摘要

随着经济社会的飞速发展,经济环境、市场环境、客户消费心里等各方面都

发生了巨大的变化。同质化严重、缺乏个性的服务和产品已经无法满足消费者的

个性化需求。定制化服务营销己经成为企业竞争制胜的一种必要营销模式。定制

化服务营销是围绕客户的原始需求出发,以定制化服务为重点,通过服务带动配

套设备销售来满足客户个性化的原始需求,并展开一系列的营销活动。定制化服

务营销需要面对大量个性化需求的客户,需要为他们提供个性化的解决方案,所

以,定制化服务营_相比传统营销系统更加复杂。

高等教育设备欧亿·体育（中国）有限公司是一个蕴藏着巨大市场机遇的欧亿·体育（中国）有限公司,D公司在业务多元化的

背景下进入到该领域,但是经过几年的发展,并没有取得与公司实力相匹配的市

场份额。本文在详细介绍定制化服务营销的相关理论基础上,首先,对D公司所

在的高等教育设备欧亿·体育（中国）有限公司的宏观环境进行了分析;其次,运用SWOT分析法对D公司

的市场环境及竞争力进行了分析;再次,运用案例分析法,对在高校教育设备行

业采用定制化服务营销策略的A公司以及在FT欧亿·体育（中国）有限公司运用定制化服务营销策略的

IBM公司进行了深入分析,在此基础上,得出了 D公司在高校教育设备欧亿·体育（中国）有限公司实施定

制化服务营销策略的必然性及实施过程中可以借鉴参考的实际经验;然后,根据D

公司所处的高等教育设备欧亿·体育（中国）有限公司的市场特征和公司实际情况提出了实施定制化服务

营销策略的方案,重点阐述了D公司在高等教育设备欧亿·体育（中国）有限公司中如何进行企业“聚

焦”战略定位、如何建立服务理念、如何绘制定制化服务蓝图的策略。在论文的

最后,得出了研究结论:①D公司要实现利益最大化,需要将对抗性竞争理念转变

为围绕客户满意度的合作型共赢竞争理念;②定制化服务营销是D公司提升客户

满意度、客户忠诚度和在市场上扭转局面的必然选择;③战略定位、服务理念建

立和服务蓝图绘制是D公司实施定制化服务营销策略的关键。

这些成功经验,在整个高等教育设备欧亿·体育（中国）有限公司乃至教育欧亿·体育（中国）有限公司中可以进行适当借鉴

和推广。

关键词:定制化服务营销SWOT分析模型服务蓝图案例研宄

STUDY ON THE CUSTOMIZATION OF

SERVICE MARKETING STRATEGY OF

HIGHER EDUCATION EQUIPMENT

ABSTRACT

With the rapid development of the economy, all aspects of the economic

environment, market environment, consumer heart have great changes. The

homogenization of serious, lack of individuality service and products have been unable to

meet the personalized needs of consumers. Customized services marketing has become a

necessary mode of marketing the success of the enterprise in competition. The

customized service marketing is customer demand around the original starting, with

customized service as the focus, through the service drive equipment sales to satisfy the

original customer demand for personalized, and launched a series of marketing activities.

Customized marketing services need to face a lot of the personalized needs of customers,

the need to provide solutions for them, So, compared to traditional marketing customized

service marketing system is more complex.

Higher education equipment industry is a tremendous market opportunities in the

industry, D company entered into the field in diversified background, but after several

years of development, have not been matched with the strength of the company's market

share. In this paper, the related theoretical basis in detail the customization service

marketing, first of all, the macro environment of higher education equipment industry D

company is analyzed; secondly, the use of SWOT analysis of D company's market

environment and the competitiveness are analyzed; thirdly, analysis cases to use, in the

education of colleges and universities by equipment industry the customized service

marketing strategy of A company, in the IT industry using the customized service

marketing strategy of IBM company conducted an in-depth analysis, on this basis, we

draw a conclusion that D company to implement customized service marketing strategy

of the necessity and implementation process in higher education industry can learn from

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the practical experience for reference; then, according to the D company's actual

situation of the market characteristics and higher education equipment industry put

forward the implementation of customized service marketing strategy, focuses on the D

company in the higher education equipment industry how to carry out the enterprise

focusing strategic positioning, how to establish the service concept, how to draw a

blueprint for customized service strategy. At the end of the thesis, the conclusion of the

study:① D company to achieve maximum benefits, will need to counter competition

ideas into around customer satisfaction cooperative win-win competition concept;② The

customization service marketing is the inevitable choice for D company to enhance

customer satisfaction and customer loyally and to reverse the situation in the market;③

The establishment of sti*ategic positioning and the service concept and service blueprint

drawing is the key to the implementation of customized D company service marketing

strategy.

These successful experiences, in the whole higher education equipment industry and

education industry can make the appropriate reference and promotion.

KEY WORDS: Customized service marketing tactics SWOT analysis model

service blueprint case study

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