摘要
我国零售业的服务状况近年来有了较大的改观,但整体水平不高,与外资零售企业相比仍有较大差距。分析了我国零售业服务营销方面存在的诸多问题,具体表现在:经营者的服务意识有待提高,营业员服务素质较差,购物环境缺乏“人性化”设计,服务创新能力低,等等。建议通过采取重视顾客服务需求,构建服务营销体系,提供优质服务,建设优秀的员工队伍,为顾客创造温馨、舒适的购物环境,努力实施服务创新,积极与顾客沟通等措施来解决以上问题。
In recent years, although service in retailing industry has greatly improved in China, the great gap still remains if compared with that of foreign - funded retailing businesses. Therefore, implementing servicemarketing strategy in Chinese retailing industry is of positive significance. The article firstly analyses the problems existing in service marketing in Chinese retailing industry, which are absence of service concept, lack of quality service, bad quality of shop employees, lack of humanity design of purchasing surroundings, bad service innovation capability. On basis of it, the article then raises such countermeasures, as laying emphasis on customers＂ service needs, setting up framework of service marketing, rendering quality service, building a team of excellent employees, providing comfortable purchasing surroundings, implementing service innovation, communicating with customers in a positive way.
出处
《郑州航空工业管理学院学报》
2006年第2期83-87,共5页
Journal of Zhengzhou University of Aeronautics
基金
福建省教育厅科研课题(JA03063S)
关键词
零售业
服务营销
战略
顾客
retailing industry
service marketing
strategy
customer
作者简介
黄儒伟（1969-），男，福建屏南人，副教授，研究方向为市场营销。
