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论文编号：	1297
作者编号：	043201
上传时间：	2009/6/16 15:43:16
中文题目：	服务导向型跨国企业全球营销战略
英文题目：	A Study on the Service Oriente
指导老师：	韩经纶
中文关键字：	服务营销 跨国企业 全球营销战
英文关键字：	Service Marketing; Transnation
中文摘要：	科技进步，特别是因特网技术的迅速发展，全面推进了全球经济一体化的进程。与此同时，跨地区、跨国界的服务活动已经大量出现，这种趋势正在持续地发展。服务业从国内走向国外，面临着全球范围的市场，因此也就要求其采用全球营销视角。但是目前就营销全球化的理论主要争论焦点集中在标准化和本土化上面。持全球营销标准化观点的人认为由于技术创新和大众传播媒介的进步，世界各国的市场正在变得越来越相似，以低价格、高质量提供标准化产品的企业就能够战胜那些以高价格提供适合当地特点产品的本土化企业。持全球营销本土化观点的人认为市场的全球化无法抹杀不同国家和地区间的文化、宗教、风俗与传统，世界各国市场、生产方式、消费行为和价值观念呈现出特殊化和多样化的特点。这两种营销全球化理论单独均不足以应对服务企业的营销实践，前者过于强调全球化，后者过于强调本土化，并且二者均未考虑服务导向型跨国企业的实践。因而，作者认为，服务导向的跨国企业在全球经济一体化背景下，其营销战略不仅要考虑全球化和本土化的有效融合，还要针对服务导向型企业实际和特点，将服务营销的相关思想和理念融入其中，构建既能满足全球化发展需要又能实现顾客价值最大化的复合型营销战略。本论文的研究目的和研究目标皆集于此。 本论文为了获得服务导向型跨国企业营销战略的系统解决方案，从中提炼出了三个基本的理论工具，即全球营销理论、跨国企业理论和服务营销理论。其中全球营销理论和服务营销理论是本论文最基本的理论工具，用以实现服务营销理念与全球营销战略的对接。对跨国企业的论述，主要是以其作为实践分析的切入点，使服务导向的全球营销战略建立在跨国企业实际的根基之上，以使本论文的研究成果既具有理论上的指导性和实践上的可行性。这是本论文逻辑结构的基本思路。 在具体的研究思路展开上，本论文首先从跨国企业内部出发，通过建立内部营销机制以实现内部顾客价值的最大化，达到内部顾客的满意和忠诚，这构成了服务导向型跨国企业的内部营销战略；接着在跨国企业外部，通过构建互动式顾客满意体系来实现外部顾客价值的最大化，以达到外部外部顾客的满意和忠诚，这构成了服务导向型跨国企业的外部营销战略。由内而外，既相互区别，又内外呼应，构成了完整的营销战略体系；紧接着本论文第五章，更是将研究视角从单纯的跨国企业延伸到包括跨国企业在内的整个服务利润链，从整个利润链价值最大化出发，融入互动共赢的战略思想，对整个营销战略进行了进一步升华和整合；最后，本论文将上述三个部分进一步进行了分析和整合，构建了基于服务利润链的跨国企业营销战略模式，系统地解决了本论文的研究问题。 为了更好地验证和完善本论文的相关研究成果，本论文分别选取了来自美国、中国大陆和台湾地区的三个典型的跨国企业，分析了它们在全球经济一体化的背景下，以服务和顾客为导向，在全球化与本土化及其相互融合上的具体实践，并在此基础上分析了其与本论文相关研究成果的关联，提高了本论文的信度和效度。 综上所述，本论文运用归纳演绎、对比分析和案例研究等方法，基于服务导向型跨国企业特点和实际，以服务营销核心理念为指导思想，分别从跨国企业内部和外部以及整个服务利润链等维度分析和总结了服务导向型跨国企业营销战略，并利用三个典型企业实例对相关结论进行了验证和完善，以期对全球背景下的服务导向型跨国企业全球营销战略的制定和实施有所裨益。
英文摘要：	With the development of economic globalization, the introduction of new technology and popularization of Internet, the trans-regional and transnational service activities have already appeared in a large amount and keep developing. Going aboard and facing the worldwide market, the service industry and enterprises have to adopt the global marketing perspective. However, the dispute focus on the theory of marketing globalization at present mainly concentrates on the standardization and localization. The people, who support the view of global marketing standardization, think that the markets all around the world are becoming more and more similar to each other with the technological innovation and the improvement of mass media. People from the entire world are sharing the same products and information, and their preference tends to be more and more homogeneous. Accordingly, the enterprises offering standard product of high quality and low price may win over those localization enterprises that offering products fit the local characteristic at high price. On the other hand, the people who support the view of global marketing localization think that the globalization of the market is unable to obliterate the culture, religion, custom and tradition among different countries and regions. It shows specialization and diversification of the market, the mode of production, and consumer behavior and value concept around the world. This kind of specialization and diversification, which is applied to the practice of service marketing, is just to consider the fact of transnational enterprises, combine the factors of consumers' personality difference and cultural tradition, and keep its’ own characteristic on some concrete marketing strategy. These two kinds of marketing globalization theories are not enough to reply the marketing practice of serving enterprises alone, the former overly emphasizes globalization, the latter overly emphasizes the localization, and the two have not considered the service practice of the transnational enterprises. Therefore, the author thinks that under the global economic integration background, the service guiding transnational enterprises considers not only the effective integration of the localization and globalization in its marketing strategy, but also structuring the complex marketing strategy which integrates the globalization development and the customer's value maximization according to the characteristic and