成都公交集团基于CRM的产品服务

发布时间：2018-05-31 21:11

本文选题：客户关系管理 + 顾客价值　；参考：《西南交通大学》2012年硕士论文

【摘要】：绝大多数人出行会遇到“找不到方向”和“零钞不足”两个问题,而这两个问题都与公交系统的服务息息相关。城市中能够提供最准确乘坐信息,并且无误到达目的地首选是乘坐公交车,出行乘坐的交通工具中需要准备零钱最多的也是乘坐公交车。本文以成都公交集团为例,通过客户关系管理的角度分析如何解决这两个常见的难题,客户关系管理的基本架构包括了顾客价值和顾客忠诚度。顾客价值的挖掘在于满足顾客需求和创造价值。创造价值的前提是要先满足顾客的需求,而顾客需求的满足才能使顾客愿意使用其产品和相关的服务。当顾客需求得到满足后,即企业给顾客带来使用价值的同时,顾客同时也能够为企业创造价值。企业对于价值的获取并非一定以盈利为目的,也可以用来减少对财政补贴和融资渠道的依赖,并将所获得的利润还利于民,给顾客带来创造更多的价值。顾客忠诚度的培养主要依靠品牌战略定位和品牌营销,通过良好品牌营销手段让顾客清晰感知产品使用范围和便利性。顾客忠诚度的培养是为了能够保障企业的持续性经营,从而能够更持久的服务于民生领域。关注公司产品服务的人越多,越有利于产品和服务推广,进一步增加了顾客为企业创造的价值,并降低企业的运营成本。企业因为收益的提升而有更多的资本投入到顾客关系的维系中,为顾客提供更优质的服务。顾客对于公司的感知主要来源于现有产品的使用和提供的服务内容,通过对现有产品功能展示与分析,找出其不能解决“方向之谜”和“零钞困境”的原因所在。通过对现行政府政策和成都公交集团的工作报告研读,找出政策层面和企业层面对于出行问题的制约和有利之处,为寻找解决方案制定决策提供考虑的因素。通对过公交集团背景探索,找出其可以挖掘的文化内涵,为产品的推广提供具有历史意义的宣传参考。产品的再设计可以提升顾客价值。通过分析展示可以清楚列出现在有产品在解决问题上的功能不足之处,新功能的阐释则是进一步解释其解决方案的价值所在,同时这些能够为顾客带来价值的部分也是日后进行广告宣传的重点。利用品牌营销提高顾客的忠诚度。再好的产品设计也需要清晰的传递给顾客其价值所在,成都公交集团现有的产品和服务某些方面已经开始了应用,但顾客依然缺乏对产品应用范围的感知,也找不到相关的信息可以对其进行解释,这说明公司缺乏真正的品牌服务的意识,没有将产品广泛的应用形成品牌集中化推出,而是让顾客在不断的碰壁和尝试中逐步了解产品的应用。通过对出行问题的分析和解决方案的寻找可以看出,公交集团的服务理念还主要侧重在顾客等车到下车这个阶段,而没有真正的将出行的准备至到达目的地后消费这个阶段都纳入的服务的考虑当中。这部分服务的缺失导致了公司无法为顾客创造更多的价值服务,也就无法为企业创造更多的价值,同时也就无法形成民族意义上的服务品牌。不能提升产品价值、顾客价值、顾客为企业创造的价值,则公交集团依然会过分依赖财政补贴和渠道融资来解决对于民生服务的改善上,不能形成“收益-改善-再收益-再改善”的良性循环。对于服务型的国有企业来说,改善服务关系、满足服务需求未必都需要依靠国家的支持,国有企业完全可以通过发掘内在的价值,更加自立的为顾客提供优质的服务。
[Abstract]:The vast majority of people will meet the two problems of "not finding direction" and "lack of money", and these two problems are closely related to the service of the bus system. The city can provide the most accurate information, and the first choice to arrive at the destination is to take the bus, and to prepare the most money in the travel vehicle. This article takes the Chengdu bus group as an example and analyzes how to solve these two common problems through the perspective of customer relationship management. The basic framework of customer relationship management includes customer value and customer loyalty.
Customer value mining is to meet customer needs and create value. The premise of creating value is to meet the customer's needs, and the satisfaction of customer needs can make the customer willing to use its products and related services. When the customer needs are satisfied, that is, the enterprise brings value to the customer, and the customer can also be the enterprise at the same time. To create value, the acquisition of value is not necessarily the purpose of profit, but also can be used to reduce the dependence on financial subsidies and financing channels, and to benefit the people and create more value for the customers.
The training of customer loyalty mainly depends on brand strategy positioning and brand marketing, through good brand marketing means to make customers clear the scope and convenience of product use. The cultivation of customer loyalty is to ensure the sustainable management of the enterprise, so that it can be more durable in the people's livelihood. The more, the more conducive to the promotion of products and services, further increase the value created by the customer for the enterprise, and reduce the operation cost of the enterprise. The enterprise has more capital into the maintenance of customer relations because of the increase of income, and provides better service to the customers.
The customer's perception of the company mainly comes from the use and service content of the existing products. Through the display and analysis of the existing product functions, the reason why it can not solve the "direction mystery" and "zero banknote dilemma" is found. Through the study of the current government policy and the work report of the Chengdu public transport group, the policy level and the policy level are found out. The constraints and advantages of the enterprise level on travel problems will provide considerations for finding solutions to make decisions. Through the exploration of the background of the transit group, the cultural connotations can be found out and a historical reference for the promotion of the product is provided.
The redesign of the product can improve the value of the customer. Through the analysis, it can be clearly listed in the functional deficiencies of the product in the solution. The interpretation of the new function is to further explain the value of the solution, and the points that can bring value to the customers are also the focus of the future advertising.
The use of brand marketing to improve customer loyalty. A good product design needs to be clearly transmitted to the value of the customer. The existing products and services of the Chengdu bus group have already begun to apply, but the customers still lack the perception of the scope of the product application and can not find the relevant information to explain it. The company lacks the true sense of brand service, and does not introduce the wide application of the product to the brand centralization, but let the customers gradually understand the product's application in the continuous wall and try.
Through the analysis of travel problems and the search for solutions, we can see that the service concept of the bus group is mainly focused on the stage of customers waiting for the car to get off and get off, and there is no real consideration of the service which is included in the consumption stage after the arrival of the trip to the destination. The lack of this part of the service leads to the company's absence. In order to create more value services for the customers, it can not create more value for the enterprise, and at the same time, it can not form the service brand in the national sense. It can not improve the value of product, customer value, and the value created by the customer for the enterprise. Then the bus group will still rely on the financial subsidies and channel financing to solve the service for the people's livelihood. On the improvement, we can not form a virtuous cycle of "income improvement, re income and improvement".
For the service-oriented state-owned enterprises, improving the service relationship and meeting the service needs are not necessarily dependent on the support of the state. The state-owned enterprises can fully explore the intrinsic value and provide the customers with higher quality services.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F572.88

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