德助咨询公司顾客感知价值的提升对策研究

发布时间：2018-07-01 21:43

本文选题：顾客感知价值 + 顾客感知利得　；参考：《兰州大学》2017年硕士论文

【摘要】：管理培训公司自20世纪90年代初引进中国之后,整个管理培训行业得到飞速的发展。随着培训公司数量的急剧增加,再加上顾客对培训质量的要求越来越高,整个培训行业面临着培训产品同质化严重、培训产品无法达到顾客的要求等问题。德助咨询公司是一家小型的培训公司,主要为企业提供管理培训服务。在激烈的市场竞争环境下,为了公司能得到更好的生存和发展,必须对公司的产品和服务进行分析,哪些产品和服务真正给顾客带来了价值。本文从顾客感知价值入手,通过问卷调查法和访谈法,对德助咨询公司的顾客感知价值进行了调查研究。本文基于顾客感知价值理论,将顾客感知价值分为顾客感知利得和顾客感知利失两个维度,并从这两个维度八个方面对顾客感知价值进行了分析,找到影响德助咨询公司顾客感知价值最核心的四个因素,分别为:培训质量、培训价格、公司服务和销售人员。根据这些顾客感知价值的主要影响因素,并结合公司实际业务情况,从产品、销售和服务三个方面提出了提升德助咨询公司顾客感知价值的对策建议,分别为:(1)产品策略,包括产品定位、培训师的选择、培训内容的优化和产品报价策略;(2)销售策略,包括销售员的选拔、培训、考核和激励策略;(3)服务策略,包括服务标准的制定、服务人员选拔、培训、考核和激励策略。本文的研究结果,不仅有利于提升德助咨询公司的顾客感知价值,提高顾客满意度,而且对指导德助咨询公司制定培训实施服务标准、销售和服务人员的选拔、培训、考核和激励以及培训师的选择和管理都有着重要的意义。
[Abstract]:Since the management training company introduced China in early 1990s, the whole management training industry has been developing rapidly. With the rapid increase in the number of training companies, and the increasing demand of the customer for the quality of training, the whole training industry is confronted with the problem of homogenization and strict training of the training products, and the failure of the training products to meet the requirements of the customers. In the fierce market competition environment, in order to get better survival and development, it is necessary to analyze the products and services of the company, which products and services really bring value to the customers. This article from the customer perceived value. Based on the theory of customer perceived value, this paper divides customer perceived value into two dimensions: customer perception gain and customer perception loss, and analyzes customer perceived value from eight aspects of these two dimensions, and finds out the value of customer perceived value. The four factors that affect the customer perceived value of de assistance consulting company are: training quality, training price, company service and salesman. According to the main influencing factors of these customers' perceived value, and combining the actual business situation of the company, this paper raises the customer perception from three aspects of product, sales and service. The countermeasures are as follows: (1) product strategy, including product positioning, trainer selection, training content optimization and product quotation strategy; (2) sales strategy, including salesman selection, training, assessment and incentive strategy; (3) service strategy, including service standards formulation, service personnel selection, training, assessment and incentive strategies. The research results not only improve the customer perceived value and improve customer satisfaction, but also play an important role in guiding the training and implementation of service standards, the selection of sales and service personnel, training, assessment and incentive, and the selection and management of trainers.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F282

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