I 摘要 外包服务指的是经营单位将原本由内部自身提供的非核心的业务或流程分离出 来，交由外部第三方专业机构来完成的经济活动，以达到降低经营成本、提高核心竞 争力的目标。ZX公司作为一家具有国企背景的全国性、专业型外包服务公司，立足于 服务广大金融机构、政府部门、企事业单位等客户。2014年，ZX公司郑州分公司成立， 经过五年多发展，积累了一定市场口碑，但是在激烈的市场竞争中难以突破发展瓶颈， 盈利困难，在郑州同业的市场份额低于1%，公司仍处于亏损状态，同时面临渠道拓展 困难、营销成本较高、人才短缺等问题。随着我国经济结构的调整，外包服务行业将 会迎来较大的机遇和挑战，郑州外包服务市场更是受益于经济转型政策红利，未来行 业增长空间可期，因此，ZX公司郑州分公司迫切需要研究制定科学有效的市场拓展策 略，发挥自身背景优势，挖掘内部资源，力争未来两年摆脱经营困境实现盈利目标， 逐步树立品牌形象，向行业领军地位迈进，同时为整个行业的良性发展提供参考样本。 本文基于ZX公司的外包服务业务，首先从客户消费需求、市场供给现状两方面入 手进行微观环境分析,接着运用PEST分析理论对郑州市场的政治环境、经济环境、社 会环境和技术环境四个方面进行宏观环境分析。然后，运用SWOT分析方法，将ZX公 司郑州分公司的优势、劣势、机会和威胁进行总结，构建出ZX公司的SWOT矩阵，为 下面的细分市场选择和定位做好准备。最后，本文以STP市场战略理论为依据，选择 客户类型和产品类型两个细分要素进行市场细分，形成六类细分市场，并进行市场选 择和定位。 根据ZX公司的企业背景和专业资质，具备相应规模和成长性的市场，才是满足ZX 公司长期发展和盈利需求的目标市场，因此，金融类市场专业化和档案类外包服务产 品专业化的模式，是适合ZX公司郑州分公司的目标市场选择模式。在服务营销7P理 论的指导下，从产品策略、价格策略、促销策略、渠道策略、人员策略、有形展示和 过程七个方面进行市场拓展策略设计，并制定出整体市场和细分市场的策略实施对策， 从公司组织架构和团队建设、营销管理平台建设、人才梯队建设、资金保障和技术支 持、财务成本控制五个方面提出相关保障措施。本文运用市场营销的相关理论，提供 了比较科学的市场发展思路，对外包服务行业制定市场拓展策略方面有一定的指导和 借鉴作用。 关键词：外包服务；拓展策略；郑州市场 西北农林科技大学硕士学位论文 II ABSTRACT Outsourcing service refers to the economic activity that the business unit separates the non core business or process originally provided by itself from the external third-party professional organization, so as to achieve the goal of reducing the operating cost and improving the core competitiveness. As a national and professional outsourcing service company with the background of state-owned enterprises, ZX company is based on serving customers of financial institutions, government departments, enterprises and institutions. In 2014, Zhengzhou branch of ZX company was established. After more than five years of development, it has accumulated a certain market reputation. However, it is difficult to break through the bottleneck of development and make profits in the fierce market competition. The market share of the same industry in Zhengzhou is less than 1%. The company is still in a state of loss. At the same time, it faces difficulties in channel expansion, high marketing costs, talent shortage and other problems. With the adjustment of China's economic structure, the outsourcing service industry will usher in greater opportunities and challenges. Zhengzhou outsourcing service market will benefit from the dividend of economic transformation policy, and the industry growth space in the future can be expected. Therefore, Zhengzhou branch of ZX company urgently needs to study and formulate scientific and effective market development strategies, give full play to its background advantages, tap internal resources, and strive for the next two To get rid of the operating difficulties and achieve the profit goal, we should gradually establish the brand image and move forward to the leading position in the industry, and at the same time provide reference samples for the healthy development of the whole industry. Based on the outsourcing service business of ZX company, this paper firstly analyzes the micro environment from two aspects of customer consumption demand and market supply status, and then analyzes the macro environment of Zhengzhou market from four aspects of political environment, economic environment, social environment and technical environment using PEST analysis theory. Then, using the SWOT analysis method, the advantages, disadvantages, opportunities and