X连锁影院在中国本土服务的诊断研究

发布时间：2018-07-02 22:24

本文选题：顾客满意度 + 顾客满意度测评　；参考：《上海外国语大学》2014年硕士论文

【摘要】：近几年，伴随着整个中国的电影产业的飞速发展，中国连锁影院数量和规模都登上了一个新的台阶，连锁影城的竞争日趋激烈，其“软实力”已经逐渐被更多企业所重视。目前，越来越多地连锁影院已经把更多的注意力集中在软性的顾客服务差异化的战略上，而本文建立的“连锁影院顾客满意度”分析模型,填补了连锁影院行业中对于顾客满意度分析研究方面的理论空白，为X连锁影院公司在整个中国市场顾客满意度的提升和完善提出建设性的建议，在一定程度上促进了连锁影院行业服务品牌建设的发展，进一步深化了连锁影院行业服务品牌理论研究。本文以X连锁影院为研究对象，运用了相关专业的顾客满意度测评模型，对于该连锁影院目前的服务水平进行了一定样本量的满意度测评，通过数据的反馈情况，诊断出目前X连锁影院整体满意度的状况处于中上的水平，相比其它竞争影院之间的满意度差分值之间的距离不是特别明显，在硬件服务上存在一定的差距，在软性服务上存在不太明显的优势，建议X连锁影院在今后战略制定中考虑增加服务差异化战略的方向，成为中国连锁影院行业中的服务领跑者。本文研究的主要内容包括对于顾客满意度等相关理论和测评体系的理论进行分析和研究，采拾相关支撑理论。对全文的研究背景和理论意义的进行阐述，同时结合目前中国连锁影院行业的发展现状，，通过小组座谈以及门店店长的访谈对于问卷的设计进行定性，科学地建立八阶段模型的测评模型，对X外资连锁影院在中国消费者人群中进行调研和数据分析，从而导出目前为止该公司在整个中国市场的顾客满意度的现状。同时通过满意度测评中的顾客相关数据进行对于影院华东、华北以及东北的顾客市场进行细分，通过数据的科学分析找到X连锁影院在三个区域的主要目标市场，从而又针对性地进行相关服务战略的定制。本文通过四分图模型对于X连锁影院与竞争影院之间的差距进行权重比较，找出该公司急需改进的差距点，为X连锁影院公司的差异化服务战略提供数据支撑。根据整个调研得出的结果制定了相关的影城顾客满意度指标体系，就X外资连锁影院公司在整个中国市场上的发展战略提出相关的建议和前景展望。
[Abstract]:In recent years, with the rapid development of China's film industry, the number and scale of Chinese chain cinemas have climbed to a new level. The competition of chain cinemas has become increasingly fierce, and its "soft power" has been gradually attached importance to by more and more enterprises. At present, more and more chain theaters have paid more attention to the strategy of soft customer service differentiation. It fills the theoretical gap in the analysis of customer satisfaction in chain cinema industry, and puts forward constructive suggestions for the improvement and improvement of customer satisfaction of X chain cinema company in the whole Chinese market. To some extent, it promotes the development of service brand construction in chain cinema industry, and further deepens the theoretical study of service brand in chain cinema industry. This article takes X chain cinema as the research object, uses the related professional customer satisfaction evaluation model, has carried on the certain sample quantity satisfaction evaluation to the chain cinema current service level, through the data feedback situation, The diagnosis shows that the overall satisfaction of X chain cinema is at the middle and upper level, compared with other competing cinemas, the distance between the satisfaction difference is not particularly obvious, there is a certain gap in hardware services. There are not obvious advantages in soft service. It is suggested that X chain cinema should consider the direction of increasing service differentiation strategy in the future strategy formulation and become the service leader in Chinese chain cinema industry. The main contents of this paper include the analysis and study of the related theories such as customer satisfaction and the theory of evaluation system. The research background and theoretical significance of the full text are expounded. At the same time, combined with the current development situation of chain cinema industry in China, the questionnaire is designed qualitatively through group discussions and store manager interviews. The evaluation model of eight stages model is established scientifically, and the investigation and data analysis of X foreign capital chain cinema are carried out among the Chinese consumers, and the present situation of customer satisfaction of the company in the whole Chinese market is derived. At the same time, the customer market in East China, North China and Northeast of China is subdivided by customer related data in satisfaction evaluation, and the main target market of X chain cinema in three regions is found through scientific analysis of the data. Therefore, the customization of relevant service strategy is carried out pertinently. This paper compares the weight of the gap between X chain cinema and competitive cinema by using the quadrilateral graph model, finds out the gap point that the company urgently needs to improve, and provides the data support for the differentiation service strategy of X chain cinema company. According to the results of the whole investigation, this paper formulates the related index system of customer satisfaction, and puts forward some suggestions and prospects for the development strategy of X foreign chain cinema company in the whole Chinese market.
【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】：2014
【分类号】：J946

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