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论文编号：	5773
作者编号：	2120112733
上传时间：	2013/12/4 15:02:23
中文题目：	天津市企业联合会培训服务运营管理研究
英文题目：	The Research of Tianjin Enterprise Confederation’s Training Service Operations Management
指导老师：	李勇建
中文关键字：	天津市企业联合会，服务运营管理，服务流程，客户关系
英文关键字：	Tianjin Enterprise Confederation, Service Operations Management, service process, customer relationship
中文摘要：	随着社会经济的不断发展，企业之间的竞争归根结底就是人才的竞争。人才可以为企业带来先进的技术，适合的管理模式，更广阔的市场。而人才的培养需要依靠教育培训，随着我国新注册企业的不断增多，管理培训市场的需求也在不断扩大，且前景诱人，但是随着竞争者的进入，以及潜在竞争者的威胁，甚至国外具有丰富经验的管理培训机构的进入，管理培训市场的竞争强度也在不断增大。天津市企业联合会是一家为企业提供培训咨询等服务的行政机关，身处竞争激烈的市场环境，要想在竞争中立于不败之地，就需客观认识自身实际情况，从服务运营的角度进行自我完善，才能应对未来的挑战。 服务运营管理关注的是服务产品从投入到产出的过程，本文以服务运营管理理论为指导，从服务流程管理和客户关系管理两个角度，对天津市企业联合会培训服务的有效运营提出了建议。 作为具有政府背景的行政机关，天津市企业联合会具有多年累积的丰富的企业资源，但是随着承接政府项目的不断增加，培训服务市场化能力日益减弱，虽然目前能够满足市场要求，可是随着培训市场的竞争日益激烈，要想保持住市场份额和竞争优势，就要找到自身存在的不足并提出改进措施。本文通过运用理论研究和实例相结合分析法、调研分析法以及访谈等方法，结合天津市企业联合会培训服务的实际情况，对其特点进行了分析，指出培训服务存在的问题和不足。针对存在的问题，应从服务运营管理角度，对服务流程进行优化设计，将服务触角延伸至顾客，取消不必要的流程步骤，从多角度对流程进行设计，建立反馈、后续服务机制，找出服务容易产生的失误点，通过信息管理、网上支付、媒体播放等技术模块来支持服务流程的实现。在客户关系管理方面，良好的客户关系应通过完善的沟通机制、服务质量的提升以及会员制管理来有效建立，并在此基础上继续延伸深化，通过奖励型捆绑、定制化关系和将零散交易转换为会员关系来创造忠诚关系，还要对顾客背叛给予足够的重视，找出关键流失动因，从事前预防和事后补救两个方面建立有效的服务补救策略。 本文的创新点在于从服务运营管理的角度对企联培训服务进行了深入剖析，根据培训服务产品的不同类型，从顾客、服务人员、技术手段等不同角度深入挖掘，优化了服务流程，设计出了服务蓝图，希望对天津市企业联合会的培训服务的发展有所裨益。
英文摘要：	With the continuous development of community economy, the competition between the enterprises in the final is the talent competition. Talent can bring enterprises advanced technology, suitable management mode and broader market. The cultivation of the talent will need to rely on education and training, so the management training market demand become increasingly and captivatingly. But with the entry of competitors, the threat of potential competitors, even the training institutions who has rich experiences from other countries enter in the market, the intensity of competition goes increasingly. Tianjin Enterprise Confederation is an administration that provides training and consulting services for enterprises. If it want to be in an impregnable position, we have to clarify our own situation, improve ourselves from the perspective of service operation. So we could cope with the challenges of the future. Service operations management focuses on the product process from input to output. This paper take the advantage of the service operations management theory as the instruction, from the service process management and customer relationship management (CRM) two aspects, make useful proposals for Tianjin Enterprise Confederation’s training service . Tianjin Enterprise Confederation has rich resources of enterprises. With government projects’ number increasingly, our training service market capacity has decreased. Although it can meet the market’s requirement, as the training market competition is increasingly fierce, if we want to maintain market share and competitive advantage, we must find our own deficiencies and improvement measures. This paper use the combination of theoretical research and instance analysis, investigation and interview method, combined with the actual situation of Tianjin Enterprise Confederation’s training services, analyzes the characteristic, points out the problems and the insufficiency. With these questions, We should optimize the service process, extend to the customers, cancel the unnecessary process, carries on the design to the process from the multi angle, establishing the feedback mechanism, find prone to error and support it through information management, online payment, media player technology. In the aspect of customer relationship management, good customer relations should established through an effective communication mechanism, the perfect service quality promotion and membership management. And it should continue to deepen by rewarding binding, customization and the scattered deal into membership to create loyal customer relationship. We also should pay enough attention to betray, find out the key loss reason, and establish effective service recovery strategy from prevention and remedy. The innovation of this article is analyzed training service from the view of service operation. According to the different types of training service products, this paper make process optimization and design out of the service blueprint from different angles such as customers, service personnel, technology and so on. I hope it could benefit for Tianjin Enterprise Confederation’s training services’ development.
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