簡(jiǎn)介：武漢體育學(xué)院碩士學(xué)位論文經(jīng)營(yíng)性體育舞蹈俱樂(lè)部營(yíng)銷策略的研究姓名余璐申請(qǐng)學(xué)位級(jí)別碩士專業(yè)體育教育訓(xùn)練學(xué)指導(dǎo)教師胡建國(guó)20100601IIABSTRACTWITHTHECURRENTIMPROVEMENTOFLIVINGSTARDTHEESTABLISHMENTIMPROVEMENTOFMARKETECONOMYPEOPLEINTHEPURSUITOFQUALITYOFLIFEWHILEWANTTOHAVEBOTHPHYSICALMENTALAESTHETICPLEASURESOMONOTONOUSRUNNINGSWIMMINGCANNOTAPPEASETHECURRENTNEEDSOFTHEPEOPLEPEOPLEALWAYSLOOKFAREASINSPTCHANGETHEWAYSOSPTSDANCEEVOLVEDINTOABROADMASSESOFPEOPLECANPARTICIPATEINNEWSPTPROJECTSDANCESPTSCLUBASASPTSINDUSTRYHASBEENRAPIDLYDEVELOPEDALTHOUGHTHELATEDEVELOPMENTOFSPTSDANCEMARKETBUTTHERAPIDDEVELOPMENTINRECENTYEARSDANCECLUBASTHESPTSBUSINESSISTHEMAINSPTSDANCEFITNESSMARKETINTHEFUTURETHEQUALITYOFMARKETINGSTRATEGYDIRECTLYRELATEDTOSURVIVALDEVELOPMENTOFTHECLUBINDERTOAPPEASETHEMARKETENVIRONMENTVARIABTHEDIVERSITYOFCUSTOMERNEEDSDANCESPTSCLUBSSHOULDEXPLENEWMARKETINGSTRATEGIESCREATEMECUSTOMERSPROMOTETHEDEVELOPMENTOFSPTSDANCEPROJECTTHISPAPERUSESDOCUMENTLITERATUREINTERVIEWSCOMPARATIVELAWQUESTIONNAIRESURVEYMATHEMATICALSTATISTICSANALYSISOFTHESTATUSOFSPTSMARKETINGDANCECLUBCONCLUSIONS1BUSINESSSPTDANCECLUBHASAGOODMARKETPROSPECTBUTNOWSMALLDANCECLUBISTHEMOSTCONSIDERABLEPARTOFTHESPTSDANCECLUBHASWRYINGPROFIT2ANALYSISOFTHEMARKETINGENVIRONMENTOFSPTSDANCECLUBITHINKTHATTHEPOPULATIONENVIRONMENTECONOMICENVIRONMENTSOCIALCULTURALENVIRONMENTTHECOMPETITIVENESSOFTHEENTERPRISESALLTHEFACTSOFDEVELOPINGINSPTDANCECLUB3CHINESEDANCESPTSCLUBHAVEASIMILARMARKETINGMODELTHELACKOFDIFFERENCEBETWEENDANCECLUBSPTSMARKETINGIDEASANALYSISOFTHEOBJECTOFMARKETINGISNOTCLEARTHEREFEMARKETINGRESULTISNOTSATISFACTY4THROUGHANALYSISOFCONSUMERBEHAVICONCLUDEDTHEREARE7CLASSGROUPSTHEYAREMANAGERSOWNERSINTELLECTUALSBLUECOLLARRETIREESCOLLEGESTUDENTSYOUNGCHILDREN5NOWSPTSDANCECLUBCARDKINDOFCOMPLETESETCONSUMERSAREMEOPTIONSBUTMELESSONSOFDANCESPTCLUBISNOTREASONABLEDONOTATTACHIMPTANCETOTHELESSONSOFELDERLYBYCOMPARINGTHECLUBPRICINGTARGETCUSTOMERSMECONSISTENTPSYCHOLOGICALPRICEPARTOFTHECLUBREASONABLYPRICEDALTHOUGHTHEREAREALOTOFPROMOTIONALMETHODSHOWEVERMOSTFOCUSONSHTTERMPRICEWAROFTENCANNOTMAKEPROMISESFSHTTERMPROFITSKEYWDSOPERATINGSPTDANCECLUBMARKETINGSTRATEGYMARKETINGMIX

簡(jiǎn)介：武漢體育學(xué)院碩士學(xué)位論文海南省游泳場(chǎng)館服務(wù)經(jīng)營(yíng)現(xiàn)狀與差異化營(yíng)銷策略研究姓名王舉申請(qǐng)學(xué)位級(jí)別碩士專業(yè)體育教育訓(xùn)練學(xué)指導(dǎo)教師王超英20100601IIABSTRACTTHEAUTHOFTHESTUDYTHROUGHTHELITERATUREFOUNDTHAT1RESEARCHOFTHESWIMMINGVENUESERVICECONDITIONTHEMARKETINGISNOTMUCHMOSTLYISCARRIESONTHECONCISEABOUTTHEPUBLICSPTSCOMPLEXESMANAGEMENTPERHAPSTHELARGESCALESPTSCOMPLEXESPLANTHEMANAGEMENTELABATIONTHESWIMMINGVENUESSERVICETHEMANAGEMENTHAVEITSUNIQUEMERITBUTVERYLITTLEDISCOVEREDREGARDINGTHISCARRIES2SINCE1995PROMULGATED“NATIONALFITNESSPROGRAM“SPECIALLYAFTER2001“NATIONALAMATEURSWIMMINGTRAININGSTARDS“WASPROMULGATEDENACTEDTHEPUBLICSWIMINTHENATIONALPOPULACECONSIDERABLEDEVELOPMENTIN2008BEIJINGOLYMPICGAMESTHEPOPULACESWAMTHEDEVELOPMENTHASACHIEVEDAHIGHTIDEPERIODBUTTHERESEARCHABOUTHAINANPROVINCESSWIMMINGVENUESERVICECONDITIONTHEMARKETINGISBLACK3HAINANPROVINCESWIMMINGVENUESERVICE’SCONDITIONHAVEANYPROBLEMINFLUENCEFACTSASWELLASHOWTODISPLAYTHEDEVELOPMENTASPECTGEOGRAPHYSUPERIITYINTHEPOPULACEINHAINANPROVINCETHEATONEMENTINFERIITYWHATMARKETINGMETHODSHOULDREALIZESTHESWIMMINGVENUESENTERPRISEMISSIONTHESOCIALVALUEWHICHQUESTIONWENEEDTOPAYATTENTIONCONSIDERBASEDONTHEABOVESPOTSAUTHWANTSRESEARCHSWIMMINGVENUESERVICEOPERATIONCONDITIONTHEVARIATIONMARKETINGQUESTIONATTEMPTSTODISCOVERYNEWWAYABOUTTHESWIMMINGVENUEMARKETINGHOPETHENEWWAYCANLEADSHAINANPROVINCESWIMMINGVENUEOPERATASWELLASTHEGOVERNMENTSPTSDEPARTMENTPROVIDESCERTAINREFERENCETHISRESEARCHHASANALYSISTHEHAINANPROVINCESWIMMINGVENUEPRIMARYSERVICECONDITIONOPERATIONCONDITIONEMPHASISFINDNEWIDEAOFTHEHAINANPROVINCESWIMMINGVENUEMARKETINGTHISSTUDYHASFOCUSEDONBASICSERVICESINHAINANPROVINCESITUATIONANALYSISOFTHESWIMMINGCOMPLEXASWIMMINGPOOLCOMPLEXINHAINANPROVINCEHAINANPROVINCEOPERATIONALSTATUSOFTHENEWSWIMMINGCOMPLEXMARKETINGCONCEPTSSWIMMINGPOOLCOMPLEXONHAINANFIELDTRIPSTOSTUDYINHAINANPROVINCEOFTHESWIMMINGCOMPLEXINFMATIONINTERVIEWSWITHRELEVANTEXPERTSTOCONCLUDETHISARTICLEAREASFOLLOWS1THEOVERALLLEVELOFTHESWIMMINGCOMPLEXINHAINANPROVINCEISNOTQUITERATIONALINTHE

簡(jiǎn)介：重慶大學(xué)碩士學(xué)位論文體育中介公司的經(jīng)營(yíng)管理及市場(chǎng)營(yíng)銷策略姓名江森清申請(qǐng)學(xué)位級(jí)別碩士專業(yè)工商管理指導(dǎo)教師張衛(wèi)國(guó)2000101重壅查蘭堡主堂垡堡苧』些塑一ABSTRACTINTHISARTICLE．IHAVEAPPLIEDTHEBASICTHEORIESANDWAYINMANAGEMENT，ECONORMCS，MARKETINGALLSTRATEGICMANAGEMENTWITHMYEXPERIERCEINWORKTOANALYSETHESOCIALBENEFIT，ECONOMICVALUE，THEDEMANDOFMARKETANDCONSUMPTIONBEHAVIOROFTHEPHYSICALINDUSTRYANDITSMARKET．ANDUNDERTHEFOUNDADONOFTHEREANALYSES，IHAVEGIVEAFULLEXPLANATIONONTHEROLESPLAYEDBYSPORTSINTHESOCIALECONOMICDEVELOPMENTANDTHERELATIONSBETWEENSPORTSANDECONOMICDEVELOPMENT．ANDIHAVEALSOANALYSEDTHESITUATIONOFPHYSICALINDUSTRYDEVELOPMENTOPPOMMITIESANDCHALLENGESWHICHWILLBEMET．IHAVEGIVENATHOROUGHANDDEEPANALYSISANDSTUDYONTHEMANAGEMENLTHEWAYOFOPERATING，MARKETINGTACTICSOFPHYSICALMEDIAINPHYSICALBUSIESMATCHANDRⅫFORMANCE，PUTTINGFORWARDTHEPROBLEMSANDTHEIRREASONOFTHEPHYSICALMEDIACORPORATIONINITSPRACTICALOPERATION．AISOIHAVERAISEDTHEMEASURESANDSUGGESTIONWHICHCANIMPROVETHESOUNDDEVELOPMENTOFTHEPHYSICALMEDIACORPORATION．ANDTHEMARKETINGSTRATE臥’FORMEDIACORPORATION，SPONSOM．AUDIENCES．CLUBS．SPORTTEAMSANDHOSTCITIESWHICH她LLBCNEFITALLSIDESHAVEBEENMADE．ATLASTIHAVESUMMARIZEDTHEBASICMETHODSANDPROCEDURESOFTHEMANAGEMENTANDOPERATIONOFPHYSICALMATCHINTHEPHYSICALMEDIACORPORATION．ANDTHEMARKETINGSTRATEGIESOFADVANTAGECONCENTRATING．INTEGRATIONANDDIFIERENTIATIONARESUGGESTEDT0BEADOPTEDBASINGONTHEBUSINESSDEVELOPMENTRIGHTWHICHWILLBEOBTAINEDBYTHEWHOLLYORPARTIALLYPURCHASINGANDSELFARRANGEMENTGAMES．ITHASALSOBEENPRESENTEDTHEDETAILEDSETTLEMENTFORTHEMARKETPROMOTIONWORKFORGAMEADVERTISEMENTANDTICKETSELLING．ANDIHAVEALSOGIVENANUSEFULEXPLORATIONONTHEDEVELOPMENTOFPHYSICALMATCHEVENTSANDTHEWAYSOFMARKETING．ITWILLPLAYEDAGUIDINGROLEMTHEPRACTICALOPCRATLONOFSPORTSGAMEPROJECTS．KEYWORDSPHYSICALINDUSTRYPHYSICALMEDIAMARKETING

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簡(jiǎn)介：ABSTRACTI澳門公文式教育特許經(jīng)營(yíng)澳門公文式教育特許經(jīng)營(yíng)營(yíng)銷策略營(yíng)銷策略研究研究MACAUKUMONFRANCHISEMARKETINGSTRATEGY摘要眾所周知，21世紀(jì)是人才的世紀(jì)，無(wú)論是知識(shí)科技領(lǐng)域還是市場(chǎng)經(jīng)濟(jì)發(fā)展，都有一定的人才需求。在這個(gè)信息激增，社會(huì)變革頻繁的時(shí)代，人們都需要不斷的學(xué)習(xí)?；谶@個(gè)原因，公文式教育在世界范圍內(nèi)流行起來(lái)。學(xué)習(xí)這個(gè)方法的目的是為了令到群體學(xué)習(xí)中學(xué)生的不同個(gè)性得到尊重。度身訂做一個(gè)最適合的教育方法給學(xué)生。它以其獨(dú)特的自學(xué)方式和良好的學(xué)習(xí)效果，獲得學(xué)生、家長(zhǎng)與及教師的認(rèn)可。公文理念的實(shí)現(xiàn)，依賴于它編排有序、科學(xué)、系統(tǒng)的自學(xué)教材。另一方面，更重要是依賴于導(dǎo)師正確的教育觀念，以及在這種觀念指導(dǎo)下對(duì)學(xué)生進(jìn)行的有效的輔導(dǎo)。在這個(gè)適切的環(huán)境當(dāng)中，公文式教育得到了很大的發(fā)展空間，澳門公文式教育在2012年也獲得了極大的突破?