煤炭企业服务管理理论的应用研究.doc

7 / 7煤炭企业服务管理理论的应用研究论文摘要菲利普-科特勒（Philip Kotler）曾指出，服务代表了未来市场营销管理和市场营销学研究的主要领域之一。长期以来，很多人对“服务”有一个误区，以为服务仅仅是产品本身的附属品。事实上，越来越多的产品本身就是服务，而不是传统意义上的有形产品。在高度发展和成熟的市场中，服务是最能够创造价值的营销利器，也是摆脱初级竞争（例如价格战）的有效手段，因此成为市场营销的核心。企业在进行有形产品销售时，服务以成为销售的重要手段，成为企业间进行市场竞争的焦点，并日益成为产品市场竞争的主角。企业营销及市场竞争不仅需要市场营销学作为理论基础，而且需要服务管理学作为行动指导。本文由三个部分组成。第一部分是服务管理理论与营销理论综述，回顾了服务管理的概念及内涵、服务质量管理、服务战略管理、市场营销导向的服务管理。第二部分是基于服务理念的煤炭企业营销管理，包括煤炭市场分析、煤炭企业客户分析以及煤炭企业服务管理存在的问题及对策，对煤炭企业服务流程进行了设计。我国煤炭行业自建国后一直处于高度的计划经济模式中，煤炭企业的产销主要依赖国家计划，企业可以不考虑外部环境，不去分析自身的优、劣势，而只重视计划指标的完成情况。我国逐步建立社会主义市场经济后，煤炭企业在从行业总体计划平衡向市场调节的转变中，接受了很大的冲击，既体验过市场经济的供不应求，也在行业总体规范不足造成的严重供过于求中艰难跋涉过，尤其是在97年后半年亚洲金融危机的影响下，随着上下游基础产业的整体不景气，煤炭企业面临的市场压力加大，传统的营销思路和方法局限性很大，这引发了各类人士对包括煤炭在内的工业品营销方法的关注。随着国家对煤炭行业的结构性调整的进一步深化，我国煤炭行业的发展越来越向市场化、规范化、高效可持续方向迈进。国家“关井压产”的政策导向使代表先进生产力水平和先进生产方式的大中型煤矿在行业中的比重越来越大，小煤矿自1998年以来已先后关闭2/3以上，煤炭行业的产业集中度在不断扩大。同时，煤炭企业的客户也同样经历了一轮产业结构调整的考验，煤炭企业客户的需求和价值取向已发生了很大的变化。为适应这种市场变化和行业调整的要求，同时也为了应对WTO的挑战，煤炭企业必然要接受服务管理这一新的管理思想和先进管理工具。第三部分从微观上对金牛能源股份有限公司构建服务营销管理体系进行了设想，阐述了金牛能源股份有限公司市场营销现状，构建服务体系的战略思考，最后是构建服务管理体系的营销举措。煤炭是一次性能源，煤炭产品是消耗性商品。煤炭作为消费量大而且是一次性商品来说，它不同于象家电类耐用品，煤炭客户在一次消费完毕后就接着有下一次的需求；同时它也不象日用百货类的消费品，它的客户相对来说要集中的多，也就是说它面对的客户要少的多。由于煤炭的非再生性，也就决定了煤炭客户对煤炭购买的反复性，从这个角度来看，反复、多次的购买必然会出现客户对煤炭企业的选择，同时也存在煤炭企业对客户的优化。在这两个互动过程中，煤炭客户必然会对煤炭企业的服务、产品及质量提出更高层次的要求。随着煤炭企业自身的发展要求，行业的产业集中度的加强，客户对煤炭企业的产品质量、运输服务等要求越来越高。因此，传统的煤炭企业越来越有必要借助服务管理这一有效的先进的管理工具来提高自身的竞争水平，进一步吸引、巩固和扩大长期稳定的客户群，从而实现可持续发展。煤炭产品营销作为工业品营销的一种代表，与服务品营销具有很大的相似性，煤炭产品营销的实质是通过满足顾客需求追求效益最大化，客户是企业营销的主体，客户需求日益个性化和多元化已成为一种趋势。营销的最终目标是取得最高程度的顾客满意度，获得顾客忠诚，与顾客建立长期的战略合作伙伴关系。而建立长期的客户关系就要结合煤炭产品同质无差异性的性质，准确而全面地把握和理解客户在不同满意度层次的需求，在此基础上为客户创造相应的价值，从而建立长期稳定的合作关系，实现企业与客户的双赢。本文从服务管理的角度去分析了我国现在的煤炭企业和煤炭市场，结合煤炭市场和煤炭客户在国家经济结构调整过程中的变化，煤炭企业普遍将营销目标转向大客户，同时煤炭产品消费频次高，顾客重复购买多，顾客转换成本相对较低，这样煤炭企业非常需要引入服务这一很好的营销理念和营销手段。本文在探讨煤炭企业引入和应用服务管理的可能性时，利用金牛能源股份有限公司作为特例，以内部营销与关系营销作为营销举措，从新构建了企业服务管理体系，力求对我国煤炭企业的营销实践具有一定的指导意义。服务管理是煤炭企业开发、维护和保留顾客的重要理念和工具，良好的长期的服务不仅可以增加购买份额，带来重复购买和大量的推荐，而且可以节省销售费用，有效地整合企业内部资源，提高企业的核心竞争力。它也是企业的重要的无形资产。煤炭企业对服务管理的实践会很快进入一个关键的发展时期，同时对工业品营销将起到一定的示范作用。关键词：服务管理 营销管理 煤炭企业 服务管理体系AbstractPhilip Kotler had ever pointed out, that service is one of the main area of Marketing management and Marketing research in the future. For a long time, many people have been mistaking that service is just the accessory of products. As a matter of fact, more and more products themselves are service, rather than visible products. In the advanced developing and mature market, service is the management core. The reason is that service is the sharp weapon of creating value, and is also the effective means of casting primary competition(e.g. price battle). When the enterprise sells visible products, service has been the important management means, the focus of market competition between the businesses, and the leading role of product competition in the market gradually. The business management and market competition not only need Marketing as the theoretical basis, but also Service management as action guide.The paper can be divided into three parts. The first part summarizes the theories of Service management and Marketing management, and reviews the concept and connotation of Service management, the management of service quality and service strategy, and the marketing-lead service management. The second part is based on the service notion on management of coal enterprises, which includes analysis on coal market and clients of coal enterprises, analysis on some problems which have existed in the service management and the ways to deal with them, thereby makes a design of service process flow for coal enterprises. The coal profession has always been being placed in the high planned economy mode after our country had been found. The production & sales of the coal enterprise depends on the national planning primarily, and it take no account of the exterior environment, doing not go to analyze the oneself excellent or bad situation, but only stress the completeness of the plan index sign. During the change from total plan in profession equilibrium to market, coal enterprise accepted the very big impact after our country establishes the socialism market economy gradually. It either experiences the supply falls short of demand of the market economy, or difficultly trudged in the shortage of total norm in industry results in seriously to supply exceeds demand. Especially, in the influence of the financial crisis in the later half of 1997 in Asia, along with the whole of the foundation industry