本文選題：煙草商業(yè)企業(yè)　切入點(diǎn)：顧客滿(mǎn)意度　出處：《貴州財(cái)經(jīng)大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：長(zhǎng)期以來(lái)，由于中國(guó)煙草行業(yè)一直處于專(zhuān)賣(mài)專(zhuān)營(yíng)體制保護(hù)下，煙葉的種植與卷煙的供應(yīng)、銷(xiāo)售處于國(guó)家計(jì)劃指標(biāo)范圍內(nèi)，實(shí)質(zhì)上帶有濃厚的計(jì)劃經(jīng)濟(jì)特征，以致煙草企業(yè)的市場(chǎng)競(jìng)爭(zhēng)意識(shí)與顧客服務(wù)意識(shí)比較薄弱；但隨著中國(guó)市場(chǎng)的對(duì)外開(kāi)放，國(guó)外的煙草企業(yè)對(duì)國(guó)內(nèi)市場(chǎng)虎視眈眈，中國(guó)煙草行業(yè)面臨著從所未有的市場(chǎng)競(jìng)爭(zhēng)壓力。因此，我國(guó)煙草行業(yè)要想抓住機(jī)會(huì)發(fā)展自我、站穩(wěn)腳步，切實(shí)提升自身競(jìng)爭(zhēng)軟實(shí)力，就必須重新審視自我、剖析市場(chǎng)、解讀顧客需求，以市場(chǎng)為導(dǎo)向、以服務(wù)顧客為宗旨，轉(zhuǎn)變服務(wù)觀念、梳理服務(wù)內(nèi)容、優(yōu)化服務(wù)流程，全面提升顧客滿(mǎn)意度與顧客忠誠(chéng)。所以，系統(tǒng)的界定煙草行業(yè)顧客類(lèi)別，了解顧客需求、明確顧客的滿(mǎn)意度現(xiàn)狀、開(kāi)展顧客滿(mǎn)意度測(cè)評(píng)進(jìn)而有針對(duì)性的改善服務(wù)、贏得顧客忠誠(chéng)，，已經(jīng)成為了煙草行業(yè)亟待解決的問(wèn)題。 本文從煙草商業(yè)企業(yè)顧客滿(mǎn)意度測(cè)評(píng)的必要性和重要性出發(fā)，首先，在美國(guó)顧客滿(mǎn)意度指數(shù)模型ACSI與中國(guó)顧客滿(mǎn)意度指數(shù)模型CCSI的綜合指導(dǎo)下，結(jié)合煙草行業(yè)實(shí)際情況、充分咨詢(xún)了有關(guān)專(zhuān)家及服務(wù)對(duì)象的意見(jiàn)及建議，構(gòu)建了煙草商業(yè)企業(yè)五類(lèi)客戶(hù)的顧客滿(mǎn)意度測(cè)評(píng)指標(biāo)體系，包括卷煙零售戶(hù)、煙農(nóng)、工業(yè)企業(yè)、消費(fèi)者及內(nèi)部員工。其次，對(duì)比了幾種顧客滿(mǎn)意度測(cè)評(píng)方法的優(yōu)劣勢(shì)，在對(duì)煙草行業(yè)顧客滿(mǎn)意度測(cè)評(píng)的應(yīng)用還不成熟的基礎(chǔ)上，確定了應(yīng)用模糊綜合評(píng)價(jià)方法來(lái)評(píng)價(jià)各類(lèi)顧客的滿(mǎn)意度；并對(duì)模糊綜合評(píng)價(jià)方法的一般應(yīng)用做了詳細(xì)介紹，將其引入到煙草行業(yè)，總結(jié)了煙草商業(yè)企業(yè)顧客滿(mǎn)意度模糊綜合評(píng)價(jià)方法評(píng)價(jià)的一般過(guò)程。然后，在前面顧客滿(mǎn)意度指標(biāo)體系構(gòu)建的基礎(chǔ)上，根據(jù)不同層級(jí)指標(biāo)的特征應(yīng)用不同賦權(quán)方法確定權(quán)重，如對(duì)于一、二級(jí)非直接測(cè)評(píng)指標(biāo)，采用德?tīng)柗品ㄅc層次分析法綜合確定權(quán)重，對(duì)于直接與顧客接觸的末級(jí)指標(biāo)采用顧客賦權(quán)法確定指標(biāo)的權(quán)重，以保證權(quán)重確定的科學(xué)合理性；再次，以安順煙草公司為例進(jìn)行實(shí)證研究，對(duì)應(yīng)顧客滿(mǎn)意度指標(biāo)體系的末級(jí)指標(biāo)設(shè)計(jì)問(wèn)卷問(wèn)題，確定了以李克特量表的方法來(lái)量化指標(biāo)；并采用模糊綜合評(píng)價(jià)法評(píng)價(jià)各類(lèi)顧客的滿(mǎn)意程度。最后，對(duì)各類(lèi)顧客的滿(mǎn)意度評(píng)價(jià)進(jìn)行分析，找出影響其滿(mǎn)意程度的主要因素，分別有針對(duì)性的提出提升滿(mǎn)意度的改進(jìn)對(duì)策及建議。 本文在科學(xué)的顧客滿(mǎn)意度指數(shù)模型的指導(dǎo)下，全面的構(gòu)建了煙草商業(yè)企業(yè)顧客滿(mǎn)意度指標(biāo)體系，并應(yīng)用成熟的理論及測(cè)評(píng)模型對(duì)顧客滿(mǎn)意度進(jìn)行了評(píng)價(jià)，進(jìn)而為煙草公司完善服務(wù)，做出決策提供了理論支撐，從而全面提高顧客滿(mǎn)意度與忠誠(chéng)度；對(duì)顧客滿(mǎn)意度理論的實(shí)際應(yīng)用與煙草行業(yè)的未來(lái)發(fā)展有積極的意義。
[Abstract]:For a long time, because the tobacco industry in China has always been under the protection of the monopoly system, the planting of tobacco leaves and the supply of cigarettes are within the scope of the national plan, and in essence they are characterized by a strong planned economy. As a result, the market competition awareness and customer service awareness of tobacco enterprises are relatively weak; however, with the opening up of the Chinese market, foreign tobacco enterprises are eyeing the domestic market covetously. China's tobacco industry is facing unprecedented market competition pressure. Therefore, if China's tobacco industry wants to seize the opportunity to develop itself, stand firm steps and effectively enhance its own competitive soft power, it must re-examine itself and analyze the market. Interpreting customer demand, market oriented, serving customer as the purpose, changing service concept, combing service content, optimizing