本文選題：伊犁煙草 + 服務(wù)營(yíng)銷(xiāo)��； 參考：《石河子大學(xué)》2014年碩士論文

【摘要】：卷煙商業(yè)企業(yè)作為卷煙商品供應(yīng)鏈中的重要一環(huán),上接卷煙工業(yè)企業(yè),下連卷煙零售終端,成為一個(gè)集工業(yè)企業(yè)產(chǎn)品的分銷(xiāo)商和零售終端產(chǎn)品的供應(yīng)商為一體的服務(wù)性企業(yè)。服務(wù)是卷煙商業(yè)企業(yè)的唯一產(chǎn)品,成為卷煙商業(yè)企業(yè)打造核心競(jìng)爭(zhēng)力的關(guān)鍵,這種服務(wù)本質(zhì)要求卷煙商業(yè)企業(yè)在經(jīng)營(yíng)過(guò)程中,一定要以“始于客戶需求,終于客戶滿意”作為服務(wù)目標(biāo),把零售終端當(dāng)做最為重要的戰(zhàn)略資源和發(fā)展同盟來(lái)對(duì)待。贏得零售終端的滿意和認(rèn)同,最終的落腳點(diǎn)在于通過(guò)引導(dǎo)企業(yè)員工樹(shù)立正確的服務(wù)理念,強(qiáng)化企業(yè)員工的服務(wù)技能,建立健全服務(wù)營(yíng)銷(xiāo)體系,提高服務(wù)營(yíng)銷(xiāo)效率,不斷鞏固與服務(wù)對(duì)象之間的關(guān)系,以鞏固良好的戰(zhàn)略合作伙伴關(guān)系為突破口,保持煙草商業(yè)企業(yè)的持續(xù)競(jìng)爭(zhēng)力。相對(duì)其它服務(wù)行業(yè)而言,在當(dāng)前中國(guó)煙草專賣(mài)制度的保護(hù)下,煙草商業(yè)企業(yè)具有良好的政策和資源優(yōu)勢(shì),但也正是存在這種保護(hù),使卷煙商業(yè)企業(yè)在這種缺乏市場(chǎng)競(jìng)爭(zhēng)的機(jī)制下,在提升服務(wù)能力、提高客戶滿意度方面的付出是遠(yuǎn)遠(yuǎn)不夠的。從當(dāng)前伊犁煙草的服務(wù)現(xiàn)狀來(lái)看,營(yíng)銷(xiāo)人員發(fā)現(xiàn)零售終端需求的意識(shí)不足、滿足零售終端需求的能力欠缺、提供的服務(wù)于零售終端實(shí)際需求不匹配等問(wèn)題依然存在。因此,本文將以服務(wù)營(yíng)銷(xiāo)理論入手,結(jié)合對(duì)伊犁煙草的實(shí)際研究,分析伊犁煙草服務(wù)營(yíng)銷(xiāo)體系建設(shè)過(guò)程中存在的問(wèn)題,通過(guò)優(yōu)化資源配置、運(yùn)用規(guī)范的管理、建立健全服務(wù)營(yíng)銷(xiāo)體系,通過(guò)規(guī)范服務(wù)行為、提高服務(wù)質(zhì)量,提高服務(wù)零售客戶的水平,打造良好的戰(zhàn)略合作伙伴關(guān)系,提高伊犁煙草的核心競(jìng)爭(zhēng)力。本文的主要內(nèi)容:本文從伊犁煙草客戶滿意度調(diào)查、服務(wù)人員工作質(zhì)量調(diào)查入手,對(duì)可提供服務(wù)與零售客戶潛在需求之間存在的差異進(jìn)行分析,找準(zhǔn)伊犁煙草服務(wù)營(yíng)銷(xiāo)工作開(kāi)展中存在的問(wèn)題和關(guān)鍵節(jié)點(diǎn)。結(jié)合伊犁卷煙市場(chǎng)實(shí)際情況,建立零售終端評(píng)價(jià)模型,對(duì)伊犁煙草服務(wù)的全體零售終端進(jìn)行細(xì)分,分析不同類(lèi)型零售終端的差異化需求,并以此作為指定營(yíng)銷(xiāo)人員服務(wù)營(yíng)銷(xiāo)策略的依據(jù)。通過(guò)合理設(shè)置營(yíng)銷(xiāo)人員崗位,規(guī)范營(yíng)銷(xiāo)人員的服務(wù)營(yíng)銷(xiāo)行為,建立健全服務(wù)質(zhì)量評(píng)價(jià)體系,通過(guò)完善投訴反饋體系和營(yíng)銷(xiāo)人員績(jī)效考核指標(biāo),為伊犁煙草服務(wù)營(yíng)銷(xiāo)體系運(yùn)行提供保障。
[Abstract]:As an important link in cigarette supply chain, cigarette commercial enterprise is connected with cigarette industry enterprise and cigarette retail terminal, and becomes a service enterprise which integrates distributor of industrial enterprise products and supplier of retail terminal product. The service is the only product of the cigarette commercial enterprise, and becomes the key to build the core competitive power of the cigarette commercial enterprise. This kind of service essence requires the cigarette commercial enterprise to "start with the customer's demand" in the course of operation. Finally customer satisfaction "as a service goal, retail terminal as the most important strategic resources and development alliance to treat." To win the satisfaction and approval of the retail terminal, the ultimate goal is to establish the correct service concept, strengthen the service skills of the enterprise staff, establish and perfect the service marketing system, and improve the service marketing efficiency by guiding the enterprise staff to set up the correct service idea, strengthen the service skill of the enterprise employee, Constantly consolidate the relationship with the clients, to consolidate a good strategic partnership as a breakthrough, to maintain the sustainable competitiveness of tobacco business enterprises. Compared with other service industries, under the protection of the current tobacco monopoly system in China, tobacco commercial enterprises have good policy and resource advantages, but it is precisely this kind of protection that exists. It is far from enough for cigarette commercial enterprises to improve their service ability and customer satisfaction under the mechanism of lack of market competition. From the current situation of tobacco service in Yili, marketers find that the awareness of retail terminal demand is not enough, the ability to meet retail terminal demand is not enough, and the service provided to retail terminal does not match the actual demand. Therefore, this article will start with the service marketing theory, unifies to the Yili tobacco actual research, analyzes the Yili tobacco service marketing system construction process existence question, through optimizes the resources disposition, uses the standard management, Establishing and perfecting the service marketing system, improving the service quality, improving the level of service retail customers, creating a good strategic partnership, and improving the core competitiveness of Yili tobacco industry through standardizing service behavior, improving service quality and improving the level of service retail customers. The main contents of this paper are as follows: this paper analyzes the differences between the available service and the potential demand of retail customers from the investigation of tobacco customer satisfaction in Yili and the quality of service workers. To find out the problems and key nodes of tobacco service marketing in Yili. According to the actual situation of cigarette market in Yili, the evaluation model of retail terminal is established, the retail terminal of tobacco service in Yili is subdivided, and the different demand of different type of retail terminal is analyzed. And this is the basis of the designated marketing personnel service marketing strategy. Through setting up the marketing personnel's position reasonably, standardizing the marketing personnel's service marketing behavior, establishing and perfecting the service quality evaluation system, perfecting the complaint feedback system and the performance appraisal index of the marketing personnel, Provide guarantee for the operation of tobacco service marketing system in Yili.
【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F721

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本文編號(hào)：1955403