摘要
摘要
饮水安全作为直接关系到人们身体健康的重要的问题，一直以来是政府关注的
重点。行业需求的快速增长以及较高的利润水平，使得越来越多的企业进入到这一
行业当中，水务行业整体市场竞争日趋激烈。对于饮水安全设备及软件供应商而言，
需要不断提供满足市场需求的饮水安全产品与服务，才能在竞争中处于不败之地。
本文以智慧水务行业为例，采用文献分析法、调查法和案例分析法，通过问卷
调查和访谈的方式开展市场调查，结合 7P营销理论，对 WPG公司服务营销策略
进行分析研究。文章通过运用 SWOT分析法，发现 WPG公司在实际的服务营销过
程中，存在以下问题：产品缺乏创新性；定价模式单一；渠道开拓和对外宣传不足；
服务过程不规范，优势展示不明显以及营销人员的综合能力不足等。
针对以上问题，以提升 WPG公司服务营销水平为前提，在产品、价格方面提
出了有针对性的解决方案，同时建立有效的渠道机制和完善的管理制度，做好宣传
促销，合理利用资源，加强内部的沟通协作，提高服务标准和时效性，打造专业的
营销团队，提高营销人员的综合能力。
关键词：饮水安全；7P营销理论；服务营销策略

Abstract
Abstract
The safety of drinking water as an important issue directly related to people's health,
has always been the focus of the government. Thus, this industry has great development
potential. With the rapid growth of the industry demand and high profit level in this field,
more and more companies enter this industry, and lead to the overall water industry market
competition becoming increasingly fierce. As for drinking water safety equipment and
software suppliers, they need to constantly provide drinking water safety products and
services which meet the market demand. So that they could be invincible in the
competition.
This thesis taking the smart water industry as an example, using the literature research
method, investigation method and case analysis method. Through questionnaire survey
and interview, and combined with 7PS marketing theory, to analyze the marketing strategy
of WPG company. By using SWOT analysis, this thesis finds that WPG has the following
problems in the actual service marketing process : lack of product innovation; single
pricing mode; insufficient channel development and external publicity; the service process
is not standardized, the advantage display is not obvious, and the comprehensive ability
of marketing personnel is insufficient, etc.
In view of the above problems, on the premise of improving the service marketing
level for WPG company, the thesis has proposed targeted solutions in terms of products
and prices, for instance, establish an effective channel mechanism and a perfect
management system at the same time, make good publicity and promotion, rationalize the
use of resources, strengthen internal communication and cooperation, improve service
standard and effectiveness, build professional marketing teams, and enhance the
comprehensive abilities of marketing staff.
Key Words: drinking water safety;7P marketing theory;service marketing strategy

目录
目录
第一章绪论 .............................................. 1
第一节研究背景 ................................................... 1
第二节研究意义 ................................................... 2
第三节国内外研究综述 ............................................. 3
一、国外研究综述...........................................................3
二、国内研究综述...........................................................4
第四节研究方法及技术路线 .........................................6
一、研究方法...............................................................6
二、技术路线...............................................................6
第五节研究内容 ....................................................7
第二章理论基础........................................... 9
第一节市场营销概述 ...............................................9
第二节服务营销组合理论 ..........................................10
第三章 WPG公司智慧水务服务营销环境分析................... 13
第一节 WPG公司智慧水务服务宏观环境分析...........................13
一、政治环境分析..........................................................13
二、经济环境分析..........................................................14
三、技术环境分析..........................................................16
四、社会文化环境分析......................................................17
第二节 WPG公司智慧水务服务竞争对手分析...........................18
一、现阶段竞争者分析.....................................................18
二、潜在竞争者分析.......................................................18
三、客户议价能力分析......................................................19
四、供应商议价能力分析....................................................20
五、替代品的竞争分析......................................................20
第三节 WPG公司智慧水务服务SWOT分析..............................21
一、优势分析.............................................................21
二、劣势分析.............................................................22
三、机遇分析.............................................................22
。。。以下略