联系我们

论文查询结果	返回搜索

论文编号：	888
作者编号：	2120052244
上传时间：	2008/12/10 18:30:57
中文题目：	工业品售后服务管理体系研究
英文题目：	Study on the After-Sale Servic
指导老师：	许晖
中文关键字：	工业品售后服务 服务质量管理 服
英文关键字：	Industrial product after－serv
中文摘要：	摘 要 随着市场经济的发展，工业品市场趋于多样化，客户对产品需要个性化服务，市场竞争日益激烈，越来越多的工业品企业认识到单凭优异的质量,颇具竞争力的价格已不能保证企业的竞争优势。事实表明，用户越来越关注工业产品售后服务的情况，谁提供的售后服务具有更多的附加价值，谁能更有效的帮助客户解决他们生产运营中的问题，谁就能树立起良好的企业美誉，赢得客户的满意和忠诚。售后服务作为工业品企业与客户接触最密切的部门，是最能创造良好顾客关系，提高顾客感知服务质量和满意度，维持顾客忠诚度的关键服务点，企业一旦掌控好对售后服务工作的管理，就能够塑造出其它企业难以模仿的核心竞争优势。因此，如何有效地开展售后服务工作，与客户建立并保持长期稳定的互惠关系已成为当前工业品企业市场营销活动的一项重大课题。许多成功的企业通过自身的实践表明，优质的售后服务能够带给工业品企业诸多好处，能够使企业在激烈的市场竞争中脱颖而出。 首先，良好的售后服务能带来客户更大的品牌忠诚度。西门·海尔曾说:你说什么人们不会记多久,但你带给他们的感受却永远忘不了。工业品企业一旦做好售后服务工作，让顾客从服务中得到更多的附加价值, 就能够吸引顾客再次购买，直至发展成为企业忠诚的客户。良好的售后服务产生的顾客信任给企业带来的好处是多方面的，如顾客重复购买,而重复购买的不仅仅是原来的产品, 还包括企业的升级产品和新产品, 而且顾客保持购买的时间越长, 购买数量就越大,越增加企业的收入。这就意味着企业在顾客的生命周期内能够持续获利，这是保证企业可持续性发展的重要手段。可见,良好的售后服务, 已成为影响顾客做出购买决策的重要部分。 其次，良好的售后服务有利于树立企业优秀的品牌形象。工业品企业要想发展,有两点非常关键, 一个是产品质量, 另一个是服务质量。对企业来说,产品是属于长线的东西, 服务则是一种潜移默化的东西, 完全是为了提升口碑来用的。企业创造利润自然重要, 但关键的是提高口碑, 这是一个后续的过程, 是保护产品利润不致丧失的过程。产品和服务就像两驾马车, 拉动企业向前发展, 这两驾马车,一个都不能少。顾客是工业品企业后续产品最具作用的推销员, 是影响企业形象最具说服力的宣传员。顾客如果对企业的产品和服务感到满意, 会将服务感受通过口碑传播给其他的客户, 扩大产品的知名度和美誉度, 从而提高了企业的形象。品牌是感性消费时代关键的竞争区分因素, 是可以依赖的、独特的核心竞争优势, 是使顾客产生美好想象的载体, 它必须经得起时间的考验, 才能够不断地给产品带来溢价和巨大的销售量, 给企业带来丰厚的利润, 形成企业的巨大资产。 再次, 通过与营销管理中的情报与分析相结合做好售后服务工作, 可为工业品企业提供最为直接和准确的市场与产品反馈信息和竞争对手信息。售后服务人员通过与客户的谈话, 不仅可以了解到客户对产品的第一评价, 而且还可以从客户那里得到与其他同类产品的比较反馈, 这些是企业中其他单项职能所无法完成的。在企业中,能与客户保持大量交往(包括时间持久性和频率等方面)的部门就是售后服务部门, 因为他们伴随着企业所售产品的整个寿命周期, 是企业中与客户直接联系最长久的部门。通过重新定位企业的售后服务并构筑这方面的优势, 就可以充分利用这一资源所带来的益处。 本文在总结了服务营销领域相关理论研究的基础上，结合制造型企业营销活动的实践，通过对工业品售后服务特点和流程的细致分析, 从战略角度提出了三个售后服务管理体系，即服务质量管理体系、顾客抱怨及服务补救管理体系、顾客关系数据库管理体系。这三个体系互相支持，互为补充。首先，顾客关系数据库体系为服务质量管理体系、服务补救体系提供数据支持，为管理者制定售后服务策略提供科学依据。反过来，售后服务策略通过服务质量和服务补救管理程序得以实施，在实际操作层面获得新的运作经验，服务人员将新的数据资料反馈给顾客关系数据库体系，修正数据库中不符合实际运作规律的数据，进而提高了以后制定售后服务策略的有效性和准确性。其次，在服务质量管理体系中作者以服务质量差距模型为整体框架，通过对售后服务管理中的五个质量差距的分析制定了具体的解决措施，提高了售后服务的管理绩效。最后，顾客抱怨和服务补救管理体系则以存在于这五个质量差距中的服务失误为研究对象，构建了系统化的服务补救程序，改善了顾客对服务失误的反感情绪，为创造良好的顾客感知服务质量提供了系统化的解决方案。 全文共分六章，第一章导论，就论文的研究背景、研究目的与意义加以说明。第二章，相关理论回顾，回顾了适用于工业品售后服务管理的三个理论，分别是服务质量管理、服务补救、关系营销理论，为后面提出的工业品售后服务策略提供理论依据。第三章，工业品售后服务概述及运营问题分析，分析了工业品售后服务的特点和服务流程，并对存在于售后服务管理中的问题进行了归纳，为下章实施新的服务管理策略做了铺垫。第四章，工业品售后服务体系的构建，根据前面对工业品企业售后服务流程和问题的分析，提出了三个运作体系，在售后服务的质量管理、服务补救、顾客关系数据库三个方面提出了新思路和方法，为工业品企业在提高售后服务管理绩效的实践操作上提供参考。第五章，工业品售后服务运作体系的策略保障，要想保障三个售后服务运作体系的实施，需要确立相应的保障策略，本章分别从企业内部对员工进行内部营销，培育服务团队成为学习型组织以及对客户进行关系营销三个方面来进行论述。第六章，通过对经典案例分析和总结，对我国工业品企业的售后管理工作给予了借鉴和有益的启发。 综观整篇论文，应用了服务质量管理、服务补救、关系营销三个理念来指导工业品售后管理工作，对提高售后服务绩效起到了良好的作用，更重要的是提出了切实可行的营销策略，比较全面、系统的为工业品企业售后管理提供了理论依据和实际参考价值。 关键词：工业品售后服务 服务质量管理 服务补救 关系营销
英文摘要：	Abstract With the development of market economy, the market of industrial product makes a various trend and customers need personal service more and more. Most of companies realize that the competitive advantage is difficult to keep only with high quality and low price. In fact, the customers pay more attention to status of after service, who can provide more additive value in service, who can help the client to solve the problem in production, who will build up excellent reputation, then win the satisfaction and loyalty from customer. It is know to all, after service is the closest department to contact the customers , the good client-relationship，customer perceptive service quality，customer satisfaction，customer loyalty, all of them need after service department to create and strengthen. In other words, once the company manage after service well, the core advantage will be molded which is hard to simulate with other enterprises. Many of successful companies have proved that excellent after-service can bring lots of benefit for the company and promote their competitive strength. Firstly, excellent after-service enables the customers to be loyal to supplier. Once after-service work is done well, it makes the customers feel satisfied with the added value, as a return, the customers will re-purchase many times till they become the loyal buyers. The credit from customers can bring many profit for the company, such as re-purchasing not only with old products but also new products, the more they purchase, the more profit the company will get. Therefore, the good after-service has important effect on purchasing decision which comes from customers. Secondly, excellent after-service is valuable to build up good brand of companies. The industrial company wants to develop well, there are two important factors, one is product quality, and the other is service quality. As to the company, the product belongs to persistent thing, and then the service belongs to potential thing. Product and service just like two horses that pull the company to go straight. The customers are the most