基于客户满意的TB公司工业部服务流程优化研究
发布时间：2018-08-07 06:53
【摘要】：近年以来,伴随着全球化趋势和国际贸易额的快速增长,检验认证行业成为中国发展前景最好、增长速度最快的服务行业之一。经过二十几年的发展,如今中国已发展成为仅次于美国的第二大检验认证市场,市场形态也已从卖方市场转到买方市场,尤其在进出口商品检验市场早已成为完全竞争的市场。所以作为专业服务业的一个代表行业,第三方检验认证机构如何开展更好的市场营销策略而推进企业的发展成为各机构迫切的需求。各第三方检验认证机构都在重新审视自己的营销战略,开始关注客户满意度,开始制订以客户为中心,以市场为导向的市场营销策略。 顾客满意研究在欧美国家已日趋成熟,以客户为关注焦点的客户满意理念已为企业广泛接受,企业的整个市场经营活动都在追求客户满意,以赢得市场。而从7P服务营销组合策略中Process(流程)出发,运用业务流程优化思想,以顾客满意为基点,对企业的服务流程进行优化改造,提升为顾客服务的效果与效率,增加客户满意度,则是增强企业的市场竞争力的最有效的途径之一。 本文在对客户满意理论及业务流程优化理论进行详尽阐述的基础上,以国际第三方检验认证巨头TB集团工业部在中国的市场经营为例,首先阐述了第三方检验认证行业的历史与现状及行业特点,通过实证调研分析了工业部在营销流程与服务流程及与之相关的内部管理上存在的问题及产生的原因,并全面分析了TB公司工业部内外部竞争环境,提出工业部必须进行营销及服务流程的优化,然后重点研究如何进行营销及服务流程的优化,探讨了基于客户满意的服务流程优化的方案,最后提出了服务流程优化方案实施的保障措施及相关内部管理的改进建议。 通过本文严谨的分析研究及服务流程改进的建议,将对改善TB公司工业部现状,提高市场竞争力有良好的指导意义。从整个第三方检验认证行业来讲,进行服务流程优化,提高服务效率,降低运营成本,提升为顾客服务的效果与效率,增加客户满意度,以最终增强企业的市场竞争力也将会有积极的意义。
[Abstract]:In recent years, with the trend of globalization and the rapid growth of international trade volume, the test certification industry has become one of the most promising and fastest growing service industries in China. After more than 20 years' development, China has developed into the second largest inspection certification market after the United States, and the market form has also changed from the seller's market to the buyer's market, especially in the import and export commodity inspection market has already become the completely competitive market. Therefore, as a representative industry of professional service industry, how to carry out better marketing strategy and promote the development of enterprises has become an urgent need of various organizations. The third-party certification organizations are reviewing their marketing strategies, focusing on customer satisfaction, and formulating customer-centered and market-oriented marketing strategies. Customer satisfaction research has become more and more mature in European and American countries. The concept of customer satisfaction, which focuses on customers, has been widely accepted by enterprises, and the whole market operation activities of enterprises are pursuing customer satisfaction in order to win the market. From the Process (process) of 7P service marketing combination strategy, using the idea of business process optimization, taking customer satisfaction as the base point, the enterprise service process is optimized and reformed to enhance the effect and efficiency of customer service, and to increase customer satisfaction. It is one of the most effective ways to enhance the market competitiveness of enterprises. On the basis of expounding the theory of customer satisfaction and business process optimization, this paper takes the market operation of the international third party inspection and certification giant TB Group in China as an example. Firstly, the history and current situation of third-party inspection and certification industry and its characteristics are expounded. Through empirical investigation, the problems existing in marketing process, service flow and related internal management of the Ministry of Industry and the causes are analyzed. It also analyzes the internal and external competition environment of the industry department of TB Company, and points out that the Ministry of Industry must optimize the marketing and service flow, and then focus on how to optimize the marketing and service flow. This paper discusses the scheme of service flow optimization based on customer satisfaction, and finally puts forward the guarantee measures for the implementation of service process optimization scheme and some suggestions for improvement of internal management. Through the rigorous analysis and research in this paper and the suggestion of improving the service flow, it will have good guiding significance to improve the present situation of the industrial department of TB Company and to improve the market competitiveness. From the third party inspection and certification industry, the service process optimization, improve service efficiency, reduce operating costs, improve the effectiveness and efficiency of customer service, increase customer satisfaction, In order to ultimately enhance the market competitiveness of enterprises will also have positive significance.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719
本文编号：2169223
[Abstract]:In recent years, with the trend of globalization and the rapid growth of international trade volume, the test certification industry has become one of the most promising and fastest growing service industries in China. After more than 20 years' development, China has developed into the second largest inspection certification market after the United States, and the market form has also changed from the seller's market to the buyer's market, especially in the import and export commodity inspection market has already become the completely competitive market. Therefore, as a representative industry of professional service industry, how to carry out better marketing strategy and promote the development of enterprises has become an urgent need of various organizations. The third-party certification organizations are reviewing their marketing strategies, focusing on customer satisfaction, and formulating customer-centered and market-oriented marketing strategies. Customer satisfaction research has become more and more mature in European and American countries. The concept of customer satisfaction, which focuses on customers, has been widely accepted by enterprises, and the whole market operation activities of enterprises are pursuing customer satisfaction in order to win the market. From the Process (process) of 7P service marketing combination strategy, using the idea of business process optimization, taking customer satisfaction as the base point, the enterprise service process is optimized and reformed to enhance the effect and efficiency of customer service, and to increase customer satisfaction. It is one of the most effective ways to enhance the market competitiveness of enterprises. On the basis of expounding the theory of customer satisfaction and business process optimization, this paper takes the market operation of the international third party inspection and certification giant TB Group in China as an example. Firstly, the history and current situation of third-party inspection and certification industry and its characteristics are expounded. Through empirical investigation, the problems existing in marketing process, service flow and related internal management of the Ministry of Industry and the causes are analyzed. It also analyzes the internal and external competition environment of the industry department of TB Company, and points out that the Ministry of Industry must optimize the marketing and service flow, and then focus on how to optimize the marketing and service flow. This paper discusses the scheme of service flow optimization based on customer satisfaction, and finally puts forward the guarantee measures for the implementation of service process optimization scheme and some suggestions for improvement of internal management. Through the rigorous analysis and research in this paper and the suggestion of improving the service flow, it will have good guiding significance to improve the present situation of the industrial department of TB Company and to improve the market competitiveness. From the third party inspection and certification industry, the service process optimization, improve service efficiency, reduce operating costs, improve the effectiveness and efficiency of customer service, increase customer satisfaction, In order to ultimately enhance the market competitiveness of enterprises will also have positive significance.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719
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