The Research On Some Service Marketing Tactics Of Changsha International Exchange Center

The Changsha International Exchange Center is a self-financed government undertaking which is registered in the Changsha Municipal Undertakings Registration Bureau and is co-sponsored by the Foreign Affairs and Overseas Chinese Affairs Office of Changsha Municipal People's Government and the Changsha People's Association for Friendship with Foreign Countries. With the rapid development of local foreign affairs and the continuous process of the reform of government undertakings, the combination of friendship exchange service with the demand of market is becoming an obvious trend. Meanwhile, the shaping of a general international environment, the birth of a new policy for governmental travel management and the permission of market entering for foreign business travel management companies, are intensifying the competition of friendship exchange service market. As a result, the contents of friendship exchange service are increasing; the fields of international exchange and cooperation are expanding; the business travel management is becoming a new direction of development. All these changes lead the Changsha International Exchange Center to an environment full of opportunities and threats.By analyzing the historical lessons of the previous development stages, evaluating current service marketing environment and conditions, the thesis reaches a conclusion that the Changsha International Exchange Center is at a critical stage to adopt the strategy of service marketing. The thesis then focuses on the introduction of service marketing combination strategy, its implementation in the business travel management, and the plan to implement the service marketing tactics in the reform of Changsha International Exchange Center. By orientating the social target and the service market segmentation, the author puts forward a 3-step development outline for the Changsha International Exchange Center, namely, the stage of friendship exchange service, the stage of international exchange and cooperation service and the stage of business travel management service. The 7P service marketing combination strategy, which includes the tactics of products, price, place, promotion, people, physical evidence and process, is planned to tackle the marketing problems of the Changsha International Exchange Center and strengthen its competitive capability in the market. It also aims to provide some valuable ideas to the development of those similar International Exchange Centers and provide practical reference to the study of service marketing in the field of friendship exchange, international exchange and cooperation, and business travel management.