；谀壳暗娜瞬攀袌?chǎng)發(fā)展，公文式教育機(jī)構(gòu)應(yīng)該更為適應(yīng)當(dāng)前的市場(chǎng)需求，要在激烈的市場(chǎng)競(jìng)爭(zhēng)中尋求生存和持續(xù)發(fā)展，選擇更適應(yīng)自身資源能力狀況和外部環(huán)境變化的經(jīng)營(yíng)策略已成為未來(lái)成敗的關(guān)鍵影響的因素。公文式教育是特許經(jīng)營(yíng)項(xiàng)目，在營(yíng)銷上需要進(jìn)行新的研究和發(fā)展。本文以公文香港有限公司澳門公文式教育為研究對(duì)象，主要通過(guò)分析澳門公文式教育的TP定位，在分析當(dāng)前澳門公文式教育發(fā)展的現(xiàn)狀、存在的問(wèn)題，以及對(duì)澳門公文式教育進(jìn)行SWOT策略分析，提出澳門公文式教育發(fā)展策略的整體理論指導(dǎo)。并且通過(guò)對(duì)澳門公文式教育特許經(jīng)營(yíng)方式的整體概述和營(yíng)銷策略發(fā)展，總結(jié)澳門公文式教育未來(lái)的發(fā)展，并提出解決當(dāng)前問(wèn)題的意見和建議。完善的營(yíng)銷策略對(duì)于澳門公文式教育提高市場(chǎng)競(jìng)爭(zhēng)力具有重要的意義，企業(yè)的核心價(jià)值及形象的推廣促使人們對(duì)企業(yè)的信任度提高，是澳門公文式教育的重要方向，如何運(yùn)用各種營(yíng)銷理論和營(yíng)銷策略指導(dǎo)實(shí)踐是本文探究的目的所ABSTRACTIIIABSTRACTASEVERYONEKNOWSHETWENTYFIRSTCENTURYISTHECENTURYOFHUMANRESOURCESBOTHTHEKNOWLEDGEOFSCIENCETECHNOLOGYTHEDEVELOPMENTOFTHEMARKETECONOMYHAVEACERTAINTALENTDEMTHESURGEINTHEINFMATIONTIMESSOCIALCHANGEFREQUENTLYPEOPLENEEDTOKEEPLEARNINGBASEDONTHISTHEDOCUMENTTYPEISPOPULARINTHEWLDTHEMETHODTOPROMOTERESPECTFTHEPERSONALITYOFSTUDENTSCOLLECTIVELEARNINGBEJUSTPERFECTTOGIVESTUDENTSTHEEDUCATIONWITHITSUNIQUEWAYOFLEARNINGGOODLEARNINGEFFECTGETTHEMAJITYOFTEACHERSSTUDENTSPARENTSRECOGNIZEDWETHINKTHEREALIZATIONOFDOCUMENTCONCEPTONONEHDEPENDSONITSSCHEDULINGDERLYSCIENTIFICSYSTEMATICSELFSTUDYMATERIALSONTHEOTHERHMEIMPTANTISDEPENDENTONACRECTCONCEPTOFEDUCATIONTEACHERSGUIDANCEFSTUDENTSINTHISCONCEPTUNDERTHEGUIDANCEOFTHEEFFECTIVEINTHISBACKGROUNDDOCUMENTTYPEOFEDUCATIONHASGOTGREATDEVELOPMENTSPACEDOCUMENTEDUCATIONHASMADEAGREATBREAKTHROUGHIN2012ATPRESENTTHETALENTMARKETDEVELOPMENTBASEDONTHEDOCUMENTTYPEEDUCATIONALINSTITUTIONSSHOULDBEMETOADAPTTOTHECURRENTMARKETDEMWANTTOINTHEFIERCEMARKETCOMPETITIONFSURVIVALSUSTAINABLEDEVELOPMENTADAPTTOITSOWNRESOURCESCONDITIONTHEEXTERNALENVIRONMENTCHANGEMANAGEMENTSTRATEGYHASBECOMETHEKEYFACTSTHATAFFECTTHEFUTURESUCCESSOFTHEDOCUMENTTYPEOFEDUCATIONISTHECONCESSIONARYPROJECTSINMARKETINGNEEDSTOCARRYONTHERESEARCHDEVELOPMENTOFNEWACCDINGTOTHEDOCUMENTTYPEDOCUMENTLIMITEDHONGKONGCOMPANYINMACAOASTHERESEARCHOBJECTMAINLYTHROUGHTHEANALYSISOFTPLOCATIONMACAODOCUMENTTYPEINTHEANALYSISOFTHECURRENTSTATUSOFMACAODOCUMENTTYPEOFDEVELOPMENTEXISTINGPROBLEMSASWELLASTOTHEMACAODOCUMENTTYPEOFSWOTSTRATEGICANALYSISPUTFWARDTHETHEYOFDEVELOPMENTSTRATEGYINMACAOTHROUGHTOTHEMACAODOCUMENTTYPEOFFRANCHISEMODEOFOVERALLOVERVIEWMARKETINGSTRATEGYDEVELOPMENTSUMMARIZESTHEMACAODOCUMENTTYPEOFFUTUREDEVELOPMENTPUTFWARDTOSOLVETHECURRENTPROBLEMOFTHEOPINIONSSUGGESTIONSPERFECT

簡(jiǎn)介：分類號(hào)密級(jí)學(xué)號(hào)20090403030133學(xué)位論文沈陽(yáng)市高爾夫俱樂(lè)部經(jīng)營(yíng)現(xiàn)狀及營(yíng)銷戰(zhàn)略研究以沈水灣俱樂(lè)部為例研究生姓名王新建指導(dǎo)教師羅嘉司教授申請(qǐng)學(xué)位級(jí)別申請(qǐng)學(xué)位種類碩士□教育學(xué)□理學(xué)□醫(yī)學(xué)□體育學(xué)申請(qǐng)學(xué)位類別□全日制學(xué)術(shù)型碩士學(xué)位□全日制應(yīng)用型碩士學(xué)位□在職專業(yè)碩士學(xué)位□同等學(xué)力專業(yè)（領(lǐng)域）方向體育教育訓(xùn)練學(xué)專業(yè)排球方向論文提交日期2012年3月論文答辯日期2012年5月沈陽(yáng)體育學(xué)院2012年3月獨(dú)創(chuàng)性聲明獨(dú)創(chuàng)性聲明本人聲明，所呈交的學(xué)位論文是在導(dǎo)師的指導(dǎo)下獨(dú)立完成的。論文中取得的研究成果除加以標(biāo)注和致謝的地方外，不包含其他人己經(jīng)發(fā)表或撰寫過(guò)的研究成果，也不包括本人為獲得其他學(xué)位而使用過(guò)的材料。與我一同工作的同志對(duì)本研究所做的任何貢獻(xiàn)均已在論文中作了明確的說(shuō)明并表示謝意。學(xué)位論文作者簽名日期學(xué)位論文版權(quán)使用授權(quán)書本學(xué)位論文作者和指導(dǎo)教師完全了解沈陽(yáng)體育學(xué)院有關(guān)保留、使用學(xué)位論文的規(guī)定即學(xué)校有權(quán)保留并向國(guó)家有關(guān)部門或機(jī)構(gòu)送交論文的復(fù)印件和磁盤，允許論文被查閱和借閱。本人同意沈陽(yáng)體育學(xué)院可以將學(xué)位論文的全部或部分內(nèi)容編入有關(guān)數(shù)據(jù)庫(kù)進(jìn)行檢索、交流。作者和導(dǎo)師同意網(wǎng)上交流的時(shí)間為作者獲得學(xué)位后半年□一年□一年半□兩年□學(xué)位論文作者簽名導(dǎo)師簽名簽字日期簽字日期

