服務營銷五星電器

1、since his defeat, the ex-prime minister had gone abroad. on the following day, crawley went to the house again. the same policeman was just walking slowly past the entrance, when crawley asked the same question. though a little suspicious this time, the policeman gave him the same answer. the day af

2、ter, crawley went to the house once more and asked exactly the same question. this time, the policeman lost his temper. i told you yesterday and the day before yesterday, he shouted, mr lane was defeated in the elections. he has retired from political life and gone to live abroad ! i know, answered

3、crawley, but i love to hear you say it ! lesson84 on strike 罷工busmen have decided to go on strike next week. the strike is due to begin on tuesday. no one knows how long it will last. the busmen have stated that the strike will continue until general agreement is reached about pay and working condit

4、ions. most people believe that the strike will last for at least a week. many owners of private cars are going to offer free rides to people on their way to work. this will relieve pressure on the trains to some extent. meanwhile, a number of university students have volunteered to drive buses while

5、 the strike lasts. all the young men are expert drivers, but before they drive any of the buses, they will have to pass a special test. the students are going to take the test in two days time. even so, people are going to find it difficult to get to work. but so far, the public has expressed its gr

6、atitude to the students in letters to the press. only one or two people have objected that the students will drive too fast!lesson85 never too old to learn 活到老學到老i have just received a letter from my old school informing me that my former head- master, mr regmald page, will be retiring next week. pu

7、pils of the school, old and new, will be sending him a present to mark the occasion. all those who have contributed towards the gift will sign their names in a large album which will be sent to the headmasters home. we shall all remember mr page for his patience and understanding and for the kindly

8、encouragement he gave us when we went so unwillingly to school. a great many former pupils will be attending a farewell dinner in his honour next thursday. it is a curious coincidence that the day before his retirement, mr page will have been teaching for a total of forty years. after he has retired

9、, he will devote himself to gardening. for him, this will be an entirely new hobby. but this does not matter, for, as he has often remarked, one is never too old to learn. lesson86 out of control 失控as the man tried to swing the speed-boat round, the steering-wheel came away in his hands. he waved de

10、sperately to his companion, who had been water-skiing for the last fifteen minutes. both men had hardly had time to realize what was happening when they were thrown violent1y into the sea. the speed-boat had struck a buoy, but it continued to move very quickly across the water. both men had just beg

11、un to swim towards the shore. when they noticed with dismay that the speed-boat was moving in a circle. it now came straight towards them at tremendous speed. in less than a minute, it roared past them only a few feet away. after it had passed, they swam on as quickly as they could because they knew

12、 that the boat would soon return. they had just had enough time to swim out of danger when the boat again completed a circle. on this occasion, however, it had slowed down considerably. the petrol had nearly all been used up. before long, the noise dropped completely and the boat began to drift gent

13、ly across the water.lesson87 a perfect alibi 極好的不在犯罪現場的證據at the time the murder was committed, i was travelling on the 8.0 oclock train to london, said the man.do you always catch such an early train ? asked the inspector.of course i do, answered the man. i must be at work at 10.0 oclock. my employe

14、r will confirm that i was there on time. would a later train get you to work on time ? asked the inspector. i suppose it would, but i never catch a later train.at what time did you arrive at the station ?at ten to eight. i bought a paper and waited for the train.and you didnt notice anything unusual

15、 ? of course not.i suggest, said the inspector, that you are not telling the truth. i suggest that you did not catch the 8.0 oclock train, but that you caught the 8.25 which would still get you to work on time. you see, on the morning of the murder, the 8.0 oclock train did not run at all. it broke

16、down at ferngreen station and was taken off the line.lesson88 trapped in a mine 困在礦井里six men have been trapped in a mine for seventeen hours. if they are not brought to the surface soon they may lose their lives. however, rescue operations are proving difficult. if explosives are used, vibrations wi

