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MBA毕业论文_于顾客满意度的有线网络Z公司服务营销策略研究PDF

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本文基于顾客满意度对有线网络Z公司服务营销策略进行了研究,首先阐述 了顾客满意度理论、服务营销等理论的应用,运用SWOT分析法对有线网络Z公 司目前经营所处的内外部环境进行了描述,包括有线网络Z公司服务营销现状, 公司面临的发展优势及劣势,发展过程中遇到的机遇及挑战,这些情况的分析有 利于准确理解行业发展趋势,及时找到公司顾客服务营销中存在的问题,如运营 服务管理水平相对滞后、主营业务结构单一等问题。 接下来,为了解顾客满意度现状对公司顾客实施了满意度测评,包括顾客满 意度测评因素的设计、测评过程的信息收集渠道、满意度测评结果分析,从中得 到顾客对公司产品服务的整体反馈,重点阐述了顾客满意度与服务营销策略之间 关系等内容,针对这些问题从产品、价格、渠道扩展、促销和人员等探讨了有线 网络Z公司的服务营销改进策略。最后,公司基于顾客满意度提升的改进策略, 提出人力资源保障策略、服务专业化策略、服务关系化策略及服务快速响应等策 略,促进有线网络Z公司找到符合自身的科学合理化的服务营销策略,以期获得 持续的竞争优势,把优质的服务打造成新的利润增长点,从而为顾客和公司创造 双赢的结果。 关键词:顾客满意度;服务营销策略;Z公司 III Abstract Inthispaper,basedoncustomersatisfaction,theservicemarketingstrategyof wirednetworkZcompanyisstudied.Firstly,theapplicationofcustomersatisfaction theoryandservicemarketingtheoryisexpounded.Thispaperdescribestheinternal andexternalenvironmentinwhichCableNetworkZCompanyoperatesbyusing SWOTanalysismethod,includingthecurrentsituationofservicemarketingofCable NetworkZCompany,thedevelopmentstrengthsandweaknessesfacedbythe company,theopportunitiesandchallengesencounteredintheprocessofdevelopment. Theanalysisofthesesituationsishelpfultounderstandthedevelopmenttrendofthe industryaccuratelyandfindouttheproblemsexistinginthecustomerservice marketingofthecompanyintime,suchastherelativelagofthemanagementlevelof theoperationservice,thesinglestructureofthemainbusiness,andsoon. Then,inordertounderstandthecurrentsituationofcustomersatisfaction,the company'scustomersatisfactionevaluationiscarriedout,includingthedesignof customersatisfactionevaluationfactors,theevaluationprocessofinformation collectionchannels,satisfactionevaluationresultsanalysis,Fromtheoverallfeedback fromcustomersonthecompany'sproductsandservices,thispaperfocusesonthe relationshipbetweencustomersatisfactionandservicemarketingstrategies,aimingat theseproblemsfromtheproduct,price,channelexpansion,Salespromotionand personneldiscussedthewirenetworkZcompany'sservicemarketingimprovement strategy.Finally,basedontheimprovementstrategyofcustomersatisfaction,the companyputsforwardhumanresourcesecuritystrategy,servicespecialization strategy,servicerelationshipstrategy.Andthestrategyofrapidserviceresponseto promotethewirednetworkZcompanytofindascientificandrationalservice marketingstrategyinlinewiththeirown,inordertoobtainasustainedcompetitive advantage,qualityservicesintoanewprofitgrowthpoint,Thusforcustomersandthe companytocreateawin-winresult. Keywords:customersatisfaction,ServiceMarketingStrategy,ZCompany IV 目录 第一章绪论..................................................................................................................1 1.1研究背景与意义...............................................................................................1 1.2国内外研究现状...............................................................................................2 1.2.1国外研究现状.........................................................................................2 1.2.2国内研究现状.........................................................................................3 1.3研究思路与方法...............................................................................................4 1.4论文框架结构...................................................................................................5 1.5本文的技术路线...............................................................................................7 第二章理论基础与相关概念的界定..........................................................................9 2.1顾客满意度理论概述.......................................................................................9 2.1.1顾客的含义............................................................................................9 2.1.2顾客满意的含义....................................................................................9 2.1.3顾客满意度的概念................................................................................9 2.1.4顾客满意度的测评方法......................................................................10 2.2服务营销理论概述.........................................................................................11 2.2.1服务营销的含义、特点及核心意义...................................................11 2.2.2顾客让渡价值理论...............................................................................12 2.2.3服务利润链理论...................................................................................13 第三章有线网络Z公司市场环境的SWOT分析..................................................15 3.1有线网络Z公司简介.....................................................................................15 3.2有线网络Z公司的SWOT分析...................................................................16 3.2.1优势分析...............................................................................................16 3.2.2劣势分析...............................................................................................17 3.2.3机遇分析...............................................................................................18 3.2.4威胁分析..............................................................................................19 第四章有线网络Z公司服务营销顾客满意度测算与分析....................................21 4.1顾客满意度测评指标体系的指标因素设计................................................21 4.2顾客满意度测评指标的权重设立.................................................................21 4.2.1确定顾客满意度测评指标权重的方法..............................................21 4.2.2确定顾客满意度测评指标权重的确定..............................................23 4.3顾客满意度指数测评问卷设计及得分.........................................................25 4.3.1顾客满意度指数测评问卷设计...........................................................25 4.3.2顾客满意度结果的得分计算...............................................................25 4.4顾客满意度测评结果及分析.........................................................................26 4.4.1产品指标...............................................................................................26 4.4.2价格指标...............................................................................................26 4.4.3服务指标...............................................................................................26 4.4.4营业场所指标.......................................................................................27 4.4.5品牌形象指标分析...............................................................................27 第五章基于顾客满意度的有线网络Z公司服务营销的改进策略........................28 5.1产品策略........................................................................................................28 5.2价格策略........................................................................................................30 5.3多渠道营销传播策略....................................................................................30 V 5.4促销策略........................................................................................................31 5.5优化员工素质策略........................................................................................32 5.6服务优化策略................................................................................................33 5.7有形展示策略................................................................................................34 第六章有线网络Z公司服务营销策略的实施保障措施........................................35 6.1人力资源保障策略....................