随着制造企业产业链的扩展、业务范围的扩大以及市场竞争的加剧，越来 越多的企业开始引入服务营销，通过服务营销提高企业客户满意度，保证企 业 的产业竞争力。同时，因为制造企业开展服务营销的实践短、有关认识与经验 不足等，服务营销实践中或多或少存在一些影响营销效果的问题。这就需要有 关研究认识到服务 营销对于制造企业发展的意义，并基于制造企业情况，提出 符合产业或者具体企业特征的服务营销策略，以促进制造企业服务营销方案的 优化。 基于以上背景，本文以郑州JN公 司为案例，研究制造性企业服务营销情况、 问题并提出改进意见，以研究指导JN公司营销工作的开展，提高公司营销效率， 发挥研究指导实践的意义，并完善与补充服务营销的 课题体系。 研究发现，郑州JN公司服务营销中，主要是通过营销团队，按照线上线下 联合的方式进行广告营销。通过访谈与调查发现，郑州JN公司服务营销中，具 有服务营销的 特色不突出、公司营销与整体战略脱离、有形展示力度不足及营 销人员素质不足等问题。这些问题主要是因为企业管理制度不完善、服务理念 缺失、营销政策不合理等因素导致 的。基于公司服务营销现状及问题，结合宏 观环境与行业环境进行SWOT分析后，综合服务营销7P理论，研究提出，JN 公司服务营销优化中，应该坚持整合服务营销模式，依托ERP 系统完善系统流 程、加强员工服务营销培训、加强有形展示、优化产品服务、创新价格服务、 改善促销服务，同时，JN公司还应该通过组织保障、人员保障、技术保障和财 务保 障，为服务营销工作的有效开展提供保障。 关键词：服务营销；信息化管理；客户需求 II ABSTRACT With the expansion of the industrial chain of manufacturing enterprises, the expansion of business scope and the intensification of market competition, more and more enterprises begin to introduce service marketing, improve the customer satisfaction of enterprises through service marketing, and ensure the industrial competitiveness of enterprises. At the same time, because of the short practice of service marketing in manufacturing enterprises, the lack of understanding and experience, there are more or less problems affecting the effectiveness of marketing in service marketing practice. This requires research to recognize the significance of service marketing for the development of manufacturing enterprises, and based on the situation of manufacturing enterprises, to propose marketing strategies consistent with industry or specific enterprise characteristics to promote manufacturing enterprise service marketing program optimization. Based on the above background, taking Zhengzhou JN Company as a case study, this paper studies the service marketing situation of manufacturing enterprises, and puts forward some suggestions for improvement, in order to study and guide the marketing work of JN company, improve the marketing efficiency of the company, give full play to the significance of research guidance practice, and perfect and supplement the subject system of service marketing. The research found that in Zhengzhou JN's service marketing, advertising marketing was mainly carried out through the marketing team in accordance with online and offline integration. Through interviews and investigations, it was found that in Zhengzhou JN's service marketing, the characteristics of service marketing are not outstanding, the company's marketing is separated from the overall strategy, the physical display is insufficient, and the quality of marketing personnel is insufficient. Based on the company's service marketing status and problems, combined with the macro environment and industry environment for SWOT analysis, comprehensive service marketing 7P theory, the study proposed that JN company's III service marketing optimization should adhere to the integrated service marketing model, rely on the ERP system to improve system processes, strengthen Employee service marketing training, strengthen tangible displays, optimize product services, innovate price services, and improve promotional services. At the same time, JN should also provide guarantees for the effective development of service marketing through organizational security, personnel security, technical security, and financial security.。。。。。。以下内容略