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论文编号：	316
作者编号：	2120062191
上传时间：	2008/12/15 2:41:35
中文题目：	COLORCON公司基于客户满意度的服
英文题目：	The service marketing strategi
指导老师：	许晖
中文关键字：	服务营销;客户满意度;营销策略;<
英文关键字：	Services marketing;Customer sa
中文摘要：	现实中，大多数企业往往都不了解产生服务危机的根源，他们或许看到顾客日益不满带来的某种威胁，但并未真正体会到这一问题的严重性。用来衡量服务和顾客满意程度的指标会对企业造成误导，这些数字很容易使他们误认为问题并不像实际上那么严重。服务营销就成为最容易忽视的方面。 本文作为一项应用研究，目的就是将先进的服务营销理论应用于COLORCON公司的营销实践，进一步提高客户满意度水平。本文以COLORCON公司为背景，首先从服务营销战略的一般理论出发，运用现代营销理论和竞争理论对COLORCON公司的社会、经济等外部环境和COLORCON公司的客户状况、市场竞争状况等内部条件进行了分析，以COLORCON公司为实证案例来揭示医药辅料行业的顾客满意度影响因素，进而通过市场调查的方法加以验证得到结论，然后对其中不足之处采取不同的服务营销策略进行完善和提高，使企业保持良久的生命力和竞争力，对解决COLORCON公司面临的难题和服务营销实践具有现实的指导意义。 目前，COLORCON公司这种类型的医药辅料企业是我国医药辅料服务市场的主体，而且大部分企业面临的内外部环境与COLORCON公司有相似之处，因此本文的研究方法具有一定的普遍性，所提出的服务营销策略对于其他医药辅料企业具有一定的借鉴意义，本论文的思路及模式可以放在整个医药辅料行业加以应用。
英文摘要：	In reality, most companies often do not have to understand the root causes of the services crisis, they may see the growing customer dissatisfaction leading to some kind of threat, but have not really understood the seriousness of the problem. Used to measure customer satisfaction and service, business targets would be misleading, these figures are easily mistaken for the problem so that they do not like the fact that is serious. Services marketing has become the most neglected aspect. In this article, as a matter of applied research, aimed to apply advanced services marketing theory to the COLORCON company’s marketing practices to further improve customer satisfaction levels. This article for the background of COLORCON company, firstly, from the general theory about service marketing strategy, make use of modern marketing theory and competition theory to analysis COLORCON company’s exterior environment such as society, economy etc. and interior condition such as customer condition, market competition situation, secondly, based on the COLORCON case to reveal the customer satisfaction factors of pharmaceutical excipients industry, and through market research methods to verify the conclusions obtained, and then through different service marketing strategies to improve the shortcomings, to maintain the vitality and competitiveness for a long time, also provide guidance to solve the problems faced by COLORCON company and its practice of service marketing. At present, such as COLORCON's type companies are main of China's pharmaceutical excipients enterprises, and most enterprises are facing internal and external environment similar with COLORCON company. So the research methods of this article has a certain universality, the services marketing strategies to other pharmaceutical excipients enterprises have a certain reference, the thinking patterns of this article can be applied on the entire pharmaceutical excipients industry.
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