分析，对顾客进行实地调研，归纳总结出服务营 销现存问题，分别为：商品同质化严重、单纯依靠低价策略、渠道单一、活 动促销效果欠佳、从业人员服务水平低、有形展示体验差、服务过程管理缺 失七个方面。在公司总战略的指导下，结合 SWOT 分析，从而得出适合自身 发展的服务营销策略。分别从商品、价格、渠道、促销、服务人员、有形展 示、服务过程等七个方面，提出企业服务营销改进策略。从而达到从根本上 提升市场竞争力的目的。最后，在内部运营、人员管理、顾客满意度方面给 出保障措施。 通过以上研究分析，得出如下结论：商业服务更加多元化、个性化，体 验性增强；QL 百货主要客群为具有一定经济基础的中年人；打造俄式文化， 塑造传统工艺卖点，提升服务质量，以吸引顾客，形成 QL 百货的核心竞争 力。 关键词：服务营销；零售管理；传统百货哈尔滨工业大学工商管理硕士学位论文 - II - Abstract With the improvement of people's living standards, consumers have shifted from the demand for goods themselves to the differentiated demand for service and consumer experience. The birth of this new consumption concept is an opportunity and a challenge for many physical retail enterprises. As an old local department store in Harbin, if it can not improve its service quality and level and create its own unique advantages, it will certainly be eliminated in this new wave of retail reforms. Therefore, this paper puts forward: Harbin QL Department Store should improve the existing problems of service marketing, focusing on the optimization of existing marketing strategies. Only in this way can its core competitiveness be fundamentally enhanced. In the face of the above retail environment, this paper focuses on the seven aspects of service marketing to formulate service marketing improvement strategies, and provide relevant safeguards. True implementation of QL department stores can meet the needs of consumers and market orientation. Under this background, this paper studies through literature data method, practice investigation method, tracking research method, qualitative analysis method, quantitative analysis method, interdisciplinary research method, comparative analysis method. Firstly, it analyzes the macro and micro environment of QL department stores, conducts field research on customers, and summarizes and summarizes existing problems in service marketing. They are: serious homogenization of goods, relying solely on low-cost strategies, single channels, poor promotion of activities, low level of service for employees, poor physical display experience, and lack of service process management. Under the guidance of the company's overall strategy, combined with SWOT analysis, to obtain a suitable service marketing strategy for its own development. From the seven aspects of commodities, prices, channels, promotions, service personnel, physical display, service process, etc., the company's service marketing improvement strategy is put forward. So as to improve the competitiveness of the market. Finally, in the internal operation, personnel management, customer哈尔滨工业大学工商管理硕士学位论文 - III - satisfaction in the protection measures. Through the above research analysis, the following conclusions are drawn: Business services are more diversified, personalized, and experiential; The main customer group of QL Department Store is middle-aged people with a certain economic base; Create Russian culture, shape traditional technology selling points, improve service quality to attract customers, forming the core competitiveness of QL department stores. Key words: service marketing, retail management, traditional department stores哈尔滨工业大学工商管理硕士学位论文 - IV - 目 录 摘要...............................................................................................................................I Abstract..........................................................................................................................II 第 1 章 绪论................................................................................................................... 1 1.1 课题研究背景与目的及意义............................................................................1 1.1.1 研究背景.......................................................................................................1 1.1.2 研究目的.......................................................................................................2 1.1.3 研究意义.......................................................................................................2 1.2 中外文献综述......................................................................................................3 1.2.1 国外研究现状..............................................................................................3 1.2.2 国内研究现状..............................................................................................5 1.2.3 国内外研究现状综述................................................................................. 6 1.3 研究的主要内容及方法.................................................................................... 6 1.3.1 研究内容.......................................................................................................6 1.3.2 研究方法.......................................................................................................7 1.3.3 研究框架.......................................................................................................8 1.4 创新点.................................................................................................................. 9 第 2 章 QL 百货服务营销现状与问题分析...........................................................10 2.1 哈尔滨 QL 百货的基本情况...........................................................................10 2.1.1 哈尔滨 QL 百货的公司简介...................................................................10 2.1.3 QL 公司各发展阶段的服务营销策略...................................................10 2.2 哈尔滨 QL 百货服务营销的环境分析.........................................................12 2.2.1 宏观环境分析............................................................................................12 2.2.2 微观环境分析............................................................................................15 2.3 哈尔滨 QL 百货服务营销的现状分析.........................................................16 2.3.1 服务营销现状概述....................................................................................16 2.3.2 问卷调研.....................................................................................................16 2.3.3 QL 百货服务营销现存主要问题.............................................................19 2.4 本章小结............................................................................................................23 第 3 章 哈尔滨 QL 百货服务营销策略设计..........................................................24 3.1 哈尔滨 QL 百货的总体发展策略..................................................................24哈尔滨工业大学工商管理硕士学位论文 - V - 3.1.1 哈尔滨 QL 集团发展战略定位...............................................................24 3.1.2 哈尔滨 QL 百货定位和目标...................................................................24 3.2 哈尔滨 QL 百货服务营销的 SWOT 分析....................................................25 3.2.1 哈尔滨 QL 百货的优势分析...................................................................25 3.2.2 哈尔滨 QL 百货的劣势分析...................................................................25 3.2.3 哈尔滨 QL 百货存在的机会...................................................