發(fā)布時間：2018-01-17 02:05

  本文關(guān)鍵詞：面向顧客滿意的中石油河南銷售分公司服務營銷策略　出處：《河南工業(yè)大學》2015年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 顧客滿意度 客戶服務質(zhì)量 優(yōu)化

【摘要】：隨著整個市場經(jīng)濟體制的不斷完善,特別是在國外石油公司強勢進入我國占領市場的背景下,我國的成品油市場發(fā)生了前所未有的變化。而在2013年下半年,中石油高層領導的更替,從而引發(fā)了我國石油體系內(nèi)一次自上而下的大動蕩,更是給成品油銷售企業(yè)帶來了一定的沖擊。如果石油銷售企業(yè)持續(xù)采用傳統(tǒng)的營銷理念與經(jīng)營方式,恐怕很難在新的市場競爭環(huán)境下長遠發(fā)展。因此,石油銷售企業(yè)必須面向新的市場競爭,以顧客滿意為公司的經(jīng)營方針,樹立符合當今形勢的服務營銷策略。通過定期的、全面的、客觀的顧客滿意度指標進行測評,整合、優(yōu)化企業(yè)內(nèi)外資源。本文從顧客滿意度的角度分析了中石油河南銷售分公司在新的形勢下所面臨的實際困難,需要通過學習借鑒國內(nèi)外銷售企業(yè)的先進經(jīng)驗,同時對中石油河南銷售公司的客戶服務體系進行構(gòu)建,通過對其所屬加油站展開問卷調(diào)查,從而制定符合公司實際的服務營銷策略,最終達到對整個公司的服務體系進行優(yōu)化,提高中石油河南銷售的整體競爭實力。此過程屬于理論應用于實踐的過程,也屬于案例研究分析。本文通過總結(jié)、學習、分析國內(nèi)外學者的有關(guān)研究成果,針對中石油加油站的特點,以客戶服務質(zhì)量為核心,在深入分析顧客滿意度的各種影響因素的基礎上,可以找到一條適合該行業(yè)特點的客戶服務體系優(yōu)化路徑。通過此實踐案例分析,一方面論證了中石油河南銷售分公司實行面向顧客滿意度的服務營銷的可行性,另一方面對于整個石油銷售行業(yè)的服務體系的優(yōu)化也有著借鑒意義。
[Abstract]:With the continuous improvement of the whole market economy system, especially under the background of foreign oil companies entering the market of our country. China's oil products market has undergone unprecedented changes, and in the second half of 2013, the replacement of the top leadership of PetroChina, which led to a top-down in the oil system of our country a great upheaval. If the oil sales enterprises continue to adopt the traditional marketing concept and management mode, it is difficult to develop in the new market competition environment for a long time. The petroleum sales enterprises must face the new market competition, take the customer satisfaction as the company's management policy, set up the service marketing strategy in line with the current situation. Objective customer satisfaction indicators for evaluation, integration, optimization of internal and external resources. This paper from the perspective of customer satisfaction analysis of PetroChina Henan sales branch in the new situation facing the actual difficulties. Need to learn from the advanced experience of domestic and foreign sales enterprises, at the same time to build the customer service system of PetroChina Henan sales Company, through its own gas station questionnaire. In order to establish a service marketing strategy in line with the company's actual, ultimately to optimize the entire company's service system, improve the overall competitive strength of PetroChina Henan sales, this process belongs to the process of theoretical application in practice. Through summing up, learning, analyzing the relevant research results of domestic and foreign scholars, aiming at the characteristics of CNPC gas station, the customer service quality is the core. On the basis of in-depth analysis of various factors affecting customer satisfaction, we can find an optimized path of customer service system suitable for the characteristics of the industry. On the one hand, it demonstrates the feasibility of implementing customer satisfaction oriented service marketing in PetroChina Henan sales Branch, on the other hand, it has reference significance for optimizing the service system of the whole petroleum sales industry.
【學位授予單位】：河南工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.22

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本文編號：1435803