法国雅高集团企业服务竞争战略.docVIP

上海交通大学 硕士学位论文 法国雅高集团企业服务竞争战略 姓名：沈智钢 申请学位级别：硕士 专业：工商管理（MBA) 导教师：李国振 2002.6.23 财务部则专门负责与加盟商户定期的结帐。 (雅高集团企业服务系统的基本运营方法是： 雅髙集团开发商户，吸引更多的商户加盟到雅高集团的消 费网络中。 雅高集团销售带有一定金额的人工智能雅高E餐卡给目标 客户。 客户持有雅高E餐卡到雅?^的加盟网络商户去消费。 雅高集团与加盟网络商户定期结帐，同时收取一定比例的 系统维护费。 本系统在中国是一个新兴的产业，符合0市政府推行的金 卡联网工程的精神，因此得到上海市政府的有力支持。本服务系 统虽然初始投资较大，且回收期较长，但一旦建立起一个有效、 强大的系统，销售将会迅猛的发展。而且目前的网络系统将来还 可以和其它的网络系统共享，从而使长期的运营成本大大降低。 如今先进快速的计算机技术及网络通讯技术已经为本系统高质量 的运作提供了保障。 本论文的目的在于论述作为一种新兴的产业--要业服f中所 蕴藏的无限商机，在于揭示企业如何在一个新兴的产业中运用适 当的竞争策略，去赢得市场。1 J 关鎗词加盟商户；POS机；雅高E餐卡；持卡人；充值，联名卡 THE COMPETITIVE STRATEGY OF FRENCH ACCOR GROUP FOR SERVICE BUSINESS With the participation of World Trade Organization, Chinas economy has become an integral part of the world one. Chinas economic position is more and more important in the world. With the globalization of the economy, China will enjoy the world economic development, in the meanwhile, China will have to open more markets to the outside world, especially in the financial and service business. This thesis relates how the French Company-Accor Group enters the service business in Shanghai and Beijing. With special competitive strategy and marketing mix, Accor Group has become one of the main leaders in the service business. Shanghai Accor Service Company is formed by four departments: affiliation department, sales department, information system department and financial department. The affiliation department is responsible for the development of the outlets that accept Accor service cards. The sales department is promoting sales of different service cards to target comsumers. The information system department is mainly to set up the information system and develop the software that satisfies the customers needs. The financial department is to control companys financial status and the reimbursement with the outlets. The basic procedures of the card service operation is: Accor develops the outlet network by persuading different types of outlets to join the Accor network. Accor sells the IC card