本文選題：服務(wù)品牌　切入點：客戶感知　出處：《首都經(jīng)濟貿(mào)易大學(xué)》2008年碩士論文

【摘要】： 本文基于對品牌理論和顧客感知價值理論的文獻研究,探討了服務(wù)產(chǎn)品的內(nèi)容與特點。通過對顧客感知和服務(wù)價值的理論分析,力圖探索客戶選擇服務(wù)產(chǎn)品時的主要影響因素,以及選擇服務(wù)后的價值感知和對服務(wù)質(zhì)量的評估,得出隸屬于生產(chǎn)性服務(wù)行業(yè)的工程咨詢業(yè)建立服務(wù)品牌的思路,并從品牌理論、服務(wù)理論及客戶價值感知理論進行深入的探究。通過對顧客需求、顧客價值感知期望的理論研究,找到顧客在選擇服務(wù)之前和選擇服務(wù)過程中要考慮的產(chǎn)品、價格、渠道、促銷、人員、有形展示和過程等7Ps的因素。揭示了服務(wù)企業(yè)在提供服務(wù)過程中如何從提高顧客的各方面價值,從顧客需要考慮的各個因素來關(guān)注顧客的價值,為顧客提供滿意的服務(wù)產(chǎn)品,讓顧客享受到合理的服務(wù)價格,使得顧客感知到的服務(wù)質(zhì)量優(yōu)良而物有所值,通過企業(yè)有形展示、促銷和所利用的各種營銷渠道,讓顧客從不同方面了解到服務(wù)企業(yè)的各方面信息,產(chǎn)生顧客滿意感并形成顧客的忠誠度。同時,服務(wù)企業(yè)要在服務(wù)提供的人員管理上加大管理的力度和水平,為完成提供服務(wù)產(chǎn)品聚集高素質(zhì)的服務(wù)人才,并培養(yǎng)和造就優(yōu)秀的服務(wù)企業(yè)的管理者,使服務(wù)企業(yè)特別是生產(chǎn)性服務(wù)業(yè)的產(chǎn)品更加創(chuàng)新,滿足社會和顧客的需要。在滿足客戶價值最大化的基礎(chǔ)上,構(gòu)建企業(yè)服務(wù)品牌,找到服務(wù)企業(yè)最大盈利點。那就是當(dāng)一個服務(wù)企業(yè)能夠不斷滿足顧客的需求,使其從中獲得的價值最大時,就能打造出品牌,就能實現(xiàn)企業(yè)盈利的最大化和長久化,從而滿足顧客的持續(xù)需求。 同時,通過本文的研究引入從事工程咨詢服務(wù)業(yè)的北京市工程咨詢公司作為案例。在簡要介紹了該公司的基本情況后,提出了生產(chǎn)性服務(wù)業(yè)如何建立品牌及對該公司面臨的品牌建立過程中存在的問題進行了探討并分析了該企業(yè)在服務(wù)提供過程中面臨的產(chǎn)品、價格、渠道、促銷、人員、有形展示和過程等7Ps方面存在的問題,以及在服務(wù)產(chǎn)品的總體功能方面存在的不足,并針對企業(yè)的現(xiàn)狀與發(fā)展提出了品牌構(gòu)建的初步策略建議,對公司的品牌構(gòu)建過程中企業(yè)需要注意的運行方面的問題在調(diào)整組織結(jié)構(gòu)、拓展業(yè)務(wù)領(lǐng)域、提高人員素質(zhì)、構(gòu)建企業(yè)文化、增加服務(wù)能力方面也進行了考慮,以實現(xiàn)構(gòu)建服務(wù)品牌的目的,從而為滿足顧客價值最大化和實現(xiàn)企業(yè)長期盈利及工程咨詢服務(wù)的又好又快發(fā)展奠定基礎(chǔ)。 本文由服務(wù)業(yè)在我國的不斷發(fā)展及市場對服務(wù)業(yè)的要求引入課題研究的背景,采用定性分析和案例相結(jié)合的研究方法,通過顧客價值的相關(guān)研究,提出了服務(wù)企業(yè)品牌構(gòu)建方面的策略建議,對促進服務(wù)業(yè)為經(jīng)濟社會的又好又快發(fā)展具有一定意義。
[Abstract]:Based on the research of brand theory and customer perceived value theory, this paper discusses the content and characteristics of service products.Through the theoretical analysis of customer perception and service value, this paper tries to explore the main influencing factors of customer selection of service products, as well as the value perception and evaluation of service quality after selecting service.Get the idea of establishing service brand in engineering consulting industry belonging to productive service industry, and explore deeply from brand theory, service theory and customer value perception theory.Through the theoretical research on customer demand and customer value perception expectation, we find out the factors of 7Ps, such as product, price, channel, promotion, personnel, tangible presentation and process, which customers should consider before and during the selection of service.This paper reveals how to improve customer's value in the process of providing service, how to pay attention to customer's value from various factors that customers need to consider, how to provide customers with satisfactory service products, and how to make customers enjoy reasonable service price.Customer perceived service quality and value for money, through the enterprise tangible display, promotion and use of various marketing channels, so that customers from different aspects of the service enterprise from all aspects of information,Generate customer satisfaction and customer loyalty.At the same time, service enterprises should increase the strength and level of management in the management of service providers, gather high-quality service personnel for the completion of service products, and train and bring up excellent managers of service enterprises.To make service enterprises, especially producer services, more innovative products to meet the needs of society and customers.Based on the maximization of customer value, the enterprise service brand is constructed and the biggest profit point is found.At the same time, through the research of this paper, the Beijing Engineering Consulting Company engaged in engineering consulting service industry is introduced as a case.After a brief introduction to the basic situation of the company, this paper puts forward how to establish the brand of producer service industry and discusses the problems existing in the process of brand establishment, and analyzes the products faced by the enterprise in the process of service supply.The problems in 7Ps, such as price, channel, promotion, personnel, physical display and process, as well as the deficiencies in the overall function of service products, are also discussed, and some preliminary suggestions for brand building are put forward in view of the current situation and development of the enterprise.In the process of building the brand, the problems in the operation of the enterprise should be considered, such as adjusting the organizational structure, expanding the business field, improving the quality of the personnel, constructing the enterprise culture, and increasing the service ability.In order to realize the purpose of constructing service brand, it lays the foundation for satisfying the customer value maximization and realizing the long-term profit of the enterprise and the good and fast development of the engineering consulting service.This paper introduces the background of the subject research from the continuous development of service industry in our country and the demand of the market to service industry, adopts the qualitative analysis and the case study method, through the related research of customer value.This paper puts forward some suggestions on the brand construction of service enterprises, which is significant to promote the service industry to develop well and rapidly for the economy and society.
【學(xué)位授予單位】：首都經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F274;F273.2

【引證文獻】

相關(guān)碩士學(xué)位論文 前4條

1 李俊;時尚品牌國際競爭力研究[D];東華大學(xué);2011年

2 尤佳佳;我國煙草商業(yè)企業(yè)服務(wù)品牌建設(shè)研究[D];北京交通大學(xué);2010年

3 楊艷紅;H公司ERP產(chǎn)品實施服務(wù)中問題及對策研究[D];西安理工大學(xué);2010年

4 張斌;四川煙草服務(wù)品牌建設(shè)與可持續(xù)發(fā)展[D];西南財經(jīng)大學(xué);2011年

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本文編號：1701093