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(wù)營(yíng)銷策略　出處：《河南工業(yè)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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

【摘要】：隨著整個(gè)市場(chǎng)經(jīng)濟(jì)體制的不斷完善,特別是在國(guó)外石油公司強(qiáng)勢(shì)進(jìn)入我國(guó)占領(lǐng)市場(chǎng)的背景下,我國(guó)的成品油市場(chǎng)發(fā)生了前所未有的變化。而在2013年下半年,中石油高層領(lǐng)導(dǎo)的更替,從而引發(fā)了我國(guó)石油體系內(nèi)一次自上而下的大動(dòng)蕩,更是給成品油銷售企業(yè)帶來(lái)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(yíng)銷理念與經(jīng)營(yíng)方式,恐怕很難在新的市場(chǎng)競(jìng)爭(zhēng)環(huán)境下長(zhǎng)遠(yuǎn)發(fā)展。因此,石油銷售企業(yè)必須面向新的市場(chǎng)競(jìng)爭(zhēng),以顧客滿意為公司的經(jīng)營(yíng)方針,樹(shù)立符合當(dāng)今形勢(shì)的服務(wù)營(yíng)銷策略。通過(guò)定期的、全面的、客觀的顧客滿意度指標(biāo)進(jìn)行測(cè)評(píng),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(shì)下所面臨的實(shí)際困難,需要通過(guò)學(xué)習(xí)借鑒國(guó)內(nèi)外銷售企業(yè)的先進(jìn)經(jīng)驗(yàn),同時(shí)對(duì)中石油河南銷售公司的客戶服務(wù)體系進(jìn)行構(gòu)建,通過(guò)對(duì)其所屬加油站展開(kāi)問(wèn)卷調(diào)查,從而制定符合公司實(shí)際的服務(wù)營(yíng)銷策略,最終達(dá)到對(duì)整個(gè)公司的服務(wù)體系進(jìn)行優(yōu)化,提高中石油河南銷售的整體競(jìng)爭(zhēng)實(shí)力。此過(guò)程屬于理論應(yīng)用于實(shí)踐的過(guò)程,也屬于案例研究分析。本文通過(guò)總結(jié)、學(xué)習(xí)、分析國(guó)內(nèi)外學(xué)者的有關(guān)研究成果,針對(duì)中石油加油站的特點(diǎn),以客戶服務(wù)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(chǔ)上,可以找到一條適合該行業(yè)特點(diǎn)的客戶服務(wù)體系優(yōu)化路徑。通過(guò)此實(shí)踐案例分析,一方面論證了中石油河南銷售分公司實(shí)行面向顧客滿意度的服務(wù)營(yíng)銷的可行性,另一方面對(duì)于整個(gè)石油銷售行業(yè)的服務(wù)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(xué)位授予單位】：河南工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.22

【共引文獻(xiàn)】

相關(guān)期刊論文 前4條

1 單超;;石油加油站管理系統(tǒng)的建設(shè)分析研究[J];經(jīng)營(yíng)管理者;2013年20期

2 張滿;趙祥好;吳曉萍;;安徽省委黨校綜合信息管理系統(tǒng)建設(shè)與應(yīng)用的思考[J];科技視界;2012年19期

3 王維民;楊麗欣;;加油站綜合監(jiān)控平臺(tái)[J];石油化工自動(dòng)化;2014年05期

4 李丹;;我國(guó)加油站管理信息系統(tǒng)建設(shè)分析[J];合作經(jīng)濟(jì)與科技;2015年18期

相關(guān)碩士學(xué)位論文 前3條

1 楊晶晶;BL加油站便利店庫(kù)存管理研究[D];電子科技大學(xué);2013年

2 趙雨;基于Android平臺(tái)的加油站數(shù)據(jù)查詢系統(tǒng)的研究[D];黑龍江大學(xué);2014年

3 戚石光;中國(guó)石油銷售公司信息化管理研究[D];南昌大學(xué);2014年

，

本文編號(hào)：1435803