本文選題：顧客感知價(jià)值 + 顧客感知利得�。� 參考：《蘭州大學(xué)》2017年碩士論文

【摘要】：管理培訓(xùn)公司自20世紀(jì)90年代初引進(jìn)中國之后,整個(gè)管理培訓(xùn)行業(yè)得到飛速的發(fā)展。隨著培訓(xùn)公司數(shù)量的急劇增加,再加上顧客對培訓(xùn)質(zhì)量的要求越來越高,整個(gè)培訓(xùn)行業(yè)面臨著培訓(xùn)產(chǎn)品同質(zhì)化嚴(yán)重、培訓(xùn)產(chǎn)品無法達(dá)到顧客的要求等問題。德助咨詢公司是一家小型的培訓(xùn)公司,主要為企業(yè)提供管理培訓(xùn)服務(wù)。在激烈的市場競爭環(huán)境下,為了公司能得到更好的生存和發(fā)展,必須對公司的產(chǎn)品和服務(wù)進(jìn)行分析,哪些產(chǎn)品和服務(wù)真正給顧客帶來了價(jià)值。本文從顧客感知價(jià)值入手,通過問卷調(diào)查法和訪談法,對德助咨詢公司的顧客感知價(jià)值進(jìn)行了調(diào)查研究。本文基于顧客感知價(jià)值理論,將顧客感知價(jià)值分為顧客感知利得和顧客感知利失兩個(gè)維度,并從這兩個(gè)維度八個(gè)方面對顧客感知價(jià)值進(jìn)行了分析,找到影響德助咨詢公司顧客感知價(jià)值最核心的四個(gè)因素,分別為:培訓(xùn)質(zhì)量、培訓(xùn)價(jià)格、公司服務(wù)和銷售人員。根據(jù)這些顧客感知價(jià)值的主要影響因素,并結(jié)合公司實(shí)際業(yè)務(wù)情況,從產(chǎn)品、銷售和服務(wù)三個(gè)方面提出了提升德助咨詢公司顧客感知價(jià)值的對策建議,分別為:(1)產(chǎn)品策略,包括產(chǎn)品定位、培訓(xùn)師的選擇、培訓(xùn)內(nèi)容的優(yōu)化和產(chǎn)品報(bào)價(jià)策略;(2)銷售策略,包括銷售員的選拔、培訓(xùn)、考核和激勵(lì)策略;(3)服務(wù)策略,包括服務(wù)標(biāo)準(zhǔn)的制定、服務(wù)人員選拔、培訓(xùn)、考核和激勵(lì)策略。本文的研究結(jié)果,不僅有利于提升德助咨詢公司的顧客感知價(jià)值,提高顧客滿意度,而且對指導(dǎo)德助咨詢公司制定培訓(xùn)實(shí)施服務(wù)標(biāo)準(zhǔn)、銷售和服務(wù)人員的選拔、培訓(xùn)、考核和激勵(lì)以及培訓(xùn)師的選擇和管理都有著重要的意義。
[Abstract]:Since the management training company introduced China in early 1990s, the whole management training industry has been developing rapidly. With the rapid increase in the number of training companies, and the increasing demand of the customer for the quality of training, the whole training industry is confronted with the problem of homogenization and strict training of the training products, and the failure of the training products to meet the requirements of the customers. In the fierce market competition environment, in order to get better survival and development, it is necessary to analyze the products and services of the company, which products and services really bring value to the customers. This article from the customer perceived value. Based on the theory of customer perceived value, this paper divides customer perceived value into two dimensions: customer perception gain and customer perception loss, and analyzes customer perceived value from eight aspects of these two dimensions, and finds out the value of customer perceived value. The four factors that affect the customer perceived value of de assistance consulting company are: training quality, training price, company service and salesman. According to the main influencing factors of these customers' perceived value, and combining the actual business situation of the company, this paper raises the customer perception from three aspects of product, sales and service. The countermeasures are as follows: (1) product strategy, including product positioning, trainer selection, training content optimization and product quotation strategy; (2) sales strategy, including salesman selection, training, assessment and incentive strategy; (3) service strategy, including service standards formulation, service personnel selection, training, assessment and incentive strategies. The research results not only improve the customer perceived value and improve customer satisfaction, but also play an important role in guiding the training and implementation of service standards, the selection of sales and service personnel, training, assessment and incentive, and the selection and management of trainers.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F282

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