以客户满意为导向的GL公司环境咨询服务流程优化研究

发布时间：2018-01-14 15:10

本文关键词：以客户满意为导向的GL公司环境咨询服务流程优化研究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：伴随着我国经济的快速增长、环境污染问题的日益突出、各级政府对环保工作的日益重视,环境保护产业发展迅猛。环境咨询行业作为环境保护产业中的重要组成部分,也获得了长足的发展。无论是帮助政府部门制定环保政策、研究环保标准,还是为企业提供环评、清洁生产等各种咨询,环境咨询行业面临着很好的发展机遇。由于历史的原因,众多环境咨询服务机构原依托或者隶属于环保管理部门,具备了一定的体制优势和市场渠道优势,由此也造成了服务效率不高、客户满意度走低的问题。但近年来,伴随着国家简化行政审批制度的改革,这些环境咨询服务机构从依托政府部门开始脱钩、改制,其原有的体制优势和市场渠道优势逐渐丧失,市场占有率也随之下滑,企业竞争力开始削弱;并且随着环境咨询行业准入门槛的逐步降低,越来越多的民营环境咨询服务机构的进入,原有的体制内的环境咨询服务机构面临着巨大的市场环境变化,不得不重新考虑自己的营销战略,不得不开始制定以客户满意为中心、以市场为导向、以服务流程改善为抓手的市场营销策略。以客户为关注中心的客户满意理论研究在国外日趋成熟,国内越来越多的企业,也开始接受这种理念。从7P服务营销组合策略中的"流程"出发,运用流程优化理论,以客户满意为导向,在对企业管理架构进行变革的前提下,对企业的服务流程进行优化改造,进而提升服务效率,增加客户满意度,最终增强企业的市场核心竞争力。本文首先对客户满意理论、业务流程优化理论和服务营销理论进行了详尽阐述,分析了我国环境咨询行业的发展现状、行业特点以及存在的问题,并通过调研和访谈识别、判断、分析了 GL公司环境咨询服务在流程及与之相关的管理架构上存在的问题及产生的原因,提出环境咨询业务进行服务流程的优化和管理架构变革的必要性和紧迫性,随后重点研究如何进行服务流程优化,探讨了以客户满意为导向的服务流程优化的方案,最后从管理架构变革、加强团队文化建设等几个方面为流程优化提供保障措施。通过本文的研究分析以及对服务流程和配套的管理架构变革的建议,将对改善GL公司环境咨询服务的经营现状,提高服务效率、实现客户满意,具有很好的借鉴意义。并且从整个国内环境咨询行业来讲,通过进行服务流程优化,提高服务效率、实现客户满意、增强企市场竞争力,也将会有积极的意义。
[Abstract]:With the rapid growth of China's economy, the problem of environmental pollution is becoming increasingly prominent, all levels of government attaches great importance to environmental protection work, the environmental protection industry is developing rapidly. The environmental consulting industry as an important part of the environmental protection industry, has achieved great development. Whether it is to help government departments to develop environmental policy, research on environmental standards or provide the EIA for the enterprise, cleaner production and other consulting, environmental consulting industry is facing good opportunities for development. Due to historical reasons, many environmental consulting services to environmental protection or relying on the original membership management department, has a certain advantage of system and market channel advantages, thus causing the customer service efficiency is not high. Lower satisfaction problem. But in recent years, along with the reform of the state to simplify the administrative examination and approval system, the environmental consulting services began to take off from relying on the government departments Hook, restructuring, the advantages of the original system and the market channel advantage is lost gradually, the market share will decline, began to weaken the competitiveness of enterprises; and reduces gradually along with the environmental consulting industry access threshold, into more and more private environmental consulting services, environmental consulting services in the original system is facing a huge market the environmental changes, to reconsider their own marketing strategy, to develop customer satisfaction as the center, take the market as the guidance, to improve the marketing strategy of service process as the starting point of the research on customer satisfaction theory. Take the customer as the center of attention is becoming more and more mature in foreign countries, more and more domestic enterprises have begun to accept the idea of starting. From the 7P service marketing strategy in the "process", the use of process optimization theory, customer satisfaction oriented, reasonable structure to change the enterprise management Under the premise, to optimize the enterprise service flow, and improve service efficiency, increase customer satisfaction, and ultimately enhance the core competitiveness of the enterprise market. Firstly, customer satisfaction theory, optimization theory and service marketing theory for a detailed explanation of the business process, analyzes the development status of environmental consulting industry in China, the characteristics of the industry and the existing problems, and through the investigation and interview recognition, judgment, analysis of the environmental consulting services company GL in the process and the related management structure of the problems and the causes, necessity and urgency of the reform of management structure optimization and service process put forward consulting business environment, then focuses on how to carry out service process optimization, discusses the customer satisfaction oriented service process optimization scheme, finally from the management structure reform, strengthen the team cultural construction etc. Aspects provide security measures for process optimization. Through the research and analysis of this paper and suggestions on the service process and supporting the management structure reform, the operating status of the environmental consulting services company GL, improve service efficiency, customer satisfaction, has a very good reference. And from the perspective of the domestic environmental consulting industry through the service process optimization, improve service efficiency, customer satisfaction, enhance the market competitiveness of enterprises, will also have a positive significance.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;X324

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