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论文编号：	2222
作者编号：	041857
上传时间：	2010/5/26 10:31:54
中文题目：	服务企业全球营销战略中服务定制化模式研究
英文题目：	Service enterprise, Global marketing, Model of service customization
指导老师：	吴晓云
中文关键字：	服务企业 全球营销 服务定制化模式
英文关键字：	Service enterprise, Global marketing, Model of service customization
中文摘要：	随着网络技术和通信技术的飞速发展和应用，世界经济向全球化的趋势发展。世界服务业作为特殊的贸易活动迅速发展，也呈现出明显的全球化趋势。越来越多的学者开始研究全球服务营销理论。本文针对全球服务营销战略中的服务定制化问题展开研究。首先，本论文分析了全球营销的特征，服务全球化的方式等要素，同时结合服务产品自身独特的性质以及全球市场需求的共性和差异性并存的特点，对全球服务定制化应用进行了重新审视，从两个全新的角度研究分析全球服务定制化的应用。以此为基础创造性地提出了全球服务企业构建全球服务定制化的一般模式，具有相当的理论创新和实践意义。 本论文的具体结构安排是这样的。在第一章导论部分，作者先是简要的阐述了选题的背景和意义，接着介绍了论文的总体结构安排，最后指出了论文的主要创新点。随后，作者用了一章的篇幅，系统的梳理和评价了全球营销领域内各个阶段具有代表性的全部理论，包括全球营销理论、全球服务营销理论以及服务定制化理论，逐步点明对于本研究的参考价值。接着，在第三章，服务定制化在全球营销战略中的应用部分，作者从两个的角度研究分析全球服务定制化的应用。一是从全球目标顾客需求的角度分析得出以定制化满足全球顾客差异需求来达到顾客满意；二是从服务花理论角度分析得出以定制化的附加服务来实现全球服务定制化。在第四章，在上一部分分析的基础上，作者提出了全球服务企业服务定制化模式，并进行了案例分析。最后是结论和建议部分，作者先是总结了本论文的主要研究成果，接着针对中国服务企业的情况提出了相应的管理建议，最后指出了论文存在的不足之处，为进一步的研究改进提供了富有价值的建议。
英文摘要：	Along with network technology and communication rapid development and application, world economics is developing to globalization. World service industry takes the special trade activity rapid development, also presents the obvious globalization tendency. More and more scholars start to study the global service marketing theory. This article discusses the service customization of the global service marketing strategy. First, the present paper has analyzed the global marketing characteristic, service globalization essential factor. At the same time the paper has also analyzed the characteristic which service product own unique nature as well as the whole world market demand is consist of general demand and the difference demand. The paper also discusses the application of the service customization in the global service enterprise. At last this paper proposes a service customization model to support service enterprise constructing the global service strategy. It has the suitable theory innovation and the practice significance. The structure of this paper is as followed. In the first chapter, the author expounds the background and purpose of the paper briefly, and introduces the general structure arrangement, at last points out the main innovations. After the guide part, the author uses one chapter to hackle and evaluate the typical theories in global marketing field, which conclude global marketing theory, global service marketing theory and service customization theory structure and model. In the third chapter, the paper discusses the application of global service customization in the global marketing strategy. The author analyzes the global service customization’s application from two angles research. In the fourth chapter, the author proposes the model of service customization of the global service enterprise service, and has carried on the case analysis. The last part is conclusion and suggestion part, the author first sum up the main research result of this paper. Then aiming at Chinese service enterprise condition, the author raises some managing suggestions. At last, the author has pointed out the limitations of this paper and valuable suggestions for further study.
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