金友涂装设备制造公司客户服务导向的运营战略研究

发布时间：2018-06-25 20:34

本文选题：运营战略 + 制造业服务化　；参考：《吉林大学》2014年硕士论文

【摘要】：金友涂装设备制造公司是一家主要从事各种涂装生产线、车辆涂装设备、喷漆烤漆设备、相关非标工程等项目的设计、制造、安装和售后服务的股份制企业，是国内较早开始进入涂装设备制造的几家企业之一。随着现代化工业的飞速发展，公司面临着市场竞争激烈，核心产品同质化严重，市场占有率逐年降低的困境，本文从金友涂装设备制造公司所处的行业特点和建设项目的特征入手，分析了公司传统的以质量求生存的运营方式中存在的问题，从而制定了新的差异化运营战略——客户服务导向的运营战略。通过对公司的资源和运营能力等进行分析归纳，提出了公司现有的运营战略与客户服务导向的运营战略的差距，分析了需要改变和完善的因素。通过总结和分析，指出了金友涂装设备制造公司在运营方面的弱势，提出增强产品服务意识，妥善利用新媒体，新型信息化系统，在项目实施阶段和使用阶段提高客户服务质量，通过提高客户满意度来获得巩固老客户，，赢得新客户，提高销售额的同时，获得更多的利润，打造差异化的竞争战略的目的。本文整体上从服务、服务运营、运营流程、客户服务、战略实施等方面进行研究，将客户服务和运营很好的结合，制定了公司客户服务导向的运营战略。随后从售前售后客户服务的角度和运营战略两个方面对公司的整体的战略规划进行了分析。借助项目管理中的三控三管一协调，对公司运营中关键流程的“施工过程”进行人、机、料、法、环等环节的管控，制定执行方案、措施和实施计划，形成具体的可操作的规划方案；探讨和分析了产品服务管理和信息管理方面战略保障发展规划。
[Abstract]:Jin You coating equipment manufacturing company is a joint-stock enterprise mainly engaged in the design, manufacture, installation and after-sales service of various painting production lines, vehicle painting equipment, paint painting equipment, related non-standard engineering and so on. Is the domestic early start to enter the painting equipment manufacturing one of several enterprises. With the rapid development of modern industry, the company is facing the dilemma of fierce market competition, serious homogenization of core products, and decreasing market share year by year. Starting from the characteristics of the industry and the construction project of Jin You coating equipment manufacturing company, this paper analyzes the problems existing in the traditional operation mode in which the quality is the survival of the company. Thus, a new differentiated operation strategy-customer service-oriented operation strategy has been formulated. Through the analysis and induction of the company's resources and operation ability, this paper puts forward the gap between the existing operation strategy of the company and the customer service oriented operation strategy, and analyzes the factors that need to be changed and perfected. Through summing up and analyzing, this paper points out the weakness of Jin You coating equipment manufacturing company in operation, and proposes to strengthen product service consciousness, make good use of new media and new information system, In the stage of project implementation and use, the quality of customer service is improved, and the purpose of consolidating old customers, winning new customers, increasing sales volume, obtaining more profits and creating a differentiated competitive strategy through improving customer satisfaction. In this paper, from the service, service operation, operation process, customer service, strategic implementation and other aspects of research, customer service and operation of a good combination of the company's customer service oriented operation strategy. Then the overall strategic planning of the company is analyzed from the point of view of customer service before and after sale and operation strategy. With the help of three controls, three management and one coordination in project management, to control the "construction process" of the key processes in the company's operation, to control the personnel, machine, materials, law, ring and other links, and to formulate implementation plans, measures and implementation plans, It also discusses and analyzes the development plan of strategic support in product service management and information management.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.4;F274

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