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论文编号：	1083
作者编号：	2120072233
上传时间：	2009/6/8 13:22:30
中文题目：	服务化视角的制造业销售团队策略
英文题目：	A research on manufacturing sa
指导老师：	许晖
中文关键字：	制造业，服务化，销售团队tl
英文关键字：	manufacturingservitization
中文摘要：	摘 要 在世界经济整体发展的外部环境下，我国作为全球最大的制造中心，其迅猛的经济发展已受到世界所瞩目。二十一世纪以来，制造业和服务的整合是世界范围内的趋势，作为制造业大国，服务化战略对我国制造业提升竞争力和改变我国在世界经济格局中的位置有着重要的意义。 本文通过对内部营销、关系营销和服务利润链理论的回顾，提出了包含运营服务和战略服务两部分内容的制造业企业服务化的一般架构。在对企业内部实施内部营销策略，企业外部顾客市场以关系营销战略为指导的基础上，应用联系内部营销和外部营销的服务利润链理论，对在组织上联系制造业企业内部和外部的销售团队策略进行了研究。 本文从制造业企业和服务整合的服务化过程研究出发，在分析制造业和服务整合的一般架构基础上，以关系营销和内部营销理论为基础，在探讨制造业企业服务化过程中的销售团队管理问题时，以对服务利润链理论的研究为着眼点，以服务化的视角构建制造业企业销售团队管理的战略体系模型。本文遵循从相关理论分析开始，找出关系营销、内部营销和销售团队管理理论上的相关性应用分析，再通过案例进行实证性验证的逻辑思路来设计研究框架。 本文创新之处在于将逻辑上联系企业内部管理要素和顾客要素的服务利润链理论应用于在组织上联系企业内部管理要素和外部顾客市场的销售团队。在对其作用机理进行研究的基础上提出激励和培训是提高销售团队员工满意和员工忠诚的有效策略，从而对提升顾客满意和顾客忠诚起到促进作用。
英文摘要：	Abstract As the largest manufacturing centre in the world, China has got great development in economic field, together with the entire progress of world economy. Since the 21st century, the integration of manufacturing and services has been a worldwide trend. As the world factory, Servitization strategy of Chinese manufacturing industry had been of great significance on enhancing competitiveness and changing our country’s situation in the world economy. Through the review on the theory of internal marketing, relationship marketing and service profit chain, this thesis proposes the framework of manufacturing servititation including operation and strategy service. It makes an analysis on strategy of sales team that links external and internal of organization, based on making internal marketing inside of enterprise and relationship marketing outside of enterprise. Furthermore, it is also basing on the theory of service profit chain that linked the theory of internal marketing and relationship marketing. In conclusion, the creative point of this thesis lies in this aspect: It is applying the theory of service profit chain that links the elements of the internal management of enterprises and factor of customer, on the sales team that connects the elements of the internal management and external customer marketing, in organization. Based on the study of the elements of effect, this thesis suggests that incentives and coaching are the effective strategies of improving satisfaction and loyalty of sales team. Therefore, those strategies will promote the customer satisfaction and loyalty, too.
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