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1、摘要ABSTRACT第1#擰論選題背景和研究意義?????????選題背景??一??????一??????●112研究意義一2研究方法和創(chuàng)新點???????2．1研究方法??????1．2．2創(chuàng)新點?????3研究思路與論文框架???I．3l研究思路?????????7?????．1C?????????g3．2論文框架???????????9笫2章取I笑理論綜述●2．1營銷組合理論211營銷組合的概念和特點???????????．12l24P組臺理論???????????2．134C組臺理論2．2市場推廣柏莢理論2．2l市場推J‘概念2．2．2市場攤廣關(guān)鍵要素?????
2、??????一15●2．3整合營銷傳播理論???·2．3l接合營銷傳播的含義???一72．3．2整臺營銷傳播的工具????????????????．182．33齄合營銷傳插的過程?????????????．192．4服務(wù)特銷組合理論?????．?202．4．I服務(wù)營銷組合(7P)理論??????一??2042．4市場推廣的策略設(shè)計?????????????384．3市場推廣的思蹄和框架????????????????483．1S公司市場推廣思路???????????484．3．2S公司中#市場推廣的基本框架????????～494．4本章小結(jié)??????????????
3、???????．．50第5章S公司巾卡推廣的宴施方案??????????????5l●口山末大學(xué)碩士學(xué)位論文5l建立新的職能部門????????5l511q，卡市場攤廣部設(shè)立辦法???．5l51．2組織結(jié)構(gòu)框架???????．5352重構(gòu)中卡市場推廣阿絡(luò)???????????53521銷售嘲絡(luò)建世?????53522改裝網(wǎng)絡(luò)建設(shè)?????????54523服務(wù)網(wǎng)絡(luò)建設(shè)????????555．3構(gòu)建市場推r+管家機制?531管家式服務(wù)內(nèi)涵?532管家式服務(wù)實施篷略?????．．5．33進行管家式服務(wù)培訓(xùn)5．4實施用戶分級管理?55本章小結(jié)第6章結(jié)論和腥塑?6l本文結(jié)論55
4、56．60．64●6．2未味研究展望???66676．3研究局限??????????．68參考文獻???????????一??????????????????????????．69致謝2．4Servicemarketingmixtheory．．．．．??202．4．1Servicemarketingmix(7P)theory???????????202Experientialmarketingtheory?．．．??．???．．?．202．5Thesummary．．．?．．．，?．?，，．．?．?．．．．．?22chapter3MediumTruckmarketings
5、tatusintheScorporation3ITheProfileSCompany????2331．1ThedevelopmentprocessofScorporation????一233I2TheoverviewofmediumtruckinScorporatJon???????24●●。h3pt?！?th。汕‰desip。f“。’川“g灑5‘orpo”tion]41thedesignbasis?一?????324llThcfeat,axesoftheproduction??一?．．??324121kneedofcustomers????????????33413C
6、ompetitivecondifions???????3442Designobj“：uvesandstrategies??????3542lThetargntamofpromotion???????????354221飛etargetcustomers???????37423Marketingchannclselection??????????38424Marketingstrategydesign～一????????3843Marketingidensandframcworks??????48431Scompanymarketingideas?????48432The
7、basicframeworkofmediumtruckmarkednginScorporation?4944thesmmnary?．．．．．．．??．?．?．50chapter5theimplementationofmarkeringinScorporation5、1theestablishmentofnewdcpartmcnts??Sl5l5．1ITheapproachofestablishmentofmediumtruckmarketingdepartment?515．I2Thcframeworkoftheorganizationzd