17、ll cause the roof of the mine to collapse. rescue workers are therefore drilling a hole on the north side of the mine. they intend to bring the men up in a special capsule. if there had not been a hard layer of rock beneath the soil, they would have completed the job in a few hours. as it is, they h

18、ave been drilling for sixteen hours and they still have a long way to go. meanwhile, a microphone, which was lowered into the mine two hours ago, has enabled the men to keep in touch with the closest relatives. though they are running out of food and drink, the men are cheerful and confident that th

19、ey will get out soon. they have been told that rescue operations are progressing smoothly. if they knew how difficult it was to drill through the hard rock, they would lose heart. lesson89 a slip of the tongue 口誤people will do anything to see a free show-even if it is a bad one. when the news got ro

20、und that a variety show would be presented at our local cinema by the p. and u. bird seed company, we all rushed to see it. we had to queue for hours to get in and there must have been several hundred people present just be- fore the show began. unfortunately, the show was one of the dullest we have

21、 ever seen. those who failed to get in need not have felt disappointed as many of the artistes who should have appeared did not come. the only funny things we heard that evening came from the advertiser at the beginning of the programme. he was obviously very nervous and for some minutes stood awkwa

22、rdly before the microphone. as soon as he opened his mouth, everyone burst out laughing. we all know what the poor man should have said, but what he actually said was: this is the poo and ee seed bird company. good ladies, evening and gentlemen !lesson90 whats for supper ？ 晚餐吃什么？though brazil is one

23、 of the richest countries in the world, much of it has not yet been developed. it was mainly for this reason that the brazilian government decided to have a new city built 600 miles north-west of rio de janeiro. designed by the great architect lucio costa, the new city, brasilia, replaced rio de jan

24、eiro as the capital of brazif in 1960. brasilia has been carefully planned for modern living. its wide roads, which can take fourteen lanes of traffic, have been keptaway from living areas. children do not have to cross busy streets to go to school. housewives can visit-shopping centres on foot, for

25、 in these specially designed living areas, cars are unnecessary. at first, the government had great difficulty in persuading people to leave rio and to settle in brasilia. since 1960, however, the population has been growing all the time. brasilia has quickly established itself as the capital of the

26、 country. the idea to have the capital moved so far inland will have a great effect on the future of brazil.lesson91 three men in a basket 三人同籃a pilot noticed a balloon which seemed to be making for a royal air force station nearby. he informed the station at once, but no one there was able to expla

27、in the mystery. the officer in the control tower was very angry when he heard the news, because balloons can be a great danger to aircraft. he said that someone might by spying on the station and the pilot was ordered to keep track of the strange object. the pilot managed to circle the balloon for s

28、ome time. he could make out three men in a basket under it and one of them was holding field-glasses. when the balloon was over the station, the pilot saw one of the men taking photographs. soon afterwards, the balloon began to descend and it landed near an airfield. the police were called in, but t

29、hey could not arrest anyone, for the basket contained two members of parliament and the commanding officer of the station! as the commanding officer explained later, one half of the station did not know what the other half was doing ! lesson92 asking for trouble 自找麻煩it must have been about two in th

30、e morning when i returned home. i tried to wake up my wife by ringing the door-bell, but she was fast asleep, so i got a ladder from the shed in the garden, put it against the wall, and began climbing towards the bedroom window. i was almost there when a sarcastic voice below said, i dont think the

31、windows need cleaning at this time of the night.i looked down and nearly fell off the ladder when i saw a policeman. i immediately regretted answering in the way i did, but i said, i enjoy cleaning windows at night.so do i, answered the policeman in the same tone. excuse my interrupting you. i hate

32、to interrupt a man when hes busy working, but would you mind coming with me to the station ? well, id prefer to stay here, i said. you see, ive forgotten my key.your what ? he called.my key, i shouted. fortunately, the shouting woke up my wife who opened the window just as the policeman had started

