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论文编号：	280
作者编号：	2120062187
上传时间：	2008/12/11 11:28:09
中文题目：	N机构第三方实验室的服务营销策
英文题目：	The services marketing strateg
指导老师：	韩德昌
中文关键字：	服务营销;第三方实验室;第三方检
英文关键字：	services marketing;the third-p
中文摘要：	随着国际一体化进程的加快，国与国之间各类产业、各种行业已是高度渗透，彼此交融。大国间经济与政治利益的博弈往往最终表现为最平常的双、多边贸易中的细节问题，例如，食品安全问题等等。这些表象的背后不过是国与国之间产品检测标准存在差异，以及贸易双方彼此间未能建立产品质量检测报告的互信机制。所以针对上述问题建立建全世界公认的第三方实验室，早日与国际检测标准达成一致是关系到我国在世界多极化发展与全球一体化进程中长期利益的战略问题。 论文以滨海新区的一家第三方实验室——N机构作为研究对象，着重对其在服务营销过程中所产生的一系列问题进行了剖析，并在研究分析后，提出了相应的解决方案。所提出的对策既有普遍性又有针对性，可以应用于第三方实验室的一般营销管理之中，属于应用研究型的学术论文。论文共分为七部分。 第一部分绪论是论文的总纲，对论文的研究背景及选题意义进行了阐述，简要说明了本文的研究方法、研究内容及创新之处。 第二部分相关理论回顾，它对本文所用到的一些理论知识进行了归纳与梳理，包括服务营销、服务质量差距模型、服务利润链。 第三部分第三方实验室服务营销的客观必然性，主要包括第三方实验室的发展历程，第三方实验室引入服务营销势在必行，第三方实验室的7P营销组合。 第四部分N机构的营销现状分析，主要包括N机构的简介， N机构的SWOT分析，N机构营销中现存的一些问题。 第五部分N机构服务营销策略的选择，它是以论文前面三个章节的研究与分析结果为依据，对N机构营销策略的选择进行了三个方向的探讨，即针对人、有形展示、服务流程的3P策略选择，针对服务质量差距、服务利润链的策略选择，针对政府支持与市场发展的策略选择。 第六部分N机构服务营销策略的实施，它出于对组建顾客至上的高效营销团队、实行员工为本的全员营销机制、服务补救三个角度的考虑，向N机构的服务营销策略实施提供建议。 第七部分结论是对论文进行总结。
英文摘要：	With the acceleration of international integration, all kinds of industries and trades have been blended internationally more than ever. The competition for economic and political interests among major powers is in the final analysis about the detailed issues in the most common bilateral as well as multilateral trades, such as the food safety problem, etc. The reason for the phenomenon lies in the different inspection standards of different countries and the lack of mutual trust system about products’ quality inspection reports between the two sides in a trade. Therefore, to establish a recognized third-party laboratory and to be in line with the international quality inspection standard is crucial for China’s long-term interests in the world’s multi-polarization and globalization process In this thesis, a third-party laboratory of the Binhai New Area——N agency is taken as the object of the research. The thesis mainly analyzes a series of problems that comes up in the services marketing process, and puts forward corresponding solutions after the analysis. The proposed measures are both universal and targeted, and can be applied in general management of the laboratory of the third-party marketing management. This thesis belongs to the applicable academic research and is divided into seven parts. The first part is the introduction of the thesis. It expatiates the research background and the significance of the thesis’s topic, and briefly introduces the methodology and contents of the thesis as well as its innovation. The second part is the retrospection of some relevant theories. It sums up and makes clear the theories used by this thesis, including services marketing, service quality gap models and the services profit chain. The third part of the thesis is about the objective necessity of the services marketing in the third-party laboratory, mainly including the course of development of the third-party laboratory, the necessity of the introduction of services marketing and the 7P marketing mix of the third-party laboratory. The fourth part is about the analysis of the current marketing status of the N-agency, which mainly includes a brief introduction of N-agency, SWOT analysis of N-agency and some problems in the N-agency marketing. Part five is about N-agency services marketing strategies selection, which is based on the former three chapters’ research and analysis. It probes the N-agency marketing strategies from three aspects, namely people-oriented, visible display and services course 3P strategy selection, services quality gap, the chain of services profit strategy selection, and government support as well as market development strategy selection. Part six is about the application of N-agency services marketing strategy, which takes the establishment of efficient marketing team, full marketing mechanism centering on staff and services remedy into account. Part seven is the conclusion part of the thesis.
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