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卷烟市场基于客户价值的按需定制服务初探——基于娄底市卷烟市场的调查分析 被引量:1

On-demand Service Based on Customer Value in Cigarette Market:A Case Study on Cigarette Market in Loudi City
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摘要 烟草作为一个垄断行业,在销售领域占主导地位,因而极易忽视对零售客户的服务。当今市场竞争的核心就是客户满意度,按需定制服务模式是一种管理理念上的创新。基于客户价值的视角,采集与甄别娄底市卷烟零售户的服务需求,研究发现,应依据客户价值提供不同服务:对低价值客户应给予人文关怀式服务;对次价值客户应以提供信息服务为主;对潜价值客户应重视经营分析服务;而对价值客户则需定制VIP服务。为客户提供个性化、多样化的服务,建立统一、集成的烟草服务品牌,对烟草公司在未来市场保持竞争优势有着十分重要的意义。 As a major contributor to China's tax revenue,Chinese tobacco industry,a government-run monopoly,hasn't paid enough attention to customer service for its retailers. As customer satisfaction is a major influence on a company's market competitiveness,the mode of on-demand service can be viewed as an innovation in management. Basing on a detailed analysis of customer needs,the authors believe that tabacco companies should freat customers differently,with humanistic care for low-value customers,information service for customers of minor interests,operation analysis service for potential customers,and customized service for VIP customers. Only by offering personalized and diversified services for customers and establishing a unified and integrated service brand can tobacco companies keep their competitive edges in the future market.
出处 《湖南人文科技学院学报》 2015年第5期31-34,共4页 Journal of Hunan University of Humanities,Science and Technology
关键词 卷烟市场 客户价值 服务需求 娄底市 按需定制服务 卷烟零售户 满意度 cigarette market customer value demand of service Loudi City on-demand service cigarette retailer satisfaction
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