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论文编号：	1427
作者编号：	2120072151
上传时间：	2009/11/27 9:33:23
中文题目：	基于整合营销传播的高校外事服务
英文题目：	A Study on Service Brand Manag
指导老师：	申光龍
中文关键字：	高校 外事 服务品牌 整合营销
英文关键字：	International Affairs; Higher
中文摘要：	整合营销传播以其对传播内容和传播方式的整合，传递着“同一个形象，同一个声音”。整合服务营销凭借其“整合”的思想无形的传递着品牌的概念。服务本身的无形性、异质性、不可分割性和易逝性等特性决定它不能像有形产品一样易被感知和评价。由于服务的无形性, 品牌成为服务质量的象征。品牌的高识别度也使品牌成为消费者感知服务的有形形式之一, 成为顾客选择服务的重要标准。服务由于缺少像产品一样的硬性功能指标和技术指标，而难以被刚性衡量。服务的好与坏是通过顾客对服务质量的感知来决定的。因此，服务质量也成为服务品牌和服务企业形象的决定性因素。这个服务质量是顾客感知的总的服务质量，与顾客对服务的预期和实际感知的服务质量有关。 伴随着中国加入WTO和全球化的进一步深化，不少国家越来越强调文化和教育的全球化。中国教育引入教育服务贸易理念，教育开始强调其经济属性，国家鼓励教育对外开放，国际交流的形式多种多样。在教育特别是高等教育国际交流和经济属性增强的同时，中国仍旧非常强调教育为公益性事业的本质属性。另外，国际交流工作内容决定，很多的外事工作都脱离不开服务。因此，高校外事服务工作的品牌塑造不同于企业，同时具有其本身的重要意义。 本研究通过逻辑推理和归纳演绎的方法，基于服务品牌的三个主要价值驱动因素（顾客沟通、顾客体验、员工管理），以顾客总的感知服务质量模型等理论为基础，阐述了高校外事服务品牌建设。在绪论部分本研究首先说明了研究的背景和意义并确定了研究的范围。接下来从整合营销传播、服务品牌和服务质量三方面做出核心理论回顾。第三章、第四章和第五章是本研究的核心部分，分别从顾客沟通、顾客体验、员工管理三个维度就高校外事服务品牌建设进行了论证。在结论部分提出了“基于顾客感知服务质量的服务品牌建设模式”和“高校外事服务品牌建设模式”，并以宝德学院为例进行了分析。 通过分析，希望能够提高高校的外事服务品牌建设意识，能够对高校外事相关工作有所借鉴和启迪。
英文摘要：	Integrated Marketing focuses on the concept of brand by the “integrated” thought. On the other hand, Integrated Marketing Communications (IMC) integrates the contents and channels and other aspects of the communications. By this way, IMC conveys an idea of “one sight, one sound”. Services are not able to be touched and judged due to its identity of intangibility, heterogeneity, perishability and inseparability. “Brand” becomes a symbol of the service quality. It makes different services can be identified by different brand and it helps the customers to distinguish and select different service by brand. As service is hard to be judged by the functional and technical criterions, service quality becomes a crucial benchmark. The abovementioned service quality is a kind of Total Perceived Service Quality (TPSQ) from customer’s point, which includes the expected service quality and experienced service quality. With China’s entry into WTO and the deepen of globalization, more and more countries become to emphasize the importance of cultural globalization. Higher Education becomes to be a kind of economic industry, China encourages international communications in the educational area. International communication is a kind of service to some extent. Thus, it is important for universities to pay attention on the service brand building on the international communications similar jobs. This thesis achieves the discussion with the logical consequence, conclusion and deduction methods. The thesis make analysis on the service brand building of the international affairs of Higher Education based on the three main driving forces(Customer Communications, Customer Taste and Staff Management) together with the Total Perceived Service Quality. In the preface part, the thesis stated the background and significance of the topic. In the following part of theories review, the thesis summarized the main theories in the Integrated Marketing Communications, service brand and Perceived Service Quality area. Chapter 3, chapter 4 and chapter 5 is the core part. It made analysis of the service brand building on international affairs of higher education from Customer Communications, Customer Taste and Staff Management views respectively. Chapter 6 put Tianjin University of Commerce Boustead College as an example to make the analysis further. In the conclusion part, the thesis gave two frameworks: one is the Service Brand Building Mode on the Perceive Service Quality; the other is the Service Brand Building Mode on International Affairs of Higher Education. According to the analysis, hope the awareness can be put on the service brand building of higher education. And hope it can of assistance to the international affairs relating jobs of higher education.
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