簡(jiǎn)介：蘭州大學(xué)碩士學(xué)位論文甘肅電信全業(yè)務(wù)經(jīng)營(yíng)下的營(yíng)銷策略研究姓名曹新寶申請(qǐng)學(xué)位級(jí)別碩士專業(yè)工商管理指導(dǎo)教師萬(wàn)紅波20090401MBA學(xué)位論文作者曾新寶II肅電信傘業(yè)務(wù)經(jīng)營(yíng)下的營(yíng)銷策略研究ABSTRACTTHEWHOLEBUSINESSMAINLYCONTAINSTHETELECOMMUNICATIONSERVICEWHICHISREFERSTOSIMULTANEOUSLYMANAGINGTHEMOBILE，THEFIXED，THEDATANET，CARRYINGOUTTHETURNINGONSERVICEATPRESENTTHEGLOBALTELECOMMUNICATIONSINDUSTRYDEVELOPSRAPIDLYANDTHEWHOLEBUSINESSISALSOCONSIDEREDTHEMAINSTREAMPATTERNWHICHWILLMANAGEINTHEFUTURETHEUSANDOTHERADVANCEDCOUNTRIES’TELECOMMUNICATIONOPERATORSAREWALKINGTOWARDTHISDIRECTIONTHEBIGGESTMOBILECOMMUNICATIONCOMPANYINPRESENTINTHEWORLDATTCORPORATIONEXPANDEDTHEWHOLEBUSINESSMARKETDEVELOPMENTSTRATEGYWHICHCAUSESTHEUSTOBECOMEITSHOMEBIGGESTMOBILECOMMUNICATIONOPERATORTHEBROADBANDACCESSSUPPLIERTHESINGAPORETELECOMMUNICATION’SWHOLEBUSINESSDEVELOPMENTSTRATEGYALSOWHICHCAUSESITTHEBETTERMOSTINFIXEDLINETELEPHONEINTHEHOMEANDALSOTHEMARKETPACEMAKEROFDATACOMMUNICATIONANDTHEMOBILECOMMUNICATIONCHINATELECOMMUNICATIONSERVICEHASCARDEDONTHESIGNIFICANTSERVICEREORGANIZATIONREFORMINMA弘2008，THENATIONALCAPITALCOMMITTEEANDTHEINDUSTRIALIZATIONANDTHETELECOMMUNICATIONINDUSTRIALDEPARTMENTANNOUNCEDTHECHINESETELECOMMUNICATIONREORGANIZATIONREFORMPLANOFFICIALLYOFAREQUESTRELATEDPROFESSIONSHOULDUSEFORREFERENCEDEVELOPSTHEENTIREACCOUNTEXECUTIVEGANSUTELECOMMUNICATIONIMPLEMENTSTHEWHOLEBUSINESS，BYTELECOMMUNICATIONPRODUCT，MARKETANDMARKETINGAFTERTHEIMPLEMENTATION，HOWDOTHEMARKETINGBECOMESTHEURGENTMATTERTHEAUTHORHASENGAGEDINTHETELECOMMUNICATIONMARKETINGWORKFORMANYYEARSANDPASSEDTHROUGHTHREEYEARFORMBAANDUNIFIEDTHECURRENTPRACTICALWORKKEYAFTERHAVINGANALYZEDGANSUTELECOMMUNICATIONIMPLEMENTSTHEWHOLEBUSINESSMARKETENVIRONMENT，THEOPERATIONCONDITIONINADDITIONTHEAUTHORPOINTEDOUTITSPRESENTFLAWASWELLASTHEINELASTICITYANDPOINTEDPROPOSED‘THEPROMOTIONMARKETINGTROOPPERSONNELQUALITYTHEADJUSTMENTMARKETINGORGANIZATIONESTABLISHMENT，STRENGLHENSTHEMARKETINGCOMMUNICATIONCHANNEL，TOCARRYONTHEMARKETPROPAGANDAEFFECTIVELY”ANDSOONWORKMEASURES，WHICHHAVECERTAINGUIDINGSENSETOPRACTICEINTHEWORKKEYWORDSMARKETING，MARKETINGSTRATEGY，THEWHOLEBUSINESSII

簡(jiǎn)介：南京郵電大學(xué)碩士學(xué)位論文電信企業(yè)全業(yè)務(wù)經(jīng)營(yíng)時(shí)代的精確營(yíng)銷姓名何愛(ài)兵申請(qǐng)學(xué)位級(jí)別碩士專業(yè)企業(yè)管理指導(dǎo)教師高斌20090408南京郵電大學(xué)碩．J學(xué)位論文電信企業(yè)全業(yè)務(wù)經(jīng)營(yíng)時(shí)代的精確營(yíng)銷ABSTRACTITBECOMESSOCRUCIA【FORATELECOMMUNICATIONSERVICEPROVIDERTOWINCOMPETITIONINFUTTSERVICEARENA，WHETHERITCANMASTERTHEARTOFHOWTOIDENTIFYANDCAPTURETHECUSTOMER。SINDIVIDUALREQUIREMENTSANDPREFERENCES，HOWTOTRANSLATESUCHINTOTHECLIENTBASEDPRECISIONMARKETING，ANDHOWTODELIVERRIGHTAPRODUCTORSERVICEATARIGHTTIMEANDTHROUGHARIGHTCHANNEL．PRECISIONMARKETINGTOATELECOMMUNICATIONSERVICEPROVIDEREMPHASIZESPRECISIONANDACCURACYINUNDERSTANDINGTHEMARKETANDTHECUSTOMERS，LEVERAGINGMODERNNETWORKANDDATABASETECHNOLOGY，COMBININGUSESOFQUANTITATIVEANDQUALITATIVEMETHODOLOGIES，DETAILINGANALYSESOFTHETARGETMARKETANDCONSUMERSANDFORMULATINGCOMMUNICATIONANDSERVICEMODEOFPERSONAIIZAT{ONANDCUSTOMIZATIONBASEDONPSYCHOLOGICALANDBEHAVIORALCHARACTERISTICSOFTHETARGETCUSTOMERS，WITHANAIMTOACHIEVEMEASURABLYABUSINESSMODELOFTOWERCOSTEXPANSIONANDENHANCEREMARKABLYCOMPETITIVEADVANTAGESINAFULLSERVICEERAFORTELECOMMUNICATIONSERVICEPROVIDERS．THISPAPERPROVIDESACOMPREHENSIVEANALYSISONPROFOUNDCHANGESTODOMESTICTELECOMMUNICATIONOPERATIONSBROUGHTABOUTBYTELECOMMUNICATIONRESTRUCTURINGANDISSUANCEOF3GIICENSES，SUMMARIZESTHEBASICCONCEPTSANDITSIMPORTANTFUNCTIONSOFPRECISIONMARKETING，ELABORATESONEFFECTIVETECHNIQUESTOSEGMENTTELECOMMUNICATIONMARKETBASEDONDATAMININGTECHNOLOGY，ANDANALYZESTHEPRACTICALSIGNIFICANCEBYCASESTUDYOFHOWTELECOMMUNICATIONSERVICEPROVIDERSCANADOPTPRECISIONMARKETINGINTHEERAOFFULLSERVICETOENHANCEITSOWNCOREMARKETINGC0MPETITIVENESS。ANDCUST0MERVAIUES．

