Y公司基于服务价值链的互动营销模式研究

发布时间：2019-05-23 16:32

【摘要】：服务价值链是企业实现有形产品和无形服务的价值创造过程中的一系列不同而又相关的经济活动,包括直接影响价值创造的基础价值过程和通过基础价值过程影响价值创造的辅助价值过程。互动营销,是企业与各利益相关方之间,使用多种传统和现代的互动方式进行沟通交流,把握利益相关各方的期望和利益诉求,激励各方共同参与价值创造过程,提升各方体验价值的一种多赢的营销模式。其核心即是鼓励参与营销活动的各方之间的双向沟通,通过网络和传统渠道等媒介进行交流互动,促进各方之间互相了解,全面周到地思量各方特别是最终用户的需要,相互采取行动,实现良性交互和精准营销,实现各方利益最大化。服务价值链上基础价值活动和辅助价值活动中企业与内外部客户之间的互动效果,将直接影响客户个性化需求的满足程度。随着经济发展、技术进步和环境变化,雷电灾害越来越频繁,造成的损害不断扩大,国家对防雷工作的重视程度日益提高,出台了一系列法律法规和政策措施,雷电灾害比较突出的地区、行业企业以及国家明确要求做好防雷工作的企事业单位纷纷加大了雷电防护的投入,促进了我国防雷工程市场的迅速发展。防雷工程企业在迎来发展良机的同时,也将面临激烈的同质化竞争,特别是主要着眼于中低端市场的中小防雷工程企业面临的竞争强度更高。作为一家提供雷电防护工程设计与施工一体化服务的小型企业,Y公司要想在市场上占有一席之地,就需要为顾客提供个性化、定制化的雷电防护服务,提高服务价值,才能赢得市场认可。而在现代社会中,产品和服务的价值并不是由企业单方面创造,而是与各利益相关方共同创造,企业员工、主管机构、顾客、供应商等都会对价值创造过程产生重要影响。因此不仅要通过互动营销深入认识和充分满足最终用户雷电防护的现实和潜在需求,也要深入把握和满足企业员工的各种诉求,提高了员工的满意度和忠诚度才能有效提高雷电防护服务的质量和服务价值,还要与主管机构等其他外部客户互动,保障防雷工程设计、施工服务快捷、高效地完成；不仅防雷业务营销环节要展开互动,防雷工程设计、施工、监测、维护等全过程都要进行互动营销,才能充分把握各服务环节工作的要领,提高整体服务质量水平。本文综合服务营销、人力资源管理、组织行为学、沟通、互动营销等理论,运用文献分析法、价值链分析法、市场调查法等方法对Y公司基于服务价值链的互动营销模式进行了研究讨论。第一部分阐述了本文的研究背景与意义,写作思路与研究方法；第二部分概述了服务营销、服务价值链、服务利润链、互动营销等基础理论；第三部分介绍了Y公司的基本情况,分析了Y公司实施互动营销具有的弥补质量差距、提高客户参与度、降低服务成本、提高员工忠诚度、整合内外部资源、提升客户价值体验等方面的价值和互动营销实施现状；第四部分从政治环境、市场环境、社会环境、技术环境等方面对Y公司互动营销的环境进行了分析讨论；第五部分从基础价值过程和辅助价值过程两方面分析了Y公司服务价值链,提出了多元整合互动营销模式的概念,阐述了Y公司服务价值链上公司与外部客户、内部客户之间互动营销的内容和方式以及实施中存在的困难与关键节点；第六部分从客户导向服务文化建设、实施价值共创、整合传统与现代技术、创新服务项目和服务技术、客体导向的沟通策略等方面提出了Y公司实施多元整合互动营销的具体措施和建议。希望本文能为提升Y公司的市场开拓能力、满足客户个性化需求能力、盈利能力和持续发展的能力等提供参考意见,也希望能为资源、条件与Y公司相近的其他中小防雷工程企业全面提升个性化服务能力、提高客户满意度提供参考建议,促进防雷市场的良性竞争和健康发展,更好地为社会提供雷电灾害防护服务、保障生命和财产安全。
[Abstract]:The value chain of service is a series of different and relevant economic activities in the process of value creation of tangible products and intangible services, including the basic value process that directly influences the value creation and the auxiliary value process of the value creation through the basic value process. The interactive marketing is a kind of multi-win marketing model of the enterprise and the stakeholders, using a variety of traditional and modern interactive ways to communicate, grasp the expectations and interests of the interested parties, and inspire the parties to participate in the value creation process and enhance the experience value of the parties. the core of which is to encourage the two-way communication among all the parties involved in the marketing activities, to exchange and interact through the media such as the network and the traditional channel, to promote mutual understanding among the parties, and to fully and fully reflect the needs of the parties, in particular the end users, to take action mutually, Realize the benign interaction and the precise marketing, and realize the maximization of the interests of the parties. The interaction effect between the enterprise and the internal and external customers in the basic value activities and the auxiliary value activities in the service value chain will directly affect the satisfaction degree of the customer's personalized needs. With the development of the economy, the technological progress and the environmental change, the lightning disaster is becoming more and more frequent, the damage caused is expanding, the country's emphasis on the lightning protection work is increasing, a series of laws and regulations and policy measures are put in place, and the lightning disaster is more prominent. The industry enterprises as well as the enterprises and institutions that are clearly required to do the lightning protection work have increased the input of the lightning protection, and promoted the rapid development of the lightning protection engineering market in China. Lightning protection engineering enterprises will also face fierce competition in the face of the opportunity of development, especially the small and medium-end lightning protection engineering enterprises mainly focusing on the medium and low-end markets. As a small enterprise that provides lightning protection engineering design and construction integration service, Y company wants to have a place in the market, it needs to provide the customer with the personalized, customized lightning protection