A市烟草公司网上配货客户服务支持策略研究

发布时间：2018-11-25 09:27

【摘要】：本文对A市烟草公司网上配货客户服务管理现状和网上配货服务客户满意度进行了细致分析，进而找出了A市烟草公司网上配货客户服务管理的薄弱环节和不足之处，即：网上配货客户分类有待细化、网上配货客户资源需要整合、卷烟货源保障应该增强、与网上配货客户信息沟通必须加强，另外与工业企业进行信息沟通的共享平台应用范围比较窄，沟通内容比较少，很多重要信息的沟通仍然采用传统形式，在一定程度上影响工商企业之间沟通的效率和效果。为此，本文结合A市烟草公司实际和现实条件，对A市烟草公司卷烟销售网络客户服务支持策略进行了深入探讨，提出了在现阶段A市烟草公司要以提高服务网上配货客户服务能力、客户价值管理为重点路径，促进重点品牌培育、工商协同营销、公平环境营造、客户经理队伍建设等工作的全面提升，为工商携手建立面向网上配货客户的营销体系和运作模式奠定发展基础，促进A市烟草公司卷烟销售网络达到行业一流水平。以这一重点路径为主线，本文提出了客户分类管理、打造服务价值链、完善客户服务体系、服务支持设计四个方面的具体措施。在探讨过程中，本文以网上配货客户市场需求预测为起点，重点完善了三大核心业务流程：营销服务线、卷烟配送线、市场监管线，在此基础上进一步规范了预测主体，明确了网上配货客户业态分类标准，，为建立了体现客户要求的流程驱动型运行机制奠定了理论基础。同时，充实完善了网上配货客户服务评价标准和监督检查工作体系，为实现服务监督与绩效考评全面接轨、规范服务项目、完善服务程序、细化服务标准做出了铺垫，对业务流程进行了优化与再造，为实施服务评价、加强考评管理创造了条件。最后，本文配套设计了保障措施，规范了工作协调性考评指标、工作态度及能力考评指标、设计绩效挂钩计算公式及相关的考评操作，以确保服务效果，达到客户满意。建立以消费者为核心的营销体系和运作模式是网上配货客户服务营销的发展方向。要实现这一目标，本文得出以下结论：一是A市烟草公司必须进一步处理好与消费者的关系，整合供应链资源，将零售客户真正纳入营销系统。二是工商企业要共同研究客户价值，提升客户价值。三是A市烟草公司要注重服务价值链建设，促进客户关系管理向客户价值管理转变。四是从提高客户满意度入手，加强网上配货客户的营销管理。五是完善客户服务体系和保障机制，通过充分发挥卷烟销售网络的功能，工、商、零共同面向消费者培育适销对路的卷烟品牌，从而提高网上配货客户卷烟经营盈利能力和抗风险能力，在提升品牌价值的同时提升客户价值。
[Abstract]:This paper makes a detailed analysis of the current situation of online distribution customer service management and the customer satisfaction degree of online distribution service of tobacco company in A city, and then finds out the weak links and shortcomings of the online distribution customer service management of A city tobacco company. That is: the classification of online distribution customers to be refined, online distribution of customer resources need to be integrated, cigarette supply protection should be enhanced, and online distribution of customer information communication must be strengthened, In addition, the scope of application of information sharing platform with industrial enterprises is relatively narrow, communication content is relatively small, many important information communication still adopts the traditional form, to a certain extent, affect the efficiency and effect of communication between industrial and commercial enterprises. Therefore, combining with the actual and realistic conditions of A City Tobacco Company, this paper deeply discusses the customer service support strategy of cigarette sales network in A City Tobacco Company. At the present stage, the tobacco company of A city should focus on improving the customer service ability and customer value management, promoting the cultivation of key brands, co-marketing of industry and commerce, and creating a fair environment. The overall promotion of the construction of account manager team will lay the foundation for the industry and commerce to establish the marketing system and operation mode for the online distribution customers, and promote the cigarette sales network of the tobacco company in A city to reach the first-class level of the industry. Taking this key path as the main line, this paper puts forward four concrete measures: customer classification management, building service value chain, perfecting customer service system and service support design. In the course of the discussion, this paper starts with the forecast of the market demand of the online distribution customers, and focuses on perfecting the three core business processes: the marketing service line, the cigarette distribution line, and the market supervision line. On this basis, the forecasting body is further standardized. It clarifies the classification standard of online distribution customer's business form, and lays a theoretical foundation for establishing the flow-driven operation mechanism which embodies the customer's requirements. At the same time, it enriches and perfects the evaluation standard and work system of online distribution customer service. It lays the groundwork for realizing service supervision and performance evaluation, standardizing service items, perfecting service procedures, and refining service standards. The optimization and reengineering of business process create conditions for implementing service evaluation and strengthening evaluation management. Finally, this paper designs the safeguard measures, standardizes the work coordination appraisal index, the work attitude and the ability appraisal index, designs the performance hook calculation formula and the related appraisal operation, in order to ensure the service effect, achieves the customer satisfaction. It is the developing direction of online distribution customer service marketing to establish the marketing system and operation mode with consumers as the core. To achieve this goal, this paper draws the following conclusions: first, the tobacco company in A city must further deal with the relationship with consumers, integrate supply chain resources, and bring retail customers into the marketing system. Second, industrial and commercial enterprises to study customer value, enhance customer value. Third, A City Tobacco Company should pay attention to the construction of service value chain and promote the transformation from customer relationship management to customer value management. Fourth, to improve customer satisfaction, strengthen the online distribution of customer marketing management. Fifth, to improve the customer service system and safeguard mechanism, and to cultivate marketable cigarette brands by giving full play to the functions of the cigarette sales network, industry, commerce, and zero. In order to improve the profit and risk resistance of the online dispensing customers, it can enhance the brand value and customer value at the same time.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.89

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