| Today’s society has already entered the era of service economy. However, atpresent, service industry development level in China is not high, and the serviceenterprise faces many difficulties and challenges. In the enterprise actual operation andmanagement, many service enterprises have alleged that they see customer as center, buthow to carry out the idea and manage in business often ragged. This paper aims toexplore service enterprise development dilemma solution. To help service enterpriserethink service on the concept from customer angle by constructing service enterprisemarketing and management mode. To measure of enterprise marketing managementactivities from the point of view of profitability, to comb business relationship betweendifferent departments, to train staff and cultivate service culture. The service enterpriseonly construct and perfect the service marketing and management mode, and take intoaccount enterprise’s profit and customer value can obtain competitive advantage inservice market in the long-term.In this paper, the service profit chain theory, service competitive advantage theory,service marketing and management theory related theory analysis are done up. Form abased model on the profit chain service enterprise competitive advantage and marketingmanagement. The new ideas and methods for service enterprise how to develop servicemarketing and management, and achieve service competitive advantage from a profitperspective are given. This paper was divided into five chapters. The first chapter putsforward the research background, purpose and significance of paper, and then review thedomestic and foreign relevant research, and points out the research contents and methods.The second chapter that the basis theories part defines related concepts and theories. Thethird chapter“service enterprise competitive advantage and marketing managementmodel under the perspective of profit chainâ€is structured after much analysis anddemonstration and each factor of model is explained and interpreted. The fourth chapterpoints out that application of mode of service enterprise competition advantage andmarketing management from the perspective of service profit chain. Model applicationmethods and related work include the basic idea of model application, implementation ofservice marketing work and service management. Put forward implementation strategy ofmodel in the service enterprise—take advertising company as an example, firstly, analyzethe present development situation of China’s advertising industry, and then put forwardimplementation strategy of model in advertising company, finally, point out feedback andimprovement of model been applied. The fifth chapter summarizes the thesis researchconclusion and the deficiency. I am look forward to provide reference for future researchand help service enterprise develop in the long-term. |
