本文選題：服務(wù)外包 + 鉆石模型　； 參考：《中國(guó)海洋大學(xué)》2015年碩士論文

【摘要】：1990年,美國(guó)管理學(xué)家加里-哈梅爾(Gary Hamel)和普拉哈爾德(C.K. Praharad)提出了服務(wù)外包的概念,在此后的20多年里,服務(wù)外包業(yè)迅速發(fā)展,并已經(jīng)成為了當(dāng)前企業(yè)界與理論界關(guān)心的一個(gè)熱點(diǎn)。在經(jīng)歷了2008年金融危機(jī)后,發(fā)達(dá)國(guó)家的企業(yè)集團(tuán)為了更好的生存,紛紛尋找降低營(yíng)業(yè)成本和生產(chǎn)成本的途徑,尤其是發(fā)達(dá)國(guó)家的中小企業(yè)為了生存,也試圖通過(guò)服務(wù)外包途徑來(lái)尋求發(fā)展機(jī)會(huì)。而中國(guó)相對(duì)低廉的人力資源成本和良好的教育基礎(chǔ),為中國(guó)的服務(wù)外包發(fā)展提供了優(yōu)勢(shì)條件。在這種經(jīng)濟(jì)背景下,眾多服務(wù)外包公司在中國(guó)紛紛成立,而中小型服務(wù)外包公司成為中國(guó)整個(gè)服務(wù)外包行業(yè)的主力軍,課題所研究的對(duì)象A公司正是中國(guó)服務(wù)中小型企業(yè)中的一員。為中小型服務(wù)外包企業(yè)的典型代表,A公司具有資本結(jié)構(gòu)單一,財(cái)務(wù)成本較高等特點(diǎn),不能從市場(chǎng)營(yíng)銷(xiāo)、戰(zhàn)略管理等層面上進(jìn)行創(chuàng)新,而在目前日趨嚴(yán)峻的國(guó)際服務(wù)外包形勢(shì)下,此類(lèi)中小型服務(wù)外包公司只有抓住市場(chǎng)機(jī)會(huì),科學(xué)組織公司管理、優(yōu)化公司財(cái)務(wù)結(jié)構(gòu),才能在服務(wù)外包行業(yè)中的站穩(wěn)腳步,穩(wěn)固發(fā)展。2009年初,A公司在良好的國(guó)際國(guó)內(nèi)服務(wù)外包環(huán)境下應(yīng)運(yùn)而生。文中通過(guò)服務(wù)外包理論和鉆石模型對(duì)A公司在服務(wù)外包行業(yè)中的前景和可行性進(jìn)行了分析。并指出A公司在經(jīng)營(yíng)發(fā)展過(guò)程中,陸續(xù)出現(xiàn)了一些問(wèn)題,其中體現(xiàn)最為突出的是市場(chǎng)營(yíng)銷(xiāo)問(wèn)題。最后,本文針對(duì)這些問(wèn)題通過(guò)品牌策略、4Cs營(yíng)銷(xiāo)理論和4Rs營(yíng)銷(xiāo)理論來(lái)對(duì)A公司在經(jīng)營(yíng)發(fā)展過(guò)程中所出現(xiàn)的問(wèn)題提出解決方案。文中的研究對(duì)象A公司具有中小型企業(yè)的典型特點(diǎn)。具體體現(xiàn)在以下幾個(gè)方面：缺乏品牌意識(shí),在經(jīng)營(yíng)過(guò)程中沒(méi)有創(chuàng)建以提供優(yōu)質(zhì)、高效的外包服務(wù)的公司形象,也沒(méi)有樹(shù)立專(zhuān)業(yè)、認(rèn)知度較好的品牌文化。市場(chǎng)營(yíng)銷(xiāo)意識(shí)淡薄,從公司創(chuàng)立至今,公司服務(wù)外包市場(chǎng)僅以澳大利亞為主,沒(méi)有專(zhuān)門(mén)的市場(chǎng)營(yíng)銷(xiāo)計(jì)劃和營(yíng)銷(xiāo)策略。在公司業(yè)務(wù)發(fā)展方面,A公司的業(yè)務(wù)深度和廣度有待進(jìn)一步擴(kuò)展。在公司業(yè)務(wù)管理方面,A公司沒(méi)有組織良好的銷(xiāo)售團(tuán)隊(duì),制定的許多管理策略和計(jì)劃沒(méi)有得到很好的執(zhí)行。此外A公司缺乏信息數(shù)據(jù)安全意識(shí),沒(méi)有申請(qǐng)信息安全管理體系。結(jié)合相關(guān)理論和A公司的實(shí)際情況,本文對(duì)A公司承接國(guó)際服務(wù)外包業(yè)務(wù)的經(jīng)營(yíng)策略提出以下改進(jìn)：首先,A公司應(yīng)根據(jù)市場(chǎng)營(yíng)銷(xiāo)理論建立公司品牌策略。在澳大利亞等主要市場(chǎng)打造公司的服務(wù)品牌。其次,在制定營(yíng)銷(xiāo)策略和營(yíng)銷(xiāo)計(jì)劃時(shí),應(yīng)充分考慮客戶(hù)的需求,按照客戶(hù)的需求導(dǎo)向來(lái)開(kāi)發(fā)自己的目標(biāo)市場(chǎng)和鎖定自己的目標(biāo)客戶(hù);并根據(jù)不同的目標(biāo)市場(chǎng)和客戶(hù)通過(guò)差別定價(jià)和捆綁定價(jià)的方法來(lái)實(shí)施定價(jià),依此來(lái)控制公司成本；A公司在考慮客戶(hù)的需求時(shí),還要為客戶(hù)提供便利的服務(wù)和良好的溝通,從而保證服務(wù)質(zhì)量和服務(wù)效率。在市場(chǎng)營(yíng)銷(xiāo)中,不僅要以客戶(hù)的需求為導(dǎo)向還要考慮到市場(chǎng)競(jìng)爭(zhēng),以關(guān)系營(yíng)銷(xiāo)為核心,重視與客戶(hù)的互動(dòng)關(guān)系,目的是跟客戶(hù)建立長(zhǎng)期穩(wěn)定的關(guān)系。依據(jù)服務(wù)外包理論,A公司需要垂直和水平拓展自己的業(yè)務(wù)。A公司需要垂直拓展自己的業(yè)務(wù)鏈流程,從而增加業(yè)務(wù)深度。A公司在業(yè)務(wù)廣度方面,可以在其他行業(yè),比如醫(yī)學(xué)編碼、圖書(shū)館信息管理等行業(yè)來(lái)拓展業(yè)務(wù)廣度。業(yè)務(wù)水平的深度和廣度直接關(guān)系到A公司在國(guó)際市場(chǎng)的競(jìng)爭(zhēng)力。最后,為了提高A公司的競(jìng)爭(zhēng)力,A公司還要實(shí)行一些保證改進(jìn)策略實(shí)施的保障措施。A公司需要完善公司的企業(yè)文化及管理機(jī)制,并通過(guò)一些措施完善銷(xiāo)售團(tuán)隊(duì)和管理團(tuán)隊(duì)建設(shè),此外還要制定合理的營(yíng)銷(xiāo)策略與營(yíng)銷(xiāo)計(jì)劃,最后為了提高客戶(hù)的信任度,A公司應(yīng)該申請(qǐng)信息安全認(rèn)證,保證業(yè)務(wù)過(guò)程中客戶(hù)的商業(yè)機(jī)密不被泄露。
[Abstract]:In 1990, American management scientists Gary - Hamel (Gary Hamel) and C.K. Praharad proposed the concept of service outsourcing. In the next 20 years, the service outsourcing industry has developed rapidly and has become a hot spot in the current business and theoretical circles. After the 2008 financial crisis, the enterprise group in the developed countries In order to survive better, one after another seeks ways to reduce operating costs and production costs, especially in the developed countries, in order to survive, it also tries to seek development opportunities through service outsourcing. The relatively low cost of human resources and a good educational base in China provide the advantages for the development of service outsourcing in China. Under this economic background, many service outsourcing companies have been set up in China, and small and medium service outsourcing companies have become the main force of the whole service outsourcing industry in China. The object of research, A, is a member of China's small and medium service enterprises. For the typical representative of small and medium service outsourcing enterprises, A company has a capital structure. Single and higher financial cost can not be