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作者签名：
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导师签名：
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研究生学号
10433－17829420908
所在院系
管理学院 MBA教育中心
山东理工大学硕士学位论文
摘要
摘要
如今，随着移动互联网的发展，信息技术的不断升级，中国的传媒产业进入了一
个快速的创新发展阶段，不断涌现出新模式和新业务。例如，微博、微信和抖音等新
媒体的出现和发展，为企业创新促销方式提供了新的方向和模式借鉴。
LS传媒集团是上海市的一家传媒公司，主要业务涉及报纸、广告策划、品牌宣
传等。在新的市场竞争环境下，如何应用营销理论指导企业科学决策，如何从服务的
角度有效提升客户满意度，从而助力企业发展，一直是 LS传媒集团迫切需要解决的
问题。
本文选取 LS传媒集团作为研究对象，采用文献研究法、深层访谈法和问卷调查
法等研究方法开展研究，首先界定服务营销的概念，分析服务营销的特点，阐释研究
的相关理论与主要分析工具。然后对企业的主要经营情况与客户群体情况加以梳理，
从服务管理现状、服务类型和定价、营销渠道、人员保障、服务的过程管理和有形展
示等方面介绍企业的服务营销现状。其后，设计调查问卷，结合现状，发现 LS传媒
集团存在服务产品相对不足、服务定价具有随意性、服务营销渠道较单一、服务沟通
效果不佳、服务团队建设不到位、服务过程与质量管控不到位、服务的有形展示重视
不足等问题，最后在对服务营销问题深入分析的基础上，提出优化服务产品组合、建
立灵活服务价格体系、拓展多元化营销渠道、提升高效服务沟通质量、打造高素质服
务团队、提高专业化服务质量、塑造优质品牌形象等优化策略，以有效提升 LS传媒
集团服务营销的能力与水平。
关键词：LS传媒集团；服务营销；营销策略
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山东理工大学硕士学位论文
ABSTRACT
ABSTRACT
Nowadays, with the development of mobile Internet and the continuous upgrading of
information technology, China's media industry has entered a rapid stage of innovation and
development, andnew models andnew businesses areemerging. For example, the
emergence and development of new media such as Weibo, Wechat and Douyin provide new
directions and models for enterprises to innovate promotion methods.
LS Media Groupis a media company inShanghai. Its main business involves
newspapers, advertising planning, brand publicity and so on. In the new market competition
environment, how to apply marketing theory to guide enterprises' scientific decision-making,
and how to effectively improve customer satisfaction from the perspective of service, so as
to help enterprises' development, has always been an urgent problem to be solved by LS
Media Group.
This paper selects LS Media Group as the research object, adopts literature research
method, in-depth interview method and questionnaire survey method to carry out the
research. Firstly, it defines the concept of service marketing, analyzes the characteristics of
service marketing, and explains the relevant theories and main analysis tools of the research.
Then the main operation and customer groups of the enterprise are sorted out, and the service
marketing status of the enterprise is introduced from the service management status quo,
service typesand pricing,marketing channels,personnel guarantee,service process
management and tangible display. After that, the questionnaire was designed and combined
with the current situation, it was found that LS Media Group had some problems, such as
relatively insufficient service products, arbitrary service pricing, single service marketing
channel,poor servicecommunicationeffect,inadequateservice teamconstruction,
inadequate service process and quality control, insufficient attention to the tangible display
of services, etc. Finally, based on the in-depth analysis of service marketing problems, it was
proposed to optimize the service product portfolio Establish a flexible service price system,
expanddiversifiedmarketingchannels,improvethequalityofefficientservice
communication, build a high-quality service team, improve professional service quality,
shape a high-quality brand image and other optimization strategies, so as to effectively
improve the service marketing ability and level of LS Media Group.
Keywords: LS Media Group; Service Marketing; Marketing Strategy
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