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论文编号：	1330
作者编号：	2120072169
上传时间：	2009/12/24 11:26:29
中文题目：	津滨轻轨的整合服务营销传播模式研究
英文题目：	A Study on the Model of Integrated Service Marketing Communications of Jinbin Light Railway
指导老师：	申光龍
中文关键字：	服务营销、整合营销传播、服务利润链、整合服务营销传播
英文关键字：	Service Marketing; Integrated Marketing Communications; Service Profit Chain; Integrated Service Marketing Communications
中文摘要：	轻轨是城市轨道交通建设的一种重要形式，也是当今世界上发展最为迅猛的轨道交通形式。轻轨作为改善城市交通现状的有效载体，已成为现代化大都市交通工具的重要选择。它在极大程度上方便了乘客出行，使居民享受更高品质的生活。 轨道交通行业作为新兴行业，以其自身固有的优势吸引着固定的乘客群，并使其形成依赖性，同时，由于其技术管理复杂、服务接口点多、服务影响因素大等因素，也制约了轨道交通营销的发展。在以往国内外有关轨道交通运营管理的研究中，大多着重于服务流程、服务质量、顾客满意、顾客忠诚等较易定量的课题。近年来已有越来越多的研究深入到对服务满意度模型、服务质量评价模型等内容中，但鲜有对服务质量、服务价值、服务链、顾客满意度等因素整体模型的分析与搭建。 整合营销传播以其“整合”和“传播”的特性，成为一种新的管理范式。而由于服务无形、不易衡量、与消费同时进行、服务质量变化性大、无法库存的特性，使服务面临很多不同于有形产品的营销难题。轨道交通行业为乘客所提供的产品是乘车服务，与消费性产品的营销存在很大差异，因此，轨道交通行业的营销需在服务营销与整合营销的基础上拓展。 本文选取津滨轻轨作为轨道交通服务行业的典型代表，首先，通过回顾和梳理服务营销、交通营销、整合营销传播的相关理论，包括其概念的提出、内涵、发展脉络及趋势、研究的主要意义，引出整合服务营销传播的定义；其次，缩小细化研究的范围，根据轨道交通行业的特殊性和津滨轻轨企业运营的独特性，建立津滨轻轨服务质量与顾客满意模型，分析津滨轻轨整合服务营销传播模式；再次，建立津滨轻轨的内外部服务链模型；最后，总结本研究的研究成果，以期对轨道交通行业的整合营销传播工作提供有效帮助，同时对该行业运营部门的内外部服务链的建立起到参考和借鉴作用。
英文摘要：	Urban Mass Transit light rail is an important form of construction, but also to develop the world's most rapid form of rail transit. Light Rail for improving the status of an effective urban transport carrier transport has become a modern metropolis important choice. It is to a large extent, to facilitate passenger travel, so that residents enjoy a higher quality of life. As an emerging industry, rail transportation industry, with its own inherent advantages to attract a fixed group of passengers and make the development of dependence at the same time, because of their technical management of complex, multi-service interface points, services, major influencing factors and other factors have also constrained the the development of rail transportation market. In the past, domestic and foreign rail transport operation management of the study, mostly focused on the process of service delivery, service quality, customer satisfaction, customer loyalty easier to quantitative issues. In recent years, more and more in-depth study into the model of service satisfaction, service quality evaluation model etc., but rarely on the quality of service, value, service chain, customer satisfaction and other factors, the analysis and build the overall model. IMC (Integrated Marketing Communications: IMC) for its "integration" and "spread" characteristics, as a new management paradigm. And because service intangible and difficult to measure, and consumption at the same time, quality of service changes in nature, is unable to stock characteristics, so that the services differ from tangible products face many marketing challenges. Passenger rail transportation industry, the products are travel services, and consumer products marketing there is a big difference, therefore, need to rail transportation industry, marketing services, marketing and integrated marketing at the base to build on.. This thesis selected Binhai Mass Transit Rail service industries as a typical representative of, first, by reviewing and Grooming services marketing, transportation marketing, IMC's related theories, including its proposal of the concept, content, development context and trends, the main significance of the study, thus giving rise the definition of Integrated Marketing Communications services; second, narrowing the detailed scope of the study, according to the special nature of rail transportation industry, and the Binhai Mass Transit unique nature of business operations, the establishment of Binhai Mass Transit service quality and customer satisfaction model to analyze the integration of service marketing Binhai Mass Transit transmission mode; again, the establishment of Binhai Mass Transit's internal and external service chain model; Finally, summing up the results of this study, with a view of the rail transportation industry to provide effective integrated marketing communication work to help the industry while operating departments and external service chain The set up to reference and reference.
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