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论文编号：	360
作者编号：	052117
上传时间：	2008/1/5 15:42:18
中文题目：	北京百代公司服务营销策略研究
英文题目：	The Study on Service Marketing
指导老师：	白长虹
中文关键字：	保健品行业 服务营销 服务质量
英文关键字：	Health-product Industry Servi
中文摘要：	摘要 近年来，保健品行业进入了一个前所未有的高速发展时期。但是随着中国加入WTO，越来越多的中国公司和跨国企业进入这一市场，营销模式趋同，竞争异常激烈。作为保健品企业，如何构建完善的服务体系，并通过不断提高自身的服务管理水平，从而为顾客提供更满意的服务，成为本文关注的焦点。 本文的研究对象北京百代公司作为保健品企业中的一家民营企业，其发展必须要跨上初创、成长和发展三个台阶。而优秀的服务管理体系和优秀的人力资本则是百代公司生存发展的基本要素。更重要的是，今后几年，保健品行业的竞争将会更加激烈，而尽快提高百代公司的服务营销管理水平已经成为当务之急。这正是本文的研究目的。 本文采用理论研究和案例研究相结合的分析方法，对百代公司的服务营销策略进行研究。第一章为导言；第二章对服务营销学的相关理论作了介绍，作为本文研究的理论基础；第三章分析了北京百代公司所处的行业环境以及百代公司目前的营销现状，分析出百代公司的优势及劣势，指出北京百代公司实施服务营销的必要性。第四章和第五章是本文的重点部分，运用服务营销的相关理论，针对百代公司所处的内外部环境及公司的营销的现状，从外部顾客满意和内部顾客满意两方面构建百代公司的服务营销策略，主要包括：有形展示策略，服务过程策略，控制服务质量差距策略，服务补救策略以及顾客满意体系的构建，企业文化的培育，内部顾客满意的服务营销策略的构建及实施途径等。 本文的创新之处在于经过系统分析，针对百代公司的服务特质，摒弃了源于一般企业的泛泛的市场营销，不仅仅通过构建外部顾客满意的服务营销体系，同时也通过构建内部顾客满意的服务营销体系，创造性地对百代公司服务营销的策略选择和实施提出了中肯的建议。这对于从根本上转换服务理念，提高企业竞争力，增加产品附加值，实现百代公司的长久发展，具有十分重要的意义。同时，对于国内众多正处于保健品市场风口浪尖上的其他公司来说，也具有现实的借鉴意义。 关键词：保健品行业 服务营销 服务质量 内部顾客满意 外部顾客满意
英文摘要：	Abstract In recent years, health-product industry has entered an unprecedented high-speed developing period. More and more Chinese companies and the international enterprises entered this market along with China joining WTO. While the health-product manufactures didn’t have their own particular marketing pattern, and the market competition is more and more intensive. In order to satisfy different customers, the health-product manufacture should establish an effective service system and improve the service quality ceaselessly. That’s exactly the focus of this thesis. The subject of this thesis -- Beijing Baidai Company, is one non-governmentally operated enterprise in health products industry area, which is in the crucial phase of development. And the excellent service management system and human capital is the essential element for Beijing Baidai’s survival and development. More importantly, in the next several years, health products industry competition will be more intensively. Therefore, improving Service Marketing Management as soon as possible is becoming the urgent matter of the moment for Beijing Baidai company, which exactly is the main purpose for this thesis’ studying. The main body of the thesis analyzed the services marketing strategy by adopting the analysis method which combined theory research with the case research. The structure is as follows: The first chapter submitted the studying problem, introduced the researching background. Chapter 2 introduced the relevant theory as the theory basis for this thesis’ studying. Chapter 3 educed the strength and weakness of Baidai company by analyzing systematically marketing environment. Finally pointing out the necessity for Baidai company to put service marketing into practice. Chapter 4 and 5 are the important parts of this thesis, from two aspect of satisfying outer customer as well as the inner employee, proposed the solution to the development of Baidai company, on the basis of relevant theory and method of service marketing and management. The innovation of this thesis is through systematic analysis and against the service particularity of Baidai company, established the service marketing system not merely satisfying the external customers, but also internal customers, and creatively proposed the solution to the selection and implement of Beijing Baidai service marketing strategy. This has the significance for Baidai company to fundamentally change service concept, improve competition power, increase the added value of the products, and realize Baidai long-period development. Furthermore, this thesis can be used for reference to other health-product companies in the fierce competition of market. Key words: Health-product Industry Service Marketing Service Quality Internal Customer Satisfaction External Customer Satisfaction
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