企业服务营销策略外文文献翻译最新2016年.docx

企业服务营销策略外文文献翻译最新2016年.docx

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外文文献翻译：

原文+译文

文献出处:

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"customerfirst",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