FTLW重工服務營銷創(chuàng)新研究
發(fā)布時間：2018-09-19 11:45
【摘要】：世界經(jīng)濟在信息化進程迅速發(fā)展、消費理念不斷發(fā)生轉(zhuǎn)變的影響下,正在進行一場新的變革。傳統(tǒng)制造業(yè)僅僅靠提供有形產(chǎn)品與產(chǎn)品售后維修服務,已經(jīng)漸漸不能滿足客戶日益發(fā)展的個性化需求。在經(jīng)濟全球化的大背景下,中國經(jīng)濟經(jīng)過高速發(fā)展后進入經(jīng)濟發(fā)展新常態(tài),我國制造業(yè)企業(yè)面臨著產(chǎn)業(yè)升級、產(chǎn)業(yè)轉(zhuǎn)型、全球化等方面的嚴峻形勢。服務業(yè)與制造業(yè)正在逐步融合,成為當前經(jīng)濟形式下新的經(jīng)濟生態(tài)。本文在服務營銷的角度上,以FTLW重工為例,對以下幾個方面進行了研究,并在理論與實踐結(jié)合方面提出創(chuàng)新。1、通過國內(nèi)外文獻的查閱與研究,整理出服務、服務營銷、服務質(zhì)量、客戶滿意度、服務型制造等相關概念及理論,作為本文研究的理論基礎。2、通過對國內(nèi)機械企業(yè)發(fā)展環(huán)境的研究,在宏觀與微觀角度分別論述了環(huán)境對企業(yè)發(fā)展的影響。隨著經(jīng)濟的發(fā)展,信息產(chǎn)業(yè)、電子商務、金融、咨詢等產(chǎn)業(yè)迅速崛起,對傳統(tǒng)制造業(yè)帶了新的機遇和挑戰(zhàn);金融政策放寬,降息政策成為新的突破點,央行公布下調(diào)金融機構(gòu)人民幣貸款基準利率;我國提出“一帶一路”建設;由德國提出的工業(yè)4.0概念,此概念的核心在于基于互聯(lián)網(wǎng)的發(fā)展,應用于傳統(tǒng)的制造業(yè),4.0時代將在人和機器之間形成人人互聯(lián)、人機互聯(lián)、機機互聯(lián),機機互聯(lián)即通過網(wǎng)絡技術(shù),實現(xiàn)信息的交流。3、通過對FTLW服務營銷現(xiàn)狀的總結(jié)分析,顧客滿意度的測評現(xiàn)狀,找出企業(yè)在服務營銷中的問題與不足,包括產(chǎn)品同質(zhì)化、服務同質(zhì)化,金融服務存在的問題以及影響客戶滿意度的原因分析,沒有形成系統(tǒng)的規(guī)范的服務營銷體系等問題。4、對我國機械制造企業(yè)如何將服務融入到產(chǎn)品中,在制造型企業(yè)向服務型制造企業(yè)轉(zhuǎn)型方面提出創(chuàng)新思路,將基于服務質(zhì)量的顧客滿意度研究應用到機械制造業(yè)企業(yè),從而提高企業(yè)的服務營銷水平。服務型制造企業(yè)的宗旨是以公司產(chǎn)品為基礎平臺,延伸至服務領域,將更多的功能集合于一身,提供更多的增值服務。
[Abstract]:The world economy is undergoing a new change under the influence of the rapid development of information technology and the constant change of consumption concept. The traditional manufacturing industry can not meet the needs of customers by providing after-sale maintenance services of tangible products and products. Under the background of economic globalization, China's economy has entered the new normal of economic development after rapid development. Chinese manufacturing enterprises are facing the severe situation of industrial upgrading, industrial transformation, globalization and so on. Service industry and manufacturing industry are merging step by step, becoming the new economic ecology under the current economic form. In the view of service marketing, taking FTLW heavy Industry as an example, this paper studies the following aspects, and puts forward innovation. 1. Through the reference and research of domestic and foreign literature, we can sort out service and service marketing. Service quality, customer satisfaction, service-oriented manufacturing and other related concepts and theories, as the theoretical basis of this study. The influence of environment on enterprise development is discussed in macro and micro angle. With the development of the economy, the rapid rise of the information industry, electronic commerce, finance, consulting and other industries has brought new opportunities and challenges to the traditional manufacturing industry; the relaxation of financial policies and the policy of cutting interest rates have become a new breakthrough point. The central bank has announced a reduction in the benchmark interest rate on RMB loans to financial institutions; China has proposed the construction of "Belt and Road"; and the concept of industrial 4.0, put forward by Germany, lies at the core of the Internet-based development. Applying to the traditional manufacturing industry in the age of 4.0 will form the interconnection between human and machine, man-machine interconnection, that is, through the network technology, to realize the exchange of information. 3. Through the summary and analysis of the current situation of FTLW service marketing, The status quo of customer satisfaction evaluation, and find out the problems and shortcomings in service marketing, including product homogenization, service homogeneity, financial service problems, and analysis of the reasons that affect customer satisfaction. In the absence of a systematic and standardized service marketing system, this paper puts forward innovative ideas on how to integrate service into products and how to transform manufacturing enterprises into service-oriented manufacturing enterprises. The research of customer satisfaction based on service quality is applied to machinery manufacturing enterprises to improve their service marketing level. The tenet of service-oriented manufacturing enterprise is to take the company's products as the basic platform, extend to the service field, gather more functions in one body, and provide more value-added services.