簡(jiǎn)介：合肥工業(yè)大學(xué)碩士學(xué)位論文合肥市商業(yè)健身俱樂(lè)部經(jīng)營(yíng)管理與營(yíng)銷研究姓名馬盈盈申請(qǐng)學(xué)位級(jí)別碩士專業(yè)管理科學(xué)與工程指導(dǎo)教師楊善林20090401MANAGEMENTANDMARKETINGOFCOMMERCIALFITNESSCLUBSINHEFEICITYABSTRACTWITHTHERAPIDECONOMICDEVELOPMENTANDTHE2008BEIJINGOLYMPICGAMESSUCCESSFULLYHELDINCHINA，NATIONALFITNESSHASNOWBECOMEONEOFTHEMOSTPOPULARWORDSANDASTRONGWAVEOFFITNESSISBEINGSETOFFIN2009，THERAPIDDEVELOPMENTOFTHEDOMESTICMARKETOFFITNESSCLUBS，HASGRADUALLYFORMEDACERTAINSCALEWITHBROADMARKETINGSPACEANDDEVELOPINGPROSPECTBUT，THEOPERATIONMODEANDMARKETINGSTRATEGYOFFITNESSCLUBSARESTILLINTHEEARLYSTAGESOFDEVELOPMENT，ITSECONOMICFUNCTIONOFPHYSICALCULTUREISSTILLFARFROMBEINGFULLYEXPLOREDTHEOPERATIONOFCOMMERCIALFITNESSCLUBSFACEDWITHASHORTAGEINACLEARANDCOMPREHENSIVEGUIDANCESYSTEMTHISARTICLEFIRSTINTRODUCEDTHECOMMERCIALHEALTHCLUBWITHAVIEWTOCOMMERCIALHEALTHCLUBSINFROMTHECURRENTBUSINESSPROJECTS，ORGANIZATION，STAFFMANAGEMENT，MEMBERMANAGEMENT，ANDCUSTOMERMANAGEMENTOFTHEHEFEICITYCOMMERCIALFITNESSASPECTSOFTHEOPERATIONANDMANAGEMENTMADETHEEXISTENCEOFTHECORRESPONDINGANALYSISNEXT，ITMAKESMARKETINGANALYSISOFTHEEXTERNALENVIRONMENT，ANDMARKETSEGMENTATION，TARGETMARKETS，MARKETINGSTRATEGIESCOMBINEDWITHMARKETINGMIXSTRATEGY5PELABORATEONTHEISSUEOFHEFEI，HEALTHCLUBMARKETINGANALYSIS，ACCORDINGTOTHECOLLECTIONOFALLRELEVANTMARKETINFORMATIONANDFITNESSHEALTHCLUBMARKETINHEFEI，THEFINDINGS，THESYSTEMSORTEDOUTTHECURRENTHEFEIHEALTHCLUBMANAGEMENTANDMARKETINGOFTHETHEORETICALSYSTEM，F(xiàn)ORTHEFIRSTTIMEOPENEDAHEALTHCLUBMARKETINHEFEICITYOFTHEORETICALSYSTEMTHISARTICLETAKESTHEEXISTENCEOFFITNESSMANAGEMENT，MEMBERSHIPMANAGEMENTCONSULTANCY，THEQUESTIONOFTHE10SSOFCUSTOMERS，”PRICEWAR”，THEISSUEOFMARKETINGSTRATEGY；ONLINEMARKETINGHASOPENEDTHEMARKETONEAFTERANOTHERANDSOONTOTHESECTIONASASEPARATEANDDETAILEDDISCUSSIONWITHACERTAINDEGREEOFDEPTHANDPRACTICALSIGNIFICANCEANDINACCORDANCEWITHTHESTATUSOFRESEARCHANDANALYSIS，SCIENCEHASMADETHEHEALTHCLUBNEXTHEFEIFORECASTTHEDEVELOPMENTTRENDANDFUTUREDEVELOPMENTPROPOSALSKEYWORDSHEFEI；FITNESS；FITNESSCLUBS；MANAGEMENT；MARKETING

簡(jiǎn)介：分類號(hào)F71336密級(jí)論文編號(hào)2007020395貴州大學(xué)2010屆碩士研究生學(xué)位論文網(wǎng)絡(luò)經(jīng)營(yíng)條件下的奢侈品關(guān)系營(yíng)銷策略研究學(xué)科專業(yè)工商管理研究方向市場(chǎng)營(yíng)銷導(dǎo)師張勇研究生劉慕飛中國(guó)﹒﹒﹒﹒貴州﹒﹒﹒﹒貴陽(yáng)2010年5月網(wǎng)絡(luò)經(jīng)營(yíng)條件下的奢侈品關(guān)系營(yíng)銷策略研究II41客戶關(guān)系營(yíng)銷策略尊貴化服務(wù)26411客戶市場(chǎng)細(xì)分26412網(wǎng)絡(luò)奢侈品企業(yè)實(shí)施客戶關(guān)系營(yíng)銷需運(yùn)用的策略31413了解客戶價(jià)值及真正的客戶導(dǎo)向34414運(yùn)用CRM保持客戶3542供應(yīng)商關(guān)系營(yíng)銷策略合作共贏40421建立互信關(guān)系40422選擇供應(yīng)商40423確定中間商41424強(qiáng)化與中間商的關(guān)系4243競(jìng)爭(zhēng)者關(guān)系營(yíng)銷策略43431競(jìng)爭(zhēng)者之間的產(chǎn)品定價(jià)策略4444影響者關(guān)系營(yíng)銷策略45441塑造誠(chéng)信形象45442利用實(shí)體體驗(yàn)店配合線上營(yíng)銷活動(dòng)4645利用網(wǎng)絡(luò)進(jìn)行奢侈品關(guān)系營(yíng)銷策略的有效性分析4746小結(jié)495結(jié)論50致謝51參考文獻(xiàn)52附錄55原創(chuàng)性聲明56

