本文以济南JSZ琴行经营现状和市场营销行为作为出发点，精心设计调查问卷， 并开展实地调查和访谈，利用经典的营销理论对企业的问题做了详细分析，研究范围 分两个，一是社会音乐办学，二是JSZ琴行里的乐器销售；针对JSZ琴行，制定了可 以保障实施的优化方案。 文章选取国内外比较经典的服务营销理论，主要有4P营销理论，针对JSZ琴行进 行了STP分析和SWOT分析，并深入探讨了它们在实际应用过程中应注意的问题。 分析研究JSZ琴行应该如何选择适合自己的营销策略，以便在竞争如此激烈的现 状下盈利。通过SWOT分析工具，全面分析企业营销状况，结合本店特色以及同行的发 展现状，利用最贴近琴行状况的营销理念，树立琴行的行为标杆，不仅在服务质量上 提高，而且品牌效益也会有所提升，力争创造更优秀的内外环境，以便立于不败之地。 最关键的是营销方案和行为能不能与市场需求合拍，本文希望企业从这几个方面 做好：一是乐器进货渠道方面要很好的拓展，二是做好宣传和推广，三是职工的营销 和教学水平有待加强和监督，四是教师和学员或学员家长要做好沟通。 关键词：琴行，服务营销，STP 山东建筑大学硕士学位论文 II ResearchonservicemarketingstrategyofJSZPianoCompany （MBA） DirectedbyHuNing ABSTRACT BasedonthecurrentsituationandmarketingbehaviorofJinanJSZpianocompany,this papercarefullydesignsthequestionnaire,carriesoutfieldsurveyandinterviews,and makesadetailedanalysisoftheproblemsoftheenterpriseusingtheclassicmarketing theory.Theresearchscopeisdividedintotwoparts,oneissocialmusiceducation,andthe otheristhesalesofmusicalinstrumentsintheJSZ.InviewofJSZpianocompany,the optimizationschemethatcanguaranteetheimplementationisformulated. Thispaperselectstheclassicservicemarketingtheoriesathomeandabroad,mainly4P marketingtheory.STPanalysisandSWOTanalysisarecarriedoutforJSZ,andtheproblems thatshouldbepaidattentiontoinpracticalapplicationarediscussedindepth. Next,itanalyzeshowJSZpianocompanyshouldchooseitsownmarketingstrategyin ordertomakeprofitsunderthefiercecompetition.ThroughtheSWOTanalysistool,this paperanalyzesthemarketingsituationoftheenterprisebinedthecharacteristicsof thestoreandthecurrentdevelopmentstatusofthepeers,thispaperusesthemarketing conceptclosesttothesituationofthepianohousetosetupthebehaviorbenchmarkofthe pianohouse,whichnotonlyimprovestheservicequality,butalsoimprovesthebrand efficiency,strivingtocreateabetterinternalandexternalenvironment,soastobe invincible. Underthepressureofmarketcompetition,themostimportantthingforthepiano companyiswhetherthemarketingplanandbehaviorcanmatchthemarketdemand.This paperhopesthattheenterprisewillimprovefromthefollowingfouraspects:thefirstisto expandthechannelsofmusicalinstrumentpurchase,thesecondistodoagoodjobin publicityandpromotion,thethirdistostrengthenandsupervisethemarketingand teachinglevelofstaff,andthefourthistodowellincommunicationbetweenteachersand studentsortheirparents. KeyWords:Musicalinstrumentshop;Marketingstrategy;STP 山东建筑大学硕士学位论文 III 目录 摘要..............................................................................................................................I ABSTRACT.............................................................................................................IIII 第1章绪论 1.1研究背景......................................................................................................................-1- 1.2研究目的和意义...........................................................................................................-1- 1.2.1研究目的..............................................................................................................-1- 1.2.2研究意义..............................................................................................................-2- 1.3研究内容及方法...........................................................................................................-2- 1.3.1研究内容..............................................................................................................-2- 1.3.2研究方法..............................................................................................................-2- 1.4论文创新之处...............................................................................................................-3- 第2章国内外研究综述和营销理论概述 2.1国内外研究综述...........................................................................................................-4- 2.1.1国外研究综述......................................................................................................-4- 2.1.2国内研究综述......................................................................................................-6- 2.2相关理论基础.............................................................................................................-10- 2.2.1营销4P理论......................................................................................................-10- 2.2.2STP理论............................................................................................................-10- 2.2.3SWOT分析法......................................................................................................-12- 第3章JSZ琴行的营销现状及分析 3.1JSZ琴行的经营现状.................................................................................................-13- 3.2JSZ琴行顾客问卷调查研究.....................................................................................-13- 3.2.1问卷调查设计....................................................................................................-13- 3.2.2问卷发放及回收情况........................................................................................-13- 3.2.3问卷调查结果分析............................................................................................-13- 3.3JSZ琴行存在的问题.................................................................................................-17- 3.3.1员工缺乏服务营销意识....................................................................................-17- 3.3.2经营者缺乏经营管理意识................................................................................-17- 3.3.3专业服务技能与培训不足................................................................................-17- 3.3.4经营方式缺乏多样化........................................................................................-18- 3.3.5宣传方式不当....................................................................................................-18- 山东建筑大学硕士学位论文 IV 3.3.6宣传内容生硬....................................................................................................-18- 3.4STP分析.....................................................................................................................-19- 3.4.1市场细分............................................................................................................-19- 3.4.2目标市场选择....................................................................................................-19- 3.5JSZ琴行的SWOT分析...............................................................................................-20- 3.5.1优势....................................................................................................................-20- 3.5.2劣势....................................................................................................................-21- 3.5.3机会...................................................................................................................-21- 3.5.4威胁....................................................................................................................-22- 3.6本章小结.....................................................................................................................-22- 第4章JSZ琴行的营销策略方案制定 4.1JSZ琴行乐器产品营销策略.....................................................................................-24- 4.2JSZ琴行的价格策略.................................................................................................-26- 4.3JSZ琴行的渠道策略.................................................................................................-27- 4.4JSZ琴