| In today's buyer's market, customer has become one of the keys to many successful companies and resource of profits. Establishing the service marketing systems can promote the customer satisfaction and customer loyalty. Now, service marketing is the important way to company competition. This paper as a application research, the purpose is to put the advanced service marketing theory into practice in the H enterprise. And do some profitable explore to establish service marketing strategy in order to design service system for H enterprise in the future. The paper take the H enterprise as an example, firstly, from the general theory about service marketing strategy, make use of modern marketing theory and competition theory to analysis H enterprise's exterior environment such as society, economy etc. and interior condition such as customer condition, market competition situation. Secondly, base the fact and feasibility of the H enterprise upon, according to the change of exterior and interior increasing demand in the enterprise, we fix on and segment customer market , evaluate the customer's value, so we can divided the customer into exterior customer and interior customer, put forward various service marketing combinations according to the different customer's demand, and do our best to satisfy customer's demand. The enterprises have been probed and designed service market for exterior customer from three aspects, including customer segment management, service marketing combinations and brand marketing. Finally, we must point out service marketing is a synthesize viewpoint, emphasize the importance of organize the interior employee. Stress on it is significance and essentiality to market for the interior customer, consequently achieve the advantage in the service marketing competition of enterprises. The achievements of this paper also provide guidance and reference for other pharmacedutical enterprise when they design service marketing strategy and promote customer loyalty. |
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