簡(jiǎn)介：北京交通大學(xué)碩士學(xué)位論文基于直復(fù)營(yíng)銷理論的商業(yè)地產(chǎn)信息網(wǎng)站經(jīng)營(yíng)模式研究姓名鄒博申請(qǐng)學(xué)位級(jí)別碩士專業(yè)企業(yè)管理指導(dǎo)教師張明玉20090601J壁衷變適厶堂亟堂僮I金塞△旦墨B△￡ABSTRACTABSTRACTCHINESECORMNERCIALREALESTATELNVESTMENTSINOFFICEBUILDINGSIN1997ROSETO38，898，190，000YUANWHILEIN2007，IT’S103，504，090000YUAN，ALLINCREASEOF16609PERCENT；DEVELOPERCOMPLETEDTHECOMMERCIALSPACEBUSINESSFROMTHEINVESTMENTOF42，584，520，000YUANIN1997ROSETO27，856，494IN2007，INCREASEOF55415％HOWEVEROURABILITYTOSELLCOMMERCIALREALESTATEDOESNOTMATCHWITHTHEVOLUMEOFCHINESEGROWTHCHINESEREALESTATEDEVELOPMENTENTERPRISESTOTHEAREAOFVACANTOFFICEBUILDINGIN2001FROMTHE6378，866SQUAREMETERSTO6329，808SQUAREMETERSIN2007，VACANTLITTLECHANGED；ANDCOMMERCIALBUSINESSSPACEVACANCYRATESHOWEDANUPWARDTRENDEACHYEARVACANTPROPERTYDOESN’TONLYCONSUMEALARGEAMOUNTOFMANAGEMENTCOSTS，BUTALSOINCREASETHEOPPORTUNITYCOSTALARGENUMBEROFVACANTCOMMERCIALREALESTATEPROPERTYISNOTCONDUCIVETOCHINA’SEXPANDINGDOMESTICDEMANDANDSTIMULATINGCONSUMPTIONTHEPOPULARITYOFTHENETWORKMAKESTHEREALESTATEBUSINESSINTOTHEINFORMATIONAGEHOWEVERTHESINGLEOFSITEMODELSANDMARKETINGCONSTRAINTSCOMMERCIALREALESTATEWEBSITEDEVELOPMENTTHISPAPERCHOOSETHECHINESEMODELOFCOMMERCIALREALESTATEINFORMATIONWEBSITEASTHEOBJECTOFSTUDYCOMBINEDWITHTHESTATUSQUOOFCHINESECOMMERCIALREALESTATEINFORMATION，ASWELLASCOMMERCIALREALESTATEINFORMATIONWEBSITEMARKETTRENDAFTERTHEEXISTINGPATTERNOFCOMMERCIALREALESTATEWEBSITEANALYSISSTUDYCOMMERCIALREALESTATEWEBSITEBUSINESSMODELWILLBEMADE，THEDIRECTMARKETINGTHEORYWILLBEINTEGRATEDINTOTHECOMMERCIALREALESTATEWEBSITEMODEL，ANDTHESPECIFICWAYINWHICHTHETHEORYOFDIRECTMARKETINGINTHECOMMERCIALREALESTATEWEBSITEBUSINESSBLOGANDTHEWAYOFEVIDENCETOPROVETHEAPPLICATIONOFDIRECTMARKETINGTHEORYCOMMERCIALREALESTATEINFORMATIONONTHEVALUEOFTHESITE，THEUSEOFDIRECTMARKETINGTHEORYIMPROVETHESYSTEM，WHILETHEFUTUREOFCHINESECOMMERCIALREALESTATEWEBSITEOPERATORSTODEVELOPRECOMMENDATIONSACCORDINGTOMYINVESTIGATIONS0FARTHEREAREMANYTHEORIESONTHEBUSINESSMODELRELEVANTTOTHESITE，BUTTHEREISNOTLITERATUREANDRESEARCHTHEORYRELATEDTOCHINESECOMMERCIALREALESTATEWEBSITEANDTHEORYOFDIRECTMARKETINGISATTHESTAGEOFPRACTICALAPPLICATION，NOONEPROPOSEACOMPLETETHEORETICALSYSTEMSTUDYONCHINESECOMMERCIALREALESTATEWEBSITEWILLBETHEBUSINESSMODELFORCHINESECOMMERCIALREALESTATEWEBSITEOFREFERENCEFORTHEDEVELOPMENTATTHESAMETIME，DIRECTMARKETING

簡(jiǎn)介：中國(guó)分類號(hào)UDC學(xué)校代碼10055密級(jí)公開高{遺犬淫碩士學(xué)位論文國(guó)際企業(yè)營(yíng)銷動(dòng)態(tài)能力構(gòu)成維度分析與評(píng)價(jià)模型建立以我國(guó)家電企業(yè)國(guó)際化經(jīng)營(yíng)為例ANALYSISOFDIMENSIONSOFMARKETINGDYNAMICCAPABILITYININTERNATIONALENTERPRISESALONGWITHESTABLISHMENTOFITSEVALUATIONMODEL?BASEDONTHECASEOFTHEINTERNATIONALMANAGEMENTOFCHINESEHOMEAPPLIANCECOMPANIES論文作者王窒蟹申請(qǐng)學(xué)位笪理堂亟±南開大學(xué)研究生院二。一一年六月南開大學(xué)學(xué)位論文使用授權(quán)書根據(jù)南開火學(xué)關(guān)于研究生學(xué)位論文收藏和利用管理辦法，我校的博士、碩士學(xué)位獲得者均須向南開大學(xué)提交本人的學(xué)位論文紙質(zhì)本及相應(yīng)電子版。本人完全了解南開大學(xué)有關(guān)研究生學(xué)位論文收藏和利用的管理規(guī)定。南開大學(xué)擁有在著作權(quán)法規(guī)定范圍內(nèi)的學(xué)位論文使用權(quán)，即1學(xué)位獲得者必須按規(guī)定提交學(xué)位論文包括紙質(zhì)印刷本及電子版，學(xué)?？梢圆捎糜坝　⒖s印或其他復(fù)制手段保存研究生學(xué)位論文，并編入南開大學(xué)博碩士學(xué)位論文全文數(shù)據(jù)庫(kù)2為教學(xué)和科研目的，學(xué)?？梢詫⒐_的學(xué)位論文作為資料在圖書館等場(chǎng)所提供校內(nèi)師生閱讀，在校園網(wǎng)上提供論文目錄檢索、文摘以及論文全文瀏覽、下載等免費(fèi)信息服務(wù)；3根據(jù)教育部有關(guān)規(guī)定，南開大學(xué)向教育部指定單位提交公開的學(xué)位論文；4學(xué)位論文作者授權(quán)學(xué)校向中國(guó)科技信息研究所和中國(guó)學(xué)術(shù)期刊光盤電子出版社提交規(guī)定范圍的學(xué)位論文及其電子版并收入相應(yīng)學(xué)位論文數(shù)據(jù)庫(kù)，通過(guò)其相關(guān)網(wǎng)站對(duì)外進(jìn)行信息服務(wù)。