我国商务旅游服务企业客户体验主题识别与设计的研究
发布时间：2018-10-17 08:02
【摘要】：近年来,我国迅速发展的经济和稳定的政局为商务活动的开展提供了良好的外部环境。商务旅游作为旅游高端市场中的主力军,日益突显出其特有的优势和潜力。与此同时，越来越多的中国的商务旅游服务企业也应声而起。但是，在服务产品同质化，客户需求多样化，竞争日趋激烈的商旅服务市场上，如何才能够突出重围，为客户提供超越竞争对手的高价值服务，使企业能在这竞争剧烈的市场上占有一席之地，也已成为各商务旅游服务企业当下必须给予解决的管理课题。在这样的背景下，客户体验管理作为客户关系管理的核心组成部分无疑将成为商务旅游服务企业脱颖而出的最有力的手段。商务旅游服务企业的客户体验管理顺应了人类社会由农业经济、工业经济、服务经济到体验经济的转变发展趋势；满足了消费者的消费层次从实用层次转为体验层次的要求；帮助企业重新审视客户的需求，寻求新的独特卖点，在服务的本源上建立起持久的竞争优势。 有鉴于此，本文选择“商务旅游服务企业的客户体验管理主题识别与设计”为题进行研究。研究主要包括三大部分：一是对客户体验管理、客户体验主题的识别与设计的相关研究文献做了系统梳理、分析总结，为本文也为今后进一步研究奠定较为系统的理论基础。二是在前人研究的基础上结合我国的商务旅游服务企业特点对客户体验主题进行了识别与设计，从而总结出符合我国商务旅游服务企业特性的客户体验管理的十大主题。并对我国商务旅游服务企业的客户体验主题层次和结构进行了分析；参考马斯洛的需求层次理论，尝试建构出商旅服务企业客户体验主题的层次金字塔模型。三是对F公司的体验管理进行个案研究。对该公司实施的客户体验主题与客户满意度关联进行数据对比和分析总结，，从而对客户体验主题及其应用与实施的有效性进行了验证。 本文的创新点主要是将客户体验管理导入商务旅游服务企业的营销管理系统中,识别和设计了符合该行业特性的客户体验管理主题，并结合具体案例提出了有价值的商旅服务企业客户体验管理实施方案和建议。
[Abstract]:In recent years, China's rapidly developing economy and stable political situation provide a good external environment for the development of business activities. As the main force in the high-end tourism market, business tourism increasingly highlights its unique advantages and potential. At the same time, more and more Chinese business travel service enterprises also rise. However, in the business travel service market, where the service products are homogenized, the customer needs are diversified and the competition is increasingly fierce, how can we break through the heavy encirclement and provide customers with high-value services that surpass their competitors? So that enterprises can have a place in this competitive market, has become a business tourism service enterprises must solve the current management problem. In this context, customer experience management as the core component of customer relationship management will undoubtedly become the most powerful means for business tourism service enterprises to stand out. The customer experience management of business tourism service enterprises conforms to the changing trend of human society from agricultural economy, industrial economy, service economy to experience economy, and meets the requirements of consumer consumption level from practical level to experience level. To help enterprises to re-examine the needs of customers, seek new unique selling points, and establish a lasting competitive advantage in the source of services. In view of this, this paper chooses the theme identification and design of customer experience management in business tourism service enterprises as the research topic. The research mainly includes three parts: first, the research literature about customer experience management, customer experience theme identification and design are systematically combed, and analyzed and summarized, which lays a more systematic theoretical foundation for further research in the future. Secondly, on the basis of previous studies, this paper identifies and designs the theme of customer experience in combination with the characteristics of business tourism service enterprises in China, and sums up the ten themes of customer experience management in line with the characteristics of business tourism service enterprises in China. It also analyzes the level and structure of the customer experience theme of the business tourism service enterprises in our country. Referring to Maslow's demand level theory, it tries to construct the hierarchical pyramid model of the customer experience theme of the business travel service enterprises. The third is to carry on the case study to the experience management of F company. By comparing and analyzing the customer experience theme and customer satisfaction correlation, the thesis verifies the validity of customer experience theme and its application and implementation. The innovation of this paper is to introduce the customer experience management into the marketing management system of the business tourism service enterprises, and to identify and design the customer experience management theme that conforms to the characteristics of the industry. Combined with specific cases, this paper puts forward some valuable solutions and suggestions for customer experience management in business travel service enterprises.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592
本文编号：2276033
[Abstract]:In recent years, China's rapidly developing economy and stable political situation provide a good external environment for the development of business activities. As the main force in the high-end tourism market, business tourism increasingly highlights its unique advantages and potential. At the same time, more and more Chinese business travel service enterprises also rise. However, in the business travel service market, where the service products are homogenized, the customer needs are diversified and the competition is increasingly fierce, how can we break through the heavy encirclement and provide customers with high-value services that surpass their competitors? So that enterprises can have a place in this competitive market, has become a business tourism service enterprises must solve the current management problem. In this context, customer experience management as the core component of customer relationship management will undoubtedly become the most powerful means for business tourism service enterprises to stand out. The customer experience management of business tourism service enterprises conforms to the changing trend of human society from agricultural economy, industrial economy, service economy to experience economy, and meets the requirements of consumer consumption level from practical level to experience level. To help enterprises to re-examine the needs of customers, seek new unique selling points, and establish a lasting competitive advantage in the source of services. In view of this, this paper chooses the theme identification and design of customer experience management in business tourism service enterprises as the research topic. The research mainly includes three parts: first, the research literature about customer experience management, customer experience theme identification and design are systematically combed, and analyzed and summarized, which lays a more systematic theoretical foundation for further research in the future. Secondly, on the basis of previous studies, this paper identifies and designs the theme of customer experience in combination with the characteristics of business tourism service enterprises in China, and sums up the ten themes of customer experience management in line with the characteristics of business tourism service enterprises in China. It also analyzes the level and structure of the customer experience theme of the business tourism service enterprises in our country. Referring to Maslow's demand level theory, it tries to construct the hierarchical pyramid model of the customer experience theme of the business travel service enterprises. The third is to carry on the case study to the experience management of F company. By comparing and analyzing the customer experience theme and customer satisfaction correlation, the thesis verifies the validity of customer experience theme and its application and implementation. The innovation of this paper is to introduce the customer experience management into the marketing management system of the business tourism service enterprises, and to identify and design the customer experience management theme that conforms to the characteristics of the industry. Combined with specific cases, this paper puts forward some valuable solutions and suggestions for customer experience management in business travel service enterprises.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592
【引证文献】
相关博士学位论文 前1条
1 郭红丽;客户体验管理的理论与方法研究[D];同济大学;2006年
本文编号：2276033
本文链接：https://www.wllwen.com/jingjilunwen/lyjj/2276033.html
