目前，随着国民经济门类分工的细化以及新兴服务行业的不断涌现，越来越多的 企业意识到要想保持持久平稳健康发展就必须要树立自己的综合竞争优势，这种优势 需要企业制定出相应的各种策略来实现，而差异化服务策略就是其中一个重要选择。 为此很多企业按照各自对差异化理论的理解与认识实施了差异化服务策略，但是部分 企业却并没有取得理想中的效果，甚至适得其反。文章中的AQ健康管理公司就是其 中的代表，为了能够在竞争激烈的健康产业市场里脱颖而出，实施了差异化服务策略， 由于对差异化理论掌握的偏差以及实践经验的不足导致了失败，后期通过优化差异化 服务策略的方式最终实现了差异化服务的经营路径，并通过了相关综合指标的验证。 本文以AQ健康管理公司差异化服务策略优化的研究为主线，在绪论部分表述了 选题背景，阐述了研究意义和国内国外研究回顾，确定了研究内容，提出了论文的研 究问题如何优化AQ健康管理公司的差异化服务策略。相关理论章节阐述了服务、差 异化服务以及顾客体验的基本理论，并进行了简要评述。研究方案设计章节介绍了采 用的研究方法、研究目标以及资料来源，并图示了研究思路。研究方法主要包括文献 研究法、实地访谈法、案例研究法、问卷调查法、数据分析法等等，研究对象为AQ 健康管理公司差异化服务策略的优化。AQ健康管理公司初期服务状况分析章节全面 阐述了差异化服务存在的具体问题，并对内外部因素进行了细致分析。优化建议的提 出、实施和成效章节，具体介绍了优化的目标、原则以及路径，对优化实施的过程、 保障措施的执行进行了详细的论述，并对取得的成效进行了综合验证，以此证明优化 后取得的现实成果。研究结论、建议和展望章节得出了差异化服务策略是一个组织、 企业或者个人为取得合理合法的竞争优势，最大程度的回避与竞争对手正面的碰撞与 摩擦，营造良性竞争氛围以满足目标群体的深度需求或者实现自身综合利益的最大化 为目标，综合环境以及时间因素并兼顾长久健康发展而采取的一种或者几种“特殊手 段”。并对AQ健康管理公司未来的差异化服务策略以及健康管理行业提出了建议。 本文写作的资料来源主要包括对AQ健康管理公司的实地走访调研取得的实时数 据以及对相关理论文献的阅读学习同时结合相关的行业资讯等等综合而来。希望通过 本文的研究成果可以给正在从事健康产业领域的其他公司提供现实的参考和依据，同 时给予其他从事服务业的企业制定和实施差异化服务策略提供新的范例。 关键词：AQ健康管理公司；差异化；顾客体验 I ABSTRACT At present, with the refinement of the division of labor in the national economy and the emergence of new service industries, more and more enterprises realize that in order to maintain sustainable, stable and healthy development, they must establish their own comprehensive competitive advantage, which requires enterprises to formulate corresponding strategies to achieve, and differentiation service strategy is one of the important choices. For this reason, many enterprises have implemented differentiated service strategy according to their understanding and understanding of differentiation theory, but some enterprises have not achieved the desired results, or even the opposite. The AQ health management company is the representative of this article. In order to get rid of the competition in the competitive health industry market, the differentiated service strategy was implemented. Due to the deviation of the differentiation theory and the lack of practical experience, it led to failure. Later, through the optimization of differentiated service strategy, the service path of differentiated services was finally realized and passed. Verification of relevant comprehensive indicators. This paper takes the research on the optimization of differentiated service strategy of AQ health management company as the main line, describes the background of the topic selection in the introduction part, expounds the significance of the research and the review of domestic and foreign research, determines the research content, and puts forward the research questions of the paper on how to optimize the differentiated service strategy of AQ health management company. The relevant theory chapters elaborate the basic theories of service, differentiated service and customer experience, and make a brief comment. In the chapter of research scheme design, the research methods, research objectives and data sources are introduced, and the research ideas are illustrated. Research methods mainly include literature research, field interviews, case studies, questionnaire survey, data analysis and so on. The research object is the optimization of differentiation service strategy of AQ health management company. The chapter of analysis of the initial service status of AQ health management company comprehensively expounds the specific problems of differentiated services, and makes a detailed analysis of internal and external factors. Chapter of the proposition, implementation and effect of optimization suggestion, introduces the objective, principle and path of optimization in detail, expounds the process of optimization implementation and the implementation of safeguard measures in detail, and verifies the results synthetically, so as to prove the realistic results after optimization. Research conclusions, suggestions and prospects chapter concludes that differentiated service strategy is an organization, enterprise or individual in order to obtain reasonable and legitimate competitive advantage, to avoid collision and friction with competitors to the greatest extent, to create a benign competitive atmosphere to meet the deep needs of target groups or to maximize their comprehensive interests as the goal, comprehensive environment and time factors. And take into account the long-term healthy development of one or several "special means". Finally, some suggestions on the future differentiated service strategy of AQ health management company and the health management industry II are put forward. The data sources of this paper mainly include the real-time data obtained from the field visits of AQ Health Management Company and the reading and learning of related theoretical literature combined with relevant industry information, etc. It is hoped that the results of this study can provide practical reference and basis for other companies engaged in health industry, and provide new examples for other enterprises engaged in service industry to formulate and implement differentiated service strategies. KEYWORDS: AQ Health Management Company; Differentiation; Customer experience 1 目 录 第一章 绪论 ...... 1 第一节 选题背景 ............... 1 第二节 研究意义 ............... 2 一、理论意义 ................... 2 二、现实意义 ................... 2 第三节 国内外研究回顾 ... 3 一、国外研究回顾 ........... 3 二、国内研究回顾 ........... 3 第四节 研究内容与思路 ... 4 第二章 相关理论概述 ..................... 6 第一节 服务的基本概念、分类和基本特征 .. 6 一、服务基本概念 ........... 6 二、服务的分类 ............... 6 三、服务的基本特征 ....... 6 第二节 差异化服务的概念、内容和基本特征 ............................. 7 一、差异化服务基本概念 .............................. 7 二、差异化服务基本内容 .............................. 7 三、差异化服务基本特征 .............................. 8 第三节 顾客体验理论基础 . 8 一、体验经济的基本概念 .............................. 8 二、顾客体验的基本内涵 .............................. 8 三、顾客体验的主要特征 .............................. 9 四、顾客体验的主要方式 .............................. 9 第四节 简要评述 ............. 10 第三章 研究设计 ........................... 11 第一节 主要研究方法简介 ............................ 11 一、问卷调查法 ............. 11 2 二、实地访谈法 ............. 11 三、文献研究法 ............. 11 四、数据分析法 ............. 11 第二节 研究目标和资料来源 ........................ 12 一、研究目标 ................. 12 二、资料来源 ................. 12 第三节 方案设计思路 ..... 13 第四章 AQ健康管理公司初期服务状况分析 ........... 14 第一节 AQ健康管理公司简介 ...................... 14 第二节 AQ健康管理公司初期服务状况、存在问题 ................. 15 一、服务状况 ................. 15 二、存在问题 ................. 16 第三节 原因分析 ............. 24 第五章 AQ健康管理公司差异化服务优化的提出、实施和成效 .......... 28 第一节 AQ健康管理公司差异化服务策略优化建议的提出 ..... 28 一、优化目标 ................. 28 二、优化原则 .................