防爆认证是对潜在爆炸环境下使用的设备安全评估的技术服务，是确保环境健康、 人员安全的重要手段。常见的矿井下采煤人员、化工厂危险环境操作人员、进出加油 站的车辆及驾驶人员等，都是靠防爆设备保障其生命安全。2014 年 8 月，受“昆山 粉尘车间爆炸事件”影响，国家对防爆设备加强监管，中共十九大报告更是将质量和 安全作为重要内容予以阐述。基于此，防爆认证服务的需求激增，产品获得防爆认证 逐渐成为特殊设备进入市场的通行证。ST 公司是防爆认证服务供应商，目前面临着 内忧外患双重夹击。内部职能部门对保质量还是保业绩的服务理念不一致；外部受市 场环境和政策制度变动的影响，资源配置拿捏不定，目标市场定位不清。当前环境下， 制定行之有效的防爆认证服务营销策略，是 ST 公司走出困境的关键。 本文以ST公司防爆认证服务为研究对象，以服务营销理论、顾客价值理论、PDCA 循环理论为理论支撑，首先分析了防爆认证服务的营销现状和发展趋势，用 PEST 方 法分析了宏观环境，用波特五力模型分析了竞争环境，论述了外部环境对 ST 公司服 务营销的影响（外因分析）；其次运用强弱危机综合分析法，分析了 ST 公司的经营 优势、劣势、机会以及威胁；通过内、外调研的方式识别当前服务营销存在的问题， 进而剖析问题的成因（内因分析）。通过内因、外因分析，将 ST 公司的防爆认证服 务营销问题定为四大类，技术服务的产品特征与客户需求的矛盾；对不同层次客户需 求把握不准，报价方案不合理；部门理念不一致，配合失衡；认证流程不稳定，缺乏 监管。进而结合理论和分析工具，提出了针对性的服务营销策略，基于增值服务的产 品设计策略；基于客户属性的报价策略；基于员工责任的内部营销策略；基于 PDCA 循环的服务流程管理策略。在制定报价策略时，运用了商务智能的决策树算法，通过 业务签约数据，识别客户做出决策的因素和条件，针对性地解决问题。 最后，设计了营销策略的实施方案，并按照选定的目标市场，规划并配置资源。 为了确保营销策略的有效执行，在人力、财务和制度三方面予以保障。通过 2018 年 1 月起的阶段性试运行，检验了营销策略的初步有效性。 关键词，防爆认证；服务营销；顾客价值；PDCA 循环；决策树III Abstract Ex product certification is a kind of technical service for the compliance judgment of special equipments used in potentially explosive atmosphere, it is a key route to enable the safety of environment and operation employees in hazardous areas. Roadheader operators under mines, normal workers in chemical factories, the vehicles and drivers exposed to fuel stations, are all protected by Ex products for the safety. Since August 2014, subject to the influence of Kunshan Dust Explosion Incident, government strengthened the supervision for Ex products, meanwhile, safety and quality was written into the report of the 19th CPC National Congress. Due to these reasons, market demands for Ex product certification go up highly, Ex product certificate is becoming a passport for these special products going into market. ST company is Ex product certification service supplier, now faces the challenges from internal and external. From internal side, the main departments don't have the same concept regarding putting the quality or revenue at the first place, the employees have big conflicts; from external side, due to the un-predicated change of market environment and government policies, ST company don't have a clear concept for the target markets and how to place the limited resources. In this situation, designing effective service marketing strategies is a must for ST company step out of the embarrassment. This thesis takes the Ex product certification service of ST company as research subject, takes service marketing theory, customer value theory and PDCA circulation as theory background, firstly, analyzes the current situation of service marketing of Ex product certification and future development tendency, adopts PEST method and Porter's Five Forces Model to analyze the macro-environment and competition environment, discusses the external environments influences to ST company (as External Cause Analysis). Secondly, through the method of SWOT, summarize the strengths, weaknesses, opportunities and threads of ST company; through the method of customer investigate and survey, try to recognize the problems of current marketing strategies (as Internal Cause Analysis). Joint the analysis of Internal Cause and External Cause, ST company defines theIV current service marketing problems as four categories: the conflict between the characteristics of technical service and the demand of customer; due to the misunderstanding for different level clients' demands, the quote plan is not reasonable; inconsistent departmental concept, unbalanced cooperation; certification process is not stable, lack of supervision. Combined with theory tools, posed specific marketing strategies: Value-added service design strategy; quote strategy based on customer level; internal marketing strategy based on employee duty; process management strategy based on PDCA circulation. In the process of quoting strategy, decision tree algorithm was used, through selling data mining, try to identify the factors which influence customers' decision. Finally, the implementation plan of service marketing strategies was given, company resources were re-allocated according to targeted markets. In order to enable the effectiveness pushing of marketing strategies, three guarantee measures relating to manpower, finance, and regulations were adopted. Via the trial running period since January 2018, the validness of these strategies were verified and described in the final chapter of the thesis. Keywords，Ex Product Certification; Service Marketing; Customer Value; PDCA Cycle; Decision Tree Algorithm目录 致谢.........................................................................................................................................I 摘要.......................................................................................................................................II Abstract ................................................................................................................................ III 第 1 章 绪论..........................................................................................................................1 1.1 选题背景与研究意义 ............................................................................................... 1 1.1.1 选题背景 ............................................................................................................1 1.1.2 研究意义 ............................................................................................................2 1.2 研究内容和框架结构 ............................................................................................... 3 1.3 国内外文献综述 ....................................................................................................... 5 1.4 研究方法和创新之处 ............................................................................................... 7 1.4.1 研究方法 ............................................................................................................7 1.4.2 创新要点 ............................................................................................................8 1.5 本章小结 ................................................................................................................... 8 第 2 章 理论基础..................................................................................................................9 2.1 服务营销理论 ........................................................................................................... 9 2.1.1 传统营销理论的提出 ........................................................................................9 2.1.2 服务营销理论的形成 ......................................................................................10 2.2 顾客价值理论 ......................................................................................................... 11 2.2.1 顾客让渡价值 ..................................................................................................11 2.2.2 顾客感知价值 ..................................................................................................12 2.2.3 顾客价值层次 .......