Z公司基于顾客价值的特色服务研究

发布时间：2018-03-20 06:03

本文选题：顾客价值　切入点：服务管理　出处：《电子科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：当前,国内汽车4S店趋于饱和,行业竞争激烈,而同一汽车品牌内4S店的竞争,因服务高度同质化,更容易陷入价格竞争,导致企业盈利能力下降。在此背景下,基于顾客价值并依托自身资源,开展创新的特色服务,有利于4S店提高盈利能力,获取品牌内竞争优势。本文正是针对上述问题,以宝马资深4S店Z公司为研究对象,探讨在品牌内竞争中,如何基于顾客价值开展特色服务,主要内容为:1.介绍了汽车服务行业特点、顾客价值变化与品牌内竞争格局,分析了这些因素对Z公司的影响,提出基于顾客价值开展特色服务的必要性。2.详细研究了Z公司服务管理中的问题,利用SERVQUAL模型测量服务质量差距。揭示短板形成的重要原因,正是忽视了顾客价值,而缺乏服务特色,正是未能及时响应顾客价值变化,也是对于顾客价值利用的退出。基于这些分析,提出针对性改进与开展特色服务项目相结合的解决方案。3.探索性研究了利用“顾客参与”的服务特征,通过调整顾客界面、提高信息透明度,开展创新的特色服务;按照基于顾客价值的服务创新为导向,梳理不同管理维度的关系,获取管理协同效应,最终提高企业盈利能力。
[Abstract]:At present, the domestic automobile 4S stores tend to be saturated and the competition in the industry is fierce. However, the competition of the 4S stores within the same automobile brand is more likely to fall into price competition because of the high homogeneity of service, which leads to the decline of the profitability of the enterprises. Based on customer value and relying on their own resources, developing innovative and characteristic service will help 4S store to improve its profitability and gain the competitive advantage within the brand. This paper aims at the above problems, taking BMW Senior 4SDian Z Company as the research object. This paper discusses how to carry out characteristic service based on customer value in intra-brand competition. The main content is: 1.The characteristics of automobile service industry, the change of customer value and the pattern of intra-brand competition are introduced, and the influence of these factors on Z Company is analyzed. The necessity of developing characteristic service based on customer value is put forward. The problems in service management of company Z are studied in detail, and the gap of service quality is measured by using SERVQUAL model. The important reason for the formation of short board is that the customer value is neglected. The lack of service characteristics is precisely the failure to respond to changes in customer value in time, and the withdrawal of customer value utilization. Based on these analyses, This paper puts forward the solution of combining the targeted improvement with the development of characteristic service project. 3. The paper explores the service characteristics of "customer participation", through adjusting the customer interface, improving the information transparency and developing innovative characteristic service. According to the service innovation based on customer value, the relationship between different management dimensions is combed in order to obtain the management synergy effect, and finally improve the profitability of the enterprise.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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