本文選題：煙草公司 + 服務(wù)質(zhì)量　； 參考：《中國海洋大學(xué)》2014年碩士論文

【摘要】：煙草行業(yè)依靠專賣體制實現(xiàn)價值增值的優(yōu)勢正面臨愈加激烈的市場競爭挑戰(zhàn)。一方面，《煙草控制框架公約》的簽訂意味著國際煙草市場競爭日益加劇，中國煙草生存空間不斷減�。涣硪环矫�，煙草行業(yè)內(nèi)部正面臨著從過去依靠物質(zhì)要素投入的外延式增長向依靠質(zhì)量提高、價值提升、技術(shù)進(jìn)步和成本節(jié)約等內(nèi)涵式發(fā)展的轉(zhuǎn)變階段。同時，隨著煙草內(nèi)部改革進(jìn)一步深入，特別是工商分離后賦予煙草公司新的歷史使命，煙草公司重新定位為服務(wù)商。因此，如何通過服務(wù)創(chuàng)造價值和尋找新的利潤增長點成為煙草行業(yè)商業(yè)企業(yè)面臨的新課題。 在這樣的背景下，德州煙草在全市唱響服務(wù)主旋律，倡導(dǎo)服務(wù)理念，提高全員服務(wù)意識和服務(wù)能力，提出打造服務(wù)品牌的戰(zhàn)略要求。德州市煙草有限公司服務(wù)質(zhì)量工作在有序開展，，但如何評價服務(wù)質(zhì)量成為服務(wù)質(zhì)量工作中的難題。本課題以德城煙草營銷部為研究對象，構(gòu)建科學(xué)的服務(wù)質(zhì)量評測模型，并運用模型中的指標(biāo)探索德城煙草服務(wù)方面存在的問題，提出服務(wù)質(zhì)量提升對策，為完善德州市煙草有限公司的服務(wù)體系，持續(xù)改善服務(wù)水平，達(dá)成服務(wù)品牌戰(zhàn)略要求，提供理論依據(jù)和實踐指導(dǎo)。 本論文通過對服務(wù)質(zhì)量國內(nèi)外研究現(xiàn)狀的分析，發(fā)現(xiàn)關(guān)于煙草行業(yè)服務(wù)質(zhì)量的研究非常少，該方面的實證研究更少，結(jié)合服務(wù)質(zhì)量對煙草商業(yè)企業(yè)的重要性，確定了本論文的選題：德州煙草服務(wù)質(zhì)量評測模型構(gòu)建與服務(wù)質(zhì)量提升對策研究。其次通過訪談和調(diào)查問卷相結(jié)合的方式，確定了服務(wù)質(zhì)量維度及維度下各指標(biāo)變量，并運用層次分析法構(gòu)建了包含3個一級指標(biāo)，20個二級指標(biāo)和78個三級指標(biāo)的服務(wù)質(zhì)量評測模型，運用專家調(diào)查法計算出各個維度指標(biāo)的權(quán)重，并進(jìn)一步對該模型應(yīng)用的范圍及評測流程進(jìn)行說明。然后本論文運用調(diào)查問卷的方法對服務(wù)績效的質(zhì)量進(jìn)行了滿意度調(diào)查，分析了各維度及維度下各指標(biāo)的服務(wù)差距，探索出需要改進(jìn)的服務(wù)質(zhì)量指標(biāo)。最后通過服務(wù)質(zhì)量差距分析和訪談?wù){(diào)研的結(jié)果，提出德州煙草服務(wù)質(zhì)量方面存在的問題，并根據(jù)對這些問題的分析，提出了德州服務(wù)質(zhì)量提升對策。 本論文構(gòu)建的服務(wù)質(zhì)量評測模型能夠?qū)χ笇?dǎo)德州煙草服務(wù)質(zhì)量的評價提供理論指導(dǎo)和實踐支持，同時論文研究結(jié)論為德州煙草制定服務(wù)質(zhì)量提升策略提供理論依據(jù)。本論文還豐富了煙草行業(yè)服務(wù)質(zhì)量研究的理論成果。
[Abstract]:Tobacco industry relies on monopoly system to realize the advantage of value increment is facing more and more fierce market competition challenge. On the one hand, the signing of the Framework Convention on Tobacco Control means that the competition in the international tobacco market is increasing day by day, and the living space of Chinese tobacco is decreasing; on the other hand, The tobacco industry is facing the transition stage from the extension growth which depended on the input of material elements to the implicit development such as the improvement of quality, the promotion of value, the progress of technology and the cost saving. At the same time, with the further development of tobacco internal reform, especially the new historical mission of tobacco companies after the separation of industry and commerce, tobacco companies are repositioned as service providers. Therefore, how to create value through service and find new profit growth point has become a new topic faced by tobacco industry commercial enterprises. In this context, Texas Tobacco in the city to sing the main theme of service, advocating the concept of service, improve the service awareness and ability of the whole staff, put forward the strategic requirements to create service brand. The service quality work of Dezhou Tobacco Co., Ltd. is carried out orderly, but how to evaluate the service quality becomes a difficult problem in the service quality work. In this paper, a scientific service quality evaluation model is set up with the tobacco marketing department of Decheng as the research object, and the problems existing in the tobacco service in Decheng are explored by using the indexes in the model, and the countermeasures for improving the service quality are put forward. In order to perfect the service system of Dezhou Tobacco Co., Ltd., improve the service level continuously, meet the strategic requirement of service brand, provide the theoretical basis and practical guidance. By analyzing the current situation of service quality research at home and abroad, this paper finds that the research on tobacco industry service quality is very few, and the empirical research on this aspect is even less, combined with the importance of service quality to tobacco commercial enterprises. This paper determines the topic of this paper: Texas tobacco service quality evaluation model construction and service quality improvement countermeasures. Secondly, through the combination of interview and questionnaire, the dimensions of service quality and the index variables under the dimensions are determined. The service quality evaluation model including 3 first-grade indexes, 20 second-class indexes and 78 third-level indexes is constructed by using AHP, and the weight of each dimension index is calculated by using expert investigation method. Furthermore, the application scope and evaluation flow of the model are explained. Then this paper uses the method of questionnaire to investigate the satisfaction of the service performance, analyzes the service gap of each dimension and the index under the dimension, and explores the service quality index that needs to be improved. Finally, through the analysis of service quality gap and the results of interview, the paper points out the problems existing in the service quality of Texas tobacco, and puts forward the countermeasures to improve the service quality of Texas based on the analysis of these problems. The service quality evaluation model constructed in this paper can provide theoretical guidance and practical support to guide the evaluation of Texas tobacco service quality, and the conclusion of the paper provides a theoretical basis for Texas Tobacco to formulate strategies to improve the quality of service. This paper also enriches the theoretical results of tobacco industry service quality research.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.8;F274

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