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论文编号：	4893
作者编号：	2120102713
上传时间：	2012/12/16 8:29:50
中文题目：	ENPC公司的服务营销战略研究
英文题目：	ENPC company’s service marketing strategy research
指导老师：	薛有志
中文关键字：	ENPC公司，通信制造业，服务解决方案，服务营销战略
英文关键字：	ENPC company, Communication manufacturing industry, Service solutions, Service marketing strategy
中文摘要：	受全球金融海啸影响，许多国家的制造业采购经理指数PMI（Purchase Management Index）都大幅走低，呈现出经济持续低迷，制造业不断萎缩状态。然而与此形成鲜明对比的是非制造业采购经理指数PMI却一直维持高位运行，反映出以服务业为代表的非制造业经济对稳增长的拉动作用更加显现。随着“服务经济”在世界各地的经济活动中占有的比重越来越大，传统加工制造型企业都不约而同的把目光转向服务，希望通过产业转型和企业再造将企业定位于服务型企业，一方面优化企业的经营模式，另一方面通过产业转型提升企业外部风险抵御能力。 作为一家通信行业中的传统制造型企业，ENPC公司的品牌、技术、管理、营销及服务网络都处于行业领先水平，十多年来的销售业绩也一直保持着快速增长趋势，企业逐渐成为网络能源领域的领导者。通过多年在有偿服务方面的研究和推广，并将服务作为一个独立的产品线进行开发和营销，不仅积累了很多服务营销管理经验，使得服务销售收入成为公司整体收入来源的重要组成部分，而且在市场环境持续低迷时期，服务收入增长率及利润率也都远超过产品销售，保持着良好的增长势头，服务销售已经逐渐成为ENPC公司可持续发展的重要推动力之一。然而随着业务的不断增长，企业内外部环境也发生了巨大的变化，现有服务产品结构及解决方案已经无法支撑业务可持续发展的要求，企业不仅面临着金融危机造成的各行业不景气压力，同时还面临着销售及利润指标增长的双重压力，未来将向何处去？这是一个值得深思的问题，对服务销售业务做长远规划已经迫在眉睫。本论文以ENPC公司为研究对象，通过六个章节全面而系统的分析研究了该公司在服务营销业务上所处的内外部环境，并运用经典的SWOT分析工具和7Ps服务营销战略组合理论制定出了一套完整的服务营销组合战略，该战略不仅适用于ENPC公司服务销售业务的持续稳定增长，同时为通信制造型企业向解决方案提供商转型提供了有利的参考依据。
英文摘要：	Affected by the global financial tsunami, the manufacturing PMI (Purchase Management Index) in many countries is greatly reducing. It shows the economic downturn and the continual manufacturing shrinking. However in striking contrast with this the non-manufacturing industry PMI has remained high. It reflects the service industry as representative of non-manufacturing industry take more significant pulling effect on a stabling economic growth. Along with the " service economy " in the world economic activities occupy an increasing proportion of large, the traditional manufacturing enterprises generally turn to services, and hope that through the transformation of industries and business reengineering the enterprise located in service enterprises. On the one hand it can optimize the enterprise’s business model, on the other hand it can also enhance the ability to withstand external risk through the Industrial restructuring. As one traditional manufacturing enterprise in the communications industry, the ENPC company's brand, the technology, the management, the marketing and the service network all is in the industry leading level, and the sales performance are also continuously maintaining the fast growth tendency for more than ten years, the ENPC company has become the industry leader in the network energy field gradually. Through years of research and promotion of the paid services, and it takes service as a separate product line for the development and marketing, not only accumulated a lot of experience about service marketing management, makes the service sales revenue has become an important part of the company’s overall revenue sources, but also in the market environment continued downturn the growth rate and profit margin of service sales revenue are much more than product sales, and maintained a good momentum of growth. The service marketing has gradually become the one of important driving forces for the sustainable development of ENPC company. However, as the business continues to grow, the internal and external environment has also undergone tremendous changes, the existing service product structure and the solution has been unable to support the business requirements of sustainable development. The enterprise is not only facing the industry downturn pressure caused by the financial crisis, also facing the dual pressures of sales growth and profit target. Where to go in the future? This is a thought-provoking question. To make a long-term planning has been imminent. This thesis takes ENPC company as the research object, analyses and researches the internal and external environment in the service marketing business through six comprehensive and systematic chapters, and uses the classic SWOT Analysis tools and 7Ps portfolio theory of service marketing strategy to work out the full service marketing mix strategies. This strategy is not only applicable to the continued and steady growth of ENPC company’s service sales business, as well as to provide a favorable reference for the communications manufacturing enterprises which want to transform into the solution providers.
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