Y公司基于服務(wù)價(jià)值鏈的互動(dòng)營銷模式研究
發(fā)布時(shí)間：2019-05-23 16:32
【摘要】：服務(wù)價(jià)值鏈?zhǔn)瞧髽I(yè)實(shí)現(xiàn)有形產(chǎn)品和無形服務(wù)的價(jià)值創(chuàng)造過程中的一系列不同而又相關(guān)的經(jīng)濟(jì)活動(dòng),包括直接影響價(jià)值創(chuàng)造的基礎(chǔ)價(jià)值過程和通過基礎(chǔ)價(jià)值過程影響價(jià)值創(chuàng)造的輔助價(jià)值過程�；�(dòng)營銷,是企業(yè)與各利益相關(guān)方之間,使用多種傳統(tǒng)和現(xiàn)代的互動(dòng)方式進(jìn)行溝通交流,把握利益相關(guān)各方的期望和利益訴求,激勵(lì)各方共同參與價(jià)值創(chuàng)造過程,提升各方體驗(yàn)價(jià)值的一種多贏的營銷模式。其核心即是鼓勵(lì)參與營銷活動(dòng)的各方之間的雙向溝通,通過網(wǎng)絡(luò)和傳統(tǒng)渠道等媒介進(jìn)行交流互動(dòng),促進(jìn)各方之間互相了解,全面周到地思量各方特別是最終用戶的需要,相互采取行動(dòng),實(shí)現(xiàn)良性交互和精準(zhǔn)營銷,實(shí)現(xiàn)各方利益最大化。服務(wù)價(jià)值鏈上基礎(chǔ)價(jià)值活動(dòng)和輔助價(jià)值活動(dòng)中企業(yè)與內(nèi)外部客戶之間的互動(dòng)效果,將直接影響客戶個(gè)性化需求的滿足程度。隨著經(jīng)濟(jì)發(fā)展、技術(shù)進(jìn)步和環(huán)境變化,雷電災(zāi)害越來越頻繁,造成的損害不斷擴(kuò)大,國家對(duì)防雷工作的重視程度日益提高,出臺(tái)了一系列法律法規(guī)和政策措施,雷電災(zāi)害比較突出的地區(qū)、行業(yè)企業(yè)以及國家明確要求做好防雷工作的企事業(yè)單位紛紛加大了雷電防護(hù)的投入,促進(jìn)了我國防雷工程市場的迅速發(fā)展。防雷工程企業(yè)在迎來發(fā)展良機(jī)的同時(shí),也將面臨激烈的同質(zhì)化競爭,特別是主要著眼于中低端市場的中小防雷工程企業(yè)面臨的競爭強(qiáng)度更高。作為一家提供雷電防護(hù)工程設(shè)計(jì)與施工一體化服務(wù)的小型企業(yè),Y公司要想在市場上占有一席之地,就需要為顧客提供個(gè)性化、定制化的雷電防護(hù)服務(wù),提高服務(wù)價(jià)值,才能贏得市場認(rèn)可。而在現(xiàn)代社會(huì)中,產(chǎn)品和服務(wù)的價(jià)值并不是由企業(yè)單方面創(chuàng)造,而是與各利益相關(guān)方共同創(chuàng)造,企業(yè)員工、主管機(jī)構(gòu)、顧客、供應(yīng)商等都會(huì)對(duì)價(jià)值創(chuàng)造過程產(chǎn)生重要影響。因此不僅要通過互動(dòng)營銷深入認(rèn)識(shí)和充分滿足最終用戶雷電防護(hù)的現(xiàn)實(shí)和潛在需求,也要深入把握和滿足企業(yè)員工的各種訴求,提高了員工的滿意度和忠誠度才能有效提高雷電防護(hù)服務(wù)的質(zhì)量和服務(wù)價(jià)值,還要與主管機(jī)構(gòu)等其他外部客戶互動(dòng),保障防雷工程設(shè)計(jì)、施工服務(wù)快捷、高效地完成；不僅防雷業(yè)務(wù)營銷環(huán)節(jié)要展開互動(dòng),防雷工程設(shè)計(jì)、施工、監(jiān)測、維護(hù)等全過程都要進(jìn)行互動(dòng)營銷,才能充分把握各服務(wù)環(huán)節(jié)工作的要領(lǐng),提高整體服務(wù)質(zhì)量水平。本文綜合服務(wù)營銷、人力資源管理、組織行為學(xué)、溝通、互動(dòng)營銷等理論,運(yùn)用文獻(xiàn)分析法、價(jià)值鏈分析法、市場調(diào)查法等方法對(duì)Y公司基于服務(wù)價(jià)值鏈的互動(dòng)營銷模式進(jìn)行了研究討論。第一部分闡述了本文的研究背景與意義,寫作思路與研究方法；第二部分概述了服務(wù)營銷、服務(wù)價(jià)值鏈、服務(wù)利潤鏈、互動(dòng)營銷等基礎(chǔ)理論；第三部分介紹了Y公司的基本情況,分析了Y公司實(shí)施互動(dòng)營銷具有的彌補(bǔ)質(zhì)量差距、提高客戶參與度、降低服務(wù)成本、提高員工忠誠度、整合內(nèi)外部資源、提升客戶價(jià)值體驗(yàn)等方面的價(jià)值和互動(dòng)營銷實(shí)施現(xiàn)狀；第四部分從政治環(huán)境、市場環(huán)境、社會(huì)環(huán)境、技術(shù)環(huán)境等方面對(duì)Y公司互動(dòng)營銷的環(huán)境進(jìn)行了分析討論；第五部分從基礎(chǔ)價(jià)值過程和輔助價(jià)值過程兩方面分析了Y公司服務(wù)價(jià)值鏈,提出了多元整合互動(dòng)營銷模式的概念,闡述了Y公司服務(wù)價(jià)值鏈上公司與外部客戶、內(nèi)部客戶之間互動(dòng)營銷的內(nèi)容和方式以及實(shí)施中存在的困難與關(guān)鍵節(jié)點(diǎn)；第六部分從客戶導(dǎo)向服務(wù)文化建設(shè)、實(shí)施價(jià)值共創(chuàng)、整合傳統(tǒng)與現(xiàn)代技術(shù)、創(chuàng)新服務(wù)項(xiàng)目和服務(wù)技術(shù)、客體導(dǎo)向的溝通策略等方面提出了Y公司實(shí)施多元整合互動(dòng)營銷的具體措施和建議。希望本文能為提升Y公司的市場開拓能力、滿足客戶個(gè)性化需求能力、盈利能力和持續(xù)發(fā)展的能力等提供參考意見,也希望能為資源、條件與Y公司相近的其他中小防雷工程企業(yè)全面提升個(gè)性化服務(wù)能力、提高客戶滿意度提供參考建議,促進(jìn)防雷市場的良性競爭和健康發(fā)展,更好地為社會(huì)提供雷電災(zāi)害防護(hù)服務(wù)、保障生命和財(cái)產(chǎn)安全。
[Abstract]:The value chain of service is a series of different and relevant economic activities in the process of value creation of tangible products and intangible services, including the basic value process that directly influences the value creation and the auxiliary value process of the value creation through the basic value process. The interactive marketing is a kind of multi-win marketing model of the enterprise and the stakeholders, using a variety of traditional and modern interactive ways to communicate, grasp the expectations and interests of the interested parties, and inspire the parties to participate in the value creation process and enhance the experience value of the parties. the core of which is to encourage the two-way communication among all the parties involved in the marketing activities, to exchange and interact through the media such as the network and the traditional channel, to promote mutual understanding among the parties, and to fully and fully reflect the needs of the parties, in particular the end users, to take action mutually, Realize the benign interaction and the precise marketing, and realize the maximization of the interests of the parties. The interaction effect between the enterprise and the internal and external customers in the basic value activities and the