烟草L公司营销服务标准体系研究

发布时间：2017-12-31 20:16

本文关键词：烟草L公司营销服务标准体系研究　出处：《西安科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：中国是世界上最大的烟草生产国,也是最大的烟草消费国,烟草业在国民经济中的重要地位是不言而喻的。随着体制改革,烟草行业正朝着越来越规范化、自由竞争的方向迈进。由于烟草L公司服务标准的不统一,没有统一的、规范的客户服务等工作的基本流程、程序、标准,导致服务的组织、控制能力不强,服务效果缺失必要的监测,从而不能达到最佳的效果。因此,烟草商业企业建立实施营销服务管理体系,建立、实施企业服务标准体系,规定服务规范、服务提供的规范、质量控制规范,确定每位员工的职责及工作程序,甄别不合格产品、服务并提出改进措施,这对于企业“加强基础、科学发展”具有十分重要的意义。本文从“服务标准化”角度出发,在阐述国内外研究现状及相关理论的基础上,明确本文的研究思路和研究方法;通过对烟草L公司营销服务管理现状以及存在问题的分析,指出营销服务体系实施标准化管理的必要性;基于对烟草L公司存在问题的分析,进行了营销服务标准体系的设计,根据公司相关业务工作构建了营销服务标准体系表;提出了服务标准化体系实施步骤,并制定了相关保障措施。希望通过本文的研究能够对整个烟草商业企业营销服务标准体系的建立和完善起到一定的推动、促进作用。
[Abstract]:China is the world's largest tobacco producer, is also the largest consumer of tobacco, tobacco industry plays an important role in the national economy is self-evident. With the system, the tobacco industry is facing more and more standardized, move free competition direction. Because of not unified tobacco L service standards, there is no uniform. The standard of basic processes, standardized service procedures, resulting in service organization, control ability is not strong, the lack of necessary monitoring service effect, and thus can not achieve the best results. Therefore, the tobacco business enterprises to establish and implement marketing service management system, establishment, implementation of enterprise service standard system, provides service specification, service provision the specification, quality control standards, determine the responsibilities and work procedures for each employee, the screening of substandard products, services and puts forward the measures to strengthen the foundation for enterprises, scientific development "It has very important significance. This paper from the perspective of" standard of service "based on the domestic and foreign research results and related theories, clarify the research ideas and research methods; through the analysis of the present situation of marketing management of tobacco L company and the existing problems, and points out the necessity of the implementation of standardized management of marketing service system; analyze the problems of the tobacco company based on L, the design of marketing service system, according to the company's business building marketing service standard system; put forward the implementation steps of service standardization system, and formulate the relevant security measures. This paper hopes to establish and perfect the standard system of service marketing the tobacco business enterprises play a promoting role in promoting,.

【学位授予单位】：西安科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F274

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