【摘要】：近年來,我國迅速發(fā)展的經(jīng)濟(jì)和穩(wěn)定的政局為商務(wù)活動(dòng)的開展提供了良好的外部環(huán)境。商務(wù)旅游作為旅游高端市場中的主力軍,日益突顯出其特有的優(yōu)勢(shì)和潛力。與此同時(shí)，越來越多的中國的商務(wù)旅游服務(wù)企業(yè)也應(yīng)聲而起。但是，在服務(wù)產(chǎn)品同質(zhì)化，客戶需求多樣化，競爭日趨激烈的商旅服務(wù)市場上，如何才能夠突出重圍，為客戶提供超越競爭對(duì)手的高價(jià)值服務(wù)，使企業(yè)能在這競爭劇烈的市場上占有一席之地，也已成為各商務(wù)旅游服務(wù)企業(yè)當(dāng)下必須給予解決的管理課題。在這樣的背景下，客戶體驗(yàn)管理作為客戶關(guān)系管理的核心組成部分無疑將成為商務(wù)旅游服務(wù)企業(yè)脫穎而出的最有力的手段。商務(wù)旅游服務(wù)企業(yè)的客戶體驗(yàn)管理順應(yīng)了人類社會(huì)由農(nóng)業(yè)經(jīng)濟(jì)、工業(yè)經(jīng)濟(jì)、服務(wù)經(jīng)濟(jì)到體驗(yàn)經(jīng)濟(jì)的轉(zhuǎn)變發(fā)展趨勢(shì)；滿足了消費(fèi)者的消費(fèi)層次從實(shí)用層次轉(zhuǎn)為體驗(yàn)層次的要求；幫助企業(yè)重新審視客戶的需求，尋求新的獨(dú)特賣點(diǎn)，在服務(wù)的本源上建立起持久的競爭優(yōu)勢(shì)。 有鑒于此，本文選擇“商務(wù)旅游服務(wù)企業(yè)的客戶體驗(yàn)管理主題識(shí)別與設(shè)計(jì)”為題進(jìn)行研究。研究主要包括三大部分：一是對(duì)客戶體驗(yàn)管理、客戶體驗(yàn)主題的識(shí)別與設(shè)計(jì)的相關(guān)研究文獻(xiàn)做了系統(tǒng)梳理、分析總結(jié)，為本文也為今后進(jìn)一步研究奠定較為系統(tǒng)的理論基礎(chǔ)。二是在前人研究的基礎(chǔ)上結(jié)合我國的商務(wù)旅游服務(wù)企業(yè)特點(diǎn)對(duì)客戶體驗(yàn)主題進(jìn)行了識(shí)別與設(shè)計(jì)，從而總結(jié)出符合我國商務(wù)旅游服務(wù)企業(yè)特性的客戶體驗(yàn)管理的十大主題。并對(duì)我國商務(wù)旅游服務(wù)企業(yè)的客戶體驗(yàn)主題層次和結(jié)構(gòu)進(jìn)行了分析；參考馬斯洛的需求層次理論，嘗試建構(gòu)出商旅服務(wù)企業(yè)客戶體驗(yàn)主題的層次金字塔模型。三是對(duì)F公司的體驗(yàn)管理進(jìn)行個(gè)案研究。對(duì)該公司實(shí)施的客戶體驗(yàn)主題與客戶滿意度關(guān)聯(lián)進(jìn)行數(shù)據(jù)對(duì)比和分析總結(jié)，，從而對(duì)客戶體驗(yàn)主題及其應(yīng)用與實(shí)施的有效性進(jìn)行了驗(yàn)證。 本文的創(chuàng)新點(diǎn)主要是將客戶體驗(yàn)管理導(dǎo)入商務(wù)旅游服務(wù)企業(yè)的營銷管理系統(tǒng)中,識(shí)別和設(shè)計(jì)了符合該行業(yè)特性的客戶體驗(yàn)管理主題，并結(jié)合具體案例提出了有價(jià)值的商旅服務(wù)企業(yè)客戶體驗(yàn)管理實(shí)施方案和建議。
[Abstract]:In recent years, China's rapidly developing economy and stable political situation provide a good external environment for the development of business activities. As the main force in the high-end tourism market, business tourism increasingly highlights its unique advantages and potential. At the same time, more and more Chinese business travel service enterprises also rise. However, in the business travel service market, where the service products are homogenized, the customer needs are diversified and the competition is increasingly fierce, how can we break through the heavy encirclement and provide customers with high-value services that surpass their competitors? So that enterprises can have a place in this competitive market, has become a business tourism service enterprises must solve the current management problem. In this context, customer experience management as the core component of customer relationship management will undoubtedly become the most powerful means for business tourism service enterprises to stand out. The customer experience management of business tourism service enterprises conforms to the changing trend of human society from agricultural economy, industrial economy, service economy to experience economy, and meets the requirements of consumer consumption level from practical level to experience level. To help enterprises to re-examine the needs of customers, seek new unique selling points, and establish a lasting competitive advantage in the source of services. In view of this, this paper chooses the theme identification and design of customer experience management in business tourism service enterprises as the research topic. The research mainly includes three parts: first, the research literature about customer experience management, customer experience theme identification and design are systematically combed, and analyzed and summarized, which lays a more systematic theoretical foundation for further research in the future. Secondly, on the basis of previous studies, this paper identifies and designs the theme of customer experience in combination with the characteristics of business tourism service enterprises in China, and sums up the ten themes of customer experience management in line with the characteristics of business tourism service enterprises in China. It also analyzes the level and structure of the customer experience theme of the business tourism service enterprises in our country. Referring to Maslow's demand level theory, it tries to construct the hierarchical pyramid model of the customer experience theme of the business travel service enterprises. The third is to carry on the case study to the experience management of F company. By comparing and analyzing the customer experience theme and customer satisfaction correlation, the thesis verifies the validity of customer experience theme and its application and implementation. The innovation of this paper is to introduce the customer experience management into the marketing management system of the business tourism service enterprises, and to identify and design the customer experience management theme that conforms to the characteristics of the industry. Combined with specific cases, this paper puts forward some valuable solutions and suggestions for customer experience management in business travel service enterprises.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F592

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 郭紅麗;客戶體驗(yàn)管理的理論與方法研究[D];同濟(jì)大學(xué);2006年

本文編號(hào)：2276033