【摘要】：當今社會已步入服務經濟時代。然而，，目前我國服務業(yè)發(fā)展水平還不高，服務企業(yè)面臨諸多困境和挑戰(zhàn)。在企業(yè)實際經營和管理中，很多服務企業(yè)都聲稱以顧客 為中心，但是如何在企業(yè)內貫徹該理念并進行管理往往顯得力不從心。本文旨在探尋解決服務企業(yè)發(fā)展困境的方法，通過構建服務企業(yè)營銷和管理模式，幫助服務企業(yè)在理念上從顧客角度重新認識服務，從利潤角度衡量企業(yè)營銷管理活動，重新梳理好各部門之間的業(yè)務關系，培養(yǎng)員工和服務文化。服務企業(yè)只有構建和完善服務營銷和管理模式，同時兼顧企業(yè)自身利潤和顧客的價值，才能獲得在服務市場長久的競爭優(yōu)勢。 本文對服務利潤鏈理論、服務競爭優(yōu)勢理論、服務營銷及管理相關理論進行梳理。形成一個利潤鏈視角下的服務企業(yè)競爭優(yōu)勢與營銷管理模型。對服務企業(yè)如何開展服務營銷及管理工作，并取得服務競爭優(yōu)勢，從利潤的視角給出新的思路和方法。本文共分成五章。第一章提出了論文的研究背景、目的和意義，然后對國內外相關研究進行回顧，指出了研究內容與方法。第二章理論基礎部分對文中涉及的相關概念和理論進行界定。第三章通過層層分析和論證后構建出“利潤鏈視角下服務企業(yè)競爭優(yōu)勢與營銷管理模型”，并對模型各個因素進行說明和闡釋。第四章指出利潤鏈視角下服務企業(yè)競爭優(yōu)勢與營銷管理模型運用。模型的應用方法及相關工作包括：模型應用的基本思路、服務營銷工作的執(zhí)行和服務管理工作的執(zhí)行。提出模型在服務企業(yè)的實施策略——以廣告公司為例，首先分析中國廣告業(yè)發(fā)展現狀，然后提出模型在廣告公司的實施策略，最后提出模型應用后的反饋及改進。第五章總結了論文的研究結論以及不足之處，希望為日后的研究提供借鑒并有助于服務企業(yè)長遠發(fā)展。
[Abstract]:Nowadays, the society has stepped into the era of service economy. However, the development level of our service industry is not high, service enterprises are facing many difficulties and challenges. In the actual operation and management of enterprises, many service enterprises claim that they are customer-centered, but how to carry out this concept and how to manage in enterprises often appear to be inadequate. The purpose of this paper is to explore the methods to solve the difficulties of service enterprises' development, to help service enterprises to understand service from the perspective of customers and to measure their marketing management activities from the point of view of profits by constructing the marketing and management models of service enterprises. Rearrange the business relationship between departments and cultivate staff and service culture. Only by constructing and perfecting the service marketing and management model and taking into account the profit and customer value of the service enterprises can they gain a long-term competitive advantage in the service market. This paper combs the theory of service profit chain, service competitive advantage, service marketing and management. Form a profit chain perspective of service enterprises competitive advantage and marketing management model. This paper gives new ideas and methods on how to carry out service marketing and management and gain the competitive advantage of service in service enterprises from the angle of profit. This paper is divided into five chapters. In the first chapter, the background, purpose and significance of the thesis are presented, and then the related research at home and abroad is reviewed, and the research contents and methods are pointed out. The second chapter defines the related concepts and theories in the theoretical basis. The third chapter constructs the "competitive advantage and marketing management model of service enterprises under the perspective of profit chain" through layer by layer analysis and demonstration, and explains each factor of the model. Chapter four points out the competitive advantage of service enterprises and the application of marketing management model in the perspective of profit chain. The application methods and related work of the model include: the basic idea of model application, the execution of service marketing and the execution of service management. This paper puts forward the implementation strategy of the model in the service enterprise. Taking the advertising company as an example, this paper first analyzes the present situation of the advertising industry in China, then puts forward the implementation strategy of the model in the advertising company, and finally puts forward the feedback and improvement after the application of the model. The fifth chapter summarizes the conclusions and shortcomings of the paper, hoping to provide reference for future research and help service enterprises to develop in the long run.
【學位授予單位】：廣西科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F719

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