I 摘要 目前，电梯已成为现代人不可缺少的交通工具。经过近二十年的飞速发展， 我国电梯的产销量位居世界前列，我国已成为世界电梯制造中心。与此同时，随 着我国城镇化的推进、旧楼加装项目的实施以及政府加大购买公共设置配套电梯 力度，我国的电梯保有量跃居世界第一。需要指出的是，受房地产的影响，近年 来电梯销售量年增速放缓，电梯行业由增量市场转向存量市场，电梯维保已经成 为未来电梯行业发展方向。然而，就我国的电梯维保市场而言，电梯制造企业在 维保服务市场份额仍然处于较低水平，大量的第三方维保企业让电梯维保市场质 量参差不齐，且较为混乱，这给电梯制造企业来带来了不小的挑战。电梯制造企 业如何做好自身维保服务营销、提高服务质量、提升客户满意度、塑造服务品牌 是企业迫切解决的问题。 本文聚焦电梯行业维保服务市场，通过对X电梯公司的服务营销分析和研究， 结合电梯行业当下竞争环境，利用STP战略分析、PEST分析以及波特五力模型对 X电梯维保服务市场进行深入分析：首先，对国内外电梯行业维保服务营销研究 现状进行了梳理，以期整体把握国内外维保市场的研究现状；然后，对X电梯公 司的维保服务营销环境进行分析，包括对它的宏观环境以及产业竞争环境进行分 析，通过文献资料收集和市场调研及对比分析，找出X电梯在维保服务营销中的 问题，并深入剖析问题成因；最后，再基于行业发展趋势，基于服务营销组合理 论，就7Ps角度进行相应分析并提出建议。以期最终解决X电梯所面临的维保服 务人员缺乏服务营销观念、服务产品同质化严重、未塑造维保品牌效应、服务过 程管控不完善、配件供应审批流程复杂、专业维保服务人员难招聘等问题。以期 增加X公司的维保服务份额，使其在未来以电梯维保为主的市场竞争中更具有优 势。另外，X电梯公司作为国内电梯行业的代表性企业之一，在对X电梯公司的 维保服务营销策略进行研究的同时，希望能对国内电梯维保行业的发展提供一定 的参考和借鉴。 关键词：电梯，维保服务，7Ps，服务质量 ABSTRACT II ABSTRACT Atpresent,elevatorshavebecomeanindispensablemeansoftransportationfor modernpeople.Afternearlytwodecadesofrapiddevelopment,China'selevator productionandsalesrankamongthetopintheworld,andChinahasbecomethe world'selevatormanufacturingcenter.Atthesametime,withtheadvancementof urbanizationinChina,theimplementationofoldbuildinginstallationprojects,andthe government'seffortstoincreasethepurchaseofpublic-equippedelevators,China's elevatorownershiphasrankedfirstintheworld.Itshouldbepointedoutthat,affected byrealestate,theannualgrowthrateofelevatorsaleshassloweddowninrecentyears, andtheelevatorindustryhasshiftedfromtheincrementalmarkettothestockmarket. Elevatormaintenancehasbecomethedevelopmentdirectionoftheelevatorindustryin thefuture.However,asfarasChina'selevatormaintenancemarketisconcerned,the elevatormanufacturingenterprisesstillhavealowmarketshareinthemaintenance servicemarket.Alargenumberofthird-partymaintenancecompaniesnotonlymakethe elevatormaintenancemarketqualityuneven,butalsoconfusing.Thisbringsalotof challengestoelevatormanufacturers.Howelevatormanufacturerscandotheirown maintenanceservicemarketing,improveservicequality,improvecustomersatisfaction, andshapeservicebrandsareurgentproblemsforenterprises. Thispaperfocusesontheelevatorindustrymaintenanceservicemarket,through theservicemarketinganalysisandresearchofXElevatorCompany,combinedwiththe currentcompetitiveenvironmentoftheelevatorindustry,usingSTPstrategyanalysis, PESTanalysisandPorter'sfive-forcemodeltodeepentheXelevatormaintenance servicemarket.Analysis:Firstly,itsortsouttheresearchstatusofmaintenanceservice marketingintheelevatorindustryathomeandabroad,inordertograsptheresearch statusofthedomesticandinternationalmaintenancemarketingeneral;then,analyze themaintenanceservicemarketingenvironmentofXElevatorCompany,includingits Analyzethemacroenvironmentandtheindustrialcompetitionenvironment,findout theproblemsofXelevatorsinthemaintenanceservicemarketingthroughliterature collectionandmarketresearchandcomparativeanalysis,andanalyzethecausesofthe problemsindepth;finally,basedontheindustrydevelopmenttrend,basedonservice marketingCombinatorialtheory,putforwardcorrespondingsuggestionsonthe ABSTRACT III perspectiveof7Ps.Inordertosolvetheproblem,themaintenanceservicepersonnel facingtheXelevatorlackstheservicemarketingconcept,thehomogenizationofthe serviceproductsisserious,thebrandeffectofthemaintenanceinsuranceisnotformed, thecontroloftheserviceprocessisimperfect,theapprovalprocessofthepartssupply iscomplicated,andtheprofessionalmaintenanceservicepersonnelaredifficultto recruit.Andotherissues.InordertoincreasetheshareofX'smaintenanceservices,it willhaveanadvantageinthefuturemarketcompetitiondominatedbyelevator maintenance.Inaddition,XElevatorCompany,asoneoftherepresentativeenterprises inthedomesticelevatorindustry,isstudyingthemaintenancestrategyofXElevator's maintenanceservice,andhopestoprovidesomereferenceandreferenceforthe developmentofthedomesticelevatormaintenanceindustry. Keywords:elevator,maintenanceservice,7Ps,qualityofservice 目录 IV 目录 第一章绪论.....................................................................................................................1 1.1研究背景.............................................................................................................1 1.2研究意义及创新之处.........................................................................................2 1.2.1研究意义.................................................................................................2 1.2.2论文创新之处.........................................................................................2 1.3主要研究内容及分析思路.................................................................................2 1.4研究方法.............................................................................................................4 第二章文献综述及相关理论概述.................................................................................5 2.1文献综述.............................................................................................................5 2.1.1国外研究综述.........................................................................................5 2.1.2国内研究综述.........................................................................................7 2.2营销相关理论概述.............................................................................................9 2.2.1市场营销STP战略................................................................................9 2.2.2波特五力模型.........................................................................................9 2.2.3服务营销组合理论...............................................................................11 2.3电梯维保的定义及服务内容...........................................................................11 2.3.1电梯维保的定义...................................................................................11 2.3.2电梯维保服务内容...............................................................................12 第三章X公司所处电梯行业及服务环境分析...........................................................14 3.1国内外电梯服务市场现状...............................................................................14 3.1.1国外电梯维保服务市场现状分析........................................................14 3.1.2国内电梯维保服务市场现状分析.......................................................15 3.2X电梯公司服务营销宏观环境PEST分析....................................................17 3.2.1政治环境分析(politics).........................................................................17 3.2.2经济环境分析(economy)......................................................................19 3.2.3社会环境分析(society).........................................................................20 3.2.4技术环境分析(technology)...................................................................21 3.3X电梯公司发展概况.......................................................................................22 3.4X电梯公司服务组织架构及产品内容...........................................................24 3.5X公司所处电梯行业竞争环境分析...............................................................25 目录 V 3.5.1供应商的议价能力...............................................