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论文编号：	331
作者编号：	042153
上传时间：	2008/1/3 8:59:21
中文题目：	天津市贸促分会服务战略研究
英文题目：	Research on Service Strategy
指导老师：	范秀成
中文关键字：	贸促会 战略定位 服务战略 顾客<
英文关键字：	CCPIT Tianjin Sub-Council Pos
中文摘要：	战略是需要组织关注的“核心”问题，是关乎组织运营“效果”的问题，它决定了组织的未来。 随着国内各类中介组织如雨后春笋般的涌现出来，加上国外商协会组织抢滩中国，使得中国贸促会和天津市贸促分会市场竞争变得更加激烈，服务竞争压力也日显突出。目前的天津市贸促分会由于近年来没有明确的战略定位和辅以相应的组织结构和组织文化，慢慢滞后于市场和时代的发展，加之专业人才流失，服务水平低下，使得组织存在严重危机。在这种情况下，整体组织优势很难彰显，困扰着天津市贸促分会的进一步发展。 针对天津市贸促分会如何进行有效的战略定位和服务战略分析，本文以战略管理和服务营销的相关理论为指导，阐述了确定战略定位的重要性。运用SWOT分析方法，对贸促会内外部环境进行了深入分析，找出了目前困扰天津市贸促分会发展的主要因素；从与国外商会组织运营模式对比分析中得到了一些有益的启示。在识别核心能力和定位分析的基础上，提出了天津市贸促分会战略定位和服务战略升级的主要观点，并对有效实施发展战略的关键措施进行了深入分析。 本文的创新之处在于:根据战略定位理论，提出天津市贸促分会的战略定位是服务政府和服务企业两个顾客；基于服务战略理论，提出天津市贸促分会目前应采取服务导向战略，扭转当前被动局面；基于顾客价值理论，天津市贸促分会下一阶段应升级为顾客价值创新战略，开创增长型新局面。 通过研究，明确了在服务竞争压力下，贸促会必须建立和实施服务导向战略的理念, 并由此向顾客价值创新战略发展。通过加强内部管理，不断完善和拓展服务功能，在提升员工满意度的基础上，提高客户满意度和忠诚度，以保持竞争优势。
英文摘要：	Strategy is the core issue that organizations concern, relating to the operation results, and determines the future of the organizations. The much advent of intermediary organizations has made competition tougher for China Council for Promotion of International Trade (CCPIT in short) and Tianjin Sub-Council with greater service pressure. In recent years, CCPIT, Tianjin Sub-Council has suffered from lack of appropriate strategic positioning and unsuitable matched organizational structure and culture, so she has slowly lagged behind the market and epoch. And along with the brain drain and low service level, CCPIT Tianjin is in crisis now. It results in the impediment the rapid progress of CCPIT, Tianjin Sub-council that can not fully play its role. The paper emphasizes on the significance of positioning analysis of how to effectively position and make service strategy under the guide of strategic management and service marketing theories. Factors have been identified as hampering the progress on the careful study of impact of its opportunities and threats of outer circumstances and strengths and weakness of inner circumstances by SWOT analysis. Some lessons have been learnt from comparing with operation modes of foreign counterparts. Points have been made on its positioning and strategy upgrading based on identification of core-competitiveness and analysis of positioning, and on a careful study of key measures of effective strategy implementation. The innovative points of this thesis are as following. Based on Strategic Positioning theory, CCPIT, Tianjin Sub-Council should position at serving the government and the enterprises at the same time. On the base of Service Strategy, CCPIT, Tianjin Sub-Council should make and implement service-oriented strategy at current stage to change the lagging phase. According to Customer Value Theory, to renovate, CCPIT, Tianjin Sub-Council at the next step should upgrade to the customer value innovation strategy. By research, it has been affirmed that under the pressure of service competence, CCPIT, Tianjin Sub-council has to establish and implement service-oriented strategy from which upgrade to customer value innovation strategy. To maintain the competence advantages, all that have to be done are strengthening internal management, improving and expanding continuous service functions raising customers’ satisfaction and loyalty based on advancing satisfaction of staff.
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