XX地铁公司服务营销策略研究开题报告范文.doc

专业学位研究生论文开题报告 XX地铁公司服务营销策略研究 姓 名： 周 玮 学 号： 201021534981 学 院： 工商管理学院 专业类别： □MBA, □EMBA, □公共管理硕士, □法律硕士 □工程硕士，□风景园林硕士 工程领域（工程硕士填写）： 华南理工大学研究生院 二〇一二年九月 摘要 论文题目 中文 XX地铁公司服务营销策略研究 英文 Study on service marketing strategy of XX Metro company 校内导师 晁罡 职称或职务 副教授、硕导赢得社会的认同，提高品牌的声誉，博得顾客的信任，提升企业的营销竞争力，实现企业的持续发展。, 并进一步论证服务企业在深刻理解服务体验本质的基础上，通过服务人员与顾客在服务过程中的互动，增加服务提供的价值，建立稳定客户关系，提高顾客的满意度。 Metro service is invisible, while concurrency, heterogeneity and ease of the dead features, but also by the cooperative business, holidays, passengers as well as the influence of random factors of a number of ways, easy to satisfy some passengers feel not good enough. Therefore, this article for the companys targeted study on service marketing system, to further clarify the problems that may occur in the service, and an amendment to these problems, avoid the emergence of service problems result in customer dissatisfaction, Achieving efficient customer account management model，and win social approval, establishing the public image of the enterprise, improve brand reputation, and earn customer trust, enhance the market competitiveness to achieve sustainable development of enterprises. Metro business as a public service enterprises, the growing importance of services marketing. Not only is the product, but rather a process, allowing service marketing from a marketing or marketing ideas gradually evolved into a marketing knowledge management concept gaining competitive advantage. This article is also through to the Enterprise Services marketing planning, brand influence on the policies of, and further demonstration of the service enterprises on the basis of deeply understand the nature of the service experience through interaction between service personnel and customers in the process, increase the value of services provided, and establish a stable customer relationships, increase customer satisfaction. 关