Abstract

Studying female employees is of great value in terms of theoretical and practical knowledge in the fields of socio-economics and management as highlighted topic and academic objectives. In this book，the main study methods include comparative analysis methods，investigation and data analysis methods，normative and empirical research methods，and a-mixed method with qualitative and quantitative research methods. From the perspective of humanness and management，characteristics of gender superiority and female marketing capabilities have been explored as a breakthrough in the service industry such as tourism industry in order to implement a meaningful study with a certain degree of female theory and practice in business.

The research focuses on：（1）The research subject and theoretical framework have been developed；the concepts of female marketing and female marketing capabilities have first been defined in the service industry，the author also presents the related definitions and theories like marketing capabilities in this book. （2）According to the data collected from questionnaires，in-depth interviews，and the author’s related researches in the long-term，with views of the humanness reappearance，employee-oriented management and humanness management，a correlativity has been revealed between female marketing capabilities and female marketing，marketing capabilities and the female characteristics. （3）The factors of gender superiority of female marketing capabilities have been tested and obtained by summarizing and analyzing the typologies of marketing capabilities with the purpose of building a hierarchical model of female marketing capabilities in the service industry. （4）With the investigation and data analysis，the four levels of hierarchical structure and a model of the evaluation system of female marketing capabilities have been built after designing the elements，standards，and factors index designed in humanness perspective. After confirming and utilizing the methods of reliability analysis，factor analysis，Analytic Hierarchy Process（AHP），and Fuzzy Comprehensive Evaluation，an evaluation model has been tested，modified，and transformed in order to obtain an evaluation of the standard system of female marketing capabilities. （5）After analyzing the risks elements，cultivating content，subjective and objective influence factors，the cultivation system and strategies of female marketing capabilities in the service industry have been presented.

To conclude，this study has confirmed the characteristics of gender superiority and female marketing capabilities which indeed exist in female employees. The research results also reveal that the gender superiority and female marketing capabilities lead to the phenomenon that female employees represent a large proportion of employees in the service industry.

Contributions of the study are as follows：（1）A hierarchical model of female marketing capabilities is built in the field of service industry. （2）A four-level evaluation system model of female marketing capabilities is built，modified and transformed；thereby，a standardized evaluation system in the service industry is obtained.

The theoretical contribution obtained in this book will provide valuable guidance to the tourism practitioners when they recruit employees and cultivate their marketing capabilities.

Keywords：female marketing capabilities；correlation；typology；evaluation；cultivating and improving