市场营销-瑞派宠物医院的服务营销分析-以福建省为例论文VIP免费

摘 要据宠物行业白皮书调研统计，2019 年全国城镇宠物犬猫数量已达到 9915 万只，增幅达到 8.4%。2019 年中国城镇宠物犬猫消费市场规模 2024 亿元，相比2018 年增长 18.5%，在这样的发展背景下，越来越多的宠物医院、宠物店应势而生。资本市场的进入使得宠物行业的竞争越发激烈，宠物医院如雨后春笋暴涨，因此也出现了很多问题——传统的商业模式、落后的服务意识等等。如果想要在激烈的竞争中保存一席之位，那就需要在传统的商业模式上创新，增加从业人员的服务意识的同时在服务营销上找到突破口。本文分析了福建省瑞派宠物医院服务营销情况，借助 SWOT 分析和 7Ps 策略分析，发现福建省瑞派宠物医院存在的主要问题——人力资源不足、渠道单一、促销方式单一且力度小，并提出了相对应的解决建议——内部人才培养外部人才引进、巩固线下渠道大力发展线上渠道、丰富促销方式加大促销力度。关键词：瑞派宠物医院；服务营销；7Ps；福建省AbstractIn 2019, according to investigation statistics, the white paper, pet industry number of pet dogs and cats in cities and towns around the country has reached 99.15 million, increased 8.4%. In 2019 China's urban pet dogs and cats consumer market size of 202.4 billion yuan, compared with growth of 18.5% in 2018, under the background of this development, more and more pet hospital, pet store should be potential. Combined with rui send pet hospital service marketing development present situation of rui send pet hospital service marketing environment analysis, SWOT analysis, 7 ps service marketing analysis, a better understanding of rui send pet hospital hospital resources, financial ability and service ability. R send pet hospital is summarized in the service marketing of insufficient professionals, promotions and other issues. According to the research of this article on the current status of the red send pet hospital service marketing summarizes and proposes the corresponding solution measures, hope to the pet hospital management...