service, improve the service value, can win the market approval. In the modern society, the value of the product and service is not created unilaterally by the enterprise, but it is the common creation of the interested parties, and the enterprise employees, the competent authorities, the customers, the suppliers and the like will have an important influence on the value creation process. Therefore, not only can the reality and potential demand of the end-user's lightning protection be fully met through the interactive marketing, but also in-depth grasp and satisfy the various demands of the enterprise staff, improve the satisfaction and the loyalty of the staff, and effectively improve the quality and service value of the lightning protection service, It is also necessary to interact with other external customers, such as the competent authority, to guarantee the lightning protection engineering design and construction services to be completed quickly and efficiently; not only the interaction between the lightning protection business marketing links, the lightning protection engineering design, the construction, the monitoring, the maintenance and the like is to be carried out in the interactive marketing, So that the main points of the work of each service link can be fully grasped, and the overall service quality level is improved. Based on the theories of service marketing, human resource management, organizational behavior, communication and interactive marketing, the interactive marketing model of Y company based on service value chain is discussed by the methods of literature analysis, value chain analysis, market survey and so on. The first part expounds the background and significance of the research, the thinking of writing and the research method, and the second part, the basic theory of service marketing, service value chain, service profit chain, interactive marketing, etc. The third part introduces the basic situation of Y company. The paper analyzes the gap between the implementation of the interactive marketing of the Y company, the improvement of the customer's participation, the reduction of the service cost, the increase of the loyalty of the staff, the integration of the internal and external resources, the promotion of the customer's value experience and so on, and the current situation of the interactive marketing; and the fourth part is from the political environment, The paper analyzes the environment of the interactive marketing of Y company in the aspects of market environment, social environment, technical environment, etc. The fifth part analyzes the value chain of the company's service from two aspects of the basic value process and the auxiliary value process, and puts forward the concept of the multi-element integrated interactive marketing model. This paper expounds the content and way of the interactive marketing between the company and the external customer and the internal customer in the service value chain of the company, and the difficulties and key nodes that exist in the implementation. The sixth part is from the customer to the service culture construction, the implementation of the value creation, the integration of the traditional and modern technology, In this paper, the specific measures and suggestions of the multi-element integrated interactive marketing are put forward in the aspects of innovative service project and service technology, object-oriented communication strategy and so on. It is hoped that this paper can provide reference for improving the market development ability of Y Company, meet the customer's individual demand, profitability and sustainable development, and also hope to improve the ability of individual service for other small and medium-sized lightning protection engineering enterprises similar to Y Company. To provide a reference for improving customer satisfaction, to promote the benign competition and healthy development of the lightning protection market, to provide a better protection service for the society, and to guarantee the safety of life and property.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

【参考文献】