本文選題：呼叫中心　切入點：服務(wù)營銷　出處：《廣東財經(jīng)大學(xué)》2017年碩士論文

【摘要】：進入21世紀,中國呼叫中心行業(yè)經(jīng)過近二十年的蓬勃發(fā)展,正處于職能定位及經(jīng)營模式轉(zhuǎn)型階段,呼叫中心成為大中型企業(yè)尤其是銀行業(yè)不可或缺的重要組成部分,其擔負的功能也從傳統(tǒng)的客戶服務(wù)熱線提升到服務(wù)與營銷并重、側(cè)重客戶關(guān)系管理的重要渠道,HF銀行呼叫中心也在面臨相同的轉(zhuǎn)型壓力和機遇。這就意味著HF銀行呼叫中心必須改變單一的客戶服務(wù)理念,引入服務(wù)營銷策略,提供新的促銷手段和客戶保有方式,實現(xiàn)服務(wù)和銷售兩個方面的發(fā)展目標。但是明顯地HF銀行呼叫中心在轉(zhuǎn)型過程中并沒有提早做好準備,導(dǎo)致業(yè)務(wù)指標大幅下滑,不但不能很好地完成新的銷售任務(wù),連最根本的客戶服務(wù)關(guān)鍵績效指標都受到拖累難以達到,整體運營陷入困境之中。探究其原因,歸根結(jié)底是HF銀行呼叫中心的傳統(tǒng)營銷模式制約轉(zhuǎn)型升級的順利進行。行業(yè)轉(zhuǎn)型升級的大趨勢促使HF銀行呼叫中心發(fā)展戰(zhàn)略需及時調(diào)整,重新進行市場定位,引入服務(wù)營銷策略里的7P理論,對運營過程中各個方面進行改進,爭取在最短的時間里成功完成轉(zhuǎn)型。本文采用了文獻研究法、案例分析法,統(tǒng)計分析法進行研究。結(jié)合營銷管理,服務(wù)營銷中的7P理論,采用PEST方法,首先通過對中國呼叫中心產(chǎn)業(yè)發(fā)展現(xiàn)狀與趨勢進行分析;再對HF銀行呼叫中心的外部戰(zhàn)略環(huán)境和內(nèi)部資源進行分析,得出HF銀行呼叫中心轉(zhuǎn)型升級過程中存在的突出問題及原因,運用服務(wù)營銷策略中的7P理論加以分析并提出解決方案,對中國呼叫中心行業(yè),尤其是銀行業(yè)的轉(zhuǎn)型升級提供一種可供借鑒、有一定實踐意義的參考意見,同時明確未來呼叫中心在企業(yè)中的核心定位:客戶關(guān)懷中心。
[Abstract]:In the 21st century, after nearly 20 years of vigorous development, China's call center industry is in the stage of function orientation and business model transformation. Call center has become an indispensable part of large and medium-sized enterprises, especially the banking industry.Its function is also promoted from the traditional customer service hotline to both service and marketing. The important channel of customer relationship management (CRM) is HF Bank call Center which is also facing the same pressure and opportunity.This means that the call center of HF bank must change the single concept of customer service, introduce service marketing strategy, provide new means of promotion and customer retention, and realize the development goals of service and sales.But obviously, the call center of HF Bank did not prepare well in the process of transformation, which led to a sharp decline in business indicators, and not only could not complete the new sales tasks very well.Even the most fundamental customer service key performance indicators are dragged down difficult to achieve, the overall operation into difficulties.In the final analysis, the traditional marketing mode of HF bank call center restricts the smooth progress of transformation and upgrading.The trend of industry transformation and upgrading urges HF Bank to adjust its call center development strategy in time, reposition the market, introduce the 7P theory in service marketing strategy, and improve all aspects of the operation process.Strive to complete the transformation successfully in the shortest time.This article adopts the literature research method, the case analysis method, the statistical analysis method carries on the research.Combined with the 7p theory of marketing management and service marketing, this paper analyzes the current situation and trend of China's call center industry by using PEST method, and then analyzes the external strategic environment and internal resources of HF bank call center.The prominent problems and reasons in the process of HF bank call center transformation and upgrading are obtained. The 7P theory of service marketing strategy is used to analyze and put forward the solution to the call center industry in China.Especially, the transformation and upgrading of the banking industry provides a kind of reference, which has certain practical significance. At the same time, it clarifies the core position of the future call center in the enterprise: customer care center.
【學(xué)位授予單位】：廣東財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.3;F274

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