【摘要】：近年以來(lái),伴隨著全球化趨勢(shì)和國(guó)際貿(mào)易額的快速增長(zhǎng),檢驗(yàn)認(rèn)證行業(yè)成為中國(guó)發(fā)展前景最好、增長(zhǎng)速度最快的服務(wù)行業(yè)之一。經(jīng)過(guò)二十幾年的發(fā)展,如今中國(guó)已發(fā)展成為僅次于美國(guó)的第二大檢驗(yàn)認(rèn)證市場(chǎng),市場(chǎng)形態(tài)也已從賣(mài)方市場(chǎng)轉(zhuǎn)到買(mǎi)方市場(chǎng),尤其在進(jìn)出口商品檢驗(yàn)市場(chǎng)早已成為完全競(jìng)爭(zhēng)的市場(chǎng)。所以作為專(zhuān)業(yè)服務(wù)業(yè)的一個(gè)代表行業(yè),第三方檢驗(yàn)認(rèn)證機(jī)構(gòu)如何開(kāi)展更好的市場(chǎng)營(yíng)銷(xiāo)策略而推進(jìn)企業(yè)的發(fā)展成為各機(jī)構(gòu)迫切的需求。各第三方檢驗(yàn)認(rèn)證機(jī)構(gòu)都在重新審視自己的營(yíng)銷(xiāo)戰(zhàn)略,開(kāi)始關(guān)注客戶滿意度,開(kāi)始制訂以客戶為中心,以市場(chǎng)為導(dǎo)向的市場(chǎng)營(yíng)銷(xiāo)策略。 顧客滿意研究在歐美國(guó)家已日趨成熟,以客戶為關(guān)注焦點(diǎn)的客戶滿意理念已為企業(yè)廣泛接受,企業(yè)的整個(gè)市場(chǎng)經(jīng)營(yíng)活動(dòng)都在追求客戶滿意,以贏得市場(chǎng)。而從7P服務(wù)營(yíng)銷(xiāo)組合策略中Process(流程)出發(fā),運(yùn)用業(yè)務(wù)流程優(yōu)化思想,以顧客滿意為基點(diǎn),對(duì)企業(yè)的服務(wù)流程進(jìn)行優(yōu)化改造,提升為顧客服務(wù)的效果與效率,增加客戶滿意度,則是增強(qiáng)企業(yè)的市場(chǎng)競(jìng)爭(zhēng)力的最有效的途徑之一。 本文在對(duì)客戶滿意理論及業(yè)務(wù)流程優(yōu)化理論進(jìn)行詳盡闡述的基礎(chǔ)上,以國(guó)際第三方檢驗(yàn)認(rèn)證巨頭TB集團(tuán)工業(yè)部在中國(guó)的市場(chǎng)經(jīng)營(yíng)為例,首先闡述了第三方檢驗(yàn)認(rèn)證行業(yè)的歷史與現(xiàn)狀及行業(yè)特點(diǎn),通過(guò)實(shí)證調(diào)研分析了工業(yè)部在營(yíng)銷(xiāo)流程與服務(wù)流程及與之相關(guān)的內(nèi)部管理上存在的問(wèn)題及產(chǎn)生的原因,并全面分析了TB公司工業(yè)部?jī)?nèi)外部競(jìng)爭(zhēng)環(huán)境,提出工業(yè)部必須進(jìn)行營(yíng)銷(xiāo)及服務(wù)流程的優(yōu)化,然后重點(diǎn)研究如何進(jìn)行營(yíng)銷(xiāo)及服務(wù)流程的優(yōu)化,探討了基于客戶滿意的服務(wù)流程優(yōu)化的方案,最后提出了服務(wù)流程優(yōu)化方案實(shí)施的保障措施及相關(guān)內(nèi)部管理的改進(jìn)建議。 通過(guò)本文嚴(yán)謹(jǐn)?shù)姆治鲅芯考胺⻊?wù)流程改進(jìn)的建議,將對(duì)改善TB公司工業(yè)部現(xiàn)狀,提高市場(chǎng)競(jìng)爭(zhēng)力有良好的指導(dǎo)意義。從整個(gè)第三方檢驗(yàn)認(rèn)證行業(yè)來(lái)講,進(jìn)行服務(wù)流程優(yōu)化,提高服務(wù)效率,降低運(yùn)營(yíng)成本,提升為顧客服務(wù)的效果與效率,增加客戶滿意度,以最終增強(qiáng)企業(yè)的市場(chǎng)競(jìng)爭(zhēng)力也將會(huì)有積極的意義。
[Abstract]:In recent years, with the trend of globalization and the rapid growth of international trade volume, the test certification industry has become one of the most promising and fastest growing service industries in China. After more than 20 years' development, China has developed into the second largest inspection certification market after the United States, and the market form has also changed from the seller's market to the buyer's market, especially in the import and export commodity inspection market has already become the completely competitive market. Therefore, as a representative industry of professional service industry, how to carry out better marketing strategy and promote the development of enterprises has become an urgent need of various organizations. The third-party certification organizations are reviewing their marketing strategies, focusing on customer satisfaction, and formulating customer-centered and market-oriented marketing strategies. Customer satisfaction research has become more and more mature in European and American countries. The concept of customer satisfaction, which focuses on customers, has been widely accepted by enterprises, and the whole market operation activities of enterprises are pursuing customer satisfaction in order to win the market. From the Process (process) of 7P service marketing combination strategy, using the idea of business process optimization, taking customer satisfaction as the base point, the enterprise service process is optimized and reformed to enhance the effect and efficiency of customer service, and to increase customer satisfaction. It is one of the most effective ways to enhance the market competitiveness of enterprises. On the basis of expounding the theory of customer satisfaction and business process optimization, this paper takes the market operation of the international third party inspection and certification giant TB Group in China as an example. Firstly, the history and current situation of third-party inspection and certification industry and its characteristics are expounded. Through empirical investigation, the problems existing in marketing process, service flow and related internal management of the Ministry of Industry and the causes are analyzed. It also analyzes the internal and external competition environment of the industry department of TB Company, and points out that the Ministry of Industry must optimize the marketing and service flow, and then focus on how to optimize the marketing and service flow. This paper discusses the scheme of service flow optimization based on customer satisfaction, and finally puts forward the guarantee measures for the implementation of service process optimization scheme and some suggestions for improvement of internal management. Through the rigorous analysis and research in this paper and the suggestion of improving the service flow, it will have good guiding significance to improve the present situation of the industrial department of TB Company and to improve the market competitiveness. From the third party inspection and certification industry, the service process optimization, improve service efficiency, reduce operating costs, improve the effectiveness and efficiency of customer service, increase customer satisfaction, In order to ultimately enhance the market competitiveness of enterprises will also have positive significance.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F719

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