企业服务营销策略外文文献翻译最新2016年.docx

1、毕业设计附件外文文献翻译：原文+译文文献出处: Mender G. The research of enterprise service marketing strategy J. International Journal of Production Economics, 2016, 2(6): 122-132.The research of enterprise service marketing strategyMender GAbstractAny business activities of enterprises are exist and rely on a certain so

2、cial environment, as long as the surrounding environment has changed, companies will start to adjust system to adapt to the environment and to maintain their own survival. Industrialized mass production contributed to the formation of the big market, more and more after meets the basic demand in the

3、 rest of the goods, but natural resources are becoming scarce. The development of science and technology has brought the industrial structure adjustment, knowledge and intelligence as the core resources, network technology, and electronic commerce constitutes the knowledge-based economy. Economic gl

4、obalization is the product of evolution of social economy. It brings opportunities and challenges facing the enterprise. So, the enterprise only realize build the core competitiveness, in constant change. Core competence is many elements through a long time of precipitation formation. It is seen as

5、the source of enterprise with customer.Keywords: service marketing, marketing mix, the SWOT analysis 1 IntroductionThe changes of social economic environment, and the accompanying social consumption idea and values will make instant response. Market pattern is indisputable fact that supply exceeds d

6、emand, also is disappearing, shortage economy s buyers market begun to take shape, making passive accept consumers has become the master of the market. All the business activities of enterprises is around the customer. Under the condition of on the background of knowledge economy, consumers have mor

7、e knowledge, information and skills, keen to learn and practice more. Advocating quality of perceptual consumption replace the rationalconsumer is pursuing the quantity. Based on the basic function of commodity, quantity and low price is no longer necessary main demand, and pay attention to the indi

8、viduation of consumer, respected feeling, superiority, security and other emotional and psychological satisfaction become fashion consumption. This will cause people to the product conceptual understanding of change. Customer is the enterprise existence reason, only has satisfied the customer needs

9、and preferences, the enterprise survival and development can be attained. From the enterprises growth and the history of the research and analysis, the people realize soberly, in the numerous and complicated factors which restrict the development of the enterprise, the enterprise customers to provid

10、e product value evaluation has the final say. The pursuit of enterprise run by the original profit first into modern pursuit of customer first. Enterprise survival and development environment, market supply and demand structure, the change of the enterprise management strategy has revealed the custo

11、mer in the leading position in the enterprise operation. To comply with the trend, enterprises must truly take customer as the focus, to provide customers with value products, this is the customer first, is the true meaning of competitive. To maximize the value of customer perception, in addition to

12、 continuously strengthen product development performance itself, more need to increase product with service value of the intangible service quality to make the customer perception and enjoy more value products, make the enterprise keep development even more customers, greater profits, so that enterp

13、rises can put more cost to research and development to improve product performance and improve service quality, into a virtuous cycle.2 Literature reviewSince the 1960 s, research service marketing problems. Until the 1970 s, the United States and northern Europe marketing scholars with official to

14、carry out the service of marketing research and gradually established a relatively independent service marketing. The development of the service marketing roughly experienced the following stages: Beginning stage (before 1980) : this phase of the study is mainly to discuss the differences between se

15、rvices and tangible products, and attempts to define common feature of most service not perceptual, inseparability, diversity, to be storedand lack of ownership. Exploring stage (1980-1985): this phase of the study mainly includes two aspects: one is to explore the characteristics of the service how

16、 to influence consumer buying behavior, especially focused on the consumer on the service characteristics, advantages and disadvantages and potential assessment of the risks of buying. The second is to explore how to according to the characteristics of the service can be divided into different types, different types of services requires marketers use different marketing strategy and skill for promotion. Advance stage (1986 - present): thi