【作者】 陈松吟；

【导师】 肖维品；

【作者基本信息】 重庆大学 ， 技术经济及管理学， 2002， 硕士

【摘要】 美国经营管理学家保罗·索尔曼说：“现代企业的命运在顾客手中。”[1]顾客作为一种宝贵的资源，已经被越来越多的企业所重视。如何服务顾客，如何实现顾客价值和企业价值的最大化，是一个值得深入研究的课题。对顾客服务中的价值问题进行研究，可以使企业确立正确的顾客服务价值观，有效管理顾客关系，最终实现企业核心竞争力的培育和提升。这对于刚加入世界贸易组织（WTO），面临新的竞争环境和外国企业更加激烈的挑战的中国企业来讲，是一项极其重要和有意义的工作。本论文在查阅了大量中外有关顾客服务方面的专著、期刊、学位论文和其它文献以及对企业案例进行调研的基础上，试图对顾客服务中的顾客价值的实现及其与企业价值的关系进行一定程度的探讨，最终的重点是对顾客服务和顾客关系管理如何打造企业核心竞争力方面的研究。首先，论文对顾客的定义进行界定，并且根据马洛斯的需求理论[2-3]对顾客群体的需求进行分析；在此基础上，简单介绍了企业对自身顾客群体进行正确细分的具体方法。论文在第一章末尾提出顾客是企业的重要资源。其次，论文根据国内外研究情况，对顾客服务思想的发展和定义进行归纳；然后重点对顾客服务的目标——顾客满意进行分析：顾客满意的形成，顾客满意度衡量中的精确抽样和方案选择，顾客满意对顾客宣传、反馈行为的影响，以及顾客满意与顾客忠诚的互动关系。文章指出要实现顾客资源价值，最重要的前提就是顾客满意和顾客的忠诚。第三，论文进而指出在顾客满意和顾客忠诚的背后，实质就是要求企业为顾客创造出更大的价值。根据菲利普·科特勒的顾客让渡价值理论[4]和迈克尔·波特的价值链理论[5]，本文对顾客服务中的顾客价值的形成，价值的增值和传递进行了分析研究；在此基础上设计出顾客关系价值链的基本模型，并且就顾客价值链与企业价值链的关系，提出优化顾客关系价值链的方法。最后，论文归结到本文研究的最终目的：如何利用顾客服务来打造企业的核心竞争力。通过对国内外相关研究和实践的分析，首先归纳论述作为顾客服务思想在企业中的具体实现，顾客关系管理（CRM）的组成和技术要求；然后，文章重点分析了如何利用顾客关系管理来提升企业的核心竞争力，并且结合入世后面临的挑战，对我国企业如何利用顾客服务思想来提高企业竞争力，在竞争中求得生<WP=5>存和发展做了进一步的探索和讨论。更多还原

【Abstract】 The American management expert Paul·Sohlman said: "Modern enterprise’s fate is in the customers’ hands." As a valuable resource, customer has been paid attention by more and more enterprises. It is a worthwhile topic to be studied extensively to provide the right service to customer and pursue the maximization of customer and industry value. The study of value issues in customer service will allow industry to establish proper customer service value, effectively manage customer relationship and, ultimately, foster and promote industry core competence. It is an extremely important and significant task for Chinese industries, which are facing new competitive environment and more intensive challenges from their international competitors after China’s entry to WTO.After investigating numerous monographs, treatises, periodicals, academic degree theses, and other documents and literatures, as well as the case studies of the industry, the author examined accomplishment of customer value in customer service and its relationship with industry value. The ultimate goal of this thesis is to explore the approaches of building up the industry core competence focusing on the customer service and customer relationship management.Firstly, the author defined customer and analyzed customer group demands according to Maslow’s Hierarchy of needs theory. Based on this, the author briefly introduced the means that industry classifies its own customer groups. At the end of the first chapter, the author proposed that customers are an important resource for an industry.Secondly, according to current studies in the domestic and foreign field, the author summarized the definitions and developments of customer service, then analyzed emphatically the goal of customer service - customer satisfaction, which includes the formation of customer satisfaction, the accurate sampling of customer satisfaction measurement and scheme choices, the effect of customer satisfaction on customer advertising and feedback behavior as well as the interactive relationship of customer satisfaction and customer loyalty. The author suggested that customer satisfaction and customer loyalty is the most important prerequisite to accomplish customer resource value.Thirdly, the author pointed out that the essence behind customer satisfaction and loyalty is to require industry to create greater value for customer. According to the customer delivered value theory by Philip Kotler’s and the value chain theory by Michael Porter’s, the author analyzed the formation, increment and delivery of customer value in customer service. From this study, the author also designed a basic model involving customer relationship value chain, furthermore, proposed the method of optimizing customer relationship value chain on account of the<WP=7>relationship between customer value chain and industry value chain.In summary, the final objective is to explore paths to utilize customer service to build up industry core competence. Through the analysis of domestic and overseas-related study and practice, the author discussed the concrete accomplishment of customer service in industry, the composition and technical requirements of customer relationship management (CRM). Finally, the author analyzed the ways to improve industry core competence using customer relationship management. Combining the upcoming challenges after China’s entry to WTO, the author gave his suggests about how Chinese enterprises improve industry competence using CRM, thereby, survive and develop when facing challenges.更多还原