【摘要】：近年以來,伴隨著全球化趨勢和國際貿(mào)易額的快速增長,檢驗(yàn)認(rèn)證行業(yè)成為中國發(fā)展前景最好、增長速度最快的服務(wù)行業(yè)之一。經(jīng)過二十幾年的發(fā)展,如今中國已發(fā)展成為僅次于美國的第二大檢驗(yàn)認(rèn)證市場,市場形態(tài)也已從賣方市場轉(zhuǎn)到買方市場,尤其在進(jìn)出口商品檢驗(yàn)市場早已成為完全競爭的市場。所以作為專業(yè)服務(wù)業(yè)的一個(gè)代表行業(yè),第三方檢驗(yàn)認(rèn)證機(jī)構(gòu)如何開展更好的市場營銷策略而推進(jìn)企業(yè)的發(fā)展成為各機(jī)構(gòu)迫切的需求。各第三方檢驗(yàn)認(rèn)證機(jī)構(gòu)都在重新審視自己的營銷戰(zhàn)略,開始關(guān)注客戶滿意度,開始制訂以客戶為中心,以市場為導(dǎo)向的市場營銷策略。 顧客滿意研究在歐美國家已日趨成熟,以客戶為關(guān)注焦點(diǎn)的客戶滿意理念已為企業(yè)廣泛接受,企業(yè)的整個(gè)市場經(jīng)營活動(dòng)都在追求客戶滿意,以贏得市場。而從7P服務(wù)營銷組合策略中Process(流程)出發(fā),運(yùn)用業(yè)務(wù)流程優(yōu)化思想,以顧客滿意為基點(diǎn),對(duì)企業(yè)的服務(wù)流程進(jìn)行優(yōu)化改造,提升為顧客服務(wù)的效果與效率,增加客戶滿意度,則是增強(qiáng)企業(yè)的市場競爭力的最有效的途徑之一。 本文在對(duì)客戶滿意理論及業(yè)務(wù)流程優(yōu)化理論進(jìn)行詳盡闡述的基礎(chǔ)上,以國際第三方檢驗(yàn)認(rèn)證巨頭TB集團(tuán)工業(yè)部在中國的市場經(jīng)營為例,首先闡述了第三方檢驗(yàn)認(rèn)證行業(yè)的歷史與現(xiàn)狀及行業(yè)特點(diǎn),通過實(shí)證調(diào)研分析了工業(yè)部在營銷流程與服務(wù)流程及與之相關(guān)的內(nèi)部管理上存在的問題及產(chǎn)生的原因,并全面分析了TB公司工業(yè)部內(nèi)外部競爭環(huán)境,提出工業(yè)部必須進(jìn)行營銷及服務(wù)流程的優(yōu)化,然后重點(diǎn)研究如何進(jìn)行營銷及服務(wù)流程的優(yōu)化,探討了基于客戶滿意的服務(wù)流程優(yōu)化的方案,最后提出了服務(wù)流程優(yōu)化方案實(shí)施的保障措施及相關(guān)內(nèi)部管理的改進(jìn)建議。 通過本文嚴(yán)謹(jǐn)?shù)姆治鲅芯考胺⻊?wù)流程改進(jìn)的建議,將對(duì)改善TB公司工業(yè)部現(xiàn)狀,提高市場競爭力有良好的指導(dǎo)意義。從整個(gè)第三方檢驗(yàn)認(rèn)證行業(yè)來講,進(jìn)行服務(wù)流程優(yōu)化,提高服務(wù)效率,降低運(yùn)營成本,提升為顧客服務(wù)的效果與效率,增加客戶滿意度,以最終增強(qiáng)企業(yè)的市場競爭力也將會(huì)有積極的意義。
[Abstract]:In recent years, with the trend of globalization and the rapid growth of international trade volume, the test certification industry has become one of the most promising and fastest growing service industries in China. After more than 20 years' development, China has developed into the second largest inspection certification market after the United States, and the market form has also changed from the seller's market to the buyer's market, especially in the import and export commodity inspection market has already become the completely competitive market. Therefore, as a representative industry of professional service industry, how to carry out better marketing strategy and promote the development of enterprises has become an urgent need of various organizations. The third-party certification organizations are reviewing their marketing strategies, focusing on customer satisfaction, and formulating customer-centered and market-oriented marketing strategies. Customer satisfaction research has become more and more mature in European and American countries. The concept of customer satisfaction, which focuses on customers, has been widely accepted by enterprises, and the whole market operation activities of enterprises are pursuing customer satisfaction in order to win the market. From the Process (process) of 7P service marketing combination strategy, using the idea of business process optimization, taking customer satisfaction as the base point, the enterprise service process is optimized and reformed to enhance the effect and efficiency of customer service, and to increase customer satisfaction. It is one of the most effective ways to enhance the market competitiveness of enterprises. On the basis of expounding the theory of customer satisfaction and business process optimization, this paper takes the market operation of the international third party inspection and certification giant TB Group in China as an example. Firstly, the history and current situation of third-party inspection and certification industry and its characteristics are expounded. Through empirical investigation, the problems existing in marketing process, service flow and related internal management of the Ministry of Industry and the causes are analyzed. It also analyzes the internal and external competition environment of the industry department of TB Company, and points out that the Ministry of Industry must optimize the marketing and service flow, and then focus on how to optimize the marketing and service flow. This paper discusses the scheme of service flow optimization based on customer satisfaction, and finally puts forward the guarantee measures for the implementation of service process optimization scheme and some suggestions for improvement of internal management. Through the rigorous analysis and research in this paper and the suggestion of improving the service flow, it will have good guiding significance to improve the present situation of the industrial department of TB Company and to improve the market competitiveness. From the third party inspection and certification industry, the service process optimization, improve service efficiency, reduce operating costs, improve the effectiveness and efficiency of customer service, increase customer satisfaction, In order to ultimately enhance the market competitiveness of enterprises will also have positive significance.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F719

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