threats of ZX company Zhengzhou branch are summarized, and the SWOT matrix of ZX company is constructed, which is ready for the following market segment selection and positioning. Finally, based on STP market strategy theory, this paper selects two segmentation elements of customer type and product type to ABSTRACT III subdivide the market, forming six types of market segments, and making market selection and positioning. According to the enterprise background and professional qualification of ZX company, the market with corresponding scale and growth is the target market to meet the long-term development and profit demand of ZX company. Therefore, the mode of financial market specialization and archive outsourcing service product specialization is the target market selection mode suitable for Zhengzhou branch of ZX company. Under the guidance of the 7p theory of service marketing, this paper designs the market expansion strategy from seven aspects: product strategy, price strategy, promotion strategy, channel strategy, personnel strategy, tangible display and process, and formulates the implementation strategy of the overall market and market segmentation, including the company's organizational structure and team building, marketing management platform building, talent echelon building, capital guarantee and Technical support and financial cost control are proposed. In this paper, the relevant theories of marketing are used to provide a more scientific way of market development, which can be used as a reference for the outsourcing service industry in formulating market development strategies. KEY WORDS: Outsourcing services; Expansion strategy; Zhengzhou market 目录 I 目 录 摘要 ........... I ABSTRACT .II 第一章 导论 ............................. 1 1.1研究背景 ........................... 1 1.1.1外包服务业发展概况 . 1 1.1.2问题提出 ..................... 2 1.2研究目的和意义 ............... 3 1.3国内外研究动态 ............... 4 1.3.1国外研究动态 ............. 4 1.3.2国内研究动态 ............. 5 1.3.3国内外研究动态评析 . 5 1.4研究的思路与方法 ........... 6 1.4.1研究思路 ..................... 6 1.4.2研究方法 ..................... 6 1.5论文的创新之处 ............... 6 第二章 相关概念与理论基础 . 8 2.1 相关概念 ........................... 8 2.1.1外包服务的概念 ......... 8 2.1.2市场拓展和拓展策略的概念 .................... 8 2.2理论基础与分析方法 ....... 8 2.2.1 STP市场营销战略理论 ............................ 8 2.2.2服务营销组合7P理论 .............................. 9 2.2.3 PEST分析法 ............. 10 2.2.4 SWOT分析法 ........... 11 第三章 ZX公司外包服务拓展郑州市场分析 .... 12 3.1客户消费需求分析 ......... 12 3.1.1客户群体分析 ........... 12 3.1.2客户消费目的 ........... 14 3.1.3客户需求预测 ........... 15 3.2外包服务市场供给分析 . 16 3.2.1供应商主体状况 ....... 16 3.2.2外包服务产品供给状况 .......................... 17 3.3外包服务郑州市场的宏观环境分析 ............ 18 3.3.1政治环境分析 ........... 18 3.3.2经济环境分析 ........... 18 3.3.3社会环境分析 ........... 19 西北农林科技大学硕士学位论文 II 3.3.4技术环境分析 ........... 19 第四章 ZX公司郑州市场拓展SWOT分析 ...... 20 4.1竞争优势 ......................... 20 4.2竞争劣势 ......................... 22 4.3 外部机会 ......................... 23 4.4 外部威胁 ......................... 24 4.5 综合评价 ......................... 24 第五章 ZX公司外包服务郑州市场拓展策略设计 ........................... 27 5.1ZX公司外包服务郑州市场拓展的STP分析 ............................. 27 5.1.1市场细分 ................... 27 5.1.2目标市场选择 ........... 27 5.1.3目标市场定位 ........... 30 5.2 ZX公司外包服务郑州市场拓展的策略设计 ............................. 31 5.2.1产品策略 ................... 32 5.2.2价格策略 ............