同時(shí)本人保留在其他媒體發(fā)表論文的權(quán)利。非公開學(xué)位論文，保密期限內(nèi)不向外提交和提供服務(wù)，解密后提交和服務(wù)同公開論文。論文電子版提交至校圖書館網(wǎng)站HTTP／／202．113．20．1618001／INDEX．HTRN。本人承諾本人的學(xué)位論文是在南開大學(xué)學(xué)習(xí)期間創(chuàng)作完成的作品，并己通過(guò)論文答辯；提交的學(xué)位論文電子版與紙質(zhì)本論文的內(nèi)容一致，如因不同造成不良后果由本人自負(fù)。本人同意遵守上述規(guī)定。本授權(quán)書簽署一式兩份，由研究生院和圖書館留存。作者暨授權(quán)人簽字王蜜置2011年06月05日南開大學(xué)研究生學(xué)位論文作者信息國(guó)際企業(yè)營(yíng)銷動(dòng)態(tài)能力構(gòu)成維度分析與評(píng)價(jià)模型建立以我國(guó)家電企業(yè)國(guó)際化經(jīng)論文題目營(yíng)為例姓名王睿智學(xué)號(hào)2120092349答辯日期2011年05月16日論文類別博士口學(xué)歷碩士團(tuán)碩士專業(yè)學(xué)位口高校教師口同等學(xué)力碩士口院／系／所商學(xué)院專業(yè)企業(yè)管理聯(lián)系電話13602070383EMAILTUMUZHI163．CORN通信地址郵編南開大學(xué)300071備注是否批準(zhǔn)為非公開論文否注本授權(quán)書適用我校授予的所有博士、碩士的學(xué)位論文。由作者填寫一式兩份簽字后交校圖書館，非公開學(xué)位論文須附南開大學(xué)研究生申請(qǐng)非公開學(xué)位論文審批表。

簡(jiǎn)介：EMBA學(xué)位論文作者王淑燕新競(jìng)爭(zhēng)形勢(shì)下嘉峪關(guān)移動(dòng)公司全業(yè)務(wù)運(yùn)營(yíng)營(yíng)銷策略研究中文摘要伴隨著社會(huì)經(jīng)濟(jì)的飛速發(fā)展，移動(dòng)通信技術(shù)與時(shí)俱進(jìn)，扮演著重要的IT角色。2008年，國(guó)家進(jìn)行了電信體制改革，通過(guò)合并重組等方式，形成了三家通信運(yùn)營(yíng)商競(jìng)爭(zhēng)發(fā)展的格局，2011年，國(guó)家十二五規(guī)劃發(fā)展綱要頒布，三家通信運(yùn)營(yíng)商都開始了面向全業(yè)務(wù)經(jīng)營(yíng)的轉(zhuǎn)型和創(chuàng)新發(fā)展之路。但是由于政府對(duì)各運(yùn)營(yíng)商發(fā)放經(jīng)營(yíng)牌照經(jīng)營(yíng)范圍的不同，中國(guó)移動(dòng)與中國(guó)聯(lián)通、中國(guó)電信在全業(yè)務(wù)發(fā)展上差距較遠(yuǎn)，如何在當(dāng)前新形勢(shì)下充分發(fā)揮中國(guó)移動(dòng)移動(dòng)信息專家優(yōu)勢(shì)來(lái)進(jìn)行全業(yè)務(wù)營(yíng)銷，對(duì)轉(zhuǎn)型發(fā)展至關(guān)重要。本文以營(yíng)銷管理理論為基礎(chǔ)，在對(duì)嘉峪關(guān)市移動(dòng)公司面臨的內(nèi)外部環(huán)境，特別新競(jìng)爭(zhēng)環(huán)境做全面分析的同時(shí)，制定了嘉峪關(guān)移動(dòng)公司目標(biāo)市場(chǎng)營(yíng)銷戰(zhàn)略，進(jìn)而從產(chǎn)品、價(jià)格、渠道、促銷4個(gè)方面提出了系統(tǒng)的營(yíng)銷策略，并從組織保障和過(guò)程控制角度論述了營(yíng)銷策略的執(zhí)行與控制問(wèn)題，以期對(duì)嘉峪關(guān)公司在新競(jìng)爭(zhēng)態(tài)勢(shì)的全業(yè)務(wù)運(yùn)營(yíng)提供指導(dǎo)，也為國(guó)內(nèi)同行業(yè)的其他公司提供借鑒。關(guān)鍵詞新競(jìng)爭(zhēng)態(tài)勢(shì)；全業(yè)務(wù)；營(yíng)銷策略EMBA學(xué)位論文作者王淑燕新競(jìng)爭(zhēng)形勢(shì)下嘉峪關(guān)移動(dòng)公司全業(yè)務(wù)運(yùn)營(yíng)營(yíng)銷策略研究目錄一、緒論1一研究背景和意義1二市場(chǎng)營(yíng)銷相關(guān)理論3三研究?jī)?nèi)容和思路5二、嘉峪關(guān)移動(dòng)的全業(yè)務(wù)運(yùn)營(yíng)的營(yíng)銷環(huán)境分析8一外部環(huán)境分析8二內(nèi)部環(huán)境分析12三嘉峪關(guān)移動(dòng)全業(yè)務(wù)營(yíng)銷現(xiàn)狀及存在的問(wèn)題17三、嘉峪關(guān)移動(dòng)全業(yè)務(wù)競(jìng)爭(zhēng)優(yōu)劣勢(shì)分析20一嘉峪關(guān)移動(dòng)面臨的新競(jìng)爭(zhēng)態(tài)勢(shì)五力模型分析20二新競(jìng)爭(zhēng)態(tài)勢(shì)下的SWOT分析21四、嘉峪關(guān)移動(dòng)公司全業(yè)務(wù)運(yùn)營(yíng)的營(yíng)銷戰(zhàn)略25一移動(dòng)通訊市場(chǎng)細(xì)分25二嘉峪關(guān)移動(dòng)公司的目標(biāo)市場(chǎng)選擇與市場(chǎng)定位25三營(yíng)銷戰(zhàn)略選擇27五、嘉峪關(guān)移動(dòng)全業(yè)務(wù)運(yùn)營(yíng)的營(yíng)銷策略組合30一產(chǎn)品策略30二價(jià)格策略31三渠道策略32四促銷策略32六、嘉峪關(guān)移動(dòng)全業(yè)務(wù)運(yùn)營(yíng)營(yíng)銷策略的實(shí)施與控制35一營(yíng)銷策略實(shí)施方案35二營(yíng)銷策略實(shí)施的組織保障37三營(yíng)銷過(guò)程控制37七、結(jié)束語(yǔ)38參考文獻(xiàn)39致謝40

