A公司承接国际物流服务外包经营策略研究

发布时间：2018-06-06 11:13

本文选题：服务外包 + 钻石模型　；参考：《中国海洋大学》2015年硕士论文

【摘要】：1990年,美国管理学家加里-哈梅尔(Gary Hamel)和普拉哈尔德(C.K. Praharad)提出了服务外包的概念,在此后的20多年里,服务外包业迅速发展,并已经成为了当前企业界与理论界关心的一个热点。在经历了2008年金融危机后,发达国家的企业集团为了更好的生存,纷纷寻找降低营业成本和生产成本的途径,尤其是发达国家的中小企业为了生存,也试图通过服务外包途径来寻求发展机会。而中国相对低廉的人力资源成本和良好的教育基础,为中国的服务外包发展提供了优势条件。在这种经济背景下,众多服务外包公司在中国纷纷成立,而中小型服务外包公司成为中国整个服务外包行业的主力军,课题所研究的对象A公司正是中国服务中小型企业中的一员。为中小型服务外包企业的典型代表,A公司具有资本结构单一,财务成本较高等特点,不能从市场营销、战略管理等层面上进行创新,而在目前日趋严峻的国际服务外包形势下,此类中小型服务外包公司只有抓住市场机会,科学组织公司管理、优化公司财务结构,才能在服务外包行业中的站稳脚步,稳固发展。2009年初,A公司在良好的国际国内服务外包环境下应运而生。文中通过服务外包理论和钻石模型对A公司在服务外包行业中的前景和可行性进行了分析。并指出A公司在经营发展过程中,陆续出现了一些问题,其中体现最为突出的是市场营销问题。最后,本文针对这些问题通过品牌策略、4Cs营销理论和4Rs营销理论来对A公司在经营发展过程中所出现的问题提出解决方案。文中的研究对象A公司具有中小型企业的典型特点。具体体现在以下几个方面：缺乏品牌意识,在经营过程中没有创建以提供优质、高效的外包服务的公司形象,也没有树立专业、认知度较好的品牌文化。市场营销意识淡薄,从公司创立至今,公司服务外包市场仅以澳大利亚为主,没有专门的市场营销计划和营销策略。在公司业务发展方面,A公司的业务深度和广度有待进一步扩展。在公司业务管理方面,A公司没有组织良好的销售团队,制定的许多管理策略和计划没有得到很好的执行。此外A公司缺乏信息数据安全意识,没有申请信息安全管理体系。结合相关理论和A公司的实际情况,本文对A公司承接国际服务外包业务的经营策略提出以下改进：首先,A公司应根据市场营销理论建立公司品牌策略。在澳大利亚等主要市场打造公司的服务品牌。其次,在制定营销策略和营销计划时,应充分考虑客户的需求,按照客户的需求导向来开发自己的目标市场和锁定自己的目标客户;并根据不同的目标市场和客户通过差别定价和捆绑定价的方法来实施定价,依此来控制公司成本；A公司在考虑客户的需求时,还要为客户提供便利的服务和良好的沟通,从而保证服务质量和服务效率。在市场营销中,不仅要以客户的需求为导向还要考虑到市场竞争,以关系营销为核心,重视与客户的互动关系,目的是跟客户建立长期稳定的关系。依据服务外包理论,A公司需要垂直和水平拓展自己的业务。A公司需要垂直拓展自己的业务链流程,从而增加业务深度。A公司在业务广度方面,可以在其他行业,比如医学编码、图书馆信息管理等行业来拓展业务广度。业务水平的深度和广度直接关系到A公司在国际市场的竞争力。最后,为了提高A公司的竞争力,A公司还要实行一些保证改进策略实施的保障措施。A公司需要完善公司的企业文化及管理机制,并通过一些措施完善销售团队和管理团队建设,此外还要制定合理的营销策略与营销计划,最后为了提高客户的信任度,A公司应该申请信息安全认证,保证业务过程中客户的商业机密不被泄露。
[Abstract]:In 1990, American management scientists Gary - Hamel (Gary Hamel) and C.K. Praharad proposed the concept of service outsourcing. In the next 20 years, the service outsourcing industry has developed rapidly and has become a hot spot in the current business and theoretical circles. After the 2008 financial crisis, the enterprise group in the developed countries In order to survive better, one after another seeks ways to reduce operating costs and production costs, especially in the developed countries, in order to survive, it also tries to seek development opportunities through service outsourcing. The relatively low cost of human resources and a good educational base in China provide the advantages for the development of service outsourcing in China. Under this economic background, many service outsourcing companies have been set up in China, and small and medium service outsourcing companies have become the main force of the whole service outsourcing industry in China. The object of research, A, is a member of China's small and medium service enterprises. For the typical representative of small and medium service outsourcing enterprises, A company has a capital structure. Single and higher financial cost can not be innovated from the aspects of marketing and strategic management. But under the increasingly severe international service outsourcing situation, this kind of small and medium service outsourcing companies can take the market opportunity, organize the management of the company scientifically and optimize the financial structure of the public company, so as to stand firm in the service outsourcing industry. At the beginning of.2009, A company came into being in the environment of good international and domestic service outsourcing. Through the service outsourcing theory and the diamond model, this paper analyses the prospect and feasibility of A company in the service outsourcing industry, and points out that some problems have appeared in the process of operation and development of A company. In the end, this paper puts forward solutions to the problems of A company in the process of operation and development through brand strategy, 4Cs marketing theory and 4Rs marketing theory. The research object of this article, A company has the typical characteristics of small and medium enterprises. Consciousness, in the course of operation, there is no creation to provide high quality and efficient outsourcing services, and there is no professional, well aware brand culture. The marketing awareness is weak. Since the company was founded, the company service outsourcing market is only based on Australia, and there is no special marketing plan and marketing strategy. In terms of business development, the depth and breadth of A's business needs to be further expanded. In terms of business management, A has not organized a good sales team, and many management strategies and plans have not been well implemented. In addition, A company lacks information security awareness, and does not apply for information security management system. According to the actual situation of the theory and A company, the following improvements are made to the strategy of A company to undertake international service outsourcing business. First of all, A company should establish the company brand strategy according to the marketing theory. To build the company's service brand in Australia and other major markets. Secondly, the marketing strategy and marketing plan should be fully tested. Take care of customer needs, develop their target market and lock their own target customers according to customer's needs; implement pricing according to different target markets and customers through differential pricing and bundling pricing, and control the cost of the company; A company also provides convenience for customers when considering the needs of customers. Service and good communication, so as to guarantee the quality of service and service efficiency. In marketing, we should not only take the customer's needs as the guidance, but also take into account the market competition, take the relationship marketing as the core, attach importance to the interaction relationship with the customer, and aim to establish a long-term stable relationship with the customer. According to the service outsourcing theory, A company needs vertical and vertical. Horizontally expand its business.A companies need to expand their business chain processes vertically, thus increasing business depth.A companies in business breadth, and can expand business span in other industries, such as medical coding, library information management and other industries. The depth and breadth of business level is directly related to A company's competition in the international market. Finally, in order to improve the competitiveness of A company, A company has to implement some guarantee measures to improve the implementation of the strategy,.A company needs to improve the company's enterprise culture and management mechanism, and through some measures to improve the sales team and management team construction, in addition to develop a reasonable marketing strategy and marketing plan, finally in order to propose With the trust of high customers, A should apply for information security authentication to ensure that the business secrets of customers in the business process are not leaked.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F752.68

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