珠海天虹商场的服务营销策略研究

珠海天虹商场的服务营销策略研究珠海天虹商场的服务营销策略研究摘 要在改革开放的政策和国外商业机构的推动下，我国商业无论是经营模式还是销售方法，都呈现出欣欣向荣的局面。有一批具有大规模的商场大量涌现蓬勃发展，成为市场中一支不可缺少的重要的主力军。当前商场的竞争激烈，珠海市的购物中心在刚开业的期间都吸引许多消费者前往，并有一群数量不少的忠实顾客，天虹商场在珠海营业两年多，知名度并不高，甚至可以说并非消费者愿意前往消费的百货商场，针对其服务营销策略方面做出研究。本文首先对珠海天虹商场的基本情况进行了简要的介绍，对其所处的营销环境进行了阐述，并进行了 SWOT 分析。在此基础上，结合市场调查数据对其现行的服务营销组合策略进行了分析，探讨了其服务策略中存在的主要问题，并逐一给出相应的解决建议，以期能为珠海天虹商场的未来发展提供有益的参考和帮助。关键词：珠海天虹商场；服务营销；态势分析IAnalysis of Zhuhai Tianhong Shopping Mall’s Service Marketing StrategyAbstractDriven by the policy of reform and opening to the outside world and the foreign commercial organizations, the business model and sales method of our country are flourishing. There are a number of large-scale shopping malls with a large number of vigorous development, the market has become an indispensable important main force. At a time when competition in shopping malls is fierce, Zhuhai's shopping malls have attracted many customers during their opening period and have a large number of loyal customers. Tianhong shopping mall has been opening in Zhuhai for more than two years, and its popularity is not high, it may even be said that consumers are not willing to travel to the department store to do research on its service marketing strategy.In this paper, first of all, the basic situation of Zhuhai Tianhong shopping mall was briefly introduced, its marketing environment was described, and carried out a SWOT analysis. On this basis, combined with market surv...