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簡(jiǎn)介：西南財(cái)經(jīng)大學(xué)碩士學(xué)位論文四川挖掘機(jī)代理商服務(wù)營(yíng)銷(xiāo)問(wèn)題探討C公司實(shí)施差異化戰(zhàn)略服務(wù)營(yíng)銷(xiāo)剖析姓名石高波申請(qǐng)學(xué)位級(jí)別碩士專(zhuān)業(yè)工商管理指導(dǎo)教師尹忠明20041101濟(jì)環(huán)境、競(jìng)爭(zhēng)對(duì)手和客戶特點(diǎn)出發(fā)，筆者分析認(rèn)為在當(dāng)前市場(chǎng)競(jìng)爭(zhēng)狀況下，挖掘機(jī)代理商采用服務(wù)營(yíng)銷(xiāo)作為差異化戰(zhàn)略是非常有必要的。第一章同時(shí)也對(duì)2004年4月國(guó)家的宏觀經(jīng)濟(jì)調(diào)控對(duì)挖掘機(jī)行業(yè)的影響和意義作了分析，具有現(xiàn)實(shí)意義。本文第二章先從三種戰(zhàn)略思想中，分析差異化戰(zhàn)略在挖掘機(jī)代理商中運(yùn)用的必要性，然后論述了服務(wù)營(yíng)銷(xiāo)在挖掘機(jī)行業(yè)中的特點(diǎn)、目的，以及如何有效地進(jìn)行服務(wù)營(yíng)銷(xiāo)。并對(duì)四川I市場(chǎng)上挖掘機(jī)代理商目前服務(wù)的類(lèi)型進(jìn)行了分析。給予四川挖掘機(jī)市場(chǎng)采用服務(wù)營(yíng)銷(xiāo)作為差異化戰(zhàn)略是能夠獲得競(jìng)爭(zhēng)優(yōu)勢(shì)的理論支撐。本文第三章主要闡述了挖掘機(jī)代理商如何運(yùn)用服務(wù)營(yíng)銷(xiāo)來(lái)降低市場(chǎng)波動(dòng)的風(fēng)險(xiǎn)。從挖掘機(jī)行業(yè)本身的特性出發(fā)，以產(chǎn)品的利潤(rùn)壽命周期和吸收率的角度，闡述了服務(wù)營(yíng)銷(xiāo)對(duì)市場(chǎng)波動(dòng)風(fēng)險(xiǎn)的抵御能力。并分析了當(dāng)前四川市場(chǎng)挖掘機(jī)代理商的利潤(rùn)結(jié)構(gòu)，以及如何獲得服務(wù)收益。第四章筆者以C公司的差異化戰(zhàn)略服務(wù)營(yíng)銷(xiāo)作為案例，深入剖析了其特點(diǎn)、作用，以及在執(zhí)行中的困境。并結(jié)合MBA課程學(xué)到的知識(shí)，從員工滿意、授權(quán)、服務(wù)修復(fù)等方面做出了理論性的思考，探索解決之道。第五章筆者結(jié)合挖掘機(jī)行業(yè)的特點(diǎn)，闡述了要想獲得長(zhǎng)期競(jìng)爭(zhēng)優(yōu)勢(shì)、客戶滿意和客戶忠誠(chéng)，服務(wù)營(yíng)銷(xiāo)應(yīng)該是挖掘機(jī)代理商的發(fā)展方向。通過(guò)對(duì)服務(wù)利潤(rùn)鏈思考，筆者對(duì)四川挖掘機(jī)代理商的服務(wù)營(yíng)銷(xiāo)問(wèn)題進(jìn)行了一些探討。服務(wù)營(yíng)銷(xiāo)理論從二十世紀(jì)80年代開(kāi)始，在服務(wù)行業(yè)掀起了一股熱潮，并逐漸被制造行業(yè)采納。海爾利用服務(wù)營(yíng)銷(xiāo)作為差異化戰(zhàn)略的重要組成部分，獲得了市場(chǎng)的巨大成功。在中國(guó)挖掘機(jī)市場(chǎng)中，尚未有關(guān)于代理商的成熟的服務(wù)營(yíng)銷(xiāo)理論。很多代理商沒(méi)有考慮過(guò)將服務(wù)作為一種產(chǎn)品進(jìn)行營(yíng)銷(xiāo)，甚至有的代理商認(rèn)為服務(wù)營(yíng)銷(xiāo)就是等于“售后服務(wù)”，是虧損的，沒(méi)有營(yíng)銷(xiāo)的價(jià)值。筆者有幸參與了C公司的服務(wù)營(yíng)銷(xiāo)戰(zhàn)略的制定和執(zhí)行，看到