本文選題：服務(wù)營銷 + 呼叫中心　； 參考：《蘭州大學(xué)》2017年碩士論文

【摘要】：隨著我國經(jīng)濟快速發(fā)展和產(chǎn)業(yè)結(jié)構(gòu)不斷優(yōu)化,第三產(chǎn)業(yè)在我國經(jīng)濟發(fā)展過程中所扮演的角色愈發(fā)重要。呼叫中心作為我國服務(wù)業(yè)一個分支,也保持著比較強的發(fā)展態(tài)勢。然而,呼叫中心在企業(yè)經(jīng)營體系中一般扮演服務(wù)角色,屬于典型的成本中心,企業(yè)從成本優(yōu)勢戰(zhàn)略角度考慮,一般不會給客戶服務(wù)部門太多投入,大部分企業(yè)客服中心得不到有效發(fā)展,甚至舉步難行。因此,如何在保證客戶和員工滿意度的前提下,從“成本中心”轉(zhuǎn)型成為“利潤中心”,創(chuàng)造更多價值,成了呼叫中心從業(yè)者共同面對的一個重要難題。針對上述問題,論文運用案例分析的形式,通過對中信銀行信用卡中心客服中心服務(wù)營銷案例的研究,對其實施服務(wù)營銷策略的過程進行全面跟蹤和深入剖析,總結(jié)其成功經(jīng)驗的同時提出優(yōu)化策略和路徑。論文共分為五個部分:第一部分簡單闡述論文研究背景和意義,引出研究主題和主要內(nèi)容,提出研究方法和論文框架。第二部分簡單介紹服務(wù)營銷理論、呼叫中心行業(yè)背景和績效評價標(biāo)準(zhǔn),以及案例研究理論。第三部分作為論文的核心內(nèi)容,運用訪談和資料收集等方法,描述中信銀行信用卡中心客服中心服務(wù)營銷的業(yè)務(wù)現(xiàn)狀和經(jīng)營模式,并從時間緯度分起步期、發(fā)展期和爆發(fā)期進行全面展示。第四部分運用呼叫中心行業(yè)績效評價標(biāo)準(zhǔn)和案例分析方法,分析其服務(wù)營銷成果之后,再從戰(zhàn)略導(dǎo)向、組織協(xié)同、產(chǎn)品選擇、推廣策略、員工激勵和品質(zhì)保障六個方面深入剖析其關(guān)鍵成功因素,并提出優(yōu)化策略和路徑。最后第五部分對案例進行總結(jié)和展望。論文通過對中信銀行信用卡中心客服中心服務(wù)營銷案例的研究,初步總結(jié)了一套適用于呼叫中心行業(yè)服務(wù)營銷管理的運營模式,具備一定的推廣價值。未來筆者將持續(xù)關(guān)注服務(wù)營銷案例推廣應(yīng)用和研究,同時也希望通過論文的發(fā)表,吸引更多專家、學(xué)者和呼叫中心行業(yè)管理者對我國呼叫中心服務(wù)營銷的關(guān)注,為我國呼叫中心行業(yè)管理提供一些參考建議和新的啟發(fā)。
[Abstract]:With the rapid development of China's economy and the continuous optimization of industrial structure, the role of tertiary industry in the process of economic development is becoming more and more important. Call center as a branch of service industry in China, also maintains a relatively strong development trend. However, call centers generally play a service role in the enterprise management system and belong to a typical cost center. From the point of view of cost advantage strategy, enterprises generally do not give too much input to customer service departments. Most enterprises customer service center can not be effectively developed, or even difficult to move. Therefore, how to transform from "cost center" to "profit center" and create more value on the premise of guaranteeing customer and employee satisfaction has become an important problem that call center practitioners face. In view of the above problems, the paper uses the form of case analysis, through the study of CITIC Bank credit card center customer service center service marketing case, the implementation of the service marketing strategy of the process of comprehensive tracking and in-depth analysis. At the same time, the optimization strategy and path are put forward. The thesis is divided into five parts: the first part briefly describes the background and significance of the research, leads to the research theme and main content, and puts forward the research methods and the framework of the paper. The second part briefly introduces service marketing theory, call center industry background and performance evaluation criteria, as well as case study theory. The third part, as the core content of the thesis, describes the current business situation and business model of customer service marketing of credit card center of CITIC Bank by using the methods of interview and data collection, and starts from time and latitude. The development period and the outbreak period are displayed in a comprehensive way. The fourth part uses the call center industry performance evaluation standard and the case analysis method, analyzes its service marketing achievement, then from the strategic direction, the organization cooperation, the product choice, the promotion strategy, The key success factors of employee motivation and quality assurance are analyzed, and the optimization strategy and path are put forward. The last part summarizes and prospects the case. Through the research on the service marketing case of CITIC Bank's credit card center customer service center, this paper summarizes a set of service marketing management mode suitable for call center industry, which has certain promotion value. In the future, the author will continue to pay attention to the application and application of service marketing cases. At the same time, I hope to attract more experts, scholars and call center industry managers to pay attention to our call center service marketing through the publication of the paper. It provides some reference suggestions and new inspiration for the industry management of call center in our country.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.2;F274

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