基于5GAP模型的Y县卷烟销售农村服务终端建设研究

发布时间：2018-02-11 12:50

本文关键词： 卷烟销售农村服务终端 5GAP模型　出处：《南昌大学》2015年硕士论文　论文类型：学位论文

【摘要】：销售终端服务的优化,可以提升烟草商业企业的市场竞争力,可以使得卷烟零售终端更为积极的发挥出其“延伸服务、控制市场”的前沿阵地作用。而农村作为烟草商业企业往往会忽略的一块阵地,其优化服务建设的空间较大,其提升销售效率的边际效应相对较高,为此本文积极尝试构建卷烟销售农村服务终端的优化建设,以此为烟草公司的发展提供的外在推动力。首先,论文通过问卷调查和实地调研等方式,获取岳阳县农村销售服务的相关调研数据,并从总体评价、客户经理、配送员、订货员以及服务反馈5个方面分析岳阳县农村卷烟销售服务质量现状,同时从供货服务、影响服务及其他服务三个方面了解岳阳县农村卷烟销售服务需求的现状。之后,论文结合农村卷烟零售户的实际需求,构建了基于岳阳县农村卷烟销售服务的5 GAP模型,并分析岳阳县农村卷烟销售服务质量问题产生的五个差距和根源,为卷烟销售农村服务终端建设总体思路的设计指明方向。随后,根据前述数据支持和理论分析,论文确定了岳阳县卷烟销售农村服务终端的机构分级及职能划分,即烟草服务中心、农村服务站和村组中心店,并结合组织架构探讨岳阳县卷烟销售农村服务终端的功能设定。最后,从工作目标、工作制度、服务内容三方面设计卷烟销售农村服务终端的管理制度,探讨卷烟销售农村服务终端的培训服务制度建设,并从服务原则、服务内容和服务实现标准三方面设计卷烟销售农村服务终端的服务标准。
[Abstract]:The optimization of the sales terminal service can enhance the market competitiveness of the tobacco commercial enterprises, and make the cigarette retail terminal play its "extended service" more actively. The frontier position of controlling the market. As a position that tobacco commercial enterprises often ignore, the rural areas have more space to optimize the service construction, and the marginal effect of improving the sales efficiency is relatively high. In order to provide external impetus for the development of tobacco companies, this paper actively tries to construct the optimization construction of cigarette sales rural service terminal. First, the paper through questionnaire survey and field research and other ways. To obtain the relevant survey data of rural sales service in Yueyang County, and analyze the current situation of rural cigarette sales service quality in Yueyang County from five aspects of overall evaluation, customer manager, distribution officer, orderer and service feedback, and at the same time, analyze the quality of rural cigarette sales service in Yueyang County. This paper analyzes the current situation of rural cigarette sales service demand in Yueyang County from three aspects: affecting service and other services. Then, combining with the actual demand of rural cigarette retailers, this paper constructs a 5 GAP model based on rural cigarette sales service in Yueyang County. And analyzes the five gaps and root causes of the rural cigarette sales service quality problem in Yueyang County, and points out the direction of the overall thinking of cigarette sales rural service terminal construction. Then, according to the above-mentioned data support and theoretical analysis, The paper determines the organization classification and function division of rural service terminal of cigarette sales in Yueyang County, namely, tobacco service center, rural service station and village group central store. Finally, the paper designs the management system of cigarette sales rural service terminal from three aspects: work goal, work system and service content. This paper probes into the construction of training service system of cigarette sales rural service terminal, and designs the service standard of cigarette marketing rural service terminal from three aspects: service principle, service content and service realization standard.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F721

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