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论文编号：	1366
作者编号：	2120051911
上传时间：	2010/4/22 17:10:00
中文题目：	基于服务分类的服务企业全球化潜力与营销战略研究
英文题目：	Service
指导老师：	吴晓云
中文关键字：	服务分类 无地域限制 受地域限制 标准化 价值增值
英文关键字：	Service
中文摘要：	二十世纪九十年代以来，企业在世界经济全球化的背景下，纷纷走向国际市场。企业获取和配置资源、参与竞争的方式已经打破了地理区域和行业的限制。尤其是近几年跨国服务业全球化的发展，服务企业的国际化进程更加深入。随着服务企业海外经营比例越来越大，涉入国际市场的程度越来越深，海外经营的重要性对服务企业的整体利益日益重要，在跨国经营过程中也增添了许多新的课题。如今，营销日益成为一种全球性的企业行为，全球营销成为一种新的营销趋势。众多服务企业走出本国参与到国际市场的竞争中，它们的经营是否获得成功一定程度上与其所采取的营销战略具有某种关联。更多的服务企业正在寻求着服务类型与全球营销战略之间的最佳匹配，以图在国际市场得到更大的发挥。 本文主要分为五章，第一章导论主要介绍了选题背景、选题意义、研究方法、研究框架。第二章对以往学者服务分类理论、服务企业全球化潜力理论以及服务企业全球营销战略理论进行梳理。第三章本文结合以往学者服务分类方法，划分四种服务类型：无地域限制专业化服务、受地域限制定制化服务、标准化服务包和价值增值的定制化服务，并分别从全球营销中五种驱动力角度对四种服务类型全球化潜力进行分析。在第四章中，本文从全球化组织层面、全球化服务企业行动层面、全球化态度层面、全球市场进入模式层面和全球化业务层面五个层面对四种服务类型全球营销战略进行分析。第五章选取各服务类型中典型行业的成功企业作为研究对象，初步验证本文研究成果的应用与指导价值。最后提到了本文结论
英文摘要：	From the twentieth 90s, companies went abroad and entered into foreign countries in the economic globalization context. Without the restriction geography and industry, the companies can get the resource to collocate and compete with other companies in a different way. Especially the development of cross-border services in the recent years, the service companies have taken more international progress than before. Because the international companies have invested more and more assets in oversea area and they have involved in international competition more and more deeply, it is important to get more profit for those international corporation than before. Meanwhile, many new problems have emerged in front of the entrepreneurs. So far, the marketing has become to be an international action of oversea companies. Global marketing has become a new trend among the international corporations. Many service companies go abroad and involve in international market. There is some extent relation between the success of the companies and the global marketing strategy they have. Some service companies are searching for the right and best global marketing strategy based on their own service type to make them more adaptable and better in the global market. The paper is divided into five chapters, Chapter one introduces the main topics of background topics of significance, research methods, research framework. The second chapter introduces the theories of service classification, the globalization potential of service firms and the service firm’s global marketing. Chapter three classifies the four types of service based on the former service classifying ways. The four types of service are location-free professional services, location-bound customized projects; standardized service package; value-added customized services. This paper analyzes the globalization potential of four service types under the reflection of five driven factors in global marketing. In the fourth chapter, it introduces the marketing strategies of the four service types from the five aspects: the global constructor, the global action, the global attitude, the entry methods of global markets and global performance. Chapter five introduces the four cases from the four successful service firms in their service types. Finally, there is the paper conclusion.
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