service flow, promoting customer satisfaction and customer loyalty in an all-round way. It has become an urgent problem for tobacco industry to understand customer demand, make clear the current situation of customer satisfaction, carry out customer satisfaction evaluation, and then improve service and win customer loyalty. This paper starts from the necessity and importance of customer satisfaction evaluation in tobacco commercial enterprises. Firstly, under the guidance of American customer satisfaction index model (ACSI) and Chinese customer satisfaction index model (CCSI), it combines the actual situation of tobacco industry. The author has fully consulted the opinions and suggestions of relevant experts and clients, and constructed the customer satisfaction evaluation index system of five types of customers in tobacco commercial enterprises, including cigarette retailers, tobacco farmers, industrial enterprises, consumers and internal employees. The advantages and disadvantages of several evaluation methods of customer satisfaction are compared. On the basis of the immature application of customer satisfaction evaluation in tobacco industry, the fuzzy comprehensive evaluation method is used to evaluate the satisfaction of all kinds of customers. The general application of fuzzy comprehensive evaluation method is introduced in detail, introduced to tobacco industry, and the general process of fuzzy comprehensive evaluation method for customer satisfaction of tobacco commercial enterprises is summarized. On the basis of constructing the index system of customer satisfaction in front, different weighting methods are applied to determine the weight according to the characteristics of different levels of indicators. For the first, secondary indirect evaluation index, the Delphi method and AHP are used to determine the weight synthetically. In order to ensure the scientific rationality of the weight determination, the final index directly contact with customers is determined by customer weighting method. Thirdly, taking Anshun Tobacco Company as an example, the empirical study is carried out. According to the final index design questionnaire of customer satisfaction index system, the method of Likert scale is used to quantify the index, and the fuzzy comprehensive evaluation method is used to evaluate the satisfaction degree of all kinds of customers. Finally, This paper analyzes the evaluation of customer satisfaction, finds out the main factors that affect the degree of satisfaction, and puts forward corresponding countermeasures and suggestions to improve the satisfaction. Under the guidance of scientific customer satisfaction index model, this paper constructs a comprehensive customer satisfaction index system of tobacco commercial enterprises, and applies mature theory and evaluation model to evaluate customer satisfaction. Thus, it provides theoretical support for tobacco companies to improve service and make decisions, so as to improve customer satisfaction and loyalty, and has positive significance for the practical application of customer satisfaction theory and the future development of tobacco industry.
【學(xué)位授予單位】：貴州財(cái)經(jīng)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;F426.89

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