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论文编号：	8431
作者编号：	2120142916
上传时间：	2016/6/12 13:02:38
中文题目：	教育培训企业顾客价值构建与服务流程优化研究
英文题目：	Research on customer value construction and service flow optimization of educational training enterprise
指导老师：	刘向东
中文关键字：	顾客价值；服务流程；服务蓝图
英文关键字：	Customer value; Service processes; Service blueprint
中文摘要：	中小学教育市场的发展空间巨大，据统计，中小学教育培训市场的前景高达数百亿元甚至上千亿元；再加上市场准入门槛低，国家对于教育培训企业申办条件放宽，监管又不够严格，近几年，教育企业鱼龙混杂，服务质量不规范，要想获得更好地发展，必须关注顾客价值，进行竞争力的提升。 培训企业的办学者要想把握市场机遇，达到规模经营，同时保证服务质量，形成自己的特色，保证服务质量尤为重要。洞悉顾客的需求，打造自己的特色，制定标准化的服务流程，保证服务质量，提升自己在行业里的竞争力，这一系列的问题将成为培训企业办学者亟待解决的问题。如果中小学教育培训企业跳出行业一贯的经营模式，从顾客的需求出发设计培训项目，而不是按以往盯住行业中看起来利润大、挣钱的项目，从顾客需求的出发点制定顾客服务流程，并严格执行标准化的服务流程，实现规模经营与服务质量并存，一定会赢得市场竞争力。 本文以顾客价值理论为依据，通过对教育培训企业价值要素的实证调查，分析出该类企业的关键要素构成，并以H教育培训企业为例，以服务蓝图为工具，对企业服务流程进行优化，以期提升该企业的竞争能力，实现企业健康持续发展。 本文共分六章进行论述。第一章是绪论，主要介绍本文的研究背景和问题、研究的目的和意义、研究的内容和方法。第二章是相关理论回顾，包括顾客价值、顾客价值关键要素、价值曲线、服务蓝图和服务流程理论，同时梳理了顾客价值与顾客满意度，以及顾客价值与服务流程的关系。第三章基于中小学教育培训的市场分析，提出通过顾客价值提取关键顾客价值要素，再通过这些关键要素优化服务流程。第四章从服务、品牌和关系三方面分析顾客价值要素，通过问卷调查，得出顾客价值要素的重要级别，推出新的价值曲线，提取关键价值要素。第五章借用服务蓝图展现服务流程中的各个方面的问题，针对顾客价值关键要素所对应的问题研究解决方案，并优化服务流程。第六章对全文得出结论及研究贡献，并提出了作者的展望。
英文摘要：	There is a potential and prospecting market for primary and secondary education market. According to statistics, the prospects of primary and secondary education and training market would reach tens of billions of dollars or even hundreds of billions; coupled with the low forbidden in market accession, the state for education and training enterprise bid conditions relaxed and supervision is not strict enough In recent years, educational institutions were mixed with high and low standard quality of service. In order to get better development, we must focus on customer value, enhance the competitiveness of conduct. The training of enterprise operators to seize market opportunities, achieve the scale of operation, and ensure the quality of service, and form their own characteristics. The ensurance of service quality is particularly important. Insight into customer needs, build their own characteristics, tstandardize service process, ensure the quality of service, enhance their competitiveness in the industry, this series of the problem will be the urgently shoveled problem. If the industry's business model of business education and training schools, training program design starting from the customer's needs, rather than looking into big profits, and money making customer service process from the point of view of the customer demand, and strictly enforce the standards the service process, to achieve the scale of operation and service quality coexist, will win the market competitiveness. This thesis based on customer value theory as the basis, through the education and training elements of the enterprise value of empirical investigation and analysis of the key elements of such enterprises constitution, and we hereby take H education and training company as a example, blueprint the enterprise service process and optimize it in order to enhance the competitiveness of the enterprise, to achieve healthy and sustainable development in this complex market. This theis is divided into six chapters. The first chapter is the introduction, mainly introduces the research background and problem, purpose and significance of research, research content and methods. The second chapter is the theory review, including customer value, a key element of customer value, value curve, services and service processes blueprint theory, while combing the relationship between customer value and customer satisfaction, as well as value and customer service processes. The third chapter based on primary and secondary education training market analysis, extract key elements of customer value through customer value, and then optimize service processes through these key elements. The fourth chapter from the service, brand and customer value analyzes three aspects of the relationship between the elements, through questionnaires, draw significant levels of customer value elements, launch new value curve, extract key elements of value. The fifth chapter show various aspects of service blueprint of service process . The sixth chapter, the author draws a conclusion and research contribution to the full text, and puts forward the author's outlook.
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