33、to climb towards me.lesson93 a noble gift 崇高的禮物one of the most famous monuments in the world, the statue of liberty, was presented to the united states of america in the nineteenth century by the people of france. the great statue, which was designed by the sculptor auguste bartholdi, took ten years

34、 to complete. the actual figure was made of copper supported by a metal framework which had been especially constructed by eiffel. before it could be transported to the united states, a site had to be found for it and a pedestal had to be built. the site chosen was an island at the entrance of new y

35、ork harbour. by 1884, a statue which was 151 feet tall, had been erected in paris. the following year, it was taken to pieces and sent to america. by the end of october 1886, the statue had been put together again and it was officially presented to the american people by bartholdi. ever since then,

36、the great monument has been a symbol of liberty for the millions of people who have passed through new york harbour to make their homes in america.lesson94 future champions 未來的冠軍experiments have proved that children can be instructed in swimming at a very early age. at a special swimming pool in los

37、 angeles, children become expert at holding their breath under water even before they can walk. babies of two months old do not appear to be reluctant to enter the water, it is not long before they are so accustomed to swimming that they can pick up weights from the floor of the pool. a game that is

38、 very popular with these young swimmers is the underwater tricycle race. tricycles are lined up on the floor of the pool seven feet under water. the children compete against each other to reach the other end of the pool. many pedal their tricycles, but most of them prefer to push or drag them. some

39、children can cover the whole length of the pool without coming up for breath even once. whether they will ever become future olympic champions, only time will tell. meanwhile, they should encourage those among us who cannot swim five yards before they are gasping for air.lesson95 a fantasy 純屬虛構when

40、the ambassador of escalopia returned home for lunch, his wife got a shock. he looked pale and his clothes were in a frightful state. what has happened ? she asked.how did your clothes get into such a mess ? a fire-extinguisher, my dear, answered the ambassador drily. university students set the emba

41、ssy on fire this morning.good heavens! exclaimed his wife. and where were you at the time ?i was in my office as usual, answered the ambassador. the fire broke out in the basement. i went down immediately. of course, and that fool, horst, aimed a fire-extinguisher at me. he thought i was on fire. i

42、must definitely get that fellow posted. the ambassadors wife went on asking questions, when she suddenly noticed a big hole in her husbands hat. and how can you explain that ? she asked. oh, that, said the ambassador. someone fired a shot through my office window. accurate, dont you think ? fortunat

43、ely, i wasnt wearing it at the time. if i had been, i would not have been able to get home for lunch. lesson96 the dead return 亡靈返鄉(xiāng)a festival for the dead is held once a year in japan. this festival is a cheerful occasion, for on this day, the dead are said to return to their homes and they are welc

44、omed by the living. as they are expected to be hungry after their long journey, food is laid out for them. specially-made lanterns are hung outside each house to help the dead to find their way. all night long, people dance and sing. in the early morning, the food that had been laid out for the dead

45、 is thrown into a服務營銷-五星電器一、五星電器市場分析1、五星電器的概述五星電器成立于1998年12月18日，是百思買旗下全資子公司。它是一家持續(xù)增長，年輕富有活力的公司，中國家電零售業(yè)前三強，總部位于中國南京，美麗的六朝古都。在中國江蘇、安徽、浙江、山東、河南、四川、云南七個省份擁有專業(yè)化連鎖賣場近170家。60000多名員工遍布中國。2、五星電器的企業(yè)文化（1）五星的愿景：讓更多的人享受快樂和舒適！（2）五星的使命：提高生活品質 創(chuàng)造社會價值！ （3）五星的價值觀：在做的最好過程中享受樂趣！ 在挑戰(zhàn)和變化中學習、成長！ 在工作中充滿激情、承擔責任！ 誠實守信 正直謙遜！3

