多主体参与的塑胶组件采购服务营销体系的研究工商管理专业论文.docxVIP

PAGE PAGE VI 摘要 ABSTRACT The demand of plastics component products has been growing greatly with the demand’s increasing of electronic products for consumer market. however, the electronic products market and the consumer market have their own distinctive characteristics respectively. Well-trained and well-informed specialized buyers are the main customers in the electronic products market, whose purpose of purchase is to profit. In this case, marketing is not only the business of the sales department, but also involved design department, manufacture department, finance departmetn, quality departmetn, human resources and so on,even the external support, such as suppliers, certification agencies, government departments, and other relevant competitors. Customer satisfaction is the key for the plastics component marketing and sales. Now the plastics component sales takes more emphasise on the comprehensive competitive position and the customer satisfaction than products, which shows a progressive change from traditional product marketing to component marketing. In this paper, component marketing theory is applied to analyse characteristic of component market and buying behavior, defined the competitive elements of component market and service markging mix. The paper identifies the main roles of each relative and their position by analysizing the evolution of component marketing, current component market problems, and orgnization requirement of customer-focused organizations, and releases the principles of designing the plastics component marketing system participated by multi-agen involved, and then design the overall framework of this system. The paper also provides the specific design for all aspects in the component marketing system, and designs a service evaluation system to evaluat the execution of component marketing, describes the application of managerment tools. Finally, the paper designs the improving model by analysizing the maintenance work of services