论文标题:顾客价值管理理论在SN通信技术西南分公司应用研究
Research on Application of SN Telecom Southwest Branch Company Based on Customer Value Management
论文作者
论文导师 于辉,论文学位 硕士,论文专业 工商管理
论文单位 重庆大学,点击次数 131,论文页数 73页File Size691K
2007-10-01论文网 http://www.lw23.com/lunwen_348735022/
Customer Value Management ;; Marketing Model ;; Service Process ;;Safeguards;;SN Telecom Southwest Branch Company
随着顾客导向时代的到来,顾客变得日益理性和成熟,他们对产品和服务的期望越来越高。因而,在激烈的市场竞争中,企业要想取悦顾客并战胜竞争对手,有效的战略武器之一就是给顾客创造和让渡更多的价值。当前,通信设备制造业是我国电信业的发展热点,也是竞争最为激烈的行业之一。在这种条件下,通信设备制造商意识到,过去那种单纯以产品质量为竞争核心的观念已不能适应时代的发展,必须通过贯彻“客户服务为中心”的理念,依靠服务水平的提升、服务流程创新等途径给客户创造和传递更多的让渡价值,从而有效地提高客户的满意度和忠诚度,达到维系老客户,吸引新客户的目的。 本论文首先对顾客价值理论进行了梳理,并从企业和顾客两方面总结了顾客价值的内涵和管理策略。通过使用波特竞争模型和SWOT分析,对行业环境和公司内部环境进行分析总结,得出顾客价值导向的服务战略。利用营销过程和服务流程的客户反馈信息定位顾客价值,经过企业顾客价值创造能力评估,形成完整的顾客价值分析结果。在顾客价值管理理论指导下,结合SN通信技术西南分公司经营管理,利用顾客价值分析结果指导营销模式、服务流程、服务战略保障措施的执行。通过顾客价值管理策略在SN通信技术西南分公司的实施,进一步提升了服务水平,提高了客户满意度,加强了客户忠诚度,发展了服务价值导向的核心竞争力,保持了公司竞争优势。 在高新技术服务行业经营管理中,本论文关于顾客价值运营管理的成果对于行业中其它企业如何通过顾客价值运营管理,保持和创新竞争优势,达到提升企业绩效具有积极指导意义。目前,顾客价值运营管理研究主要从顾客价值理论的角度出发,还没有形成比较成熟的顾客价值运营管理理论,本文取得的顾客价值管理策略可以充实和促进顾客价值运营管理理论的发展。
With the coming of the era of client orientation,consumers become more rational and mature.They have higher expectation on products and service.In such sense,faced to the fierce competition,enterprises should create and deliver more value for consumers if they want to satisfy consumers and win over competitors.At present,communication equitment is a hot spot in Chinese telecom industry.On such conditions,communications equipment maker think that kind of pure competition to the quality of products for the core concept has been unable to meet the development of the times, they must put forward the idea of " taking customer as the center " and create and pass more value to consumers,relying on improved service levels, the process of service delivery innovation. Only in this way maker can enhance customers satisfaction and loyalty,and thus achieve the goal of maintaining the frequent customers and attracting the new customers. Firstly this paper studies the customer value theory to review and sort out,then customer value intension and management strategy is summed up from both companies and customers.Through the use of Porter competition models and SWOT analysis,when the industry environment and internal environment is aggregated analysis,it concludes the customer value-oriented service strategy. Customer value is positioned with the use of the customer service process and marketing process feedback,after assessing the enterprises ability of customer value creation, a complete customer value analysis is produced.Tthrough the guidance of customer value management theory,combining operating management of SN Telecom Southwest Branch Company,uses customer value analysis results to guid the company services strategy,marketing model,service process,service strategy of the implementation of safeguards.After implemented customer value management strategy in SN Telecom Southwest Branch Company,further improve the level of service,enhance customer satisfaction and customer loyalty, develop the service value-oriented core competitiveness, and then maintain a competitive edge of the company. In the high-tech service sectors in management,it is active guiding significance for customer value operating management,how to operate customer value management and maintain and innovate competitive advantage,to improve enterprise performance in other industry enterprises.At present , the customer value operating management research in world is based mainly on the aspects like Customer Value Theory,which does not generate the mature operating management theory of customer value.This research on customer value management strategy enrichs and promotes the development of operating management theory of customer value.
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