Flexible Marketing Of Service Enterprise Based On Open System Of Service Operation

This thesis chases the flexible concept ducting marketing realm, exploring the service enterprise marketing management up of a worthy research direction-flexible marketing. Compared with the close system of manufacturing industry, service industry is an open system. Service enterprises face a more changeable and uncontrollable situation because of the environment and the nature of open system of service Operation itself, so service enterprises need flexible marketing. This paper based on the open system of service operation, discusses the uncertainty of the operation of service and puts forward the mode for service enterprises to conduct flexible marketing.This paper puts forward the service enterprise three kinds of core abilities within flexible marketing. Among them, the dynamic orientation ability mainly pays attention to the dynamic state orientation that the service enterprise carries a camp to the environment factor of open system to the service operation; the dynamic responsibility mainly pays attention to the dynamic state response that the service enterprise carries a camp to open system to the service operation itself; The dynamic integration ability mainly pays attention to the service enterprise dynamic integrated function to the dynamic responsibility and the dynamic orientation ability.In the aspects of solving the indetermination factor, the flexible marketing mode of the service enterprise is different from the traditional marketing mode. The traditional service marketing mode mainly has two aspects: first, emphasize the estimate function of influence probably to the indetermination factor; secondly, emphasize the function of plan and control to the indetermination. What the flexible marketing mode of the service enterprise emphasizes isn't a plan to predict perhaps, but the purpose that attains through the flexible marketing ability arrangement to resolve the indetermination problem.In the market competition, any service products are all probably drive mimicry, so in addition to concentrating on promoting the service quality, the service enterprise has to be further to recognize the indetermination factor of open system to the service operation and the value of customers looking for in the service. The service enterprise has to adopt mobile and vivid flexible marketing mode, then can be vivid to reply the service marketing in the influence of various indetermination factor, satisfy the need of the customers and create service enterprise competitive advantage effectively.