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MBA毕业论文_社交媒体时代A公司唇膏质量改进研究DOC

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随着互联网的发展,社交媒体逐渐成为了社会信息传播的主要途径,同时也为社会 大众提供了一个舆情的公共平台。社交媒体是指在网站论坛、博客、即时通信、电子邮 件等基础上的互联网传播工具,用户能够根据自己的喜好需求来进行信息传播。 唇膏作为 A 公司某品牌推出的女性唇部化妆主流产品,在上市半年后公司通过社交 媒体(包括电话投诉)上收集的产品评论和投诉信息,发现用户体验满意度下降,市场 投诉量急剧上升,严重影响了公司的美誉度,造成外部损失增加,市场份额缩小,顾客 的满意度下降。进而导致顾客对 A 公司产品的忠诚度下降,顾客流失严重。 本文通过分析关键控制点,实验分析等手段改善并提高产品的质量水平。从而增加 消费者的满意度,进而帮助公司发展。运用直方图、鱼骨图、系统分析、大数据分析等 手段找出质量问题的主要原因,进而改善产品的工艺、制定改善措施并执行标准化操作 流程。在后续阶段采用了监控手段,生产过程中的精益管理,提高工艺的稳定性,大大 降低了产品的投诉量。 本文的研究意义在于,通过对提高 A 公司唇膏客户满意度的研究,为中小企业提供 了质量改善的案例分析,提高质量管理水平。 关键词,质量改进;质量管理;社交媒体;PDCAII Abstract With the development of the internet, social media has gradually become the main way of social information dissemination, and it also provides a public platform for the public. Social media refers to internet communication tools based on website forums, blogs, instant messaging, emails, etc., and users can disseminate information according to their own preferences. As a mainstream product of female lipstick was launched by a certain brand of company A, it was found that the user experience satisfaction decreased and the number of market complaints rose sharply by the product reviews and complaints collected on social media (including telephone complaints). It has seriously affected the company's reputation, resulting in an increase in external losses, a reduction in market share, and a decline in customer satisfaction. As a result, customers' loyalty to Company A's products has declined, and customer losses have been severe. This paper improves the quality of products by analyzing key control points and experimental analysis. Thereby increasing consumer satisfaction and helping the company to develop. Use histograms, fishbone diagrams, system analysis, big data analysis, etc. to identify the main causes of quality problems, and then improve product processes, develop improvement measures, and implement standardized operational procedures. In the subsequent stage, monitoring means were adopted, lean management in the production process, improved process stability, and greatly reduced the amount of complaints from the products. The research significance of this paper is to provide a case study of quality improvement for SMEs and improve the quality management level by improving the customer satisfaction of A company's lipstick. Keywords,Quality improvement; Quality Management; Social Media; PDCAIII 目 录 摘要...........................................................................................................................................I Abstract ..................................................................................................................................... II 图目录......................................................................................................................................VI 表目录...................................................................................................................................VIII 第一章 绪论..............................................................................................................................1 1.1 选题的背景..................................................................................................................... 1 1.2 研究意义......................................................................................................................... 3 1.2.1 降低质量成本.......................................................................................................... 3 1.2.2 提高企业竞争力...................................................................................................... 3 1.2.3 提高企业在社交媒体上的声誉.............................................................................. 4 1.3 国内外研究现状............................................................................................................. 4 1.3.1 社交媒体对质量管理的影响.................................................................................. 4 1.3.2 质量管理的分析方法与模型.................................................................................. 5 1.3.3 质量管理的发展和前沿.......................................................................................... 6 1.3.4 质量管理中的风险管理.......................................................................................... 7 1.3.5 质量管理中的精益管理.......................................................................................... 7 1.3.6 质量管理中的大数据分析...................................................................................... 8 1.4 研究的内容、问题、方法和技术路线......................................................................... 9 1.4.1 研究内容.................................................................................................................. 9 1.4.2 待解决的关键问题................................................................................................ 10 1.5 拟采用的研究方法....................................................................................................... 10 1.6 本章小结....................................................................................................................... 12 第二章 唇膏生产流程现状与质量现状................................................................................13 2.1 A 公司简介 ................................................................................................................. 13 2.2 A 公司的社会媒体舆情分析 ..................................................................................... 14 2.3 唇膏生产工艺流程及现状........................................................................................... 16 2.4 唇膏的质量管理现状................................................................................................... 17 2.5 唇膏的质量现状分析................................................................................................... 19IV 2.6 本章小结....................................................................................................................... 19 第三章 唇膏的质量问题原因剖析........................................................................................20 3.1 唇膏质量问题投诉统计............................................................................................... 20 3.2 唇膏的质量标准与检测结果....................................................................................... 23 3.3 唇膏质量问题原因分析............................................................................................... 23 3.3.1 唇膏脱落原因分析................................................................................................ 24 3.3.2 唇膏断裂原因分析................................................................................................ 27 3.3.3 唇膏融化原因分析................................................................................................ 28 3.4 唇膏质量问题的要因确认........................................................................................... 28 3.5 本章小结....................................................................................................................... 28 第四章 唇膏脱落问题改进方案及措施................................................................................30 4.1 测量系统验证............................................................................................................... 30 4.2 优化唇膏膏体的插入深度........................................................................................... 34 4.3 唇膏储存环境及运输测试........................................................................................... 35 4.3.1 唇膏存放温度的变化与膏体拔出力的关系........................................................ 35 4.3.2 唇膏存放时间与膏体拔出力的关系.................................................................... 36 4.3.3 模拟运输验证........................................................................................................ 37 4.4 优化用户使用习惯....................................................................................................... 38 4.5 优化唇膏膏体直径....................................................................................................... 38 4.5.1 研究现状................................................................................................................ 38 4.5.2 调整硅胶模尺寸.................................................................................................... 42 4.6 效果验证....................................................................................................................... 44 4.7 本章小结....................................................................................................................... 47 第五章 效果评估与标准化....................................................................................................48 5.1 直接效益评估............................................................................................................... 48 5.2 间接效益评估............................................................................................................... 51 5.2.1 增加凝聚力,提高员工工作激情........................................................................ 51 5.2.2 提高社交媒体上好评,增加客户满意度............................................................ 51 5.3 标准化巩固................................................................................................................... 53 5.4 本章小结....................................................................................................................... 53V 总 结........................................................................................................................................54