（华中科技大学管理学院 武汉  430074）

结合国内一家工程机械生产企业的客户服务运作的基本数据，进行了实证研究。以系统动力学（SD）概念模型为基础，采用Vensim软件建立了该企业完整的服务系统SD模型，并进行模型真实性检验。基于构建的SD模型，从产品价格信息不对称控制、被动服务信息不对称控制、服务运作策略控制以及信息策略重心调整四个方面进行了模拟研究，研究结果对于实例企业的客户服务运作具有重要的指导意义。

(School of Management, Huazhong University of Science and Technology, Wuhan 430074, China)

Combined with the basic datum of customer service operation of a domestic machinery manufacturing enterprise，an empirical study is given. Based on the SD conceptional model, the SD model of service system in the instance enterprise is constructed, and the validity of the model is tested. The simulative studies including information asymmetry control of product price, information asymmetry control of product quality, controls of service operation strategies and adjustment of information strategies are carried out, and the results are very important to the customer service operations of the enterprise. 

TP31

*本文系国家自然科学基金(项目编号：70271030)与华中科技大学研究生院2002年研究基金的阶段性成果之一。

1王庆国. 基于信息不对称控制的制造－分销型企业客户服务运作研究. 博士学位论文，华中科技大学图书馆，2005
2付红桥. 营销信息不对称度变化与控制研究.博士毕业论文，华中科技大学图书馆，2004
3Jackson Donald W, Janet E Keith and Richard K Burdick. Purchasing Agents’Perceptions of Industrial Buying Center Influence: A Situational Approach. Journal of Marketing, 1984,48(3):75-83
4Silk Alvin J and Manohar U Kalwani.  Measuring Influence in Organizational Purchase Decisions.  Journal of Marketing Research, 1982, 19 (May):165-81
5Bristor Julia M. Influence Strategies in Organizational Buying: The Importance of Connections to the Right People in the Right Places. Journal of Business-to-Business Marketing, 1993, 1(1):63-99
6Kohli Ajay K. Determinants of Influence in Organizational Buying: A Contingency Approach. Journal of Marketing, 1989,53(July):50-65
7McQuiston and Peter R Dickson. The Effect of Perceived Personal Consequences on Participation in Organizational Buying. Journal of Business Research. 1991,23 (September):159-177
8Venkatesh R, Ajay K Kohli, and Gerald Zaltman. Influence Strategies in Buying Centers.  Journal of Marketing. 1995, 59(October):71-82
9福雷斯特. 工业动力学.科学出版社，1985
10苏懋康. 系统动力学原理及应用. 上海交通大学出版社.1988
11王其藩. 高级系统动力学. 清华大学出版社. 1995