innovated from the aspects of marketing and strategic management. But under the increasingly severe international service outsourcing situation, this kind of small and medium service outsourcing companies can take the market opportunity, organize the management of the company scientifically and optimize the financial structure of the public company, so as to stand firm in the service outsourcing industry. At the beginning of.2009, A company came into being in the environment of good international and domestic service outsourcing. Through the service outsourcing theory and the diamond model, this paper analyses the prospect and feasibility of A company in the service outsourcing industry, and points out that some problems have appeared in the process of operation and development of A company. In the end, this paper puts forward solutions to the problems of A company in the process of operation and development through brand strategy, 4Cs marketing theory and 4Rs marketing theory. The research object of this article, A company has the typical characteristics of small and medium enterprises. Consciousness, in the course of operation, there is no creation to provide high quality and efficient outsourcing services, and there is no professional, well aware brand culture. The marketing awareness is weak. Since the company was founded, the company service outsourcing market is only based on Australia, and there is no special marketing plan and marketing strategy. In terms of business development, the depth and breadth of A's business needs to be further expanded. In terms of business management, A has not organized a good sales team, and many management strategies and plans have not been well implemented. In addition, A company lacks information security awareness, and does not apply for information security management system. According to the actual situation of the theory and A company, the following improvements are made to the strategy of A company to undertake international service outsourcing business. First of all, A company should establish the company brand strategy according to the marketing theory. To build the company's service brand in Australia and other major markets. Secondly, the marketing strategy and marketing plan should be fully tested. Take care of customer needs, develop their target market and lock their own target customers according to customer's needs; implement pricing according to different target markets and customers through differential pricing and bundling pricing, and control the cost of the company; A company also provides convenience for customers when considering the needs of customers. Service and good communication, so as to guarantee the quality of service and service efficiency. In marketing, we should not only take the customer's needs as the guidance, but also take into account the market competition, take the relationship marketing as the core, attach importance to the interaction relationship with the customer, and aim to establish a long-term stable relationship with the customer. According to the service outsourcing theory, A company needs vertical and vertical. Horizontally expand its business.A companies need to expand their business chain processes vertically, thus increasing business depth.A companies in business breadth, and can expand business span in other industries, such as medical coding, library information management and other industries. The depth and breadth of business level is directly related to A company's competition in the international market. Finally, in order to improve the competitiveness of A company, A company has to implement some guarantee measures to improve the implementation of the strategy,.A company needs to improve the company's enterprise culture and management mechanism, and through some measures to improve the sales team and management team construction, in addition to develop a reasonable marketing strategy and marketing plan, finally in order to propose With the trust of high customers, A should apply for information security authentication to ensure that the business secrets of customers in the business process are not leaked.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F752.68

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