【摘要】：我國(guó)加入世貿(mào)組織以后,國(guó)內(nèi)嬰童企業(yè)面臨著越來(lái)越激烈的市場(chǎng)競(jìng)爭(zhēng),隨著世界其他國(guó)家品牌的不斷參與,嬰童市場(chǎng)已逐漸成為一個(gè)國(guó)際性的競(jìng)爭(zhēng)市場(chǎng)。企業(yè)為了獲取競(jìng)爭(zhēng)優(yōu)勢(shì),培育核心競(jìng)爭(zhēng)力,開(kāi)始重視售后服務(wù)工作。本文通過(guò)對(duì)長(zhǎng)沙丁丁嬰童公司的售后服務(wù)工作進(jìn)行深入細(xì)致的調(diào)查和分析研究,結(jié)合該公司的實(shí)際情況,對(duì)公司嬰童產(chǎn)品、嬰童培訓(xùn)等市場(chǎng)的售后服務(wù)系統(tǒng)進(jìn)行升級(jí)和完善,希望進(jìn)一步提高公司的市場(chǎng)競(jìng)爭(zhēng)力和盈利能力,并逐漸建立第二乃至第三等價(jià)值鏈,從而為企業(yè)創(chuàng)造良好的經(jīng)濟(jì)效益和品牌效益。 在顧客滿(mǎn)意度、顧客忠誠(chéng)度以及顧客價(jià)值等理論基礎(chǔ)上,本文首先對(duì)售后服務(wù)相關(guān)概念和文獻(xiàn)進(jìn)行回顧。然后分析了長(zhǎng)沙丁丁嬰童公司的基本情況,結(jié)合當(dāng)下嬰童產(chǎn)業(yè)的發(fā)展,對(duì)公司外部市場(chǎng)中的競(jìng)爭(zhēng)形勢(shì)進(jìn)行深入分析。其次,結(jié)合實(shí)際的調(diào)研和訪談情況,探討長(zhǎng)沙丁丁嬰童世界主題商場(chǎng)售后服務(wù)的現(xiàn)狀,并就售后服務(wù)系統(tǒng)存在的問(wèn)題進(jìn)行展開(kāi)。針對(duì)長(zhǎng)沙丁丁嬰童世界主題商場(chǎng)售后服務(wù)系統(tǒng)的種種問(wèn)題,按照科學(xué)的優(yōu)化原則,分別從企業(yè)的組織結(jié)構(gòu)設(shè)計(jì)、內(nèi)部營(yíng)銷(xiāo)、服務(wù)流程以及客戶(hù)關(guān)系管理等方面給出優(yōu)化設(shè)計(jì)的方案及實(shí)施具體方法,并且探討了企業(yè)的售后服務(wù)績(jī)效考核的優(yōu)化問(wèn)題。最后,對(duì)售后服務(wù)系統(tǒng)實(shí)施可能遇到的障礙進(jìn)行分析,針對(duì)障礙提出相應(yīng)的解決辦法,以保證售后服務(wù)系統(tǒng)優(yōu)化方案的順利實(shí)施。 本文的研究成果對(duì)長(zhǎng)沙丁丁嬰童公司加強(qiáng)和完善售后服務(wù)系統(tǒng)具有一定的參考價(jià)值,并為企業(yè)領(lǐng)導(dǎo)者的服務(wù)發(fā)展決策提供了一些方法借鑒,也希望本文的研究成果為其它嬰童企業(yè)的售后服務(wù)工作提供一定的參考和幫助。
[Abstract]:After China's entry into the WTO, domestic baby children enterprises are facing more and more fierce market competition. With the continuous participation of other brands in the world, the infant children market has gradually become an international competitive market. In order to gain competitive advantage and cultivate core competitiveness, enterprises begin to attach importance to after-sales service. Through the thorough investigation and analysis of the after-sales service work of Changsha Dingding Baby & Baby Co., Ltd., combined with the actual situation of the company, this paper upgrades and perfects the after-sales service system of the company's baby and child products, baby child training and other markets. It is hoped that the market competitiveness and profitability of the company will be further improved, and the second and third value chain will be gradually established, thus creating good economic and brand benefits for enterprises. Based on the theories of customer satisfaction, customer loyalty and customer value, this paper reviews the related concepts and literature of after-sales service. Then it analyzes the basic situation of Changsha Dingding Baby Co., Ltd. Combined with the development of infant industry at present, analyzes the competition situation in the company's external market. Secondly, according to the actual investigation and interview, this paper discusses the current situation of after-sales service in Changsha Dingding Baby World theme Mall, and discusses the problems existing in the after-sales service system. Aiming at the problems of after-sales service system in Changsha Dingding Baby World theme Mall, according to the principle of scientific optimization, from the organizational structure design and internal marketing of enterprises, In the aspects of service flow and customer relationship management, the optimal design scheme and implementation method are given, and the optimization of enterprise after-sales service performance evaluation is discussed. Finally, the obstacles that may be encountered in the implementation of the after-sales service system are analyzed, and the corresponding solutions are put forward to ensure the smooth implementation of the optimization scheme of the after-sales service system. The research results of this paper have certain reference value to strengthen and perfect after-sales service system of Changsha Ding Baby Co., Ltd., and provide some methods for enterprise leaders to make decisions on service development. We also hope that the research results of this paper can provide some reference and help for the after-sales service of other baby-children enterprises.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F721.7

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本文編號(hào)：2334071