46、、家電市場狀況目前，我國家電業(yè)已呈現出良好的增長勢頭。這種增長勢頭既得益于國家繼續(xù)實施鼓勵出口的政策，有效地促進了家電出口的健康快速發(fā)展；也得益于加入世界貿易組織后國際貿易環(huán)境的改善，擴大了我國的出口空間；更為根本的是中國家電業(yè)已經完全融于全球競爭環(huán)境，走向國際化。銷售業(yè)發(fā)展的趨勢是大型家電連鎖店的地位不斷上升，對行業(yè)的控制能力增強，參與并引發(fā)了以前主要由制造商主導的價格競爭。大型零售商憑借其廣闊的市場覆蓋面、采購規(guī)模和成本優(yōu)勢，在產品定價、貨款交割等方面的能力日益增強。在多層次、多元化的中國市場，三四級市場正在成為越來越重要的細分市場。按照家電行業(yè)普遍的界定方式，全國市場可以分為四級，省會城

47、市是一級市場，地級城市為二級市場，縣城市場為三級市場，鄉(xiāng)鎮(zhèn)農村市場為四級市場。這樣一來，我們可以發(fā)現全國有地級市600個左右，縣級市2800多個，有不少于5萬個的鄉(xiāng)鎮(zhèn)，三四級市場蘊藏著巨大的消費潛力，同時也呈現出極為零星分布的特點。二、五星電器的市場定位1、產品定位如果說黑白電視是一個時代需求型消費的典型，那么平板電視就成了一個時代個性時尚消費的代表，如同服飾消費一樣，從一上市就打上了時尚烙印的平板電視，也以外觀設計的不斷變化引領著一波又一波的彩電時尚。在注重品質消費時代，如何將家電的流行情報快速告訴消費者？五星電器注重與家電品牌商互動形象推廣，結合品牌定位做營銷。“新品上市的時候，會給我們提

48、供賣場內比較好的位置進行形象展示，平時會將我們的品牌形象與五星品牌形象一起，用掛旗、地貼等形式向消費者進行展示?！毕钠丈藤Q中國有限公司上海支店長喻非說，雙方的這種攜手宣傳對品牌推廣起到了很好的作用，在五星電器夏普的高端大屏液晶電視銷售一直都不錯。重大節(jié)日大型促銷活動中，五星電器也會針對品牌的不同定位，推出合適的套餐搭配，給消費者提供個性化服務。如今年“五一”推出了黑電與白電聯合促銷活動中，五星電器將套餐消費分成了豪華型、經濟型、普及型等不同檔次，當時把夏普液晶電視歸入了豪華型套餐。喻非說，完全從品牌定位出發(fā)，活動就像是為夏普量身定做的，這次活動的銷售業(yè)績相當不錯。目前，夏普在五星秋濤店和文三店

49、都開設了30平方米的展示廳，消費者在這兩家店都能及時看到一些高端新品。近日，夏普董事長也造訪了五星電器總部，雙方就明年的戰(zhàn)略合作達成了新意向。五星電器將夏普彩電列為2009年重點推廣品牌，優(yōu)先考慮進店及資金使用，家電顧問將把夏普彩電的優(yōu)勢更好地傳達給消費者，夏普全球最超薄系列的液晶電視也在五星電器同步上市。2、價格定位傳統家電方面以低價為主，也有高端消費客戶。3、服務定位(1)五星物流全系統推廣廂式貨車 同時從上個月開始，五星電器全系統廂式貨車將完成統一新形象的更新，這一換新過程將到10月中下旬完成。不僅僅是車身漂亮了，配送車型上五星電器也選擇了更先進的城市輕型廂式車逐步替換原有老式小貨車！

