摘要................................................................................................................................I ABSTRACT......................................................................................................................II 第1章绪论.....................................................................................................................1 1.1研究背景.............................................................................................................1 1.2研究意义.............................................................................................................2 1.3国内外研究现状.................................................................................................3 1.4研究思路与内容.................................................................................................5 1.5研究方法与技术路线.........................................................................................5 1.5.1研究方法.................................................................................................5 1.5.2技术路线.................................................................................................6 1.6主要创新点.........................................................................................................7 第2章相关理论.............................................................................................................8 2.1市场营销理论.....................................................................................................8 2.2服务营销理论.....................................................................................................9 2.3数据库营销理论...............................................................................................10 第3章UE公司退税服务营销现状与问题分析.........................................................12 3.1UE公司概况与发展现状.................................................................................12 3.1.1UE公司概况..........................................................................................12 3.1.2UE公司发展现状..................................................................................12 3.2UE公司退税服务营销现状.............................................................................13 3.2.1产品现状...............................................................................................13 3.2.2价格现状...............................................................................................15 3.2.3渠道现状...............................................................................................16 3.2.4品牌现状...............................................................................................16 3.3UE公司退税服务营销策略存在的问题.........................................................17 3.3.1产品同质化导致同业竞争加剧...........................................................17 3.3.2固化定价模式丧失竞争优势...............................................................17 3.3.3渠道单一化导致市场占有率低...........................................................18 3.3.4品牌模糊化导致顾客识别度低...........................................................19 第4章UE公司退税服务营销战略分析.....................................................................20 4.1宏观环境分析...................................................................................................20 4.1.1政治环境...............................................................................................20 4.1.2经济环境...............................................................................................23 4.1.3社会环境...............................................................................................23 4.1.4技术环境...............................................................................................24 4.2微观环境分析...................................................................................................24 4.2.1供应商议价能力...................................................................................24 4.2.2客户议价能力.......................................................................................25 4.2.3新进入者威胁.......................................................................................25 4.2.4替代品威胁...........................................................................................25 4.2.5同业竞争者...........................................................................................25 4.3SWOT分析.......................................................................................................26 4.3.1优势分析...............................................................................................26 4.3.2劣势分析...............................................................................................27 4.3.3机会分析...............................................................................................28 4.3.4威胁分析...............................................................................................29 4.3.5小结.......................................................................................................29 第5章UE公司退税服务营销策略优化.....................................................................30 5.1STP分析...........................................................................................................30 5.1.1市场细分...............................................................................................30 5.1.2目标市场选择.......................................................................................31 5.1.3市场定位...............................................................................................32 5.1.4小结.......................................................................................................32 5.2营销策略优化...................................................................................................33 5.2.1线上线下相融合的产品策略...............................................................33 5.2.2弹性的阶梯式价格策略.......................................................................37 5.2.3多样化拓宽式的渠道策略...................................................................38 5.2.4社群新媒体为载体的品牌策略...........................................................40 第6章UE公司退税服务营销策略的保障措施.........................................................42 6.1建立科学合理的组织结构...............................................................................42 6.2建立完善资金保障体系...................................................................................42 6.3建立退税服务风险防范机制...........................................................................43 第7章研究结论...........................................................................................................45