服务营销五星电器

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 罢工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 活到老学到老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 极好的不在犯罪现场的证据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 困在矿井里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 口误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 三人同篮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 自找麻烦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 崇高的礼物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 未来的冠军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 纯属虚构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 亡灵返乡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服务营销-五星电器一、五星电器市场分析1、五星电器的概述五星电器成立于1998年12月18日，是百思买旗下全资子公司。它是一家持续增长，年轻富有活力的公司，中国家电零售业前三强，总部位于中国南京，美丽的六朝古都。在中国江苏、安徽、浙江、山东、河南、四川、云南七个省份拥有专业化连锁卖场近170家。60000多名员工遍布中国。2、五星电器的企业文化（1）五星的愿景：让更多的人享受快乐和舒适！（2）五星的使命：提高生活品质 创造社会价值！ （3）五星的价值观：在做的最好过程中享受乐趣！ 在挑战和变化中学习、成长！ 在工作中充满激情、承担责任！ 诚实守信 正直谦逊！3

46、、家电市场状况目前，我国家电业已呈现出良好的增长势头。这种增长势头既得益于国家继续实施鼓励出口的政策，有效地促进了家电出口的健康快速发展；也得益于加入世界贸易组织后国际贸易环境的改善，扩大了我国的出口空间；更为根本的是中国家电业已经完全融于全球竞争环境，走向国际化。销售业发展的趋势是大型家电连锁店的地位不断上升，对行业的控制能力增强，参与并引发了以前主要由制造商主导的价格竞争。大型零售商凭借其广阔的市场覆盖面、采购规模和成本优势，在产品定价、货款交割等方面的能力日益增强。在多层次、多元化的中国市场，三四级市场正在成为越来越重要的细分市场。按照家电行业普遍的界定方式，全国市场可以分为四级，省会城

47、市是一级市场，地级城市为二级市场，县城市场为三级市场，乡镇农村市场为四级市场。这样一来，我们可以发现全国有地级市600个左右，县级市2800多个，有不少于5万个的乡镇，三四级市场蕴藏着巨大的消费潜力，同时也呈现出极为零星分布的特点。二、五星电器的市场定位1、产品定位如果说黑白电视是一个时代需求型消费的典型，那么平板电视就成了一个时代个性时尚消费的代表，如同服饰消费一样，从一上市就打上了时尚烙印的平板电视，也以外观设计的不断变化引领着一波又一波的彩电时尚。在注重品质消费时代，如何将家电的流行情报快速告诉消费者？五星电器注重与家电品牌商互动形象推广，结合品牌定位做营销。“新品上市的时候，会给我们提

48、供卖场内比较好的位置进行形象展示，平时会将我们的品牌形象与五星品牌形象一起，用挂旗、地贴等形式向消费者进行展示。”夏普商贸中国有限公司上海支店长喻非说，双方的这种携手宣传对品牌推广起到了很好的作用，在五星电器夏普的高端大屏液晶电视销售一直都不错。重大节日大型促销活动中，五星电器也会针对品牌的不同定位，推出合适的套餐搭配，给消费者提供个性化服务。如今年“五一”推出了黑电与白电联合促销活动中，五星电器将套餐消费分成了豪华型、经济型、普及型等不同档次，当时把夏普液晶电视归入了豪华型套餐。喻非说，完全从品牌定位出发，活动就像是为夏普量身定做的，这次活动的销售业绩相当不错。目前，夏普在五星秋涛店和文三店

49、都开设了30平方米的展示厅，消费者在这两家店都能及时看到一些高端新品。近日，夏普董事长也造访了五星电器总部，双方就明年的战略合作达成了新意向。五星电器将夏普彩电列为2009年重点推广品牌，优先考虑进店及资金使用，家电顾问将把夏普彩电的优势更好地传达给消费者，夏普全球最超薄系列的液晶电视也在五星电器同步上市。2、价格定位传统家电方面以低价为主，也有高端消费客户。3、服务定位(1)五星物流全系统推广厢式货车 同时从上个月开始，五星电器全系统厢式货车将完成统一新形象的更新，这一换新过程将到10月中下旬完成。不仅仅是车身漂亮了，配送车型上五星电器也选择了更先进的城市轻型厢式车逐步替换原有老式小货车！

50、上半年五星电器南京分部已率先更型了福田欧马可厢式货车，进入9月以来，各分部均加快了更型步伐，近期在无锡、苏州、杭州、南通及其它省外的五星电器销售重点城市都将看到这种统一五星标识的厢式货车。采用厢式货车的优点在于运输安全可靠，对电器损伤较小。与裸露的汽车运输相比，厢式汽车的防护条件好，特别是避免了刮风下雨等气候变化对电器的损伤；同时，由于厢式汽车运输是封闭式运输，能够减少货物被盗的损失，大大提高了货物运输的安全性。此次五星电器服务中心在物流全系统推广厢式货车及统一车身广告对公司服务形象也起到了良好的提升作用。(2)五星配送车辆安装gps定位仪以前，长途调拨车何时到一个仓库，何时到下一个仓库，何时

51、返回，很难控制和预料；装了gps后，车辆何时到达，何时返程能准确预估。从08年9月开始，五星电器服务中心物流部门正式与南京一家gps公司合作开发五星物流配送车辆gps调度系统。据了解，该系统目前已经在南京进行试点，部分零售配送车辆和长途调拨车辆上已经安装了gps定位仪，同时gps调度管理系统的改进、完善工作也正式开始。 五星电器服务中心负责人介绍，gps调度系统是目前先进物流企业的运作必备工具，首先是定位功能，可以实时掌握车辆的运行位置、状态等，极大方便对配送过程的监控，以及到达时间的掌握。4、消费者定位（1）面向大众消费群体。（2）小资白领、前卫青年、小康家庭夫妇、商务人士、企业精英。居住在

