利润链视角下服务企业竞争优势与营销管理研究
发布时间：2018-10-05 07:38
【摘要】：当今社会已步入服务经济时代。然而，，目前我国服务业发展水平还不高，服务企业面临诸多困境和挑战。在企业实际经营和管理中，很多服务企业都声称以顾客 为中心，但是如何在企业内贯彻该理念并进行管理往往显得力不从心。本文旨在探寻解决服务企业发展困境的方法，通过构建服务企业营销和管理模式，帮助服务企业在理念上从顾客角度重新认识服务，从利润角度衡量企业营销管理活动，重新梳理好各部门之间的业务关系，培养员工和服务文化。服务企业只有构建和完善服务营销和管理模式，同时兼顾企业自身利润和顾客的价值，才能获得在服务市场长久的竞争优势。 本文对服务利润链理论、服务竞争优势理论、服务营销及管理相关理论进行梳理。形成一个利润链视角下的服务企业竞争优势与营销管理模型。对服务企业如何开展服务营销及管理工作，并取得服务竞争优势，从利润的视角给出新的思路和方法。本文共分成五章。第一章提出了论文的研究背景、目的和意义，然后对国内外相关研究进行回顾，指出了研究内容与方法。第二章理论基础部分对文中涉及的相关概念和理论进行界定。第三章通过层层分析和论证后构建出“利润链视角下服务企业竞争优势与营销管理模型”，并对模型各个因素进行说明和阐释。第四章指出利润链视角下服务企业竞争优势与营销管理模型运用。模型的应用方法及相关工作包括：模型应用的基本思路、服务营销工作的执行和服务管理工作的执行。提出模型在服务企业的实施策略——以广告公司为例，首先分析中国广告业发展现状，然后提出模型在广告公司的实施策略，最后提出模型应用后的反馈及改进。第五章总结了论文的研究结论以及不足之处，希望为日后的研究提供借鉴并有助于服务企业长远发展。
[Abstract]:Nowadays, the society has stepped into the era of service economy. However, the development level of our service industry is not high, service enterprises are facing many difficulties and challenges. In the actual operation and management of enterprises, many service enterprises claim that they are customer-centered, but how to carry out this concept and how to manage in enterprises often appear to be inadequate. The purpose of this paper is to explore the methods to solve the difficulties of service enterprises' development, to help service enterprises to understand service from the perspective of customers and to measure their marketing management activities from the point of view of profits by constructing the marketing and management models of service enterprises. Rearrange the business relationship between departments and cultivate staff and service culture. Only by constructing and perfecting the service marketing and management model and taking into account the profit and customer value of the service enterprises can they gain a long-term competitive advantage in the service market. This paper combs the theory of service profit chain, service competitive advantage, service marketing and management. Form a profit chain perspective of service enterprises competitive advantage and marketing management model. This paper gives new ideas and methods on how to carry out service marketing and management and gain the competitive advantage of service in service enterprises from the angle of profit. This paper is divided into five chapters. In the first chapter, the background, purpose and significance of the thesis are presented, and then the related research at home and abroad is reviewed, and the research contents and methods are pointed out. The second chapter defines the related concepts and theories in the theoretical basis. The third chapter constructs the "competitive advantage and marketing management model of service enterprises under the perspective of profit chain" through layer by layer analysis and demonstration, and explains each factor of the model. Chapter four points out the competitive advantage of service enterprises and the application of marketing management model in the perspective of profit chain. The application methods and related work of the model include: the basic idea of model application, the execution of service marketing and the execution of service management. This paper puts forward the implementation strategy of the model in the service enterprise. Taking the advertising company as an example, this paper first analyzes the present situation of the advertising industry in China, then puts forward the implementation strategy of the model in the advertising company, and finally puts forward the feedback and improvement after the application of the model. The fifth chapter summarizes the conclusions and shortcomings of the paper, hoping to provide reference for future research and help service enterprises to develop in the long run.
【学位授予单位】：广西科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719
[Abstract]:Nowadays, the society has stepped into the era of service economy. However, the development level of our service industry is not high, service enterprises are facing many difficulties and challenges. In the actual operation and management of enterprises, many service enterprises claim that they are customer-centered, but how to carry out this concept and how to manage in enterprises often appear to be inadequate. The purpose of this paper is to explore the methods to solve the difficulties of service enterprises' development, to help service enterprises to understand service from the perspective of customers and to measure their marketing management activities from the point of view of profits by constructing the marketing and management models of service enterprises. Rearrange the business relationship between departments and cultivate staff and service culture. Only by constructing and perfecting the service marketing and management model and taking into account the profit and customer value of the service enterprises can they gain a long-term competitive advantage in the service market. This paper combs the theory of service profit chain, service competitive advantage, service marketing and management. Form a profit chain perspective of service enterprises competitive advantage and marketing management model. This paper gives new ideas and methods on how to carry out service marketing and management and gain the competitive advantage of service in service enterprises from the angle of profit. This paper is divided into five chapters. In the first chapter, the background, purpose and significance of the thesis are presented, and then the related research at home and abroad is reviewed, and the research contents and methods are pointed out. The second chapter defines the related concepts and theories in the theoretical basis. The third chapter constructs the "competitive advantage and marketing management model of service enterprises under the perspective of profit chain" through layer by layer analysis and demonstration, and explains each factor of the model. Chapter four points out the competitive advantage of service enterprises and the application of marketing management model in the perspective of profit chain. The application methods and related work of the model include: the basic idea of model application, the execution of service marketing and the execution of service management. This paper puts forward the implementation strategy of the model in the service enterprise. Taking the advertising company as an example, this paper first analyzes the present situation of the advertising industry in China, then puts forward the implementation strategy of the model in the advertising company, and finally puts forward the feedback and improvement after the application of the model. The fifth chapter summarizes the conclusions and shortcomings of the paper, hoping to provide reference for future research and help service enterprises to develop in the long run.
【学位授予单位】：广西科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719
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