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论文编号：	6472
作者编号：	2120122712
上传时间：	2014/6/11 10:31:22
中文题目：	天津克丽缇娜美容院服务质量管理策略的研究
英文题目：	Study of Tianjin CHLITINA beauty salon service quality management strategy
指导老师：	郑琦
中文关键字：	服务管理;顾客满意度;顾客忠诚度;务策略
英文关键字：	service management; customer satisfaction; customer loyalty; service strategy
中文摘要：	2013年，国家权威机构的统计数据显示，美容机构在我国注册登记达到百万余家，但是国家的相关管理部门对美容行业的相应法规尚没有设立健全，因此，无法有效约束行业行为。在利益的驱动下，美容院在市场发展中从规模、员工素质、管理水平、产品质量、服务保障等方面来说都较为混乱，强制诱导消费、超范围经营、员工无资质上岗、美容产品质量无保障、违规开展美容项目等情况时有发生，导致美容事故和纠纷不断增多。同时，多数美容院在经营中管理中缺乏科学管理理念和管理措施，阻碍着美容院的发展。正是基于这个背景，本人以自己经营的天津克丽缇娜美容院为研究对象，提出了《天津克丽缇娜美容院服务管理策略的研究》这个研究题目。 本文在研究的过程中采用了“案例研究法”，严格遵循从市场背景分析研究入手到掌握理解服务管理相关理论，再到天津克丽缇娜美容院服务管理现状及存在问题的成因分析，然后提出管理策略，再进一步到策略的执行保障，直到最后对前景的展望共六个步骤开展研究。研究中，系统地对天津克丽缇娜美容院经营现状中存在的弊端进行归纳，找出现有管理方法都导致这些弊端产生的某些因素，并详细地阐述了弊端的成因和表现形式。同时，在大量的服务管理相关理论的依托下，对天津克丽缇娜美容院现有管理策略的指导思想、目标方向、措施方法和效果保障进行了调整和完善，摈除了传统的管理理念，辅以科学的管理思维与创新意识，结合美容行业发展的趋势和要求，围绕服务质量五维度理论，从提供高服务质量、促进顾客忠诚度、培养顾客满意度这三个递进的逻辑关系出发，提出了新的提升天津克丽缇娜美容院服务管理质量的策略，并就此策略的实施也从加强企业文化建设、员工管理和操作流程的方面提出了保障性措施。 本论文在撰写过程中严格遵循真实性第一的原则，各种数据、事例真实客观，注重理论与实践相结合，着重地研究了服务管理策略，为提升天津克丽缇娜美容院服务管理质量具有现实的指导意义。
英文摘要：	In 2013, the state authority statistics show, beauty institutions in China has reached more than millions of registration, but the related management departments of corresponding laws and regulations of the beauty industry is still not perfect, therefore, not effective constraint industry behavior. Under the drive of interests, beauty salon in the development of the market from the scale, quality of employees, the management level, product quality, service, etc, are more chaos, forced induction consumer, make management, staff without qualified mount guard, beauty product quality guarantee, illegal conduct beauty project, and so on and so forth, beauty accidents and disputes increasing. At the same time, most of the beauty salon in business management in the lack of scientific management ideas and management measures, hindering the development of the beauty salon. It is based on this background, to his own business CHLITINA beauty salon of Tianjin as the research object, put forward the " Tianjin CHLITINA beauty salon service management strategy research” this research topic. Based on the study of the "case method" is adopted in the process, strictly follow the market background analysis, service management related theory to problems cause analysis, management strategy and the execution of security strategy, systematically to Tianjin CHLITINA beauty salon, summarized the drawbacks existing in the management present situation, find out the existing management methods are of certain factors that generates these drawbacks, and the cause of the defects were described in detail and form of expression. At the same time, in a large number of service management based on related theories, the Tianjin CHLITINA beauty salon management strategy of the existing direction of guiding ideology, objectives, measures and effect of security have been adjusted and perfected, dispense with the traditional management ideas, with scientific management thinking and innovation consciousness, the combination of the beauty industry development trend and requirements, around five service quality dimensions theory, from provides the high quality of service, promote the customer loyalty, develop customer satisfaction the logical relationship of the three progressive, puts forward a new improving the quality of Tianjin CHLITINA beauty salon service management strategy, and strategy implementation and from strengthening the construction of corporate culture, staff management and operation process of the protection measures are put forward. In the process of writing this paper strictly follow the principle of authenticity first, all kinds of data, examples of real objective, pay attention to the combination of theory and practice, the study also focuses on service management strategy, in order to promote Tianjin CHLITINA salon quality of service management has the reality guiding sense.
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