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

On-demand Service Based on Customer Value in Cigarette Market:A Case Study on Cigarette Market in Loudi City

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.