be in a recession, market pressure enlargement that coal business enterprise face, the traditional marketing mind and means confines very big. This caused various personages to concern the marketing methods of industrial products including the coal product.With the nation further deep turning of the adjustment to the construction of the coal profession, the development of the our country coal profession turns more and more to market, norm, efficiency and persistence direction. The policy-orient of nation “shut down well to reduce the produce” makes the big and medium-sized mine that represents the advanced productivity and production mode to account the weight more and more in the industry. The small coal mines have been closed 2/3 above successfully. The industrial concentrates degree of the coal profession is increasing continuously. At the same time, the customers of the coal enterprises also experienced a test that industrial structure equally, and its need and value have changed very big. For adapting the request of the market variety and the profession adjust, also for the sake of challenge of the WTO, the coal enterprises accepts the service management necessarily, the new management mind and the advanced management tool.The third part makes a detailed plan on the system of service management for Golden-Ox Energy Share Limited Company and sets forth its present conditions of Marketing management. After making some strategic thought on service system, they set up a series of reasonable measures for the system of service management.The coal is once-used source. The coal product is the consumed merchandise. As the huge-consumed and once-used merchandise, the coal differ from appliances, the coal consumers make the next purchase immediately after this consuming. Meanwhile, its also not similar to the consumer goods of ordinary merchandise. Its customers were concentrated more comparatively, and also is to say that the amount of customers it faces is very little. The non-reborn of coal leads the coal customers to purchase many times. From this angle, purchase repeatedly makes the customers to choice the coal enterprises carefully while the coal enterprises also choice the target customers. In these two interactive processes, the coal customers will put forward the higher level request to service, product and quantities of the coal enterprises. With the development of the coal enterprise, the strengthen of the industrial concentration of the profession, the request which the customers put forward to the coal enterprises will become more and more high. Therefore, traditional coal enterprise were more and more necessarily in virtue of service management, the effective advanced management tool, to improve there competitive level, further to lure, consolidate and extend the stable long-term customers, thereby to realize their continuous development.As a kind of representative of the industrial article marketing, the coal product marketing is very similar to the service article marketing. The substance of the coal product marketing is to maximize the benefit by the way of satisfying the customers needs. The customer is the main body of business marketing. It has been a trend that the customer requires become individuation and diversification increasingly. The end target of the marketing is to obtain the most degree of customer satisfaction and loyalty, and to build the long-term strategic cooperative partner relationship with the customers. To establish the long-term customers relationship is to combine the characters of same quality and non-diversity of coal product, and to hold and understand the different needs of the customers accurately and entirely, and create the homologous value for the customers above this foundation, thereby establish the stable long-term cooperative relationship, realize the double win between the customers and enterprises.In service management aspect, it has analyzed the present coal enterprise and its market in our country. Combining the transform of our countrys economic structure between them, the coal enterprises have generally changed their management target into large customer. Meanwhile, because of the high consume frequency of the coal products, many times repeat purchase and the comparatively low transform cost, the enterprises were extremely required to conduct a servicethe good marketing concept and methods. By exploring the possibility of lead and application in service manageme