联系我们

论文查询结果	返回搜索

论文编号：	5680
作者编号：	2220101104
上传时间：	2013/11/29 16:34:00
中文题目：	壳牌加油站服务管理研究
英文题目：	Shell Retail Site Service Management Research
指导老师：	白长虹
中文关键字：	服务营销 消费行为 顾客价值创造
英文关键字：	Service Management; Consumer Behavior; Customer Value Creation
中文摘要：	本文着眼于加油站现状及消费者行为导向，尝试在快速发展的中国市场寻找加油站行业的竞争优势和服务营销策略。 本文立足于服务营销理论基础，通过分析中西方服务管理理论从而发现：服务营销需扩展到内部市场营销、服务企业文化、员工满意、顾客满意和顾客忠诚、全面质量管理、服务企业核心能力等领域。 基于服务营销理论，本文梳理中国成品油终端市场消费者行为和分类，并结合国际能源公司壳牌石油进驻中国市场的历年进程，总结得出壳牌油站立于不败之地的三大服务管理要点，其一，服务管理理念和文化，即用诚实的方式提供正直的服务，并且尊重我们的顾客、尊重我们的邻居和社区；其二，系统性的内部服务营销，即视最优质燃油品质为生命线，零售商学院建设人才梯队，全球油站年度评比计划；其三，确保服务营销质量管理，以神秘访客制度对服务进行量化打分，并持续跟进服务绩效。本文借鉴壳牌公司的理论体系并与中国实情相结合，在理论分析的基础上以实际案例验证油品行业内服务营销的核心。 最后阐述了加油站行业的未来趋势，并表达了对壳牌的美好祝愿，未来的壳牌油站，终将以不断创新和不断坚持的高标准服务立于不败之地。 笔者试图突破服务营销的学科限制，以中西实践结合的视野和方法审视消费者与油站零售行业的良性互动，并创新性地将对外营销与对内营销理念融会贯通，希望为我国加油站行业的健康稳定发展寻找最适合的路径。
英文摘要：	This paper is to explore the competitive strength and service management strategy in the fast growing markets of China on basis of the fuels industry trend and consumer behavior. The theory of service management showed that it should be expanded to internal sales, service culture, employee satisfaction, customer satisfaction, customer loyalty, total quality management, core competence and so on. This paper studied the consumer segments, consumer behavior and the hiking history in China of Shell-the global top energy company basing on service management theory. The key for success are: 1. the mindset and culture of service management, as providing authentic service by honest way and respect its customer, neighbor and community; 2. Systematic internal service management includes high-quality fuels, talent development by Retail Academy and annual performance ranking plan globally. 3. Service quality assurance plan to evaluate and track the service level. Shell’s methodology was succeeded in China by excellent localization and high standard of quality control. Last but not least, the editor forecasted the future of fuels station industry and made a nice wish for shell, who could keep on leading in this commercial battle by consistent innovation and high service quality. The editor deepdive the service management theory in fuels station industry cross Chinese and Western culture and put the external service management method into the internal service management and aim to find the best fit-for-purpose solution in this area.
查看全文：	预览  下载(下载需要进行登录)