伊犁州烟草公司零售终端服务营销体系建设研究

发布时间：2018-05-30 13:05

本文选题：伊犁烟草 + 服务营销　；参考：《石河子大学》2014年硕士论文

【摘要】：卷烟商业企业作为卷烟商品供应链中的重要一环,上接卷烟工业企业,下连卷烟零售终端,成为一个集工业企业产品的分销商和零售终端产品的供应商为一体的服务性企业。服务是卷烟商业企业的唯一产品,成为卷烟商业企业打造核心竞争力的关键,这种服务本质要求卷烟商业企业在经营过程中,一定要以“始于客户需求,终于客户满意”作为服务目标,把零售终端当做最为重要的战略资源和发展同盟来对待。赢得零售终端的满意和认同,最终的落脚点在于通过引导企业员工树立正确的服务理念,强化企业员工的服务技能,建立健全服务营销体系,提高服务营销效率,不断巩固与服务对象之间的关系,以巩固良好的战略合作伙伴关系为突破口,保持烟草商业企业的持续竞争力。相对其它服务行业而言,在当前中国烟草专卖制度的保护下,烟草商业企业具有良好的政策和资源优势,但也正是存在这种保护,使卷烟商业企业在这种缺乏市场竞争的机制下,在提升服务能力、提高客户满意度方面的付出是远远不够的。从当前伊犁烟草的服务现状来看,营销人员发现零售终端需求的意识不足、满足零售终端需求的能力欠缺、提供的服务于零售终端实际需求不匹配等问题依然存在。因此,本文将以服务营销理论入手,结合对伊犁烟草的实际研究,分析伊犁烟草服务营销体系建设过程中存在的问题,通过优化资源配置、运用规范的管理、建立健全服务营销体系,通过规范服务行为、提高服务质量,提高服务零售客户的水平,打造良好的战略合作伙伴关系,提高伊犁烟草的核心竞争力。本文的主要内容:本文从伊犁烟草客户满意度调查、服务人员工作质量调查入手,对可提供服务与零售客户潜在需求之间存在的差异进行分析,找准伊犁烟草服务营销工作开展中存在的问题和关键节点。结合伊犁卷烟市场实际情况,建立零售终端评价模型,对伊犁烟草服务的全体零售终端进行细分,分析不同类型零售终端的差异化需求,并以此作为指定营销人员服务营销策略的依据。通过合理设置营销人员岗位,规范营销人员的服务营销行为,建立健全服务质量评价体系,通过完善投诉反馈体系和营销人员绩效考核指标,为伊犁烟草服务营销体系运行提供保障。
[Abstract]:As an important link in cigarette supply chain, cigarette commercial enterprise is connected with cigarette industry enterprise and cigarette retail terminal, and becomes a service enterprise which integrates distributor of industrial enterprise products and supplier of retail terminal product. The service is the only product of the cigarette commercial enterprise, and becomes the key to build the core competitive power of the cigarette commercial enterprise. This kind of service essence requires the cigarette commercial enterprise to "start with the customer's demand" in the course of operation. Finally customer satisfaction "as a service goal, retail terminal as the most important strategic resources and development alliance to treat." To win the satisfaction and approval of the retail terminal, the ultimate goal is to establish the correct service concept, strengthen the service skills of the enterprise staff, establish and perfect the service marketing system, and improve the service marketing efficiency by guiding the enterprise staff to set up the correct service idea, strengthen the service skill of the enterprise employee, Constantly consolidate the relationship with the clients, to consolidate a good strategic partnership as a breakthrough, to maintain the sustainable competitiveness of tobacco business enterprises. Compared with other service industries, under the protection of the current tobacco monopoly system in China, tobacco commercial enterprises have good policy and resource advantages, but it is precisely this kind of protection that exists. It is far from enough for cigarette commercial enterprises to improve their service ability and customer satisfaction under the mechanism of lack of market competition. From the current situation of tobacco service in Yili, marketers find that the awareness of retail terminal demand is not enough, the ability to meet retail terminal demand is not enough, and the service provided to retail terminal does not match the actual demand. Therefore, this article will start with the service marketing theory, unifies to the Yili tobacco actual research, analyzes the Yili tobacco service marketing system construction process existence question, through optimizes the resources disposition, uses the standard management, Establishing and perfecting the service marketing system, improving the service quality, improving the level of service retail customers, creating a good strategic partnership, and improving the core competitiveness of Yili tobacco industry through standardizing service behavior, improving service quality and improving the level of service retail customers. The main contents of this paper are as follows: this paper analyzes the differences between the available service and the potential demand of retail customers from the investigation of tobacco customer satisfaction in Yili and the quality of service workers. To find out the problems and key nodes of tobacco service marketing in Yili. According to the actual situation of cigarette market in Yili, the evaluation model of retail terminal is established, the retail terminal of tobacco service in Yili is subdivided, and the different demand of different type of retail terminal is analyzed. And this is the basis of the designated marketing personnel service marketing strategy. Through setting up the marketing personnel's position reasonably, standardizing the marketing personnel's service marketing behavior, establishing and perfecting the service quality evaluation system, perfecting the complaint feedback system and the performance appraisal index of the marketing personnel, Provide guarantee for the operation of tobacco service marketing system in Yili.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F721

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