auxiliary value activities in the service value chain will directly affect the satisfaction degree of the customer's personalized needs. With the development of the economy, the technological progress and the environmental change, the lightning disaster is becoming more and more frequent, the damage caused is expanding, the country's emphasis on the lightning protection work is increasing, a series of laws and regulations and policy measures are put in place, and the lightning disaster is more prominent. The industry enterprises as well as the enterprises and institutions that are clearly required to do the lightning protection work have increased the input of the lightning protection, and promoted the rapid development of the lightning protection engineering market in China. Lightning protection engineering enterprises will also face fierce competition in the face of the opportunity of development, especially the small and medium-end lightning protection engineering enterprises mainly focusing on the medium and low-end markets. As a small enterprise that provides lightning protection engineering design and construction integration service, Y company wants to have a place in the market, it needs to provide the customer with the personalized, customized lightning protection service, improve the service value, can win the market approval. In the modern society, the value of the product and service is not created unilaterally by the enterprise, but it is the common creation of the interested parties, and the enterprise employees, the competent authorities, the customers, the suppliers and the like will have an important influence on the value creation process. Therefore, not only can the reality and potential demand of the end-user's lightning protection be fully met through the interactive marketing, but also in-depth grasp and satisfy the various demands of the enterprise staff, improve the satisfaction and the loyalty of the staff, and effectively improve the quality and service value of the lightning protection service, It is also necessary to interact with other external customers, such as the competent authority, to guarantee the lightning protection engineering design and construction services to be completed quickly and efficiently; not only the interaction between the lightning protection business marketing links, the lightning protection engineering design, the construction, the monitoring, the maintenance and the like is to be carried out in the interactive marketing, So that the main points of the work of each service link can be fully grasped, and the overall service quality level is improved. Based on the theories of service marketing, human resource management, organizational behavior, communication and interactive marketing, the interactive marketing model of Y company based on service value chain is discussed by the methods of literature analysis, value chain analysis, market survey and so on. The first part expounds the background and significance of the research, the thinking of writing and the research method, and the second part, the basic theory of service marketing, service value chain, service profit chain, interactive marketing, etc. The third part introduces the basic situation of Y company. The paper analyzes the gap between the implementation of the interactive marketing of the Y company, the improvement of the customer's participation, the reduction of the service cost, the increase of the loyalty of the staff, the integration of the internal and external resources, the promotion of the customer's value experience and so on, and the current situation of the interactive marketing; and the fourth part is from the political environment, The paper analyzes the environment of the interactive marketing of Y company in the aspects of market environment, social environment, technical environment, etc. The fifth part analyzes the value chain of the company's service from two aspects of the basic value process and the auxiliary value process, and puts forward the concept of the multi-element integrated interactive