目录中文摘要................................................................................................................................................1ABSTRACT................................................................................................................................................2引言.......................................................................................................................................................3一、五星电器经营发展环境概况..............................................................................................4（一）五星电器经营发展现状...............................................................................................4（二）家电连锁市场的竞争态势..........................................................................................5（三）差异化服务营销的必要性..........................................................................................6二、“家电顾问”式服务营销概况.........................................................................................7（一）家电顾问服务介绍.........................................................................................................71、家电顾问的定义.................................................................................................................72、家电顾问的职能.................................................................................................................83、服务流程................................................................................................................................84、服务项目及特色.................................................................................................................9（二）家电顾问服务应用概况...............................................................................................91、一站式服务节省消费者购物成本..............................................................................92、标准化服务流程提升消费者购物体验..................................................................103、售后主动跟踪解决消费者后顾之忧.......................................................................104、顾客综合满意度提升.....................................................................................................115、营业效益提升....................................................................................................................12三、“家电顾问”式服务营销存在问题分析..................................................................14（一）一站式服务不全面......................................................................................................14（二）服务流程缺乏灵活性.................................................................................................15（三）顾客关系维护低效......................................................................................................15（四）对自有品牌差异对待.................................................................................................16（五）同行业模仿竞争...........................................................................................................16四、“家电顾问”式服务营销问题针对性改进思考...................................................17（一）一站式服务拓展.......................................................
