摘 要随着时代发展，人们的生活质量和消费水平也在不断提高，对自己生活环境更加的重视，从而促使建筑装饰这一行业得到了快速的发展。而在建筑装饰这个行业竞争如此激烈的当下，苏州金螳螂建筑装饰股份有限公司仍能从中脱颖而出，成为中国建筑装饰行业首家上市公司，并且连续16年成为中国建筑装饰百强企业第一名，必然有其成功的原因。其实建筑装饰行业的营销本质实际上就是服务营销，但恰恰很多企业都没有意识到服务营销对于企业本身的重要性，这也是建筑装饰行业普遍存在的问题。在这一背景下，本文以金螳螂为案例，研究分析该公司的服务营销策略以及服务营销给其公司带来的优势，从而给行业内的其他众多企业对于服务营销重视程度提升或服务营销策略优化提供一定的参考借鉴。关 键 词 ：建筑装饰行业；金螳螂；服务营销AbstractWith the development of the times, people's quality of life and consumption levels are also constantly improving, paying more attention to their living environment, thus promoting the rapid development of the building decoration industry. In the current fierce competition in the building decoration industry, Suzhou Goldmantis construction Decoration Co., Ltd. can still stand out from the crowd and become the first listed company in China's architectural decoration industry, and has become the first among the top 100 Chinese architectural decoration companies for 16 consecutive years. There must be reasons for its success. In fact, the marketing essence of the architectural decoration industry is actually service marketing, but just many companies do not realize the importance of service marketing to the enterprise itself, which is also a common problem in the architectural decoration industry. In this context, this article takes Goldmantis as a case to study and analyze the company's service marketing strategy and the advantages that service marketing brings to its company, so as to give other companies Provide some reference ...
