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自来水作为特殊商品,具有广泛性、社会性和不可替代性,随着全国供水企业的改制,社会效益和经济效益实现统一,越来越多的供水企业开始重视经济效益的提高,而供水营销是供水企业实现社会效益和企业经济效益的基本保证。供水企业的企业形象、服务能力和顾客满意度水平很大程度由供水营销部门的服务水平和管理能力决定。本文针对太原供水集团有限责任公司的现状,阐述了在新的市场需求下自来水这种垄断性服务产品的营销策略,供借鉴参考。
As a special commodity, tap water has extensiveness, sociality, and irreplaceability. With the restructuring of the national water supply companies, social and economic benefits have been unified, more and more water companies have begun to pay attention to the improvement of economic efficiency, and water supply marketing is The basic guarantee for water companies to realize social benefits and corporate economic benefits. The water company’s corporate image, service capabilities, and customer satisfaction level are largely determined by the service level and management capabilities of the water supply marketing department. This article focuses on the current situation of Taiyuan Water Supply Group Co., Ltd. and describes the marketing strategy of tap water as a monopoly service product under the new market demand for reference.