marketing model. This paper expounds the content and way of the interactive marketing between the company and the external customer and the internal customer in the service value chain of the company, and the difficulties and key nodes that exist in the implementation. The sixth part is from the customer to the service culture construction, the implementation of the value creation, the integration of the traditional and modern technology, In this paper, the specific measures and suggestions of the multi-element integrated interactive marketing are put forward in the aspects of innovative service project and service technology, object-oriented communication strategy and so on. It is hoped that this paper can provide reference for improving the market development ability of Y Company, meet the customer's individual demand, profitability and sustainable development, and also hope to improve the ability of individual service for other small and medium-sized lightning protection engineering enterprises similar to Y Company. To provide a reference for improving customer satisfaction, to promote the benign competition and healthy development of the lightning protection market, to provide a better protection service for the society, and to guarantee the safety of life and property.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274
本文編號(hào)：2484047
[Abstract]:The value chain of service is a series of different and relevant economic activities in the process of value creation of tangible products and intangible services, including the basic value process that directly influences the value creation and the auxiliary value process of the value creation through the basic value process. The interactive marketing is a kind of multi-win marketing model of the enterprise and the stakeholders, using a variety of traditional and modern interactive ways to communicate, grasp the expectations and interests of the interested parties, and inspire the parties to participate in the value creation process and enhance the experience value of the parties. the core of which is to encourage the two-way communication among all the parties involved in the marketing activities, to exchange and interact through the media such as the network and the traditional channel, to promote mutual understanding among the parties, and to fully and fully reflect the needs of the parties, in particular the end users, to take action mutually, Realize the benign interaction and the precise marketing, and realize the maximization of the interests of the parties. The interaction effect between the enterprise and the internal and external customers in the basic value activities and the auxiliary value activities in the service value chain will directly affect the satisfaction degree of the customer's personalized needs. With the development of the economy, the technological progress and the environmental change, the lightning disaster is becoming more and more frequent, the damage caused is expanding, the country's emphasis on the lightning protection work is increasing, a series of laws and regulations and policy measures are put in place, and the lightning disaster is more prominent. The industry enterprises as well as the enterprises and institutions that are clearly required to do the lightning protection work have increased the input of the lightning protection, and promoted the rapid development of the lightning protection engineering market in China. Lightning protection engineering enterprises will also face fierce competition in the face of the opportunity of development, especially the small and medium-end lightning protection engineering enterprises mainly focusing on the medium and low-end markets. As a small enterprise that provides lightning protection engineering design and construction integration service, Y company wants to have a place in the market, it needs to provide the customer with the personalized, customized lightning protection service, improve the service value, can win the market approval. In the modern society, the value of the product