联系我们

论文查询结果	返回搜索

论文编号：	4863
作者编号：	2120102650
上传时间：	2012/12/12 23:32:35
中文题目：	CG公司汽车检测服务营销
英文题目：	The service marketing strategy research of CG company’s automotive tesing
指导老师：	焦媛媛
中文关键字：	汽车检测服务;服务营销;7P
英文关键字：	Automotive testing service; Service marketing strategy; 7P
中文摘要：	21世纪是服务的世纪，服务业占国民经济的比重正在日益提高，作用也越来越大。委外第三方检测还属新生事物，但随着中国成为世界第一汽车生产和消费国，伴随而来的汽车零部件委外检测需求也与日俱增。根据CG公司业务发展部数据，国内汽车内饰件和汽车电气电子部件的委外第三方检测服务费用已达到1.79 亿美元，并且在未来5年，中国所需的检测服务可望每年递增20%。CG公司做为世界领先的第三方检测机构，面对诸多国内外知名的第三方检测机构的不断介入国内汽车检测服务业务，市场竞争进入白热化阶段。CG公司汽车检测服务发展正处在一个方兴未艾的关键时期，因此行之有效地制定和执行汽车检测服务营销策略，是其汽车检测服务项目经营发展的关键。面对着检测机构的服务营销观念相对滞后，目前尚缺少对第三方检测机构汽车检测项目服务营销策略研究方向的论文。因此本文就以CG 公司汽车检测服务为例，对汽车检测服务营销策略进行初步研究。首先本文对第三方检测机构和汽车检测第三方试验室进行概况介绍，然后主要分析CG 公司汽车检测服务在中国的发展，并分析CG 公司汽车检测服务的行业特点。从而对CG 公司汽车检测项目通过波特五力模型和SWOT工具进行竞争环境和优势、劣势进行分析，通过服务营销及其7P理论研究，本文认为： CG 公司汽车检测服务营销策略框架包括：以顾客需求为关注点，实施服务产品策略、服务人员管理策略、服务过程管理策略和服务质量管理策略。本文的研究能为CG 公司汽车检测服务营销方案实施提供有力依据，也为第三方检测行业的服务营销策略研究提供案例参考。以实现为汽车检测服务的客户缩短验证时间，减少验证成本，扫除沟通障碍。同时，客户也能参与到检测过程中来，面对面地讨论实验结果，从而提升和改善自身的研发实力及制造水平。
英文摘要：	The 21st century is the century of service, the service industry accounts for the proportion of the national economy is increasing, it will be more and more effecitive. The third party testing is the new things, but as China become the world's first automobile production and consumer, with auto parts outsourcing testing service demand also grows day by day. According to the CG company business development department data, the domestic automobile parts and automobile electrical electronic components for the outsourcing of the third party testing service fee has reached 179 million us dollars, and in the next 5 years, Chines testing service maketing is expected to increase 20% each year. CG company as the world's leading the third party tesing group, in the face of the many well-known domestic and foreign third party testing institutions constantly intervention domestic automobile testing service business, market competition into white-hot stage. CG company car testing services development is in a critical period of the beginning, so effective to develop and implement car testing service marketing strategy, is the car testing service project management development key. Facing the testing service marketing concept relative lag, there is lack of the third party testing organization automotive testing project service marketing strategy research. So this thesis of CG company automotive testing service as an example, the automotive testing service marketing strategy for preliminary research. First in this thesis, the third party testing institutions and automotive testing laboratory profile is introduced, and then the main analysis CG company automotive testing service development in China, and analyzes CG company car testing service industry characteristics. And the CG company automotive testing service through the baud five competitive forces model and SWOT tools to carry on the competition environment and advantages and disadvantages were analyzed, and through the service marketing and 7Ps theory research, this thesis issues that: CG company automotvie testing service marketing strategy framework including: base on customer demand, the implementation of service products strategy, service people management strategy, service process management strategy and service quality management strategy. This thesis studies for CG company automotvie testing service marketing solutions provide powerful basis, but also for the third party testing industry service marketing strategy study provides reference case. In order to realize the automotive testing service for the customer to shorten test time, reduce verification cost, overcoming the obstacles of the communication. At the same time, the customer can also participate in the inspection process, face-to-face discussion experimental results, so as to enhance and improve their own research and development strength and manufacturing level.
查看全文：	预览  下载(下载需要进行登录)