52、中高档住宅小区，、对品牌敏感，对生活品质有一定要求。时尚数码的消费者多为年轻白领，影音商品消费群体多为成功人士和新居人群，小家电和厨卫家电消费群体多为小康家庭夫妇。另外还有部分顾客有购买限量奢侈家电的需求。这些顾客对价格不敏感，对一般性促销也不敏感，一般会选择人流较少的时间段进行购购买，注重购物环境和产品。 三、五星电器的竞争分析1、竞争者（1）现有竞争者：苏宁电器、国美电器（2）潜在竞争者：其他小牌家电连锁企业2、swot分析法分析五星电器（1）优势：价格优势撼人心促销优势引关注打折、赠品、套餐等活动项目样样具备。五星电器巨资购买了大量赠品，让顾客买即有赠品，来即有赠品。前50名购买数码产品

53、的消费者更有惊喜礼品赠送；买电脑送电脑桌、摄像头、vcd包、耳麦；买手机送充电器、可乐、餐具；买相机送相机包、存储卡让每件商品都物超所值。服务优势赢顾客服务一直是五星电器的重头戏，其独有的家电顾问服务将一如既往的站在顾客立场出谋划策。另有两小时准时配送、贴心保、包装代保管服务。让顾客解除消费的后顾之忧。（2）劣势：苏宁电器位于新街口最便捷之地，五星和它离的较近。五星电器对于投诉问题的解决方案差强人意。（3）机会生活水平的提高，人们对电器的需求量大增国家政策的支持世界一体化的加强，经济交流加深（4）威胁苏宁电器的发展国美电器的发展其他小牌家电连锁企业的发展新街口是繁华地带，其它各类电器卖场的出现

54、及发展3、解决方法（1）质量：保证电器产品的质量，使顾客买的放心、用的安心。尽可能的给顾客实惠，让顾客感到物有所值，要在顾客心中形成本店物美价廉的良好印象。（2）人员：对于人员的要求都有统一的规定，如果售后服务员工累计被投诉达次以上就被开除。（3）环境：营造出良好的环境，使顾客轻松购物，体验卖场的美好氛围。（4）宣传：可以在报纸上登五星电器的环境，所处的位置，吸引消费者的光顾。让顾客从心理上获得一种“尊贵”的满足。（5）合理处理顾客投诉：一倾听，二交谈，三分析，四道歉，五解释，六处理，七改善。另外，对处理过的投诉进行适时的客诉回访。（6）其它：店可以提供一个享受型的购物环境，硬件精良、装修时尚

55、大气、考虑设立咖啡厅，让顾客在喝咖啡的同时完成刷卡消费。不必在收银台排队等候。四、五星电器的服务营销分析1、营销组合（1）团购（2）套餐购买2、营销方案：产品策略、价格策略、促销策略、宣传策略。（1）产品策略：与海尔、lg、松下电器、西门子、飞利浦等电器大品牌合作。（2）价格策略：以低价喜迎顾客。（3）促销策略：节假日打折、现金返券、赠品等。（4）宣传策略：进行立体化宣传，突出五星的特性，让消费者从感性上对五星有一个认识。让消费者认识到我们会给他的创造一个让他享受生活的家。3、保持占有率的方法 超值服务 赠品 家电顾问 购买家电套餐让利4、服务质量（1）提高服务质量的方法 差异化，创新一种“不

56、同” 2009年五星电器新街口店重装，给消费者带来的一个惊喜是以手机为代表的3c产品实现了开架销售，“体验”第一次被消费者真正地感受到。这在新街口家电连锁卖场中成为第一个“吃螃蟹”的门店。已经逐步融入美国思买营销体系和营销思路的五星电器，看到了3c产品“体验式销售”的前景，于是在新街口店跨出了尝试的第一步。事实证明，仅在2009年，五星电器新街口店的手机销售就实现了40%的营销增长，3c产品完全开架销售和体验式服务也“席卷新街口乃至南京几乎所有家电连锁卖场，以至于现在这一模式已经成为家电连锁旗舰店的普遍格局”。 新形式，媒体合作的“效益” “重装甩卖不是五星电器的创造，不过让重装甩卖摆脱简单的

57、打折和赠送，五星电器的媒体合作营销却是创新。”五星电器近年来在重大节点的营销活动中先后与18频道、教科频道等进行过深度营销合作，此次重装还将与网络媒体“house365”合作，进行网络“线上和线下”的互动营销，“我们甚至可以把网络用户的积分在五星电器折换为抵用券，”与媒体合作营销，是在借助媒体广告的基础上，双方开放客户资源。 目前家电卖场中的大宗销售和套装销售，基本上还是依赖于新居装修客户的购买，这样的营销比重在逐步提高，因此这次与“house365”的合作，将充分利用其在家居、家装领域中的广泛影响力和受众聚合度，为五星电器准确地找到目标客户；而五星电器也将通过力度强劲的让利促销，把真正的优惠落实到目标客户的购买行为中。“不要小看形式的变化，这其中有大效益，也只有依赖创新型的思维才能够去达成。” 百思买，影响力正在逐步显现 百思买是个非常成熟的国际家电连锁企业，它有着成熟的战略思路和精确的市场研判。百思买独资五星电器之后，在中国市场坚持了五星电器的自主发展，延续了其在中国“腹地”比较稳固的市场份额。这就避免了在对中国市场了解不深的情况下盲目决策的风险。 “百思买是经历过国际家电连锁业快速扩张的过程的，有经验也有教训。那种现在在国内大量开店，效益不好又大量关店的折腾，百思买不会重蹈覆辙。”陈总介绍，百思