| Recently, with the continuous penetration of economic globalization, Chinese export and import trade is in the vigorous development and facing with great opportunities and challenges. In a long time, the Chinese stated-owned foreign trade firms were protected by some policies and in the environment of "non-competition". With the WTO's rules continuously evolving, the trade obstacles of China are reducing, so the business advantages of state-owned foreign trade firms have died away. How to deal with the challenges is a problem that state-owned foreign trade firms need to face with.Based on the influence by service quality on customer satisfaction, this research takes advantage of case study method to research about the service marketing tactics of foreign trade firms. Furthermore, in terms of the problems faced by foreign trade firms, the author uses the related service quality and customer satisfaction theories to analyze the tactics of enhancing customer satisfaction in detail, and then gives some related strategic suggestions.Moreover, taking foreign trade firm "Lanhua" as example, aiming at the both internal and external problems confronted by the company, and based on the service quality and customer satisfaction theories, this research suggests that stabile, ordered and effective foreign trade agency rule should by applied. Meanwhile, the author utilizes related strategic marketing analysis models to hackle the internal and external presses and opportunities confronted by state-owned foreign trade firms, finds the gaps between state-owned firms and their counterparts, and then puts forward the related resolutions to enhance service quality and customer satisfaction and increase performance finally.On the perspective of service marketing, synthesizing the service management theories, this research put forward the strategic paths and resolutions in the process of development of state-owned firms, which is the main innovation of this dissertation. |
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