本文選題：伊犁煙草 + 服務(wù)營銷�。� 參考：《石河子大學(xué)》2014年碩士論文

【摘要】：卷煙商業(yè)企業(yè)作為卷煙商品供應(yīng)鏈中的重要一環(huán),上接卷煙工業(yè)企業(yè),下連卷煙零售終端,成為一個集工業(yè)企業(yè)產(chǎn)品的分銷商和零售終端產(chǎn)品的供應(yīng)商為一體的服務(wù)性企業(yè)。服務(wù)是卷煙商業(yè)企業(yè)的唯一產(chǎn)品,成為卷煙商業(yè)企業(yè)打造核心競爭力的關(guān)鍵,這種服務(wù)本質(zhì)要求卷煙商業(yè)企業(yè)在經(jīng)營過程中,一定要以“始于客戶需求,終于客戶滿意”作為服務(wù)目標(biāo),把零售終端當(dāng)做最為重要的戰(zhàn)略資源和發(fā)展同盟來對待。贏得零售終端的滿意和認(rèn)同,最終的落腳點(diǎn)在于通過引導(dǎo)企業(yè)員工樹立正確的服務(wù)理念,強(qiáng)化企業(yè)員工的服務(wù)技能,建立健全服務(wù)營銷體系,提高服務(wù)營銷效率,不斷鞏固與服務(wù)對象之間的關(guān)系,以鞏固良好的戰(zhàn)略合作伙伴關(guān)系為突破口,保持煙草商業(yè)企業(yè)的持續(xù)競爭力。相對其它服務(wù)行業(yè)而言,在當(dāng)前中國煙草專賣制度的保護(hù)下,煙草商業(yè)企業(yè)具有良好的政策和資源優(yōu)勢,但也正是存在這種保護(hù),使卷煙商業(yè)企業(yè)在這種缺乏市場競爭的機(jī)制下,在提升服務(wù)能力、提高客戶滿意度方面的付出是遠(yuǎn)遠(yuǎn)不夠的。從當(dāng)前伊犁煙草的服務(wù)現(xiàn)狀來看,營銷人員發(fā)現(xiàn)零售終端需求的意識不足、滿足零售終端需求的能力欠缺、提供的服務(wù)于零售終端實(shí)際需求不匹配等問題依然存在。因此,本文將以服務(wù)營銷理論入手,結(jié)合對伊犁煙草的實(shí)際研究,分析伊犁煙草服務(wù)營銷體系建設(shè)過程中存在的問題,通過優(yōu)化資源配置、運(yùn)用規(guī)范的管理、建立健全服務(wù)營銷體系,通過規(guī)范服務(wù)行為、提高服務(wù)質(zhì)量,提高服務(wù)零售客戶的水平,打造良好的戰(zhàn)略合作伙伴關(guān)系,提高伊犁煙草的核心競爭力。本文的主要內(nèi)容:本文從伊犁煙草客戶滿意度調(diào)查、服務(wù)人員工作質(zhì)量調(diào)查入手,對可提供服務(wù)與零售客戶潛在需求之間存在的差異進(jìn)行分析,找準(zhǔn)伊犁煙草服務(wù)營銷工作開展中存在的問題和關(guān)鍵節(jié)點(diǎn)。結(jié)合伊犁卷煙市場實(shí)際情況,建立零售終端評價模型,對伊犁煙草服務(wù)的全體零售終端進(jìn)行細(xì)分,分析不同類型零售終端的差異化需求,并以此作為指定營銷人員服務(wù)營銷策略的依據(jù)。通過合理設(shè)置營銷人員崗位,規(guī)范營銷人員的服務(wù)營銷行為,建立健全服務(wù)質(zhì)量評價體系,通過完善投訴反饋體系和營銷人員績效考核指標(biāo),為伊犁煙草服務(wù)營銷體系運(yùn)行提供保障。
[Abstract]:As an important link in cigarette supply chain, cigarette commercial enterprise is connected with cigarette industry enterprise and cigarette retail terminal, and becomes a service enterprise which integrates distributor of industrial enterprise products and supplier of retail terminal product. The service is the only product of the cigarette commercial enterprise, and becomes the key to build the core competitive power of the cigarette commercial enterprise. This kind of service essence requires the cigarette commercial enterprise to "start with the customer's demand" in the course of operation. Finally customer satisfaction "as a service goal, retail terminal as the most important strategic resources and development alliance to treat." To win the satisfaction and approval of the retail terminal, the ultimate goal is to establish the correct service concept, strengthen the service skills of the enterprise staff, establish and perfect the service marketing system, and improve the service marketing efficiency by guiding the enterprise staff to set up the correct service idea, strengthen the service skill of the enterprise employee, Constantly consolidate the relationship with the clients, to consolidate a good strategic partnership as a breakthrough, to maintain the sustainable competitiveness of tobacco business enterprises. Compared with other service industries, under the protection of the current tobacco monopoly system in China, tobacco commercial enterprises have good policy and resource advantages, but it is precisely this kind of protection that exists. It is far from enough for cigarette commercial enterprises to improve their service ability and customer satisfaction under the mechanism of lack of market competition. From the current situation of tobacco service in Yili, marketers find that the awareness of retail terminal demand is not enough, the ability to meet retail terminal demand is not enough, and the service provided to retail terminal does not match the actual demand. Therefore, this article will start with the service marketing theory, unifies to the Yili tobacco actual research, analyzes the Yili tobacco service marketing system construction process existence question, through optimizes the resources disposition, uses the standard management, Establishing and perfecting the service marketing system, improving the service quality, improving the level of service retail customers, creating a good strategic partnership, and improving the core competitiveness of Yili tobacco industry through standardizing service behavior, improving service quality and improving the level of service retail customers. The main contents of this paper are as follows: this paper analyzes the differences between the available service and the potential demand of retail customers from the investigation of tobacco customer satisfaction in Yili and the quality of service workers. To find out the problems and key nodes of tobacco service marketing in Yili. According to the actual situation of cigarette market in Yili, the evaluation model of retail terminal is established, the retail terminal of tobacco service in Yili is subdivided, and the different demand of different type of retail terminal is analyzed. And this is the basis of the designated marketing personnel service marketing strategy. Through setting up the marketing personnel's position reasonably, standardizing the marketing personnel's service marketing behavior, establishing and perfecting the service quality evaluation system, perfecting the complaint feedback system and the performance appraisal index of the marketing personnel, Provide guarantee for the operation of tobacco service marketing system in Yili.
【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F721

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 王國鋒;;淺談新形勢下煙草商業(yè)企業(yè)客戶服務(wù)體系構(gòu)建[J];中外企業(yè)家;2011年01期

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本文編號：1955403