摘要
以广汽丰田为案例,研究制造企业如何培育经销商的服务能力,以实现自身的服务增强战略目标。研究表明,制造企业通过规范化的制度平台、有效的学习机制和客户体验的技术支持相组合的三种能力培育进程,提升经销商服务的可靠性与响应性、知识与技术含量以及以顾客为中心的文化和形象,保证经销商服务能力与服务增强战略相匹配,增强以渠道联盟为重心的服务增强战略执行力。
This article takes a case of Guangzhou Toyota Motor Co.,Ltd.to analyze how manufacturing enterprises help their distributors to improve customer service capabilities as a critical means of achieving service-enhancement strategies.Study shows that： enterprises develop service capacities by establishing standardized service management,effective learning mechanism,and technique supplemental systems,and create responsive and responsible service by knowledge utilization and technology innovation and developing respectful and considerate service culture and brand image,to ensure that capacity of distributors＇ service match the strategies of service-enhance and enhance the strategic execution of service-enhance as the focus of channel alliances.
出处
《软科学》
CSSCI
北大核心
2012年第4期110-113,共4页
Soft Science
基金
国家自然科学基金资助重点项目(70832003)
国家自然科学基金资助项目(70971042)
关键词
服务增强
经销商能力
案例研究
service-enhancement
distributor capability
case study
