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论文编号：	8197
作者编号：	2120142853
上传时间：	2016/6/2 21:28:45
中文题目：	A公司电子申报解决方案的服务营销策略研究
英文题目：	The Research on Service Marketing Strategy for eSubmission Solutions of Company A
指导老师：	杜建刚
中文关键字：	服务营销；7Ps营销组合；电子申报；解决方案
英文关键字：	Service Marketing, 7Ps Marketing Mix, eSubmission, Solutions
中文摘要：	随着服务经济比重的不断提高，销售产品所能获得的利润越来越少，发展整体解决方案式的服务在高科技信息技术行业越来越流行。A公司作为向制药企业提供药品注册电子申报解决方案的老牌供应商，虽然在欧美市场上拥有一定的市场份额，但在进入中国这个新兴市场时却遭遇了困难。根本原因是其原有的营销策略不能与中国的制药行业、电子申报行业的现状以及中国制药企业的实际需求相匹配。面对逐渐激烈的竞争形势，制定一套合适的服务营销策略是占据市场地位的基本前提。本文以A公司为研究对象，通过对中国药品注册电子申报行业的环境分析，结合7Ps服务营销组合理论，为其设计了一套服务营销组合策略。本文依据提出问题、分析问题和解决问题的研究思路展开研究。文章分为七个部分，第一部分介绍了电子申报行业的现状，提出了研究问题和研究的动机及意义，介绍了研究的方法和思路。第二部分对运用的理论及现有的研究进行了回顾。第三部分对问题进行了分析，通过市场环境分析、竞争者分析、A公司的SWOT分析得出了A公司要进入中国市场的总体战略方向。第四部分是解决问题，确定了以客户需求为基础的服务产品策略与价格策略，以优化服务体验为重点的人员策略、服务传递策略和过程策略，以及以提高企业吸引力为目标的宣传促销策略和有形展示策略。第五部分是实施服务营销策略的保障措施。第六部分通过A公司的典型客户应用案例，检验了部分策略的应用效果，同时，提出了在其它方面的持续改进空间。最后一部分，总结了论文的结论，以及研究的不足之处和后续研究展望。服务营销组合理论的应用对A公司的营销模式改进甚至是商业模式改进都会产生积极影响，且有利于A公司与其客户们的双赢。另外本文的研究对于提供其它行业的高科技服务整体解决方案的公司来说，在提升企业竞争力，开拓市场，构建良好客户关系和提高市场占有率等有一定的指导和参考意义。
英文摘要：	With the increasing proportion of service economy, the profit from products sales are getting less and less. It is more popular to develop the total solutions service, especially in the high-tech industry. As the senior supplier of drug application eSubmission solutions for pharmaceutical companies, although Company A has a certain market share in EU and US market, it still encountered difficulties while entering China market. The real reason is that the previous marketing strategy could not match the actual status of the pharmaceutical industry and eSubmission industry in China, and could not match the actual demand of Chinese pharmaceutical enterprises. Facing to the growing competition, a set of service marketing strategies is the key factor to occupy the new market. This thesis takes Company A as the research object, bases on the environment analysis of drug application eSubmission industry in China, combines with 7Ps Service Marketing Theory, develops a set of service marketing strategy. Following the method of proposing the problem, analyzing the problem and solving the problem, this thesis is divided into seven chapters: Chapter 1 introduces the status of eSubmission industry, raised the problem, introduce the motives, significance and the methods of this research. Chapter 2 summarizes the reference theories and current existing research. Chapter 3 analyses the market environment, competitors, introduces Company A, and using SWOT analysis to find the overall strategic direction to enter China market. Chapter 4 is to solve the problem, designs the service product strategy and price strategy base on client’s need, designs the people strategy, place strategy and process strategy which focus on enhancing client’s experience, and designs promotion strategy and physical evidence strategy which aim at attractiveness increasing. Chapter 5 is the guarantee of the implementation of all service marketing strategies. Chapter 6 is about a strategy application case, through this practical case to observe the effectiveness. At the same time bring out the continuous improvement in other aspects. Chapter 7 summarized the conclusions, deficiency, and follow-up research prospects.
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