顾客满意研究在欧美国家已日趋成熟,以客户为关注焦点的客户满意理念已
为企业广泛接受,企业的整个市场经营活动都在追求客户满意,以赢得市场。而
从7P服务营销组合策略中Process (流程)出发,运用业务流程优化思想,以顾客
满意为基点,对企业的服务流程进行优化改造,提升为顾客服务的效果与效率,
增加客户满意度,则是增强企业的市场竞争力的最有效的途径之一。
本文在对客户满意理论及业务流程优化理论进行详尽阐述的基础上,以国际
第三方检验认证巨头TB集团工业部在中国的市场经营为例,首先阐述了第三方检
验认证行业的历史与现状及行业特点,通过实证调研分析了工业部在营销流程与
服务流程及与之相关的内部管理上存在的问题及产生的原因,并全面分析了 TB公
司工业部内外部竞争环境,提出工业部必须进行营销及服务流程的优化,然后重
点研究如何进行营销及服务流程的优化,探讨了基于客户满意的服务流程优化的
方案,最后提出了服务流程优化方案实施的保障措施及相关内部管理的改进建议。
通过本文严谨的分析研究及服务流程改进的建议,将对改善TB公司工业部现
状,提高市场竞争力有良好的指导意义。从整个第三方检验认证行业来讲,进行
服务流程优化,提高服务效率,降低运营成本,提升为顾客服务的效果与效率,
增加客户满意度,以最终增强企业的市场竞争力也将会有积极的意义。
关键词:客户满意服务流程优化第三方检验认证专业服务营销
ABSTRACT
In recent years, with the rapid growth of globalization and international trade, the
Third Party Inspection and Certification services market has been became one of the
best market which have fastest growthing and have best prospects in China. With the
almost 20 years development, China has become the second largest market of Third
Party Inspection and Certification after the USA in the world,and the market has been
changed from the seller&39;s market to buyers,especially in the international business it has
been become a compeletely competitive market. As a typical professional services
industry, how to equiped with the best market plan to growth the business is on the desk
of the Third Party Inspection and Certification companies, they are reviewing their
market strategy, start to focus on the customer satisfaction, to make a customer services
focused and market oriented market plan.
It is matured of the customer satisfaction research in Europes and United States,
and it is widely accepted by enterprises, to win the market by achieving the customer
satisfaction is the core of the operations of enterprises. But how to improve the
customer satisfaction The research will be based on the Process theory of 7P services
marketing combination strategy and Business Process Improvement(BPI) theory, to
optimize the business process to improve the efficiency, then finally to improve the
customer satisfaction, it is one of the most effective ways to enhance the market
competitiveness of enterprises.
The research used the customer satisfaction and BPI theory to study the operations
of Industry Division in China of TB group, a leading Third Party Inspection and
Certification company in the world. Firstly, the research described the history and
current situation of Third Party Inspection and Certification industy and its
characteristics of the market. Secondly, the research analysis the problems of business
flow chart and related managment issues of Industry Division, then make the conclusion
that Industry Division must improve the business flow chart, the core of the research is
to study how to improve the market and business process,and study to make a
improvement proposal, finally to make the assure policy to execute the new business
process in Industry Division.
The result of the research will be benefit of Industry Division of TB group to
improve the operation performance to enhance the market competitiveness. And for all
the Third Party Inspection and Certification industry, the research will be a good
reference to improve the business process to enhance the efficiency with cost down,
then to enhance the customer services and finally to win the market.
Words: Customer satisfactory, Business Process Improvement, Third Party
Inspection and Certification, Market of Professional Services
第1章绪论
1.1选题背景
检验认证行业是随着社会的进步和发展,基于全社会对使用产品的质量、对
生活健康水平、对生产生活的安全性、对社会环境保护等方面要求的不断提高,
并随着检测技术的不断进步而逐渐发展起来的行业。而独立第三方检验认证主要
体现所出具检验检测数据的独立性和公正性,在贸易过程中,买卖双方基于保护
自身利益,对检验检测数据的独立性和公正性越来越重视,在贸易保障舞台展示
着举足轻重的作用。我国的独立第三方检验检测市场是在政府逐步放松管制的基
础上逐步发展起来的。从1989年《中华人民共和国进出口商品检验法》幵始允许
国外第三方检验机构进入中国以来,中国的检验认证行业发展了二十多年,尤其
是2005年12月11日之后,我国政府根据加入WTO承诺,允许外资独资进入
中国的服务贸易市场。外资检验机构凭借雄厚的资本实力和丰富的运作经验全面
进入中国检验认证市场,成为中国检验认证市场的重要部分。
近年来,伴随着全球化趋势和国际贸易额的快速增长,检验认证行业成为中
国发展前景最好、增长速度最快的服务行业之一。国际第三方检验机构也从最初
的单一业务发展到多元化业务。经过二十几年的发展,如今中国己发展成为仅次
于美国的第二大检验认证市场,市场形态也已从卖方市场转到买方市场,尤其在
进出口商品检验市场早已成为完全竞争的市场。所以作为现代专业服务业的一个
代表行业,各第三方检验认证机构如何开展更好的市场营销策略而推进企业的发
展成为各第三方检验认证机构迫切的需求。以前是检验市场的判官,而现在面对
円益激烈的市场竞争,各第三方检验认证机构都在重新审视自己的营销战略,幵
始关注客户满意度,幵始制订以客户为中心,以市场为导向的市场营销策略。
TB集团作为全球最大的第三方商业检验认证机构,从1991年的进入中国发
展到今天过万的员工规模,可作为第三方检验认证机构在中国发展的缩影。目前
在中国有10个业务部门涵盖农产、矿产、石化、消费品、国际认证、环境、汽车、
生命科学及工业品等领域,其中消费品等几个部门抓住了中国入世后快速增长的
贸易,实施了得当的营销策略而发展迅速,领先于整个行业。其中工业品部作为
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