邵阳移动营业厅顾问式服务营销模式研究

发布时间：2018-04-03 21:16

本文选题：营业厅　切入点：服务营销　出处：《湘潭大学》2013年硕士论文

【摘要】：通信市场的激烈竞争，使各大主体运营商不得不在已有优势的基础上进行不断改进和完善，找准营销、服务、管理等模式上的创新点和转型方式，以提升顾客的感知度，稳定和扩展客户市场。营业厅作为运营商和广大客户沟通的载体，是为客户提供服务、办理业务的场所，也是客户享受最齐全功能的渠道。这不仅仅是展现了企业的形象和品牌，还影响着营销效果和企业收益。因而，在全行业竞争日益激烈的今天，营业厅服务模式的选取和实施对运营商来说十分关键的作用，提供顾问式服务和综合通信服务解决方案就成为了营业厅未来发展的方向，营业厅将不会单纯以服务的身份展现在客户面前，而是通过营业厅提供的服务实现效能的提升。本文以顾问式服务营销的相关理论为基础，阐述了顾问式服务营销的特征及顾问式服务营销模式，同时以邵阳移动营业厅为研究对象，对邵阳移动营业厅的服务营销现状进行详细分析，，根据营业厅的服务职责强调顾问式服务营销模式引入的必要性。将营业厅服务营销能力作为指导思想，邵阳移动营业厅构建了顾问式服务营销模式体系，注重服务过程中顾客的服务体验、业务体验和关怀体验。另外，提出了顾问式服务营销模式在邵阳移动营业厅顺利实施的保障措施，如精细业务流程、提高员工素质、建立专门的客服中心、健全部门督导体系等。本文的研究成果对中国移动、中国联通及中国电信的营业厅顾问式服务管理模式的实施提供一定的参考价值。
[Abstract]:Because of the fierce competition in the communication market, the major operators have to improve and improve on the basis of their existing advantages, and find the innovation points and transformation methods in the marketing, service, management and other modes, so as to enhance the perception of customers.Stabilize and expand the customer market.As the carrier of communication between operators and customers, the business hall is the place where customers can provide services and deal with business, and it is also the channel for customers to enjoy the most complete functions.This not only shows the image and brand of the enterprise, but also affects the marketing effect and enterprise income.Therefore, with the increasingly fierce competition in the whole industry, the selection and implementation of the business hall service mode is very important to the operators, so it becomes the direction of the future development of the business hall to provide advisory services and comprehensive communication service solutions.The business hall will not simply display in front of the customer as a service, but through the service provided by the business hall to achieve efficiency enhancement.Based on the related theories of consultancy service marketing, this paper expounds the characteristics of consultancy service marketing and the model of consultancy service marketing. At the same time, it takes Shaoyang Mobile Business Hall as the research object.The present situation of service marketing of Shaoyang Mobile Business Hall is analyzed in detail, and the necessity of introducing consultant service marketing mode is emphasized according to the service responsibility of the business hall.Taking the service marketing ability of the business hall as the guiding ideology, Shaoyang Mobile Business Hall has constructed a consultant service marketing model system, focusing on the customer service experience, business experience and care experience in the service process.In addition, the paper puts forward the guarantee measures for the successful implementation of the consultant service marketing mode in Shaoyang Mobile Business Hall, such as fine business process, improving the quality of the staff, establishing a special customer service center, and perfecting the department supervision system, etc.The research results of this paper provide some reference value for the implementation of China Mobile, China Unicom and China Telecom business hall advisory service management model.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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