本文選題：客戶體驗(yàn)　切入點(diǎn)：客戶價(jià)值　出處：《蘭州大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著市場經(jīng)濟(jì)的轉(zhuǎn)變以及產(chǎn)業(yè)結(jié)構(gòu)的調(diào)整,市場的競爭不斷加劇,客戶的需求層次逐漸提高,我們即將進(jìn)入體驗(yàn)經(jīng)濟(jì)的時(shí)代,僅僅依靠提高產(chǎn)品質(zhì)量以及改善服務(wù)流程已經(jīng)不能更好的服務(wù)好現(xiàn)有的老客戶、吸引更多的新客戶。如何更好地滿足客戶的需求從而幫助客戶提升企業(yè)價(jià)值已經(jīng)逐漸成為學(xué)術(shù)界和企業(yè)界的研究熱點(diǎn),客戶體驗(yàn)管理作為一門新的學(xué)科擺在了企業(yè)管理者面前。 英格索蘭公司作為機(jī)械制造廠商,不僅把客戶體驗(yàn)管理應(yīng)用在營銷管理當(dāng)中,對于公司內(nèi)部流程同樣提出了客戶體驗(yàn)管理的要求。論文通過對客戶體驗(yàn)管理概念的提出,闡述了客戶體驗(yàn)管理的實(shí)施方法,以及影響客戶體驗(yàn)管理的因素,并結(jié)合英格索蘭的業(yè)務(wù)情況,對該項(xiàng)研究的重要性與價(jià)值進(jìn)行了闡述：通過分析英格索蘭目前客戶體驗(yàn)管理的現(xiàn)狀,引出英格索蘭客戶體驗(yàn)管理的不足。通過分析英格索蘭的品牌價(jià)值及市場定位、識(shí)別客戶價(jià)值、建立與優(yōu)化客戶體驗(yàn)管理平臺(tái)、建立客戶體驗(yàn)持續(xù)改善的反饋機(jī)制,有針對性的就如何有效提升英格索蘭客戶體驗(yàn)管理給出了建議的解決方案,在提升方案實(shí)施過程中,重點(diǎn)指出了目前最急迫也是最有效的是加速業(yè)務(wù)系統(tǒng)的整合與集成,推動(dòng)整個(gè)團(tuán)隊(duì)的協(xié)同效應(yīng)和效率管理,最終幫助英格索蘭實(shí)現(xiàn)銷售增長與生產(chǎn)率增長戰(zhàn)略。 英格索蘭公司作為該本文研究的背景企業(yè),通過理論與實(shí)踐相結(jié)合的方法,梳理、剖析了企業(yè)在客戶體驗(yàn)管理方面的運(yùn)用,從而有效的提升了英格索蘭在客戶體驗(yàn)管理上面成績,同時(shí),充分印證了該課題研究給英格索蘭業(yè)務(wù)帶來的巨大價(jià)值。英格索蘭作為該課題研究中的一個(gè)典型代表,該研究成果可以成為其他行業(yè)進(jìn)行該課題研究的借鑒作用。
[Abstract]:With the transformation of the market economy and the adjustment of the industrial structure, the competition in the market continues to intensify, the level of customer demand is gradually raised, and we are about to enter the era of experience economy. Just by improving the quality of products and improving service processes has not been able to better serve the existing old customers, To attract more new customers, how to better meet the needs of customers so as to help customers enhance the value of enterprises has gradually become the academic and business research hotspot, customer experience management as a new discipline in front of enterprise managers. As a manufacturer of machinery, Ingersolan not only applies customer experience management to marketing management, but also puts forward the requirement of customer experience management for the internal process of the company. The implementation method of customer experience management and the factors influencing customer experience management are expounded, and combined with the business situation of Ingersolan, This paper expounds the importance and value of this research: by analyzing the current situation of Ingersolan's customer experience management, it leads to the deficiency of Ingersolan's customer experience management, and analyzes the brand value and market orientation of Ingersolan. Identification of customer value, establishment and optimization of customer experience management platform, establishment of customer experience continuous improvement feedback mechanism, targeted on how to effectively enhance Ingersolan customer experience management proposed solutions, In the process of implementation, the most urgent and effective way is to accelerate the integration and integration of the business system, and to promote the synergy and efficiency management of the whole team. Ultimately help Ingersolan achieve sales growth and productivity growth strategy. As the background enterprise of this paper, Ingersolan Company combs and analyzes the application of customer experience management through the combination of theory and practice. Thus effectively improve Ingersolan's achievements in customer experience management, at the same time, fully confirm the great value that the research of this subject brings to the business of Ingersolan. Ingersollam is a typical representative of this research. The research results can be used for reference by other industries.
【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】：2013
【分類號】：F274

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本文編號：1633866