【摘要】：世界經(jīng)濟(jì)在信息化進(jìn)程迅速發(fā)展、消費(fèi)理念不斷發(fā)生轉(zhuǎn)變的影響下,正在進(jìn)行一場(chǎng)新的變革。傳統(tǒng)制造業(yè)僅僅靠提供有形產(chǎn)品與產(chǎn)品售后維修服務(wù),已經(jīng)漸漸不能滿足客戶日益發(fā)展的個(gè)性化需求。在經(jīng)濟(jì)全球化的大背景下,中國(guó)經(jīng)濟(jì)經(jīng)過(guò)高速發(fā)展后進(jìn)入經(jīng)濟(jì)發(fā)展新常態(tài),我國(guó)制造業(yè)企業(yè)面臨著產(chǎn)業(yè)升級(jí)、產(chǎn)業(yè)轉(zhuǎn)型、全球化等方面的嚴(yán)峻形勢(shì)。服務(wù)業(yè)與制造業(yè)正在逐步融合,成為當(dāng)前經(jīng)濟(jì)形式下新的經(jīng)濟(jì)生態(tài)。本文在服務(wù)營(yíng)銷的角度上,以FTLW重工為例,對(duì)以下幾個(gè)方面進(jìn)行了研究,并在理論與實(shí)踐結(jié)合方面提出創(chuàng)新。1、通過(guò)國(guó)內(nèi)外文獻(xiàn)的查閱與研究,整理出服務(wù)、服務(wù)營(yíng)銷、服務(wù)質(zhì)量、客戶滿意度、服務(wù)型制造等相關(guān)概念及理論,作為本文研究的理論基礎(chǔ)。2、通過(guò)對(duì)國(guó)內(nèi)機(jī)械企業(yè)發(fā)展環(huán)境的研究,在宏觀與微觀角度分別論述了環(huán)境對(duì)企業(yè)發(fā)展的影響。隨著經(jīng)濟(jì)的發(fā)展,信息產(chǎn)業(yè)、電子商務(wù)、金融、咨詢等產(chǎn)業(yè)迅速崛起,對(duì)傳統(tǒng)制造業(yè)帶了新的機(jī)遇和挑戰(zhàn);金融政策放寬,降息政策成為新的突破點(diǎn),央行公布下調(diào)金融機(jī)構(gòu)人民幣貸款基準(zhǔn)利率;我國(guó)提出“一帶一路”建設(shè);由德國(guó)提出的工業(yè)4.0概念,此概念的核心在于基于互聯(lián)網(wǎng)的發(fā)展,應(yīng)用于傳統(tǒng)的制造業(yè),4.0時(shí)代將在人和機(jī)器之間形成人人互聯(lián)、人機(jī)互聯(lián)、機(jī)機(jī)互聯(lián),機(jī)機(jī)互聯(lián)即通過(guò)網(wǎng)絡(luò)技術(shù),實(shí)現(xiàn)信息的交流。3、通過(guò)對(duì)FTLW服務(wù)營(yíng)銷現(xiàn)狀的總結(jié)分析,顧客滿意度的測(cè)評(píng)現(xiàn)狀,找出企業(yè)在服務(wù)營(yíng)銷中的問(wèn)題與不足,包括產(chǎn)品同質(zhì)化、服務(wù)同質(zhì)化,金融服務(wù)存在的問(wèn)題以及影響客戶滿意度的原因分析,沒(méi)有形成系統(tǒng)的規(guī)范的服務(wù)營(yíng)銷體系等問(wèn)題。4、對(duì)我國(guó)機(jī)械制造企業(yè)如何將服務(wù)融入到產(chǎn)品中,在制造型企業(yè)向服務(wù)型制造企業(yè)轉(zhuǎn)型方面提出創(chuàng)新思路,將基于服務(wù)質(zhì)量的顧客滿意度研究應(yīng)用到機(jī)械制造業(yè)企業(yè),從而提高企業(yè)的服務(wù)營(yíng)銷水平。服務(wù)型制造企業(yè)的宗旨是以公司產(chǎn)品為基礎(chǔ)平臺(tái),延伸至服務(wù)領(lǐng)域,將更多的功能集合于一身,提供更多的增值服務(wù)。
[Abstract]:The world economy is undergoing a new change under the influence of the rapid development of information technology and the constant change of consumption concept. The traditional manufacturing industry can not meet the needs of customers by providing after-sale maintenance services of tangible products and products. Under the background of economic globalization, China's economy has entered the new normal of economic development after rapid development. Chinese manufacturing enterprises are facing the severe situation of industrial upgrading, industrial transformation, globalization and so on. Service industry and manufacturing industry are merging step by step, becoming the new economic ecology under the current economic form. In the view of service marketing, taking FTLW heavy Industry as an example, this paper studies the following aspects, and puts forward innovation. 1. Through the reference and research of domestic and foreign literature, we can sort out service and service marketing. Service quality, customer satisfaction, service-oriented manufacturing and other related concepts and theories, as the theoretical basis of this study. The influence of environment on enterprise development is discussed in macro and micro angle. With the development of the economy, the rapid rise of the information industry, electronic commerce, finance, consulting and other industries has brought new opportunities and challenges to the traditional manufacturing industry; the relaxation of financial policies and the policy of cutting interest rates have become a new breakthrough point. The central bank has announced a reduction in the benchmark interest rate on RMB loans to financial institutions; China has proposed the construction of "Belt and Road"; and the concept of industrial 4.0, put forward by Germany, lies at the core of the Internet-based development. Applying to the traditional manufacturing industry in the age of 4.0 will form the interconnection between human and machine, man-machine interconnection, that is, through the network technology, to realize the exchange of information. 3. Through the summary and analysis of the current situation of FTLW service marketing, The status quo of customer satisfaction evaluation, and find out the problems and shortcomings in service marketing, including product homogenization, service homogeneity, financial service problems, and analysis of the reasons that affect customer satisfaction. In the absence of a systematic and standardized service marketing system, this paper puts forward innovative ideas on how to integrate service into products and how to transform manufacturing enterprises into service-oriented manufacturing enterprises. The research of customer satisfaction based on service quality is applied to machinery manufacturing enterprises to improve their service marketing level. The tenet of service-oriented manufacturing enterprise is to take the company's products as the basic platform, extend to the service field, gather more functions in one body, and provide more value-added services.
【學(xué)位授予單位】：山東財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.4

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本文編號(hào)：2250034