基于顾客价值的服务品牌构建

发布时间：2018-04-02 16:01

本文选题：服务品牌　切入点：客户感知　出处：《首都经济贸易大学》2008年硕士论文

【摘要】： 本文基于对品牌理论和顾客感知价值理论的文献研究,探讨了服务产品的内容与特点。通过对顾客感知和服务价值的理论分析,力图探索客户选择服务产品时的主要影响因素,以及选择服务后的价值感知和对服务质量的评估,得出隶属于生产性服务行业的工程咨询业建立服务品牌的思路,并从品牌理论、服务理论及客户价值感知理论进行深入的探究。通过对顾客需求、顾客价值感知期望的理论研究,找到顾客在选择服务之前和选择服务过程中要考虑的产品、价格、渠道、促销、人员、有形展示和过程等7Ps的因素。揭示了服务企业在提供服务过程中如何从提高顾客的各方面价值,从顾客需要考虑的各个因素来关注顾客的价值,为顾客提供满意的服务产品,让顾客享受到合理的服务价格,使得顾客感知到的服务质量优良而物有所值,通过企业有形展示、促销和所利用的各种营销渠道,让顾客从不同方面了解到服务企业的各方面信息,产生顾客满意感并形成顾客的忠诚度。同时,服务企业要在服务提供的人员管理上加大管理的力度和水平,为完成提供服务产品聚集高素质的服务人才,并培养和造就优秀的服务企业的管理者,使服务企业特别是生产性服务业的产品更加创新,满足社会和顾客的需要。在满足客户价值最大化的基础上,构建企业服务品牌,找到服务企业最大盈利点。那就是当一个服务企业能够不断满足顾客的需求,使其从中获得的价值最大时,就能打造出品牌,就能实现企业盈利的最大化和长久化,从而满足顾客的持续需求。同时,通过本文的研究引入从事工程咨询服务业的北京市工程咨询公司作为案例。在简要介绍了该公司的基本情况后,提出了生产性服务业如何建立品牌及对该公司面临的品牌建立过程中存在的问题进行了探讨并分析了该企业在服务提供过程中面临的产品、价格、渠道、促销、人员、有形展示和过程等7Ps方面存在的问题,以及在服务产品的总体功能方面存在的不足,并针对企业的现状与发展提出了品牌构建的初步策略建议,对公司的品牌构建过程中企业需要注意的运行方面的问题在调整组织结构、拓展业务领域、提高人员素质、构建企业文化、增加服务能力方面也进行了考虑,以实现构建服务品牌的目的,从而为满足顾客价值最大化和实现企业长期盈利及工程咨询服务的又好又快发展奠定基础。本文由服务业在我国的不断发展及市场对服务业的要求引入课题研究的背景,采用定性分析和案例相结合的研究方法,通过顾客价值的相关研究,提出了服务企业品牌构建方面的策略建议,对促进服务业为经济社会的又好又快发展具有一定意义。
[Abstract]:Based on the research of brand theory and customer perceived value theory, this paper discusses the content and characteristics of service products.Through the theoretical analysis of customer perception and service value, this paper tries to explore the main influencing factors of customer selection of service products, as well as the value perception and evaluation of service quality after selecting service.Get the idea of establishing service brand in engineering consulting industry belonging to productive service industry, and explore deeply from brand theory, service theory and customer value perception theory.Through the theoretical research on customer demand and customer value perception expectation, we find out the factors of 7Ps, such as product, price, channel, promotion, personnel, tangible presentation and process, which customers should consider before and during the selection of service.This paper reveals how to improve customer's value in the process of providing service, how to pay attention to customer's value from various factors that customers need to consider, how to provide customers with satisfactory service products, and how to make customers enjoy reasonable service price.Customer perceived service quality and value for money, through the enterprise tangible display, promotion and use of various marketing channels, so that customers from different aspects of the service enterprise from all aspects of information,Generate customer satisfaction and customer loyalty.At the same time, service enterprises should increase the strength and level of management in the management of service providers, gather high-quality service personnel for the completion of service products, and train and bring up excellent managers of service enterprises.To make service enterprises, especially producer services, more innovative products to meet the needs of society and customers.Based on the maximization of customer value, the enterprise service brand is constructed and the biggest profit point is found.At the same time, through the research of this paper, the Beijing Engineering Consulting Company engaged in engineering consulting service industry is introduced as a case.After a brief introduction to the basic situation of the company, this paper puts forward how to establish the brand of producer service industry and discusses the problems existing in the process of brand establishment, and analyzes the products faced by the enterprise in the process of service supply.The problems in 7Ps, such as price, channel, promotion, personnel, physical display and process, as well as the deficiencies in the overall function of service products, are also discussed, and some preliminary suggestions for brand building are put forward in view of the current situation and development of the enterprise.In the process of building the brand, the problems in the operation of the enterprise should be considered, such as adjusting the organizational structure, expanding the business field, improving the quality of the personnel, constructing the enterprise culture, and increasing the service ability.In order to realize the purpose of constructing service brand, it lays the foundation for satisfying the customer value maximization and realizing the long-term profit of the enterprise and the good and fast development of the engineering consulting service.This paper introduces the background of the subject research from the continuous development of service industry in our country and the demand of the market to service industry, adopts the qualitative analysis and the case study method, through the related research of customer value.This paper puts forward some suggestions on the brand construction of service enterprises, which is significant to promote the service industry to develop well and rapidly for the economy and society.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F273.2

【引证文献】