随着经济发展和产业结构的升级，人民群众的生活品质逐渐提高，消费层次升级 趋势日益明显，传统零售模式已经不能完全满足消费者的购物需求， 消费者的消费观 念从使用需要，逐渐转变为全方位体验的消费模式，包含对各种服务的需求，对商品 的个性需求，对消费场景的要求，对新技术的热衷等，这些因素逐渐促进了 实体零售 营销模式的转变，也迫使实体零售企业发散思维，营造新的零售环境，提升服务营销 水平，采用新技术，制定符合企业自身的服务营销策略，谁能把握机遇，谁就能在 新 零售潮流中，处于不败之地。 位于许昌市的P购物广场作为河南省知名购物中心，一直致力于零售营销的探索 和改革，并在行业内取得了耀眼的成绩，但近几年来，网络购物 对实体零售冲击巨大， 万达、新田360等强劲对手相继入驻许昌，京东在许昌进行定点促销活动，尝试主导 许昌市消费者未来的消费习惯，P购物广场遭到了前所未有的竞争压力 ，特别是近年 来大型购物广场营销策略暴露出一些问题，鉴于以上情况，特以P购物广场为对象， 进行服务营销策略研究。本文通过文献资料法、案例分析法、比较研究法、归纳 分析 法进行研究。首先介绍P购物广场的发展历史与规模情况，然后通过查阅资料、实地 调查、访谈工作人员、访谈顾客等方式了解P购物广场的各个情况，得到P购物广场 的服 务营销现状，通过对P购物广场的宏观环境和行业竞争环境进行研究，结合 SWOT分析，梳理目前企业的优势和劣势，以及面临的机会和威胁。通过以上分析， 归纳出P购物广场服 务营销出现的问题，然后根据7P营销理论，分别从产品、价格、 渠道、促销、服务人员、服务过程、有形展示等七个方面，提出符合企业实际的服务 营销改进建议，最后提出了 人才、文化、技术、信息四个保障机制。希望策略建议的 II 提出与实施，能够帮助企业在稳固行业地位的同时，改进服务营销策略，进一步增加 市场份额。 关键词：购物广场 ；7P营销理论；营销策略 III Abstract With the economic development and the upgrading of industrial structure, people's quality of life is gradually improving, and the upgrading trend of consumption level is becoming increasingly obvious. The traditional retail mode can not fully meet the purchase needs of consumers. Consumers' consumption concept has gradually changed from the use needs to the consumption mode of all-round experience, including the demand for various services, the personalized demand for goods, and the demand for products The requirements of consumption scenarios and the enthusiasm for new technologies have gradually promoted the transformation of the physical retail mode, and also forced the physical retail enterprises to divergent thinking, create a new retail environment, improve the level of service marketing, adopt new technologies, and formulate their own service marketing strategies. Whoever can grasp the opportunities will be in an invincible position in the new retail trend. As a well-known shopping center in Henan Province, P shopping plaza in Xuchang City has been committed to the exploration and reform of retail marketing, and has made brilliant achievements in the industry. However, in recent years, online shopping has had a huge impact on physical retail. Wanda, Xintian 360 and other powerful rivals have successively settled in Xuchang, and Jingdong has carried out fixed-point promotion activities in Xuchang, Trying to dominate the future consumption habits of consumers in Xuchang City, P shopping plaza has encountered unprecedented competitive pressure, especially in recent years, some problems have been exposed in the marketing strategy of IV large shopping mall. In view of the above situation, this paper takes p shopping mall as the object to study the service marketing strategy. In this paper, through literature, case analysis, comparative study, inductive analysis. This paper first introduces the development history and scale of P shopping plaza, and then through consulting data, field investigation, interviewing staff, interviewing customers and other ways to understand the various situations of P shopping plaza, obtains the current situation of service marketing of P shopping plaza. Through the research on the macro environment and industry competition environment of P shopping plaza, combined with SWOT analysis, this paper analyzes the current situation of service marketing of P shopping plaza, This paper combs the advantages and disadvantages of the current enterprises, as well as the opportunities and threats they are facing. Through the above analysis, summed up the problems of P shopping plaza service marketing, and then according to the 7p marketing theory, respectively from the product, price, channel, promotion, service personnel, tangible display, service process and other seven aspects, put forward in line with the actual enterprise service marketing improvement suggestions, finally put forward the talent, culture, technology, information four guarantee mechanism. It is hoped that the proposal and implementation of strategic suggestions can help enterprises to improve service marketing strategies and further increase market share while stabilizing their position in the industry. Key words: Shopping Plaza; The Marketing Theory of 7Ps; Marketing Strategy V 目 录 摘要 ......................................................... I Abstract .................................................... III 第一章 绪论 ................................................... 1 第一节 选题背景及研究意义 ........................................... 1 一、选题背景 .............................................................. 1 二、研究意义 .............................................................. 2 第二节 服务营 销国内外研究综述 ....................................... 3 一、国外研究动态 .......................................................... 3 二、国内研究动态 .......................................................... 4 第三节 研究内容、方法和路线 ......................................... 5 一、研究内容 .............................................................. 5 二、研究方法 .............................................................. 6 三、研究路线 .............................................................. 6 第二章 相关理论概述 .......................................... 8 第一节 7P营销理论 .................................................. 8 第二节 PEST分析 .................................................... 9 第三节 SWOT分析 ................................................... 11 第三章P购物广场基本情况及服务营销现状 ...................... 13 第一节 P购物广场基本情况 .......................................... 13 第二节 P购物广场服务营销现状 ...................................... 14 VI 一、产品情况 ............................................................. 14 二、价格制定 ............................................................. 14 三、营销渠道 ............................................................. 14 四、商品促销 ............................................................. 15 五、人员现状 ............................................................. 15 六、服务过程 ............................................................. 15 七、商品有形展 示 ......................................................... 16 第四章 P购物广场服务营销环境与问题分析 ...................... 32 第一节 P购物广场营销环境分析 ...................................... 32 一、宏观环境分析 ......................................................... 32 二、行业竞争分析 ......................................................... 38 第二节 P购物广场SWOT分析 ......................................... 41 一、P购物广场的优势 ..................................................... 41 二、P购物广场的劣势 ..................................................... 42 三、P购物广场面临的机遇 ................................................. 43 四、P购物广场面临的威胁 ................................................. 44 五、SWOT矩阵分析 ........................................................ 48 第三节 P购物广场服务营销问题分析 .................................. 49 一、产品策略问题 ......................................................... 49 二、定价策略问题 .............................