服务业性别优势密码
书 名： 服务业性别优势密码
英 文 名： DEMYSTIFYING GENDER ROLES IN SERVICE MARKETING
作 者： 陈钦兰
I S B N： 978-7-5097-7535-6
丛 书 名：
华侨大学哲学社会科学文库·管理学系列
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关 键 词： 女性 旅游市场 市场营销学
出版日期： 2015-05-01
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中文摘要
将女性作为商业营销关注点和学术研究对象，探讨其对社会经济与管理的作用，有着重要的理论认识性价值和现实时代性意义。本书运用对比分析研究法、调查研究和数据分析法、规范与实证研究法、定性和定量结合研究法，从人性本位和管理学角度，选择有众多女性的旅游业作为调查研究的论证对象和突破口来研究旅游服务业一线服务营销员工的性别优势特性、优势女性营销能力及其评价标准、培育体系和对策，为得到一定的商业女性理论和实践做出有益的探索性研究。
本书主要的研究目标和问题如下。①提出问题和理论框架，首次提出了女性营销和女性营销能力的概念，并界定了营销能力等相关概念和理论。②通过问卷调查、深度访谈和长期以来笔者的相关研究，从人性再现、人本管理和人性管理角度分析并论证了服务业女性营销能力与女性营销、营销能力及女性特性的相关关系。③通过总结分析营销能力类型之间存在的关系并分类，检验并得到服务业女性营销能力性别优势各因子，构建了服务业女性营销能力的梯阶模型。④通过调查研究和数据分析，从人性本位角度设计了服务业女性营销能力的各元素、标准和因子指标，构建了四个层次的服务业女性营销能力评价体系的层次结构和模型。确定并运用了信度分析法、因子分析法、层次分析法和模糊综合评价法，对评价模型进行检验、修正和转化，得到服务业女性营销能力的评价标准体系。⑤在分析了服务业女性营销能力存在的风险要素、培育内容和主客观影响因素后，构建了服务业女性营销能力培育方法体系，并提出了培育策略。
得到的结论是：在旅游服务业，女性确实拥有性别优势特性和女性营销能力，表明在服务营销领域女性占有重要分量是有原因的。创新之处有：①构建了服务业女性营销能力的梯阶模型。②构建了四个层次的服务业女性营销能力评价体系模型并进行实证、修正与转化，最终得到服务业女性营销能力的评价标准体系。本书的理论创新与实证检验能在招聘女性服务营销人员，评价、培育、提升女性营销能力方面对旅游服务企业提供实践指导和理论依据。
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CommonID:DIR_16960425,ID:6960425,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:193552,name:第一章 绪论,ShortName:,SubName:,EnTitle:Chapter 1 INTRODUCTION,EnShortTitle:,EnSubTitle:,Level:0,BookId:6960400,AbstractCH:性别作为人类的基本位从人类出现以来就存在。而性别作为商业关注点和学术研究对象却是20世纪50年代以来的事情。研究性别的经济与管理功能及其内在的差异性对整个社会经济的发展有着重要的作用。本书从人性本位论和管理角度出发，选择性别中的女性角度，切入商业中的营销领域，进行女性营销能力的理论与实证研究。,AbstractEN:,KeyWords:2681,463970,3686,EKeyWords:37638,463971,40416,SubjectWords:,LiteratureId:6960426,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201509010010188_000_001,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2016-05-13 17:29:11.0,ModifyUser:Admin,ModifyTime:2021-11-02 23:45:30.0,HitCount:4,ShowType:putong,LogoID:0,PdfID:6960427,DownCount:3,AuthorInfos:,BookPublishDate:2015-05-01 00:00:00.0,SearchTitle:服务业性别优势密码绪论,ISBN:978-7-5097-7535-6,BookTitle:服务业性别优势密码,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:服务业性别优势密码绪论,_RowNo:11
CommonID:DIR_16960477,ID:6960477,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:193553,name:第二章 服务业女性营销能力的相关概念和理论述评,ShortName:,SubName:,EnTitle:Chapter 2 THEORETICAL FOUNDATION AND LITERATURE REVIEW,EnShortTitle:,EnSubTitle:,Level:0,BookId:6960400,AbstractCH:服务业女性营销能力的理论基础来源于管理学中的女性营销理论、营销能力理论及其他相关的理论，这些理论是支撑本书研究的基石。目前国内外相关的理论研究在概念、理论的深广度方面有待进一步发展。,AbstractEN:,KeyWords:2681,3686,70571,EKeyWords:37638,39204,463972,SubjectWords:,LiteratureId:6960478,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201509010010188_000_002,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2016-05-13 17:29:11.0,ModifyUser:Admin,ModifyTime:2021-11-02 23:45:30.0,HitCount:5,ShowType:putong,LogoID:0,PdfID:6960479,DownCount:3,AuthorInfos:,BookPublishDate:2015-05-01 00:00:00.0,SearchTitle:服务业女性营销能力的相关概念和理论述评,ISBN:978-7-5097-7535-6,BookTitle:服务业性别优势密码,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:服务业女性营销能力的相关概念和理论述评,_RowNo:12
