【摘要】：本文對(duì)A市煙草公司網(wǎng)上配貨客戶(hù)服務(wù)管理現(xiàn)狀和網(wǎng)上配貨服務(wù)客戶(hù)滿意度進(jìn)行了細(xì)致分析，進(jìn)而找出了A市煙草公司網(wǎng)上配貨客戶(hù)服務(wù)管理的薄弱環(huán)節(jié)和不足之處，即：網(wǎng)上配貨客戶(hù)分類(lèi)有待細(xì)化、網(wǎng)上配貨客戶(hù)資源需要整合、卷煙貨源保障應(yīng)該增強(qiáng)、與網(wǎng)上配貨客戶(hù)信息溝通必須加強(qiáng)，另外與工業(yè)企業(yè)進(jìn)行信息溝通的共享平臺(tái)應(yīng)用范圍比較窄，溝通內(nèi)容比較少，很多重要信息的溝通仍然采用傳統(tǒng)形式，在一定程度上影響工商企業(yè)之間溝通的效率和效果。 為此，本文結(jié)合A市煙草公司實(shí)際和現(xiàn)實(shí)條件，對(duì)A市煙草公司卷煙銷(xiāo)售網(wǎng)絡(luò)客戶(hù)服務(wù)支持策略進(jìn)行了深入探討，提出了在現(xiàn)階段A市煙草公司要以提高服務(wù)網(wǎng)上配貨客戶(hù)服務(wù)能力、客戶(hù)價(jià)值管理為重點(diǎn)路徑，促進(jìn)重點(diǎn)品牌培育、工商協(xié)同營(yíng)銷(xiāo)、公平環(huán)境營(yíng)造、客戶(hù)經(jīng)理隊(duì)伍建設(shè)等工作的全面提升，為工商攜手建立面向網(wǎng)上配貨客戶(hù)的營(yíng)銷(xiāo)體系和運(yùn)作模式奠定發(fā)展基礎(chǔ)，促進(jìn)A市煙草公司卷煙銷(xiāo)售網(wǎng)絡(luò)達(dá)到行業(yè)一流水平。以這一重點(diǎn)路徑為主線，本文提出了客戶(hù)分類(lèi)管理、打造服務(wù)價(jià)值鏈、完善客戶(hù)服務(wù)體系、服務(wù)支持設(shè)計(jì)四個(gè)方面的具體措施。 在探討過(guò)程中，本文以網(wǎng)上配貨客戶(hù)市場(chǎng)需求預(yù)測(cè)為起點(diǎn)，重點(diǎn)完善了三大核心業(yè)務(wù)流程：營(yíng)銷(xiāo)服務(wù)線、卷煙配送線、市場(chǎng)監(jiān)管線，在此基礎(chǔ)上進(jìn)一步規(guī)范了預(yù)測(cè)主體，明確了網(wǎng)上配貨客戶(hù)業(yè)態(tài)分類(lèi)標(biāo)準(zhǔn)，，為建立了體現(xiàn)客戶(hù)要求的流程驅(qū)動(dòng)型運(yùn)行機(jī)制奠定了理論基礎(chǔ)。同時(shí)，充實(shí)完善了網(wǎng)上配貨客戶(hù)服務(wù)評(píng)價(jià)標(biāo)準(zhǔn)和監(jiān)督檢查工作體系，為實(shí)現(xiàn)服務(wù)監(jiān)督與績(jī)效考評(píng)全面接軌、規(guī)范服務(wù)項(xiàng)目、完善服務(wù)程序、細(xì)化服務(wù)標(biāo)準(zhǔn)做出了鋪墊，對(duì)業(yè)務(wù)流程進(jìn)行了優(yōu)化與再造，為實(shí)施服務(wù)評(píng)價(jià)、加強(qiáng)考評(píng)管理創(chuàng)造了條件。最后，本文配套設(shè)計(jì)了保障措施，規(guī)范了工作協(xié)調(diào)性考評(píng)指標(biāo)、工作態(tài)度及能力考評(píng)指標(biāo)、設(shè)計(jì)績(jī)效掛鉤計(jì)算公式及相關(guān)的考評(píng)操作，以確保服務(wù)效果，達(dá)到客戶(hù)滿意。 建立以消費(fèi)者為核心的營(yíng)銷(xiāo)體系和運(yùn)作模式是網(wǎng)上配貨客戶(hù)服務(wù)營(yíng)銷(xiāo)的發(fā)展方向。要實(shí)現(xiàn)這一目標(biāo)，本文得出以下結(jié)論：一是A市煙草公司必須進(jìn)一步處理好與消費(fèi)者的關(guān)系，整合供應(yīng)鏈資源，將零售客戶(hù)真正納入營(yíng)銷(xiāo)系統(tǒng)。二是工商企業(yè)要共同研究客戶(hù)價(jià)值，提升客戶(hù)價(jià)值。三是A市煙草公司要注重服務(wù)價(jià)值鏈建設(shè)，促進(jìn)客戶(hù)關(guān)系管理向客戶(hù)價(jià)值管理轉(zhuǎn)變。四是從提高客戶(hù)滿意度入手，加強(qiáng)網(wǎng)上配貨客戶(hù)的營(yíng)銷(xiāo)管理。五是完善客戶(hù)服務(wù)體系和保障機(jī)制，通過(guò)充分發(fā)揮卷煙銷(xiāo)售網(wǎng)絡(luò)的功能，工、商、零共同面向消費(fèi)者培育適銷(xiāo)對(duì)路的卷煙品牌，從而提高網(wǎng)上配貨客戶(hù)卷煙經(jīng)營(yíng)盈利能力和抗風(fēng)險(xiǎn)能力，在提升品牌價(jià)值的同時(shí)提升客戶(hù)價(jià)值。
[Abstract]:This paper makes a detailed analysis of the current situation of online distribution customer service management and the customer satisfaction degree of online distribution service of tobacco company in A city, and then finds out the weak links and shortcomings of the online distribution customer service management of A city tobacco company. That is: the classification of online distribution customers to be refined, online distribution of customer resources need to be integrated, cigarette supply protection should be enhanced, and online distribution of customer information communication must be strengthened, In addition, the scope of application of information sharing platform with industrial enterprises is relatively narrow, communication content is relatively small, many important information communication still adopts the traditional form, to a certain extent, affect the efficiency and effect of communication between industrial and commercial enterprises. Therefore, combining with the actual and realistic conditions of A City Tobacco Company, this paper deeply discusses the customer service support strategy of cigarette sales network in A