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论文编号：	2691
作者编号：	2120082318
上传时间：	2010/11/23 11:01:38
中文题目：	科技租赁型企业服务营销策略研究
英文题目：	Research on Service Marketing Strategy of Hi-Tech Equipment Rental Enterprises ---The Case of Y Corporation Ltd.
指导老师：	张永强
中文关键字：	科技租赁，服务营销，营销策略
英文关键字：	Hi-Tech Equipment Rental, Service marketing, Marketing Strategy
中文摘要：	科技租赁作为租赁业中的一类，在我国近几年刚刚兴起。伴随着我国经济快速发展，以及通讯、航天、电子等领域制造环节中的巨大需求，科技租赁行业的发展前景广阔，潜力巨大。随着企业追求更高的投资回报和更具经济效益的生产方式，租赁作为企业获得生产测试设备使用权的一种方式，将在特定环境下比企业投资购买设备更加符合企业的个性化要求。如何去更好满足企业的需求是科技租赁型企业在营销策略制定过程中需要着重考虑的问题，这也是本文研究的出发点。 本文从介绍科技租赁行业的界定和发展现状出发，运用五力分析模型阐述了我国科技租赁行业的竞争态势，并以Y科技租赁公司为例，针对科技租赁型企业的营销现状进行SWOT分析和市场定位选择，最终提出以Y公司为例的科技租赁型企业的服务营销策略设计方案和实施计划。 本文共分六个部分。第一部分是导论，介绍了本文的研究背景及意义，科技租赁的范畴界定和有关类型，以及本文的研究思路和主要内容；第二部分是相关理论回顾，分别回顾了租赁业的发展历程，针对科技租赁的营销策略研究以及服务营销理论的发展，并以这些理论作为本文的理论依据；第三部分是科技租赁行业的发展现状和行业环境分析，分析了国内外科技租赁的发展现状，市场规模和市场前景，以及科技租赁行业的竞争态势；第四部分是科技租赁型企业的营销现状及SWOT分析，对比了传统的营销策略和服务营销策略在科技租赁行业中的差异，并通过选择科技租赁行业中的一家代表性企业，以Y科技租赁公司为例，运用SWOT理论着重分析了该企业的营销优势、营销劣势、营销机会和营销威胁；第五部分是Y科技租赁公司的服务营销策略的设计与实施，阐述了以差异化策略、品牌营销策略、内部营销策略和共生营销策略为主的科技租赁企业服务营销策略方案，以及企业文化和信息系统等相关的支持体系建设；第六部分是结论，对全文进行了归纳和总结。
英文摘要：	In recent years, it has been known that Hi-Tech Equipment Rental business which is one branch of rental trade is becoming more and more popular in China. With fast development of China economy, as well as tremendous demand in manufacturing of industries such as telecommunication, aerospace and electronics, Hi-Tech Equipment Rental industry is considered to have very broad prospects and huge potentials. Currently, enterprises are pursuing for higher rate of return on investment and higher productivity of production pattern, under this condition, rental, rather than purchase, become a more appropriate way for enterprises to use the test equipments for their specific demand. How to better meet their demand becomes a significant issue for the Hi-Tech Equipment Rental Companies when their marketing strategy is being established, this issue is also the purpose of this dissertation. This dissertation introduces concept and present status of Hi-Tech Equipment Rental industry, analyzes the competition situation of this industry in China by using 5 forces model ，and analyzes SWOT and marketing positioning of Y hi-tech equipment rental company as an example by using SWOT theory and SDP theory. Finally, it also introduces Service marketing strategy and corresponding implementation plan of Y Hi-Tech Equipment Rental company. This dissertation is consist of totally 6 chapters. The 1st Chapter is the introduction. In this part, the research background and practical significance are introduced, and it also shows research logic and main content. The 2nd Chapter is theory review. It presents development of leasing business, marketing strategy of Hi-Tech Equipment Rental industry and service marketing theories. The 3rd Chapter is current situation of Hi-Tech Equipment Rental industry and industry environment study, it introduces current status, market capacity and market prospect of Hi-Tech Equipment Rental industry of China and overseas, as well as the analysis of competition situation. The 4th Chapter is SWOT analysis and current marketing situation of Hi-Tech Equipment Rental enterprises, it compares the traditional marketing strategy with the service marketing strategy in the Hi-Tech Equipment Rental industry, and takes one typical Hi-Tech Equipment rental company ---Y company as example and analyzes its marketing advantages, weaknesses, opportunities and threats with SWOT theory. The 5th Chapter is design and deployment of service marketing strategy of Y company, it introduces Hi-Tech Equipment Rental enterprises’ service marketing strategies including differentiated marketing tactics, brand marketing tactics, internal marketing tactics, co-existing marketing tactics, and corresponding support system such as enterprise culture and information system setup. The 6th Chapter is the conclusion.
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