CommonID:DIR_16960627,ID:6960627,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:193554,name:第三章 服务业女性营销能力的相关关系,ShortName:,SubName:,EnTitle:Chapter 3 CORRELATIONS OF FMC,EnShortTitle:,EnSubTitle:,Level:0,BookId:6960400,AbstractCH:女性营销能力不是凭空而来的，它蕴涵在女性的个体——人的身上，它通过女性的各种特性表现和反映出来。女性营销能力如果离开女性作为人的特性来研究并无意义，它是女性在服务营销时的人性再现。本书在研究了服务业女性营销能力与女性营销、营销能力的关系后，进一步研究女性营销能力各因子与女性特性各因子的相关关系,AbstractEN:,KeyWords:2681,3686,70571,164076,EKeyWords:37638,39204,463972,463973,SubjectWords:,LiteratureId:6960628,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201509010010188_000_003,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2016-05-13 17:29:12.0,ModifyUser:Admin,ModifyTime:2021-11-02 23:45:30.0,HitCount:4,ShowType:putong,LogoID:0,PdfID:6960629,DownCount:3,AuthorInfos:,BookPublishDate:2015-05-01 00:00:00.0,SearchTitle:服务业女性营销能力的相关关系,ISBN:978-7-5097-7535-6,BookTitle:服务业性别优势密码,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:服务业女性营销能力的相关关系,_RowNo:13
CommonID:DIR_16960718,ID:6960718,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:193555,name:第四章 服务业女性营销能力的类型,ShortName:,SubName:,EnTitle:Chapter 4 TYPOLOGY OF FMC,EnShortTitle:,EnSubTitle:,Level:0,BookId:6960400,AbstractCH:服务业女性营销能力与一般的营销能力均可以根据不同的视角来分类。目前国内外学术界较多从资源、市场和企业等客体方面对营销能力进行分类研究，而从主体——人的方面来研究分类的文献很少。本书在从客体——事的角度方面分析营销能力的类型的基础上，着重从主体——人的角度来研究服务业女性营销能力的类型。,AbstractEN:,KeyWords:2681,3686,70571,463974,EKeyWords:37638,40416,463972,463975,SubjectWords:,LiteratureId:6960719,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201509010010188_000_004,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2016-05-13 17:29:14.0,ModifyUser:Admin,ModifyTime:2021-11-02 23:45:30.0,HitCount:7,ShowType:putong,LogoID:0,PdfID:6960720,DownCount:3,AuthorInfos:,BookPublishDate:2015-05-01 00:00:00.0,SearchTitle:服务业女性营销能力的类型,ISBN:978-7-5097-7535-6,BookTitle:服务业性别优势密码,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:服务业女性营销能力的类型,_RowNo:14
CommonID:DIR_16960881,ID:6960881,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:193556,name:第五章 服务业女性营销能力评价,ShortName:,SubName:,EnTitle:Chapter 5 EVALUATION OF FMC,EnShortTitle:,EnSubTitle:,Level:0,BookId:6960400,AbstractCH:目前国内外学者用不同的方法对企业或市场营销能力进行评价的文献不少，我国学术界也一直在进行此方面的理论和实证探索。1888年，Edgeworth（1888：146-148）就在英国皇家统计学会的杂志上发表了题为《考试中的统计学》的论文，提出了对考试中的不同部分进行加权的理论。他是现代科学评价理论的先驱。,AbstractEN:,KeyWords:2681,3686,70571,30014,EKeyWords:37638,40416,463972,423158,SubjectWords:,LiteratureId:6960882,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201509010010188_000_005,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2016-05-13 17:29:16.0,ModifyUser:Admin,ModifyTime:2021-11-02 23:45:30.0,HitCount:6,ShowType:putong,LogoID:0,PdfID:6960883,DownCount:3,AuthorInfos:,BookPublishDate:2015-05-01 00:00:00.0,SearchTitle:服务业女性营销能力评价,ISBN:978-7-5097-7535-6,BookTitle:服务业性别优势密码,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:服务业女性营销能力评价,_RowNo:15