【學位授予單位】：山東財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.4
本文編號：2250034
[Abstract]:The world economy is undergoing a new change under the influence of the rapid development of information technology and the constant change of consumption concept. The traditional manufacturing industry can not meet the needs of customers by providing after-sale maintenance services of tangible products and products. Under the background of economic globalization, China's economy has entered the new normal of economic development after rapid development. Chinese manufacturing enterprises are facing the severe situation of industrial upgrading, industrial transformation, globalization and so on. Service industry and manufacturing industry are merging step by step, becoming the new economic ecology under the current economic form. In the view of service marketing, taking FTLW heavy Industry as an example, this paper studies the following aspects, and puts forward innovation. 1. Through the reference and research of domestic and foreign literature, we can sort out service and service marketing. Service quality, customer satisfaction, service-oriented manufacturing and other related concepts and theories, as the theoretical basis of this study. The influence of environment on enterprise development is discussed in macro and micro angle. With the development of the economy, the rapid rise of the information industry, electronic commerce, finance, consulting and other industries has brought new opportunities and challenges to the traditional manufacturing industry; the relaxation of financial policies and the policy of cutting interest rates have become a new breakthrough point. The central bank has announced a reduction in the benchmark interest rate on RMB loans to financial institutions; China has proposed the construction of "Belt and Road"; and the concept of industrial 4.0, put forward by Germany, lies at the core of the Internet-based development. Applying to the traditional manufacturing industry in the age of 4.0 will form the interconnection between human and machine, man-machine interconnection, that is, through the network technology, to realize the exchange of information. 3. Through the summary and analysis of the current situation of FTLW service marketing, The status quo of customer satisfaction evaluation, and find out the problems and shortcomings in service marketing, including product homogenization, service homogeneity, financial service problems, and analysis of the reasons that affect customer satisfaction. In the absence of a systematic and standardized service marketing system, this paper puts forward innovative ideas on how to integrate service into products and how to transform manufacturing enterprises into service-oriented manufacturing enterprises. The research of customer satisfaction based on service quality is applied to machinery manufacturing enterprises to improve their service marketing level. The tenet of service-oriented manufacturing enterprise is to take the company's products as the basic platform, extend to the service field, gather more functions in one body, and provide more value-added services.
【學位授予單位】：山東財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.4
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，本文編號：2250034
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