簡(jiǎn)介：首都經(jīng)濟(jì)貿(mào)易大學(xué)碩士學(xué)位論文我國(guó)花卉企業(yè)跨國(guó)經(jīng)營(yíng)中的營(yíng)銷管理姓名李鋼申請(qǐng)學(xué)位級(jí)別碩士專業(yè)商業(yè)經(jīng)濟(jì)指導(dǎo)教師劉興銀姚今觀19980301我國(guó)花卉企業(yè)跨國(guó)經(jīng)營(yíng)中的營(yíng)銷管理當(dāng)代世界經(jīng)濟(jì)的高度發(fā)展導(dǎo)致生產(chǎn)技術(shù)和資本經(jīng)營(yíng)超出了國(guó)界，在世界范圍內(nèi)呈現(xiàn)出日益一體化的趁勢(shì)。這XX中體現(xiàn)在企業(yè)跨國(guó)經(jīng)營(yíng)的發(fā)展無(wú)論是在深度上還是廣度上，都達(dá)到了史無(wú)前例的水平。在我國(guó)，隨著經(jīng)濟(jì)對(duì)外開放程度的不斷加深，大批國(guó)內(nèi)企業(yè)開始走向國(guó)際市場(chǎng)。其中，花卉企業(yè)跨國(guó)經(jīng)營(yíng)約迅速發(fā)展顯得格外引人注目。但由于起步晚、起點(diǎn)低，我國(guó)花卉企業(yè)君在跨國(guó)經(jīng)營(yíng)過(guò)程中暴露出許多問(wèn)題匆矛盾，突出表現(xiàn)為花卉企業(yè)營(yíng)銷管理水平的提高嚴(yán)重滯后于跨國(guó)經(jīng)營(yíng)發(fā)展的需要。我認(rèn)為，解決這一問(wèn)題的根本途徑在于構(gòu)建適應(yīng)我國(guó)花卉企業(yè)跨國(guó)經(jīng)營(yíng)發(fā)展需要的新型營(yíng)銷管理體系。本文擬就此作些粗淺約探討。為使所研究的內(nèi)容具有廣泛性，本文中的“花卉企業(yè)”系指生產(chǎn)性花卉企業(yè)。一、總論臼、企業(yè)跨國(guó)經(jīng)營(yíng)發(fā)展的五個(gè)階段所謂跨國(guó)經(jīng)營(yíng)，是指企業(yè)為適應(yīng)社會(huì)經(jīng)濟(jì)發(fā)展的需要，跨國(guó)界謀求企業(yè)內(nèi)部狀況與外部經(jīng)濟(jì)環(huán)境均衡的一種經(jīng)濟(jì)活動(dòng)。其涵括的內(nèi)容，不僅包括通常意義上的有形商品和無(wú)形商品交換，而且包括跨國(guó)界的人員和資金轉(zhuǎn)移。企業(yè)跨國(guó)經(jīng)營(yíng)的目的也各不相IP，本義約研究?jī)H局限于以擴(kuò)大產(chǎn)品銷售市場(chǎng)為目的的跨國(guó)經(jīng)營(yíng)?？鐕?guó)經(jīng)營(yíng)并不是一種新出現(xiàn)的經(jīng)濟(jì)現(xiàn)象，追本溯源，其歷史幾乎與國(guó)家一樣悠久。自從世界上出現(xiàn)了國(guó)與國(guó)的劃分，同時(shí)就產(chǎn)生了商品的跨國(guó)界轉(zhuǎn)

簡(jiǎn)介：對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)碩士學(xué)位論文整合關(guān)系營(yíng)銷商業(yè)銀行經(jīng)營(yíng)管理的新趨勢(shì)姓名高潔申請(qǐng)學(xué)位級(jí)別碩士專業(yè)國(guó)際金融指導(dǎo)教師劉園200141第一章商業(yè)銀行整合關(guān)系營(yíng)銷概論第一節(jié)商業(yè)銀行整合關(guān)系營(yíng)銷的基本概念和發(fā)展過(guò)程一整合關(guān)系營(yíng)銷的概念所謂整合關(guān)系營(yíng)銷，就是通過(guò)管理與以客戶為核心的銀行所有利害關(guān)系人之問(wèn)的關(guān)系，改進(jìn)客戶服務(wù)質(zhì)量，提高客戶忠誠(chéng)度，最終確立銀行的競(jìng)爭(zhēng)優(yōu)勢(shì)，實(shí)現(xiàn)股東價(jià)值的最大化。它包括三層含義第一，客戶關(guān)系營(yíng)銷是整合關(guān)系營(yíng)銷的核心。一切整合關(guān)系營(yíng)銷活動(dòng)都是嘲繞客戶關(guān)系營(yíng)銷展開的，客戶關(guān)系營(yíng)銷是其他營(yíng)銷活動(dòng)的最終目的和落腳點(diǎn)?？蛻絷P(guān)系營(yíng)銷的關(guān)鍵是保留客戶，而提高客戶服務(wù)質(zhì)量是保留客戶的主要手段。第二，整合關(guān)系營(yíng)銷包括對(duì)銀行所有利害關(guān)系人的關(guān)系管理，至于利害關(guān)系人的范圍和界定，在理論界有不同的看法，本文將在下一節(jié)進(jìn)行洋細(xì)分析。第三，整合關(guān)系營(yíng)銷的目標(biāo)是維系客戶、實(shí)現(xiàn)股東價(jià)值最大化。二整合關(guān)系營(yíng)銷的產(chǎn)生和發(fā)展過(guò)程從20世紀(jì)60年代至今，商業(yè)銀行的營(yíng)銷戰(zhàn)略經(jīng)歷了七個(gè)階段，即銷售、廣告和傳播、產(chǎn)品和服務(wù)開發(fā)、差異化和競(jìng)爭(zhēng)對(duì)手分析、客戶服務(wù)、服務(wù)質(zhì)量、整合關(guān)系營(yíng)銷。60年代的銀行并不重視營(yíng)銷，70年代隨著競(jìng)爭(zhēng)的加劇，銀行丌始意識(shí)到營(yíng)銷的重要性，他們?cè)阡N售、促銷和廣告上花費(fèi)了大量的時(shí)間和金錢。在這個(gè)階段，營(yíng)銷的重點(diǎn)是銷售，而不是客戶滿意度。80年代初，銀行把營(yíng)銷重點(diǎn)轉(zhuǎn)移到金融創(chuàng)新，即新的產(chǎn)品和服務(wù)的開發(fā)上。但是由于金融產(chǎn)品和服務(wù)無(wú)法申請(qǐng)專利保護(hù)，很容易被模仿，因此銀行通過(guò)開發(fā)新產(chǎn)品獲得的競(jìng)爭(zhēng)優(yōu)勢(shì)很快就消失了。由于新產(chǎn)品和服務(wù)的易模仿性，銀行開始把營(yíng)銷重點(diǎn)放在差異化和競(jìng)爭(zhēng)對(duì)手分析上。銀行創(chuàng)造了許多先進(jìn)的營(yíng)銷技術(shù)，以便對(duì)市場(chǎng)進(jìn)行細(xì)分，并對(duì)自身進(jìn)行準(zhǔn)確的市場(chǎng)定位。在80年代中期，銀行“重新發(fā)現(xiàn)”了客戶，也就是既，銀行重新認(rèn)識(shí)到客戶的重要性。他們制定了各種各樣的客戶服務(wù)計(jì)劃，推行微笑服務(wù)，并重新布置了銀行的營(yíng)業(yè)大廳，使之更有人情味。最早采用上述措麓的銀行的確贏得了一定的競(jìng)爭(zhēng)優(yōu)勢(shì)，但是隨著其他銀行的模仿，上述客戶服務(wù)措施也就逐漸失效了。在90年代初，銀行開始意識(shí)到服務(wù)質(zhì)量是營(yíng)銷的核心，客戶需要的不僅僅是熱情的態(tài)度，他們更看重的是銀行的服務(wù)能力，如銀行是否有能力提供多種金融產(chǎn)品，是否有能力提供高質(zhì)量的理財(cái)服務(wù)等等。他們利用各種服務(wù)質(zhì)量模型來(lái)提高和保持服務(wù)質(zhì)量。但是在這個(gè)階段，銀行尚未意識(shí)到保留客戶的重要性。最后，銀行的營(yíng)銷活動(dòng)發(fā)展到了整合關(guān)系營(yíng)銷階段，也就是以各種利害關(guān)系人為營(yíng)銷對(duì)象的階段。在這一階段，銀行不僅重視丌發(fā)新客戶，而且更重視保留原有客戶；銀行不僅重視與客戶建立良好的關(guān)系，而且致力于與舉薦人律師事物所、會(huì)計(jì)師事物所、保險(xiǎn)公司等、內(nèi)部員工、潛在的雇員、政府、監(jiān)管者和股東等建立良好的關(guān)系；銀行開始把服務(wù)質(zhì)量、客戶服務(wù)和營(yíng)銷相結(jié)合。整合關(guān)系營(yíng)銷的核心是客戶關(guān)系營(yíng)銷。銀行開展客戶關(guān)系管理已經(jīng)有很長(zhǎng)時(shí)間了，但是隨著銀行經(jīng)營(yíng)環(huán)境的變化，客戶關(guān)系管理也在不斷的發(fā)展。傳統(tǒng)2