50、上半年五星電器南京分部已率先更型了福田歐馬可廂式貨車，進入9月以來，各分部均加快了更型步伐，近期在無錫、蘇州、杭州、南通及其它省外的五星電器銷售重點城市都將看到這種統一五星標識的廂式貨車。采用廂式貨車的優(yōu)點在于運輸安全可靠，對電器損傷較小。與裸露的汽車運輸相比，廂式汽車的防護條件好，特別是避免了刮風下雨等氣候變化對電器的損傷；同時，由于廂式汽車運輸是封閉式運輸，能夠減少貨物被盜的損失，大大提高了貨物運輸的安全性。此次五星電器服務中心在物流全系統推廣廂式貨車及統一車身廣告對公司服務形象也起到了良好的提升作用。(2)五星配送車輛安裝gps定位儀以前，長途調撥車何時到一個倉庫，何時到下一個倉庫，何時

51、返回，很難控制和預料；裝了gps后，車輛何時到達，何時返程能準確預估。從08年9月開始，五星電器服務中心物流部門正式與南京一家gps公司合作開發(fā)五星物流配送車輛gps調度系統。據了解，該系統目前已經在南京進行試點，部分零售配送車輛和長途調撥車輛上已經安裝了gps定位儀，同時gps調度管理系統的改進、完善工作也正式開始。 五星電器服務中心負責人介紹，gps調度系統是目前先進物流企業(yè)的運作必備工具，首先是定位功能，可以實時掌握車輛的運行位置、狀態(tài)等，極大方便對配送過程的監(jiān)控，以及到達時間的掌握。4、消費者定位（1）面向大眾消費群體。（2）小資白領、前衛(wèi)青年、小康家庭夫婦、商務人士、企業(yè)精英。居住在

52、中高檔住宅小區(qū)，、對品牌敏感，對生活品質有一定要求。時尚數碼的消費者多為年輕白領，影音商品消費群體多為成功人士和新居人群，小家電和廚衛(wèi)家電消費群體多為小康家庭夫婦。另外還有部分顧客有購買限量奢侈家電的需求。這些顧客對價格不敏感，對一般性促銷也不敏感，一般會選擇人流較少的時間段進行購購買，注重購物環(huán)境和產品。 三、五星電器的競爭分析1、競爭者（1）現有競爭者：蘇寧電器、國美電器（2）潛在競爭者：其他小牌家電連鎖企業(yè)2、swot分析法分析五星電器（1）優(yōu)勢：價格優(yōu)勢撼人心促銷優(yōu)勢引關注打折、贈品、套餐等活動項目樣樣具備。五星電器巨資購買了大量贈品，讓顧客買即有贈品，來即有贈品。前50名購買數碼產品

53、的消費者更有驚喜禮品贈送；買電腦送電腦桌、攝像頭、vcd包、耳麥；買手機送充電器、可樂、餐具；買相機送相機包、存儲卡讓每件商品都物超所值。服務優(yōu)勢贏顧客服務一直是五星電器的重頭戲，其獨有的家電顧問服務將一如既往的站在顧客立場出謀劃策。另有兩小時準時配送、貼心保、包裝代保管服務。讓顧客解除消費的后顧之憂。（2）劣勢：蘇寧電器位于新街口最便捷之地，五星和它離的較近。五星電器對于投訴問題的解決方案差強人意。（3）機會生活水平的提高，人們對電器的需求量大增國家政策的支持世界一體化的加強，經濟交流加深（4）威脅蘇寧電器的發(fā)展國美電器的發(fā)展其他小牌家電連鎖企業(yè)的發(fā)展新街口是繁華地帶，其它各類電器賣場的出現

54、及發(fā)展3、解決方法（1）質量：保證電器產品的質量，使顧客買的放心、用的安心。盡可能的給顧客實惠，讓顧客感到物有所值，要在顧客心中形成本店物美價廉的良好印象。（2）人員：對于人員的要求都有統一的規(guī)定，如果售后服務員工累計被投訴達次以上就被開除。（3）環(huán)境：營造出良好的環(huán)境，使顧客輕松購物，體驗賣場的美好氛圍。（4）宣傳：可以在報紙上登五星電器的環(huán)境，所處的位置，吸引消費者的光顧。讓顧客從心理上獲得一種“尊貴”的滿足。（5）合理處理顧客投訴：一傾聽，二交談，三分析，四道歉，五解釋，六處理，七改善。另外，對處理過的投訴進行適時的客訴回訪。（6）其它：店可以提供一個享受型的購物環(huán)境，硬件精良、裝修時尚