CommonID:DIR_16961005,ID:6961005,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:193557,name:第六章 服务业女性营销能力评价体系检验与修正,ShortName:,SubName:,EnTitle:Chapter 6 TEST AND MODIFICATION EVALUATION SYSTEM OF FMC,EnShortTitle:,EnSubTitle:,Level:0,BookId:6960400,AbstractCH:根据上一章所构建的模型，笔者选择服务业的典型代表行业——旅游业作为实证对象，对服务业女性营销能力评价体系中的各元素因子进行实地调查，得到一定的数据，并对数据进行分析处理，以检验本书提出的各个假设和理论模型，并最终得到一定的结论和模型结果。,AbstractEN:,KeyWords:2681,3686,70571,21206,EKeyWords:37638,39204,463972,21182,SubjectWords:,LiteratureId:6961006,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201509010010188_000_006,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2016-05-13 17:29:17.0,ModifyUser:Admin,ModifyTime:2021-11-02 23:45:30.0,HitCount:7,ShowType:putong,LogoID:0,PdfID:6961007,DownCount:3,AuthorInfos:,BookPublishDate:2015-05-01 00:00:00.0,SearchTitle:服务业女性营销能力评价体系检验与修正,ISBN:978-7-5097-7535-6,BookTitle:服务业性别优势密码,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:服务业女性营销能力评价体系检验与修正,_RowNo:16
CommonID:DIR_16961209,ID:6961209,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:193558,name:第七章 服务业女性营销能力的培育与提升,ShortName:,SubName:,EnTitle:Chapter 7 CULTIVATING AND IMPROVING OF FMC,EnShortTitle:,EnSubTitle:,Level:0,BookId:6960400,AbstractCH:到2009年末，全国共有高等旅游院校及开设旅游系（专业）的普通高等院校852所，比2008年末增加42所，在校学生49.84万人，增加5.83万人；中等职业学校881所，比2008年末减少84所，在校学生45.41万人，增加4.95万人。两项合计，旅游院校总数1733所，在校学生为95.25万人。2009年，全行业在职人员培训总量达397.11万人次，比上年增加58.83万人次，增长17.4%。11423206 尽管有众多的旅游院校的教育，但针对旅游服务营销人员营销能力的培育和提升的教育并不多，绝大部分是以旅游管理为主的专业方向教育。,AbstractEN:,KeyWords:2681,3686,70571,463976,EKeyWords:37638,39204,463972,463977,SubjectWords:,LiteratureId:6961210,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201509010010188_000_007,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2016-05-13 17:29:21.0,ModifyUser:Admin,ModifyTime:2021-11-02 23:45:30.0,HitCount:5,ShowType:putong,LogoID:0,PdfID:6961211,DownCount:6,AuthorInfos:,BookPublishDate:2015-05-01 00:00:00.0,SearchTitle:服务业女性营销能力的培育与提升,ISBN:978-7-5097-7535-6,BookTitle:服务业性别优势密码,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:服务业女性营销能力的培育与提升,_RowNo:17
CommonID:DIR_16961385,ID:6961385,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:193559,name:第八章 结论与展望,ShortName:,SubName:,EnTitle:Chapter 8 CONCLUSION AND CONTRIBUTION,EnShortTitle:,EnSubTitle:,Level:0,BookId:6960400,AbstractCH:本书在详读了大量国内外文献资料的基础上，对女性营销能力的相关概念进行了界定，对相关的理论进行了较全面的述评；分析并论证了服务业女性营销能力的相关关系和类型；构建并检验了服务业女性营销能力的评价体系和模型；最后在分析了女性营销能力风险的基础上，提出了服务业女性营销能力的培育和提升的内容、方法和策略。,AbstractEN:,KeyWords:2681,3686,463970,EKeyWords:37638,40416,463971,SubjectWords:,LiteratureId:6961386,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201509010010188_000_008,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2016-05-13 17:29:22.0,ModifyUser:Admin,ModifyTime:2021-11-02 23:45:30.0,HitCount:7,ShowType:putong,LogoID:0,PdfID:6961387,DownCount:3,AuthorInfos:,BookPublishDate:2015-05-01 00:00:00.0,SearchTitle:服务业性别优势密码结论与展望,ISBN:978-7-5097-7535-6,BookTitle:服务业性别优势密码,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:服务业性别优势密码结论与展望,_RowNo:18
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