【作者】 张倩；

【导师】 殷瑾；

【作者基本信息】 电子科技大学 ， 工商管理（专业学位）， 2007， 硕士

【摘要】 管理培训业是一个蕴含巨大市场潜力的朝阳产业,市场需求非常旺盛,而由于该行业利润率高、门槛低等原因,业内、企业数目众多,行业竞争也非常激烈。在这种背景下,许多管理培训公司乐于片面追求短期利益,忽视利用管理培训行业的服务属性、发挥培训服务营销优势,从而导致业内“产品”同质化、低价格恶性竞争现象十分明显,业内企业普遍缺乏具有自身的特色的核心竞争力。对于地处成都这样的西部地区管理培训公司来说,不但要面对海外军团的进入,还要应对国内东部地区成熟管理培训公司竞争压力,客观上也需要将服务营销思想融入到公司的日常运营,通过开展以建立核心竞争力为目标的服务营销手段,形成自己的竞争优势。本文以成都市管理培训市场为研究对象,从目前本市管理培训市场的营销实践出发,结合了大量的国内的案例和本人实际工作经验,以服务营销为理论基础,通过演绎论证和分析论证,提出了成都市管理培训公司基于核心竞争力构建的服务营销方案。本论文共分四部分。第一部分首先对论文的研究背景、现状和方法进行了说明,并对相关的理论进行介绍,为后面章节作好分析铺垫,提供理论基础;第二部分分析了我国管理培训市场、尤其是成都市管理培训市场及其所存在的问题,在此基础上,对管理培训公司构建核心竞争力、开展服务营销手段及两者之间的关系进行了详细阐述;第三部分在上述分析的基础上,针对成都管理培训市场的现状和所存在的问题,通过运用培训行业服务营销与核心竞争力的关系,从蓉城管理培训企业服务中所涉及的服务产品、服务渠道、服务价格、服务促销、服务人员、服务展示、服务流程、服务创新和服务质量等营销手段入手进行研究,逐步提出成都管理培训公司基于构建核心竞争力的服务营销方案;第四部分得出结论,并说明本文的局限性及未来的研究方向。本文的研究成果对成都管理培训企业根据自身特点开展服务营销,从而改善其服务质量和水平,更好的满足目标顾客需求,形成以服务为核心的核心竞争力,具有一定的指导作用。同时,对我国管理培训行业构建具备自身特色核心竞争力,形成竞争优势,也有现实借鉴意义。更多还原

【Abstract】 Management training industry is a huge market potential contains a sunrise industry, because of its high profitability, low threshold, especially like ChenDuWhere in the western region more similar shown brisk market demand. region more similar shown However, these factor salso caused the industry more keen, and rend management training company have service attributes to pursuit short-term interests and neglected play training services marketing advantages, "Product" homogenization, low-price competition has become more vicious, the industry has no core competitiveness what with itself characteristics.Such as ChengDu in the western region for management training company, not only will face the entry of foreign corps, but also face the eastern region mature company. To cope with the competition, Marketing services need to be thought into the day-to-day operation. Through the establishment of a core competitiveness of the service marketing tools, form their own competitive advantages.Based in ChengDu management training for market research, market management training from the city’s marketing practice, combine with a large number of domestic cases and my practical experience, start form the theoretical of service marketing, to perform feasibility studies and analyzed, construction of the ChengDu management training company core competitive power in light of services marketing program.This paper is divided into four parts. First, the thesis of the first part of the background, current situation and the way that the theory of relevant, chapters to be behind her analysis, and provide a theoretical basis; second, analysis problems in the domestic management training market especially ChengDu, on this basis,construct the management training company core competitiveness, and means of conducting marketing services for a detailed description of the relationship between them; In the third part, on the basis of the above analysis, aimed at ChengDu management training market and the existence problems in the market, started from the relationship between marketing services and core competitiveness in the field, analysis ChengDu management training services from companies involved in the service of products and service channels, the price of services, marketing services, the service staff, display services, service delivery, service quality and service innovation means to conduct a marketing study Construction of the ChengDu-based management training company gradually and raised the means for core competitiveness from services marketing program.The results of this research will be good to ChengDu management training company to launch services marketing, thereby improving the quality and evel of its services to better meet the needs of target customers, formed to serve as the core of the core competitive power. Meanwhile, it also has practical experiences to the China management training industry constructs their own characteristics core competitiveness, and creating a competitive advantage.更多还原