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基于菲什宾模型的服务营销策略改进分析——以sbcs公司为例word论文.docx 115页

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基于菲什宾模型的服务营销策略改进分析——以sbcs公司为例word论文
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者的菲什宾模型决定属性权重,构建出完整的菲什宾模型。最后,本文通过参照SBCS公司的SWOT分析和中国企业通信市场的菲什宾模型,从服务营销的角度为SBCS提出了营销策略改进建议,完成了本文的研究目标。关键词企业通信服务营销菲什宾模型层次分析法IIAbstractWiththerapiddevelopmentofInternettechnologyandtheimprovementofinfrastructure,thetechnicalstandardsintheenterprisecommunicationsindustryhasenteredintoabrandnewstage-fromthetelecommunicationstoInternet.Intheprocessofthecriteriatransition,atransformationintheenterprisecommunicationsindustryhasbeentakingplace,frommanufacturing-orientedforhardwaresystemstoservice-orientedforsoftwarecustomization.Theprocessofthestandardstransformationwouldbeslowconcerningthesizeandscopeoftheindustry.Duringtheprocess,newcompetitorsandproductswithInternet-basedcommunication technicalstandards will join the competition,makingitevenfiercerthanbefore.Thisroundoftechnologicalprogressbringsagreatopportunityfortheenterprisecommunicationsmarket.Enterprisecommunicationmanufacturesmustadoptnewmarketingstrategies to keep upwiththemarkettrendsandtoobtaincompetitiveadvantageforlongandsustainable development.ThepapertakesChina'senterprisecommunicationsmarketastheresearchscope,SBCSCommunicationsCompanyastheresearchobjectandtheserviceoftelecommunicationproductsastheresearchorientationandthestudyobjectivesistoproviderecommendationsinimprovingservicemarketingstrategies.Firstly,thepaperhasconcludedthefactorseffectingtenChineseenterpriseusers’buyingbehaviorontelecommunicationsystembydescribingthemarketsituationandanalyzingtheindustrycharacteristicsofChinaenterprisecommunicationsmarketas wellas enterpriseusers’concernontheperspectiveofservicemarketing.Subsequently,thepapersummarizesthenatureofdecisionmakingbyusingthequestionnairestocollectrelevantdata andcomparingbothfrequencyandcrossanalysisofusers’backgroundandbuyingbehaviorbySPSS, confirming twotypes of decision markers of China enterprise telecommunication market -IIItechnicaldecisionmakersandbusinessdecision-makers.Meanwhile,thepaperconstructsacompleteFishbeinmodelbyusingAHPtoweighttwotypesofdecisionmakers.Finally,

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