摘 要

随着服务经济的发展,越来越多的制造企业在向服务企业寻求新的灵感,并在学习

服务管理方面的知识。目前,已经有一些制造业企业走在了前面,以一种全新的视角审

视自己,并且幵始把自己看成服务组织并且是服务高度的有形化。在当前激烈的市场竞

争中,啤酒生产企业如何结合欧亿·体育（中国）有限公司和自身的特点,打造以服务为核心竞争力的营销策略,

已经成为摆在企业管理者面前的一项重要的课题。

本文是以ZR啤酒公司大连分公司作为研究对象,在大量的欧亿·体育（中国）有限公司收集和实践调研的

基础上,结合服务营销理论的相关知识,就研究对象所面临的服务营销问题和服务营销

策略进行的探讨。本文通过对企业经营现状和外部环境的分析,阐述了其服务营销的发

展现状,总结了其在服务营销中取得的成果和存在的问题。并在此基础上,针对发现的

问题,提出了包括转变服务理念、改善服务过程、内部营销和客户关系管理的服务营销

策略规划思路。同时,从服务标准化、人力资源管理和顾客参与等多方面制定了服务营

销策略实施的具体方法。

本文的研究旨在为啤酒公司的服务营销困境提供一种新的服务策略和建议,同时,

为那些同样在服务中寻求竞争优势的制造企业提供一些借鉴。

关键词:服务营销;差异化;啤酒企业;

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ZR啤酒公司大连分公司服务营销策略研究

The Research on Service and Marketing Strategy of ZR Beer

Company DaLian Branch

Abstract

With the development of Service Economy, more and more manufacturing enterprises are

seeking new inspirations on service enterprises, learning knowledges on services managements.

Now some manufacturing enterprises already were in the forefront, surveying themselves with

a new perspective and seeing themselves as service organizations and tangibilities of service

level. In the current fierce market competition, how the beer producer to create marketing

strategies with core competitiveness of services, it has been a important issue for all business

managers.

This article takes ZR beer company Dalian Branch as a research object, with the basement

of a large collection of basic informations and practical researchs, combined with service

marketing theory,it explores the service marketing issues and strategies,with the analyzing of

ZR Dalian's current operating status and external environment, stating its current development

of service marketing and summarizing its achievements and existing problems in service

marketing. And on this basis, it raises a series of Planning on Services Marketing

Stratigies,which includes service idea transforming,service process improving,internal

marketing and client relations management. Meanwhile, it creats a specific method of

marketing strategy implementation from the aspects of standardization of services, human

resource management and customer participation, etc.

This article aims to provide a new service strategy and recommendation for the dilemma

of beer company's services marketing, while also providing some references for those

manufacturing enterprises who are seeking competitive advantage in the service.

Key Words: Service marketing;Differentiations ; Beer enterprises

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