我国烟草行业一直处于垄断体制下和不完全竞争状态，市场也相对封闭。但 随着市场经济的深入发展，烟草行业已经历经了多次重大改革创新。随着《世界 卫生组织烟草控制框架公约》的逐步深入，控烟压力越来越大。深圳实施的史上 最严的控烟条例更是对深圳烟草商业企业和卷烟消费市场带来了巨大的冲击。在 如此高压的外部环境下，烟草行业迫切需要用高质量、高标准的零售客户服务工 作来维护客户关系、防止客户流失，进而推动卷烟市场高质量发展。 本文以深圳市烟草坪山公司的零售客户拜访与服务流程作为研究内容，探究 如何通过优化零售客户拜访与服务流程来提升服务效率与服务质量。首先，通过 深入分析烟草客户满意度构成要素，发现零售客户拜访服务工作的不足是造成满 意度较低的关键因素。其次，通过问卷调查法，分析零售客户拜访与服务流程的 现状，发现其中存在两个主要问题：拜访零售客户的效率低，以及现场服务的质 量低。接着，利用访谈调查法，系统地分析问题产生的原因：一是零售客户拜访 线路规划不合理，二是零售客户现场服务流程缺乏针对性。然后，针对这两个原 因提出相对应的两部分优化方案：一是依据辖区零售客户的地域分布，运用最短 路模型，给出最优拜访线路，以提升服务效率；二是运用差异化服务理论，结合 访谈调查法，针对不同规模零售客户的实际需求，分类构建现场服务流程，以提 高服务质量。最后，阐述该优化方案的实施步骤和难点，并从制度、组织、人力 资源等方面提出相应的保障措施。 零售客户拜访与服务流程优化是一项兼具复杂性和连续性的工作，本文以深 圳市烟草坪山公司作为样本进行研究，希望能对服务效率与服务质量的提升起到 一定的促进作用，同时也希望为烟草行业及其他现代客户服务行业提供一些借鉴 和参考。 关键词：零售客户，拜访，线路规划，服务流程，优化 MBA学位论文 作者：宣陈林 深圳市烟草坪山公司零售客户拜访与服务流程的优化研究 II OPTIMIZATION RESEARCH ON RETAIL CUSTOMER VISIT AND SERVICE PROCESS OF SHENZHEN TOBACCO PINGSHAN COMPANY Abstract China tobacco industry has been in a state of monopoly and imperfect competition, and the market is relatively closed. However, with the development of market economy, the tobacco industry has undergone many major reforms and innovations. With the deepening of the who framework convention on tobacco control, the pressure on tobacco control is increasing. The strictest tobacco control regulations in the history implemented in Shenzhen have brought a huge impact on the tobacco commercial enterprises and the cigarette consumption market in Shenzhen. Under such a high-pressure external environment, the tobacco industry urgently needs to maintain customer relations and prevent customer loss with high-quality and high-standard retail customer service work, so as to promote the high-quality development of the cigarette market. This paper takes the retail customer visit and service process of Shenzhen tobacco Pingshan company as the research content, and explores how to improve the service efficiency and quality by optimizing the retail customer visit and service process. Firstly, through in-depth analysis of the components of tobacco customer satisfaction, it is found that the shortage of retail customer visit service is the key factor causing the low satisfaction. Secondly, by means of questionnaire survey, the current situation of retail customer visit and service process is analyzed, and two main problems are found: the low efficiency of visiting retail customers and the low quality of on-site service. Then, the interview survey method is used to systematically analyze the causes of the problems: first, the unreasonable visiting route planning of retail customers; second, the lack of pertinence of on-site service process of retail customers. Then, two corresponding optimization schemes are proposed for these two reasons: first, according to the geographical distribution of retail customers in the region, the shortest circuit model is used to give the optimal visiting lines to improve service efficiency; Second, by using the theory of differentiated services and combining with the interview survey method, the field service process is classified and constructed according to the actual needs of retail customers of different sizes to improve the service quality. Finally, the paper expounds the implementation steps and difficulties of the optimization plan, and puts MBA学位论文 作者：宣陈林 深圳市烟草坪山公司零售客户拜访与服务流程的优化研究 III forward the corresponding safeguard measures from the aspects of system, organization and human resources. Retail customer visit and service process optimization is a complexity and continuity of the work, this paper takes Shenzhen tobacco Pingshan company as research samples, hope to the service efficiency and service quality play a role in promoting, at the same time also hope for the tobacco industry and other modern service industry to provide some reference and reference. Keywords: retail customer, visit, route planning, service process, optimization MBA学位论文 作者：宣陈林 深圳市烟草坪山公司零售客户拜访与服务流程的优化研究 Ⅲ 目 录 中文摘要 ................................................. I Abstract ................................................. II 第一章 绪论 .............................................. 1 1.1 研究背景与意义 .............................................. 1 1.1.1 研究背景 ................................................ 1 1.1.2 研究意义 ................................................ 3 1.2 研究内容与方法 .............................................. 4 1.2.1 研究内容 ................................................ 4 1.2.2 研究方法 ................................................ 5 1.2.3 技术路线图 .............................................. 5 第二章 相关理论与工具 .................................... 7 2.1 客户服务理论 ................................................ 7 2.2 差异化服务理论 .............................................. 8 2.3 最短路模型 .................................................. 9 第三章 深圳市烟草坪山公司零售客户拜访与服务流程的现状及问题 分析 .................................................... 10 3.1 公司概述 ................................................... 10 3.2 零售客户分析 ............................................... 10 3.3 零售客户拜访与服务流程的现状 ............................... 11 3.4 零售客户拜访与服务流程中存在的主要问题 ..................... 12 3.4.1 拜访零售客户的效率低 ................................... 14 3.4.2 现场服务的质量低 ....................................... 14 3.5 零售客户拜访与服务流程问题产生的原因分析 ................... 14 3.5.1 零售客户拜访线路规划不合理 ............................. 15 3.5.2 零售客户现场服务流程缺乏针对性 ......................... 16 MBA学位论文 作者：宣陈林 深圳市烟草坪山公司零售客户拜访与服务流程的优化研究 Ⅲ 第四章 深圳市烟草坪山公司零售客户拜访与服务流程的优化方案设 计 ...................................................... 17 4.1优化方案的设计思路及可行性评估 ............................. 17 4.1.1 优化方案的设计思路 ..................................... 17 4.1.2 可行性评估 ............................................. 18 4.2 零售客户拜访线路优化设计 ................................... 18 4.2.1 零售客户的地域分布 ..................................... 18 4.2.2 最短路模型的构建 ....................................... 20 4.2.3 最短路模型参数的获取 ................................... 21 4.2.4 最短路模型的求解结果 ................................... 26 4.2.5 最优拜访线路规划 ....................................... 27 4.3 零售客户现场服务的需求分析 ................................. 30 4.3.1 零售客户现场服务一般流程 ............................... 31 4.3.2 零售客户现场服务需求的访谈结果 ......................... 32 4.3.3 零售客户现场服务的需求差异 ............................. 33 4.4 零售客户现场服务流程优化设计 ............................... 34 4.4.1 零售客户的基本差异 ..................................... 34 4.4.2 大规模零售客户现场服务流程的优化 ....................... 35 4.4.3 中规模零售客户现场服务流程的优化 ....................... 35 4.4.4 小规模零售客户现场服务流程的优化 ....................... 36 第五章 深圳市烟草坪山公司零售客户拜访与服务流程优化方案的实 施与保障措施 ............................................ 38 5.1 实施步骤和难点 ..................