and service is not created unilaterally by the enterprise, but it is the common creation of the interested parties, and the enterprise employees, the competent authorities, the customers, the suppliers and the like will have an important influence on the value creation process. Therefore, not only can the reality and potential demand of the end-user's lightning protection be fully met through the interactive marketing, but also in-depth grasp and satisfy the various demands of the enterprise staff, improve the satisfaction and the loyalty of the staff, and effectively improve the quality and service value of the lightning protection service, It is also necessary to interact with other external customers, such as the competent authority, to guarantee the lightning protection engineering design and construction services to be completed quickly and efficiently; not only the interaction between the lightning protection business marketing links, the lightning protection engineering design, the construction, the monitoring, the maintenance and the like is to be carried out in the interactive marketing, So that the main points of the work of each service link can be fully grasped, and the overall service quality level is improved. Based on the theories of service marketing, human resource management, organizational behavior, communication and interactive marketing, the interactive marketing model of Y company based on service value chain is discussed by the methods of literature analysis, value chain analysis, market survey and so on. The first part expounds the background and significance of the research, the thinking of writing and the research method, and the second part, the basic theory of service marketing, service value chain, service profit chain, interactive marketing, etc. The third part introduces the basic situation of Y company. The paper analyzes the gap between the implementation of the interactive marketing of the Y company, the improvement of the customer's participation, the reduction of the service cost, the increase of the loyalty of the staff, the integration of the internal and external resources, the promotion of the customer's value experience and so on, and the current situation of the interactive marketing; and the fourth part is from the political environment, The paper analyzes the environment of the interactive marketing of Y company in the aspects of market environment, social environment, technical environment, etc. The fifth part analyzes the value chain of the company's service from two aspects of the basic value process and the auxiliary value process, and puts forward the concept of the multi-element integrated interactive marketing model. This paper expounds the content and way of the interactive marketing between the company and the external customer and the internal customer in the service value chain of the company, and the difficulties and key nodes that exist in the implementation. The sixth part is from the customer to the service culture construction, the implementation of the value creation, the integration of the traditional and modern technology, In this paper, the specific measures and suggestions of the multi-element integrated interactive marketing are put forward in the aspects of innovative service project and service technology, object-oriented communication strategy and so on. It is hoped that this paper can provide reference for improving the market development ability of Y Company, meet the customer's individual demand, profitability and sustainable development, and also hope to improve the ability of individual service for other small and medium-sized lightning protection engineering enterprises similar to Y Company. To provide a reference for improving customer satisfaction, to promote the benign competition and healthy development of the lightning protection market, to provide a better protection service for the society, and to guarantee the safety of life and property.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274
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