摘 要 随着现代社会经济的发展，人们的生活水平在逐渐地提高，消费水平也在不断地提升，消费观念随之改变，对于商家的服务要求也在不断地提高。本文研究的天恩服装商场是一家小型的服装零售企业，服装业的竞争十分激烈。本文将通过文献调研法、走访调查法，对天恩服装商场的服务营销策略进行研究，找出天恩服装商场营销策略存在的问题，并根据所学知识和查找的文献资料，提出建议旨在帮助天恩服装商场提高服务质量，吸引更多的顾客，增强其核心竞争力。 关键词：天恩服装商场；服务营销；策略；顾客Abstract With the development of modern society and economy, people's living standard is improving, consumption level is also improving, consumption concept is changing, and the service requirement for merchants is also improving. The Tian 'en clothing market studied in this paper is a small-scale clothing retail enterprise, the competition of the clothing industry is very intense. This paper will study the service marketing strategy of Tian 'en clothing store through literature research and visiting investigation, find out the problems of marketing strategy of Tian 'en clothing store, and put forward some suggestions based on the knowledge and literature The aim is to help Tian 'en clothing store improve service quality, attract more customers and enhance its core competitiveness.Key words：Tian 'en clothing store； service marketing；strategy； customers目 录1 绪 论 ......................................................... 1 1.1 研究背景 ........................................................ 1 1.2 研究意义 ........................................................ 1 1.2.1 理论价值 ...................................................... 1 1.2.2 现实意义 ...................................................... 1 1.3 文献综述 ........................................................ 1 1.3.1 国外相关研究综述 .............................................. 1 1.3....
