The Research on Service Marketing Strategy Based on the Ascending of the Soft Power

摘要：

　　Nowadays,Service marketing is increasingly becoming a major marketing form due to the rapid development of service industry.With the enhancing requirements of enterprises service quality of consumers and the gradual application of soft power theory transferred form macro field to competition field,enterprises have begun to pay attention to the significance of improving soft power such as enterprise culture,innovation,brand and social responsibility,and to regard soft power as a core of marketing processes.This paper studies service marketing strategies on the aspect of improving soft power of enterprises,analyses the necessity of developing service marketing of the domestic enterprises.The paper finally proposes constructive countermeasures,which may play important roles in promoting competitive core capacity and expanding brand influence,in consideration of current problems of service marketing strategies existing in domestic enterprises based on soft power theory.

关键词： Soft power Service marketing Marketing strategy

作者: HOU Shuxia JIANG Lu

作者单位: Business School, Inner Mongolia Finance and Economics College, P.R.China, 010070

会议类型: 国际会议

会议名称: the 26th Conference of Spacecraft TT&C Technology in China (第26届中国飞行器测控学术会议)

会议地点: 北京

会议语种:英文

页码: 265-269

在线出版日期: 2012-10-01（万方平台首次上网日期，不代表论文的发表时间）