面向顾客满意的中石油河南销售分公司服务营销策略

发布时间：2018-01-17 02:05

本文关键词：面向顾客满意的中石油河南销售分公司服务营销策略　出处：《河南工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着整个市场经济体制的不断完善,特别是在国外石油公司强势进入我国占领市场的背景下,我国的成品油市场发生了前所未有的变化。而在2013年下半年,中石油高层领导的更替,从而引发了我国石油体系内一次自上而下的大动荡,更是给成品油销售企业带来了一定的冲击。如果石油销售企业持续采用传统的营销理念与经营方式,恐怕很难在新的市场竞争环境下长远发展。因此,石油销售企业必须面向新的市场竞争,以顾客满意为公司的经营方针,树立符合当今形势的服务营销策略。通过定期的、全面的、客观的顾客满意度指标进行测评,整合、优化企业内外资源。本文从顾客满意度的角度分析了中石油河南销售分公司在新的形势下所面临的实际困难,需要通过学习借鉴国内外销售企业的先进经验,同时对中石油河南销售公司的客户服务体系进行构建,通过对其所属加油站展开问卷调查,从而制定符合公司实际的服务营销策略,最终达到对整个公司的服务体系进行优化,提高中石油河南销售的整体竞争实力。此过程属于理论应用于实践的过程,也属于案例研究分析。本文通过总结、学习、分析国内外学者的有关研究成果,针对中石油加油站的特点,以客户服务质量为核心,在深入分析顾客满意度的各种影响因素的基础上,可以找到一条适合该行业特点的客户服务体系优化路径。通过此实践案例分析,一方面论证了中石油河南销售分公司实行面向顾客满意度的服务营销的可行性,另一方面对于整个石油销售行业的服务体系的优化也有着借鉴意义。
[Abstract]:With the continuous improvement of the whole market economy system, especially under the background of foreign oil companies entering the market of our country. China's oil products market has undergone unprecedented changes, and in the second half of 2013, the replacement of the top leadership of PetroChina, which led to a top-down in the oil system of our country a great upheaval. If the oil sales enterprises continue to adopt the traditional marketing concept and management mode, it is difficult to develop in the new market competition environment for a long time. The petroleum sales enterprises must face the new market competition, take the customer satisfaction as the company's management policy, set up the service marketing strategy in line with the current situation. Objective customer satisfaction indicators for evaluation, integration, optimization of internal and external resources. This paper from the perspective of customer satisfaction analysis of PetroChina Henan sales branch in the new situation facing the actual difficulties. Need to learn from the advanced experience of domestic and foreign sales enterprises, at the same time to build the customer service system of PetroChina Henan sales Company, through its own gas station questionnaire. In order to establish a service marketing strategy in line with the company's actual, ultimately to optimize the entire company's service system, improve the overall competitive strength of PetroChina Henan sales, this process belongs to the process of theoretical application in practice. Through summing up, learning, analyzing the relevant research results of domestic and foreign scholars, aiming at the characteristics of CNPC gas station, the customer service quality is the core. On the basis of in-depth analysis of various factors affecting customer satisfaction, we can find an optimized path of customer service system suitable for the characteristics of the industry. On the one hand, it demonstrates the feasibility of implementing customer satisfaction oriented service marketing in PetroChina Henan sales Branch, on the other hand, it has reference significance for optimizing the service system of the whole petroleum sales industry.
【学位授予单位】：河南工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.22

【共引文献】