City Tobacco Company. At the present stage, the tobacco company of A city should focus on improving the customer service ability and customer value management, promoting the cultivation of key brands, co-marketing of industry and commerce, and creating a fair environment. The overall promotion of the construction of account manager team will lay the foundation for the industry and commerce to establish the marketing system and operation mode for the online distribution customers, and promote the cigarette sales network of the tobacco company in A city to reach the first-class level of the industry. Taking this key path as the main line, this paper puts forward four concrete measures: customer classification management, building service value chain, perfecting customer service system and service support design. In the course of the discussion, this paper starts with the forecast of the market demand of the online distribution customers, and focuses on perfecting the three core business processes: the marketing service line, the cigarette distribution line, and the market supervision line. On this basis, the forecasting body is further standardized. It clarifies the classification standard of online distribution customer's business form, and lays a theoretical foundation for establishing the flow-driven operation mechanism which embodies the customer's requirements. At the same time, it enriches and perfects the evaluation standard and work system of online distribution customer service. It lays the groundwork for realizing service supervision and performance evaluation, standardizing service items, perfecting service procedures, and refining service standards. The optimization and reengineering of business process create conditions for implementing service evaluation and strengthening evaluation management. Finally, this paper designs the safeguard measures, standardizes the work coordination appraisal index, the work attitude and the ability appraisal index, designs the performance hook calculation formula and the related appraisal operation, in order to ensure the service effect, achieves the customer satisfaction. It is the developing direction of online distribution customer service marketing to establish the marketing system and operation mode with consumers as the core. To achieve this goal, this paper draws the following conclusions: first, the tobacco company in A city must further deal with the relationship with consumers, integrate supply chain resources, and bring retail customers into the marketing system. Second, industrial and commercial enterprises to study customer value, enhance customer value. Third, A City Tobacco Company should pay attention to the construction of service value chain and promote the transformation from customer relationship management to customer value management. Fourth, to improve customer satisfaction, strengthen the online distribution of customer marketing management. Fifth, to improve the customer service system and safeguard mechanism, and to cultivate marketable cigarette brands by giving full play to the functions of the cigarette sales network, industry, commerce, and zero. In order to improve the profit and risk resistance of the online dispensing customers, it can enhance the brand value and customer value at the same time.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.89

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