企业服务营销策略外文文献翻译最新2016年Word文档下载推荐.docx
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企业服务营销策略外文文献翻译最新2016年Word文档下载推荐.docx
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MenderG.Theresearchofenterpriseservicemarketingstrategy[J].InternationalJournalofProductionEconomics,2016,2(6):
122-132.
Theresearchofenterpriseservicemarketingstrategy
MenderG
Abstract
Anybusinessactivitiesofenterprisesareexistandrelyonacertainsocialenvironment,aslongasthesurroundingenvironmenthaschanged,companieswillstarttoadjustsystemtoadapttotheenvironmentandtomaintaintheirownsurvival.Industrializedmassproductioncontributedtotheformationofthebigmarket,moreandmoreaftermeetsthebasicdemandintherestofthegoods,butnaturalresourcesarebecomingscarce.Thedevelopmentofscienceandtechnologyhasbroughttheindustrialstructureadjustment,knowledgeandintelligenceasthecoreresources,networktechnology,andelectroniccommerceconstitutestheknowledge-basedeconomy.Economicglobalizationistheproductofevolutionofsocialeconomy.Itbringsopportunitiesandchallengesfacingtheenterprise.So,theenterpriseonlyrealizebuildthecorecompetitiveness,inconstantchange.Corecompetenceismanyelementsthroughalongtimeofprecipitationformation.Itisseenasthesourceofenterprisewithcustomer.
Keywords:
servicemarketing,marketingmix,theSWOTanalysis1Introduction
Thechangesofsocialeconomicenvironment,andtheaccompanyingsocialconsumptionideaandvalueswillmakeinstantresponse.Marketpatternisindisputablefactthatsupplyexceedsdemand,alsoisdisappearing,"
shortageeconomy"
s"
buyer'
smarket"
beguntotakeshape,makingpassiveacceptconsumershasbecomethemasterofthemarket.Allthebusinessactivitiesofenterprisesisaroundthe"
customer"
.Undertheconditionofonthebackgroundofknowledgeeconomy,consumershavemoreknowledge,informationandskills,keentolearnandpracticemore.Advocating"
quality"
of"
perceptualconsumption"
replacethe"
rational
consumer"
ispursuingthe"
quantity"
.Basedonthebasicfunctionofcommodity,quantityandlowpriceisnolongernecessarymaindemand,andpayattentiontotheindividuationofconsumer,respectedfeeling,superiority,securityandotheremotionalandpsychologicalsatisfactionbecomefashionconsumption.Thiswillcausepeopletotheproductconceptualunderstandingofchange.Customeristheenterpriseexistencereason,onlyhassatisfiedthecustomerneedsandpreferences,theenterprisesurvivalanddevelopmentcanbeattained.Fromtheenterprise'
sgrowthandthehistoryoftheresearchandanalysis,thepeoplerealizesoberly,inthenumerousandcomplicatedfactorswhichrestrictthedevelopmentoftheenterprise,theenterprisecustomerstoprovideproductvalueevaluationhasthefinalsay.Thepursuitofenterpriserunbytheoriginal"
profitfirst"
intomodernpursuitof"
customerfirst"
.Enterprisesurvivalanddevelopmentenvironment,marketsupplyanddemandstructure,thechangeoftheenterprisemanagementstrategyhasrevealedthecustomerintheleadingpositionintheenterpriseoperation.Tocomplywiththetrend,enterprisesmusttrulytakecustomerasthefocus,toprovidecustomerswith"
value"
products,thisisthe"
isthetruemeaningof"
competitive"
.Tomaximizethevalueofcustomerperception,inadditiontocontinuouslystrengthenproductdevelopmentperformanceitself,moreneedtoincreaseproductwithservicevalueoftheintangibleservicequalitytomakethecustomerperceptionandenjoymorevalueproducts,maketheenterprisekeepdevelopmentevenmorecustomers,greaterprofits,sothatenterprisescanputmorecosttoresearchanddevelopmenttoimproveproductperformanceandimproveservicequality,intoavirtuouscycle.
2Literaturereview
Sincethe1960s,researchservicemarketingproblems.Untilthe1970s,theUnitedStatesandnorthernEuropemarketingscholarswithofficialtocarryouttheserviceofmarketingresearchandgraduallyestablishedarelativelyindependentservicemarketing.Thedevelopmentoftheservicemarketingroughlyexperiencedthefollowingstages:
Beginningstage(before1980):
thisphaseofthestudyismainlytodiscussthedifferencesbetweenservicesandtangibleproducts,andattemptstodefinecommonfeatureofmostservicenotperceptual,inseparability,diversity,tobestored
andlackofownership.Exploringstage(1980-1985):
thisphaseofthestudymainlyincludestwoaspects:
oneistoexplorethecharacteristicsoftheservicehowtoinfluenceconsumerbuyingbehavior,especiallyfocusedontheconsumerontheservicecharacteristics,advantagesanddisadvantagesandpotentialassessmentoftherisksofbuying.Thesecondistoexplorehowtoaccordingtothecharacteristicsoftheservicecanbedividedintodifferenttypes,differenttypesofservicesrequiresmarketersusedifferentmarketingstrategyandskillforpromotion.Advancestage(1986-present):
thi
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