随着信息技术的飞速发展,企业为了保持和扩大市场份额,必须

利用外部资源,服务外包就成为一种有效模式。企业为了降低成本,

增加利润,则把非核心技术和服务外包出去,而将资源主要投入核心

技术,以保证企业的竞争优势。

首先从IT0外包市场的现状出发,以IT0外包服务行业为背景,

以IT0外包市场的实际情况为基础的,另外,研究课题的方法是基于

4P理论和4C理论的,是从以满足市场需求为目标的4P理论向以追

求顾客满足为目标的4C理论的转变,因此,紧密地结合了 IT0外包

服务客户的需求,从以产品为导向转向以满足顾客为导向,从以价格

为导向转向以顾客愿意支付的成本为导向,以分销为导向转向以顾客

便利为导向,从以促销为导向转向以与顾客充分沟通为导向。基于此,

研究课题具备了先进的研宄方法。

其次,研究课题的新颖之处是与实际工作相结合,把4P理论向

4C理论转变的先进方法有效地运用实际工作,为实际工作提供了先

进有效的理论指导。通过对4C理论的解读,提出了基于顾客满足的

服务策略,基于成本效益的服务策略,基于顾客便利的服务策略,基

于全面沟通的服务策略。

最后,通过把先进的知识与实际工作相结合,巩固了学习效果,

指导了实际工作,达到了理论与实际相结合的目的,保证了研宄课题

的先进性、新颖性和实效性,进而论证了研宄课题所取得的成果。

关键词:外包服务4C理论4P理论服务策略

ABSTRACT

With the rapid development of information technology, in order to

maintain and expand market share, enterprises must make use of external

resources. Service outsourcing therefore become an effective mode. In

order to reduce costs and increase profits, enterprises then put out the

non-core technology and services but preserve the core-technology to

ensure competitive advantage.

Starting from the present situation of ITO outsourcing market and

based on the actual situation of ITO outsourcing market, the research

method is focused on the change from the 4P theory which is to meet the

market demand to the 4C theory which is to meet the customer

satisfaction. To be specific, the orientation is changed from product to

customer, from fixed price to the price which customer is willing to pay,

from place to customer convenience, from promotion to full

communication with customers. So the research has advanced method.

The novelty of the research is the combination with practical work

of the advanced methods of transforming 4P theory to 4C theory, which

provides theoretical guidance for the actual work. Through the

interpretation of 4C theory, the research puts forward the service

strategies which is based on customer satisfaction, cost effectiveness,

customer convenience and full communication with customer.

Combined advanced knowledge with the practical work, the research

attains the aim of combining theory with practice and provides guidance

for the application, which furthermore evaluates the achievements of the

research.

KEY WORDS: service outsourcing 4c theoiy 4p theory

service strategy