effective sales-man for the industrial company as well as the propagator about the profile of company. If the customer is satisfied with the product and service of industrial company, he will spread the brand to other customers, and then the prestige will be broaden quickly. Thirdly, through the after-service combined with the information and analysis in marketing management, the industrial company can obtain direct and accurate feedback information of market and product as well as the rival’s detail. The service staff can learn not only the appraisal about product from customers firstly but also contrasted feedback with other products by virtue of talking with the customer. It is impossible to be accomplished for other departments in company. The after-service department keeps the most touch with customers and accompanies the whole product life time, the company recognizes the importance of after-service and builds up competitive advantage, and thus it can utilize the resource to get more profit. This thesis sums up related theories in service marketing, then combined with the practice of manufacture company, brings forward three management system in after-service. These are service quality management system, customer complaint and service recovery management system, customer relationship data-base management system. Each of them supports others. First of all, customer relationship data-base system offers data support with other systems, it gives the manager science basis to make a decision in after-service. On the other hand, the strategy of after service is implemented through service quality and service recovery management system, the new operational experience is obtained, the service staff will make a feedback to data-base management system, amend and update the data which isn’t accordance with the factual routine. Then, the author makes a framework with the service quality gap model in service quality management system, after a careful analysis about the gap model, the author makes solution which can decrease the gaps. Finally, service recovery system regards service failure involved in service quality gap as research target, create systematic recovery program, it improves the customers’ bad emotion about service failure and provides professional solution for service failure. This thesis brings forward three after service operation systems on the basis of summing up related theories in service marketing together with the marketing activity to manufacture company, according to these methods implementing, the quality of after service management can make an obvious promotion. The full text is divided into six chapters. The first chapter is introduction, make a statement about research background, purpose and significance of this thesis. Chapter 2 makes theoretical review , find out three theories related the industrial product after-service management, there are service quality management，service recovery，relationship marketing which provide academic gist for latter chapters. Chapter 3 is a brief of industrial product after service and operational problem analysis, analyse after service character and process about industrial product, then make a summary of existing problem of after service management in order to form a beginning for the next chapter. Chapter 4 is the after service system design of industrial product, bring forward three operational systems, set forth some new thought and method in quality management，service recovery, client relationship data-base of after service, make a beneficial reference for industrial enterprises in the management of promoting after service performance. Chapter 5 is protective strategy to operational system of after service. In order to ensure the three operational systems about after service to implement smoothly, the author establishes three protective strategies which are internal promotion to staff, learning service team cultivating, client relationship marketing , guarantee the after service system to healthy operate . Chapter 6, through classic cases analysis and Lessons，useful suggestion for after service management to industrial enterprises. To make a comprehensive view: This thesis uses service quality management, service recovery, relationship marketing concepts to guide industrial enterprises after service work, make an effective promotion in after service performance, the more important it is a viable marketing strategy, a more comprehensive way, the system provides a theoretical basis and practical reference value for the industrial enterprises in after service management . Key words：Industrial product after－service　 Service quality management　Service recovery　Relationship marketing
查看全文：	预览  下载(下载需要进行登录)