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论文编号：	6712
作者编号：	2120122991
上传时间：	2014/12/5 10:27:24
中文题目：	TP传媒有限责任公司服务营销策略研究
英文题目：	Studies of Services Marketing Management Strategy in TP Media Ltd
指导老师：	李桂华
中文关键字：	服务管理;顾客满意度;顾客忠诚度;服务策略
英文关键字：	service management;customer satisfaction;customer loyalty;service strategy
中文摘要：	2014年5月，TP传媒有限责任公司正式成立。与一般商业公司有所区别的是，TP传媒有限责任公司不是由公司创始人发起并组织成立的盈利性商业组织，是在国有电视台主管领导的指示下，将原有专项频道改制为有限责任公司，赋予公司独立自主经营权，直接面向市场，自负盈亏。 TP传媒有限责任公司的成立是国有经济市场化转型的重要内容之一，是大势所趋。改革势在必行，但是公司组建和经营的各方面条件并不成熟，新公司即将面临前所未有的困难与挑战。由于自身的原本属性基本上与市场经济相脱节，其原本的垄断地位带来的官本位行政管理作风尤其不能适应市场需求，因此，新公司想要生存以及获得更长远的发展需要从各个方面进行调整，以适应市场需求，顺应经济规律。本文从服务营销管理的角度，针对TP传媒有限责任公司目前以及未来可能遇到的问题进行成因分析，结合服务营销管理的相关理论，针对具体问题提供解决方案。 本文从TP传媒有限责任公司的发展历史中分析目前公司经营、管理中所面临的问题的产生原因，通过对服务质量、顾客满意度以及流程优化等服务营销管理的相关理论进行梳理，针对TP传媒有限责任公司目前存在的问题，在进行充分地市场调查研究、准确定位目标市场的基础上提供具体的服务营销策略，在公司组织架构、内部人员管理和信息反馈等方面提供了相应的保障措施，为TP传媒有限责任公司的内部管理和服务水准的提高具有指导意义。 虽然各方面条件并不成熟，但是TP传媒有限责任公司已经踏出了改革的第一步，本文也针对所面临的具体问题提供了可行性解决方案。目前我国正处在转型阶段，传统事业单位市场化运作是改革的重要内容，因此，会有更多的组织即将踏上类似的转型道路。本文所进行的相关论述以及针对具体问题提供的解决方案对于即将进行改革的其他经济组织能够产生一定的借鉴意义。
英文摘要：	May 2014, TP Media Ltd formally established. And general commercial companies differ is , TP Media Ltd is not initiated and organized -profit business organization set up by the company founder , is a state-owned television station in the instructions under competent leadership , the original special channel conversion to a limited liability company, gives the company the right to operate independent direct market-oriented, self-financing. Founded TP Media Ltd is one of the market-oriented restructuring of state-owned economy an important part of the general trend. Reform is imperative, but the company set up and operate all aspects of the conditions are not ripe; the new company will face unprecedented difficulties and challenges. Because of its original properties are basically out of touch with the market economy , to bring its original monopoly administration official standard style in particular, can not meet the market demand, therefore, the new company wants to survive and get more long-term development needs to be adjusted from all aspects in order to meet market demand, adapt to economic laws . From the perspective of service marketing management, TP Media Ltd for the problem you may encounter current and future conduct cause analysis, combined with the theory of marketing management services to provide solutions for specific problems. This paper analyzes the historical development of the current TP Media Limited company , the cause of the problems faced by the management , through the quality of service , customer satisfaction and process optimization theory of marketing management and other services to sort , limited media for TP the company currently existing problems, conducting market research fully and accurately locate the target market on the basis of providing specific services marketing strategy, the corresponding safeguards provided in the company's organizational structure, internal personnel management and information feedback , etc., for the TP internal management and improve service standards Media Ltd is instructive. While various aspects of the conditions are not ripe, but TP Media Ltd has taken the first step of reform, this paper also faced specific issues provided the feasibility of the solution. At present, China is in a transition phase, the traditional institution market operation is an important part of reform, therefore, there will be more organized about to embark on a similar transition path. Related discussions in this paper carried out and provide solutions to specific problems for other economic organizations forthcoming reforms can produce certain significance.
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