55、大氣、考慮設立咖啡廳，讓顧客在喝咖啡的同時完成刷卡消費。不必在收銀臺排隊等候。四、五星電器的服務營銷分析1、營銷組合（1）團購（2）套餐購買2、營銷方案：產品策略、價格策略、促銷策略、宣傳策略。（1）產品策略：與海爾、lg、松下電器、西門子、飛利浦等電器大品牌合作。（2）價格策略：以低價喜迎顧客。（3）促銷策略：節(jié)假日打折、現金返券、贈品等。（4）宣傳策略：進行立體化宣傳，突出五星的特性，讓消費者從感性上對五星有一個認識。讓消費者認識到我們會給他的創(chuàng)造一個讓他享受生活的家。3、保持占有率的方法 超值服務 贈品 家電顧問 購買家電套餐讓利4、服務質量（1）提高服務質量的方法 差異化，創(chuàng)新一種“不

56、同” 2009年五星電器新街口店重裝，給消費者帶來的一個驚喜是以手機為代表的3c產品實現了開架銷售，“體驗”第一次被消費者真正地感受到。這在新街口家電連鎖賣場中成為第一個“吃螃蟹”的門店。已經逐步融入美國思買營銷體系和營銷思路的五星電器，看到了3c產品“體驗式銷售”的前景，于是在新街口店跨出了嘗試的第一步。事實證明，僅在2009年，五星電器新街口店的手機銷售就實現了40%的營銷增長，3c產品完全開架銷售和體驗式服務也“席卷新街口乃至南京幾乎所有家電連鎖賣場，以至于現在這一模式已經成為家電連鎖旗艦店的普遍格局”。 新形式，媒體合作的“效益” “重裝甩賣不是五星電器的創(chuàng)造，不過讓重裝甩賣擺脫簡單的

57、打折和贈送，五星電器的媒體合作營銷卻是創(chuàng)新。”五星電器近年來在重大節(jié)點的營銷活動中先后與18頻道、教科頻道等進行過深度營銷合作，此次重裝還將與網絡媒體“house365”合作，進行網絡“線上和線下”的互動營銷，“我們甚至可以把網絡用戶的積分在五星電器折換為抵用券，”與媒體合作營銷，是在借助媒體廣告的基礎上，雙方開放客戶資源。 目前家電賣場中的大宗銷售和套裝銷售，基本上還是依賴于新居裝修客戶的購買，這樣的營銷比重在逐步提高，因此這次與“house365”的合作，將充分利用其在家居、家裝領域中的廣泛影響力和受眾聚合度，為五星電器準確地找到目標客戶；而五星電器也將通過力度強勁的讓利促銷，把真正的優(yōu)惠落實到目標客戶的購買行為中?！安灰】葱问降淖兓?，這其中有大效益，也只有依賴創(chuàng)新型的思維才能夠去達成?！?百思買，影響力正在逐步顯現 百思買是個非常成熟的國際家電連鎖企業(yè)，它有著成熟的戰(zhàn)略思路和精確的市場研判。百思買獨資五星電器之后，在中國市場堅持了五星電器的自主發(fā)展，延續(xù)了其在中國“腹地”比較穩(wěn)固的市場份額。這就避免了在對中國市場了解不深的情況下盲目決策的風險。 “百思買是經歷過國際家電連鎖業(yè)快速擴張的過程的，有經驗也有教訓。那種現在在國內大量開店，效益不好又大量關店的折騰，百思買不會重蹈覆轍?！标惪偨榻B，百思