XX地铁公司服务营销策略研究

发布时间：2018-06-03 10:55

本文选题：服务营销 + 客户管理　；参考：《华南理工大学》2013年硕士论文

【摘要】：地铁服务具有无形性、同时并发性、异质性和易逝性的服务特点，还要受到合作商业、节假日、乘客以及随机因素多个方面的影响，容易使部分乘客满意度不高，同时XX地铁公司也无法摆脱人们心目中“交通工具”的狭窄概念。鉴于企业高速发展、多元化业务的开展和融资压力的影响，，企业急需通过服务营销策略的实施，创造出具有丰富内涵和影响力的服务品牌。本文利用服务营销组合策略的7P要素为诊断工具，对XX地铁公司的服务营销体系进行针对性的研究，分析发现XX地铁公司有区别于竞争对手的优势，企业有丰富的服务产品，有成熟的技术和服务流程，能为乘客提供良好的乘车环境和安全快捷的行车服务，但作为公益性交通企业，没有定价权，营销渠道狭窄，促销策略落后，服务人员培养面临压力，顾客总觉得企业做的不够多、不够好。针对企业出现的问题，本文给出了有效的解决方案，包括利用网络多渠道营销推广策略、“以情感人，以利驱人”的人员管理机制、合理引导和紧密合作的客户管理策略、集合企业优势资源系统提升服务质量的四项解决方案。使企业在服务质量与管理的精益端，能让服务打动人心，为乘客传递更多的情感价值，同时赢得社会的认同，树立企业的公众形象，提高品牌的声誉，博得顾客的信任，提升企业的品牌竞争力，实现企业的持续发展。
[Abstract]:Subway service has the characteristics of invisibility, concurrency, heterogeneity and perishable. It is also influenced by cooperative commerce, holidays, passengers and random factors. At the same time, XX Metro Company can not get rid of the narrow concept of "means of transport" in people's minds. In view of the rapid development of enterprises, the development of diversified business and the impact of financing pressure, enterprises urgently need to create a service brand with rich connotation and influence through the implementation of service marketing strategy. In this paper, using the 7P factor of the service marketing combination strategy as the diagnostic tool, the paper makes a targeted study on the service marketing system of XX Metro Company, and finds out that XX Metro Company has advantages different from its competitors, and the enterprise has abundant service products. Has mature technology and service flow, can provide good ride environment and safe and fast driving service for passengers, but as a public welfare transportation enterprise, no pricing power, narrow marketing channels, backward promotion strategy, Service personnel training faces pressure, customers always feel that enterprises do not enough, not good enough. In view of the problems in enterprises, this paper gives effective solutions, including the use of network multi-channel marketing promotion strategy, "emotional touching, for the sake of driving people" personnel management mechanism, reasonable guidance and close cooperation of customer management strategy, Aggregates the enterprise superiority resources system to enhance the service quality four solutions. In the lean end of service quality and management, the enterprise can make service move people, transfer more emotional value for passengers, win social recognition, establish public image of enterprise, improve brand reputation, win customer's trust. Enhance the brand competitiveness of enterprises and realize the sustainable development of enterprises.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F532.6

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