本文選題：營業(yè)廳　切入點：服務營銷　出處：《湘潭大學》2013年碩士論文

【摘要】：通信市場的激烈競爭，使各大主體運營商不得不在已有優(yōu)勢的基礎上進行不斷改進和完善，找準營銷、服務、管理等模式上的創(chuàng)新點和轉型方式，以提升顧客的感知度，穩(wěn)定和擴展客戶市場。營業(yè)廳作為運營商和廣大客戶溝通的載體，是為客戶提供服務、辦理業(yè)務的場所，也是客戶享受最齊全功能的渠道。這不僅僅是展現(xiàn)了企業(yè)的形象和品牌，還影響著營銷效果和企業(yè)收益。因而，在全行業(yè)競爭日益激烈的今天，營業(yè)廳服務模式的選取和實施對運營商來說十分關鍵的作用，提供顧問式服務和綜合通信服務解決方案就成為了營業(yè)廳未來發(fā)展的方向，營業(yè)廳將不會單純以服務的身份展現(xiàn)在客戶面前，而是通過營業(yè)廳提供的服務實現(xiàn)效能的提升。 本文以顧問式服務營銷的相關理論為基礎，闡述了顧問式服務營銷的特征及顧問式服務營銷模式，同時以邵陽移動營業(yè)廳為研究對象，對邵陽移動營業(yè)廳的服務營銷現(xiàn)狀進行詳細分析，，根據(jù)營業(yè)廳的服務職責強調顧問式服務營銷模式引入的必要性。將營業(yè)廳服務營銷能力作為指導思想，邵陽移動營業(yè)廳構建了顧問式服務營銷模式體系，注重服務過程中顧客的服務體驗、業(yè)務體驗和關懷體驗。另外，提出了顧問式服務營銷模式在邵陽移動營業(yè)廳順利實施的保障措施，如精細業(yè)務流程、提高員工素質、建立專門的客服中心、健全部門督導體系等。本文的研究成果對中國移動、中國聯(lián)通及中國電信的營業(yè)廳顧問式服務管理模式的實施提供一定的參考價值。
[Abstract]:Because of the fierce competition in the communication market, the major operators have to improve and improve on the basis of their existing advantages, and find the innovation points and transformation methods in the marketing, service, management and other modes, so as to enhance the perception of customers.Stabilize and expand the customer market.As the carrier of communication between operators and customers, the business hall is the place where customers can provide services and deal with business, and it is also the channel for customers to enjoy the most complete functions.This not only shows the image and brand of the enterprise, but also affects the marketing effect and enterprise income.Therefore, with the increasingly fierce competition in the whole industry, the selection and implementation of the business hall service mode is very important to the operators, so it becomes the direction of the future development of the business hall to provide advisory services and comprehensive communication service solutions.The business hall will not simply display in front of the customer as a service, but through the service provided by the business hall to achieve efficiency enhancement.Based on the related theories of consultancy service marketing, this paper expounds the characteristics of consultancy service marketing and the model of consultancy service marketing. At the same time, it takes Shaoyang Mobile Business Hall as the research object.The present situation of service marketing of Shaoyang Mobile Business Hall is analyzed in detail, and the necessity of introducing consultant service marketing mode is emphasized according to the service responsibility of the business hall.Taking the service marketing ability of the business hall as the guiding ideology, Shaoyang Mobile Business Hall has constructed a consultant service marketing model system, focusing on the customer service experience, business experience and care experience in the service process.In addition, the paper puts forward the guarantee measures for the successful implementation of the consultant service marketing mode in Shaoyang Mobile Business Hall, such as fine business process, improving the quality of the staff, establishing a special customer service center, and perfecting the department supervision system, etc.The research results of this paper provide some reference value for the implementation of China Mobile, China Unicom and China Telecom business hall advisory service management model.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F626

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本文編號：1706938