reality of the transnational enterprises. The purpose and goal of this dissertation are collected herein. This study, in order to be served the systematic solution of the Service Oriented Transnational Enterprise's marketing strategy, we have refined out three basic theory tools from it, namely global marketing theory , transnational enterprise theory and service marketing theory. Among them the global marketing theory and service marketing theory are the most basic theory tools, which are used to realize the butt joint of the service marketing idea and global marketing strategy. The argumentation of transnational enterprises are mainly regarded as the breakthrough point of the practice analyzing, which enable the global marketing strategy setting up on the transnational enterprise's real foundation, so that the research results of a dissertation have already had feasibility on guidance and practice in theory . This is the basic thinking of the logic structure of this study. As to the concrete thinking of this study, first, this study sets out from transnational enterprises, through setting up the inside customer marketing mechanism in order to realize the maximization of the inside customer value, and then reaches the inside customer's satisfaction and loyalty. This forms the inside marketing strategy of the Service Oriented Transnational Enterprise; Second, through structuring the system of the interdynamic customer satisfaction, we have realized the maximization of the outside customer value and reached the outside customer's satisfaction and loyalty. This forms the outside marketing strategy of the Service Oriented Transnational Enterprise, which not only distinguish each other but also echoed inside, and form the intact marketing strategy system. This is a great innovation of this dissertation too; And then in the chapter five of this study, we have extended the visual study angle from the simple transnational enterprises to the whole service profit chain including the transnational enterprise even more, and distilled and combined the whole marketing strategy further through the maximization of the whole service profit chain and incorporating the strategic thoughts of interdynamic and wins together. This forms another great innovation of this study. Finally, through analyzing and combining the three above-mentioned parts of this study further, we have structured the transnational enterprise's global marketing strategy mode on the basis of the service profit chain and solved the main research problem of the study systematically. In order to prove and perfect the relevant research results of the study, we have chosen three typical transnational enterprises which separately come from America, the Mainland of China and the Taiwan province of China. We have analyzed the concrete practices of them in globalization, localization and the integration of the two marketing strategy under the background of global economic integration. On this basis, in order to raise the credibility degree and effective degree of the study, we have analyzed the relation of the study results and the practical experience of these three typical transnational enterprises. In sum, according to the characteristics and practices of the Service Oriented Transnational Enterprise, and using the methods such as the summing up to deducing , comparing analysis and the case research, etc., and regarding the the key idea of service marketing as the guidelines，we have analyzed and summarized the global marketing strategy of the Service Oriented Transnational Enterprise from the inside ,the outside and the whole service profit chain separately. Above all, we have utilized three typical instances of the service oriented transnational enterprise in order to analyze and prove the credibility and effectiveness of the relevant conclusion. We expect this study will be beneficial in the formulation and implementation of the global marketing strategy of the Service Oriented Transnational Enterprises under the global background.
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