FTLW重工服务营销创新研究
发布时间：2018-09-19 11:45
【摘要】：世界经济在信息化进程迅速发展、消费理念不断发生转变的影响下,正在进行一场新的变革。传统制造业仅仅靠提供有形产品与产品售后维修服务,已经渐渐不能满足客户日益发展的个性化需求。在经济全球化的大背景下,中国经济经过高速发展后进入经济发展新常态,我国制造业企业面临着产业升级、产业转型、全球化等方面的严峻形势。服务业与制造业正在逐步融合,成为当前经济形式下新的经济生态。本文在服务营销的角度上,以FTLW重工为例,对以下几个方面进行了研究,并在理论与实践结合方面提出创新。1、通过国内外文献的查阅与研究,整理出服务、服务营销、服务质量、客户满意度、服务型制造等相关概念及理论,作为本文研究的理论基础。2、通过对国内机械企业发展环境的研究,在宏观与微观角度分别论述了环境对企业发展的影响。随着经济的发展,信息产业、电子商务、金融、咨询等产业迅速崛起,对传统制造业带了新的机遇和挑战;金融政策放宽,降息政策成为新的突破点,央行公布下调金融机构人民币贷款基准利率;我国提出“一带一路”建设;由德国提出的工业4.0概念,此概念的核心在于基于互联网的发展,应用于传统的制造业,4.0时代将在人和机器之间形成人人互联、人机互联、机机互联,机机互联即通过网络技术,实现信息的交流。3、通过对FTLW服务营销现状的总结分析,顾客满意度的测评现状,找出企业在服务营销中的问题与不足,包括产品同质化、服务同质化,金融服务存在的问题以及影响客户满意度的原因分析,没有形成系统的规范的服务营销体系等问题。4、对我国机械制造企业如何将服务融入到产品中,在制造型企业向服务型制造企业转型方面提出创新思路,将基于服务质量的顾客满意度研究应用到机械制造业企业,从而提高企业的服务营销水平。服务型制造企业的宗旨是以公司产品为基础平台,延伸至服务领域,将更多的功能集合于一身,提供更多的增值服务。
[Abstract]:The world economy is undergoing a new change under the influence of the rapid development of information technology and the constant change of consumption concept. The traditional manufacturing industry can not meet the needs of customers by providing after-sale maintenance services of tangible products and products. Under the background of economic globalization, China's economy has entered the new normal of economic development after rapid development. Chinese manufacturing enterprises are facing the severe situation of industrial upgrading, industrial transformation, globalization and so on. Service industry and manufacturing industry are merging step by step, becoming the new economic ecology under the current economic form. In the view of service marketing, taking FTLW heavy Industry as an example, this paper studies the following aspects, and puts forward innovation. 1. Through the reference and research of domestic and foreign literature, we can sort out service and service marketing. Service quality, customer satisfaction, service-oriented manufacturing and other related concepts and theories, as the theoretical basis of this study. The influence of environment on enterprise development is discussed in macro and micro angle. With the development of the economy, the rapid rise of the information industry, electronic commerce, finance, consulting and other industries has brought new opportunities and challenges to the traditional manufacturing industry; the relaxation of financial policies and the policy of cutting interest rates have become a new breakthrough point. The central bank has announced a reduction in the benchmark interest rate on RMB loans to financial institutions; China has proposed the construction of "Belt and Road"; and the concept of industrial 4.0, put forward by Germany, lies at the core of the Internet-based development. Applying to the traditional manufacturing industry in the age of 4.0 will form the interconnection between human and machine, man-machine interconnection, that is, through the network technology, to realize the exchange of information. 3. Through the summary and analysis of the current situation of FTLW service marketing, The status quo of customer satisfaction evaluation, and find out the problems and shortcomings in service marketing, including product homogenization, service homogeneity, financial service problems, and analysis of the reasons that affect customer satisfaction. In the absence of a systematic and standardized service marketing system, this paper puts forward innovative ideas on how to integrate service into products and how to transform manufacturing enterprises into service-oriented manufacturing enterprises. The research of customer satisfaction based on service quality is applied to machinery manufacturing enterprises to improve their service marketing level. The tenet of service-oriented manufacturing enterprise is to take the company's products as the basic platform, extend to the service field, gather more functions in one body, and provide more value-added services.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4
本文编号：2250034
[Abstract]:The world economy is undergoing a new change under the influence of the rapid development of information technology and the constant change of consumption concept. The traditional manufacturing industry can not meet the needs of customers by providing after-sale maintenance services of tangible products and products. Under the background of economic globalization, China's economy has entered the new normal of economic development after rapid development. Chinese manufacturing enterprises are facing the severe situation of industrial upgrading, industrial transformation, globalization and so on. Service industry and manufacturing industry are merging step by step, becoming the new economic ecology under the current economic form. In the view of service marketing, taking FTLW heavy Industry as an example, this paper studies the following aspects, and puts forward innovation. 1. Through the reference and research of domestic and foreign literature, we can sort out service and service marketing. Service quality, customer satisfaction, service-oriented manufacturing and other related concepts and theories, as the theoretical basis of this study. The influence of environment on enterprise development is discussed in macro and micro angle. With the development of the economy, the rapid rise of the information industry, electronic commerce, finance, consulting and other industries has brought new opportunities and challenges to the traditional manufacturing industry; the relaxation of financial policies and the policy of cutting interest rates have become a new breakthrough point. The central bank has announced a reduction in the benchmark interest rate on RMB loans to financial institutions; China has proposed the construction of "Belt and Road"; and the concept of industrial 4.0, put forward by Germany, lies at the core of the Internet-based development. Applying to the traditional manufacturing industry in the age of 4.0 will form the interconnection between human and machine, man-machine interconnection, that is, through the network technology, to realize the exchange of information. 3. Through the summary and analysis of the current situation of FTLW service marketing, The status quo of customer satisfaction evaluation, and find out the problems and shortcomings in service marketing, including product homogenization, service homogeneity, financial service problems, and analysis of the reasons that affect customer satisfaction. In the absence of a systematic and standardized service marketing system, this paper puts forward innovative ideas on how to integrate service into products and how to transform manufacturing enterprises into service-oriented manufacturing enterprises. The research of customer satisfaction based on service quality is applied to machinery manufacturing enterprises to improve their service marketing level. The tenet of service-oriented manufacturing enterprise is to take the company's products as the basic platform, extend to the service field, gather more functions in one body, and provide more value-added services.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4
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