煤炭企业服务管理理论的应用研究

PAGE13/NUMPAGES13《煤炭企业服务治理理论的应用研究》论文摘要菲利普-科特勒（PhilipKotler）曾指出，服务代表了以后市场营销治理和市场营销学研究的要紧领域之一。长期以来，专门多人对“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确实是服务，而不是传统意义上的有形产品。在高度进展和成熟的市场中，服务是最能够制造价值的营销利器，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，而且需要服务治理学作为行动指导。本文由三个部分组成。第一部分是服务治理理论与营销理论综述，回忆了服务治理的概念及内涵、服务质量治理、服务战略治理、市场营销导向的服务治理。第二部分是基于服务理念的煤炭企业营销治理，包括煤炭市场分析、煤炭企业客户分析以及煤炭企业服务治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打算经济模式中，煤炭企业的产销要紧依靠国家打算，企业能够不考虑外部环境，不去分析自身的优、劣势，而只重视打算指标的完成情况。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打算平衡向市场调节的转变中，同意了专门大的冲击，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峻供过于求中困难跋涉过，尤其是在97年后半年亚洲金融危机的阻碍下，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专门大，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，我国煤炭行业的进展越来越向市场化、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专门大的变化。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，煤炭企业必定要同意服务治理这一新的治理思想和先进治理工具。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治理体系进行了设想，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考虑，最后是构建服务治理体系的营销举措。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讲，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，它的客户相对来讲要集中的多，也确实是讲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，从那个角度来看，反复、多次的购买必定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，煤炭客户必定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进展要求，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治理这一有效的先进的治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，从而实现可持续进展。煤炭产品营销作为工业品营销的一种代表，与服务品营销具有专门大的相似性，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中意度，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中意度层次的需求，在此基础上为客户制造相应的价值，从而建立长期稳定的合作关系，实现企业与客户的双赢。本文从服务治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，如此煤炭企业特不需要引入服务这一专门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治理的可能性时，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治理体系，力求对我国煤炭企业的营销实践具有一定的指导意义。服务治理是煤炭企业开发、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能够增加购买份额，带来重复购买和大量的推举，而且能够节约销售费用，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。煤炭企业对服务治理的实践会专门快进入一个关键的进展时期，同时对工业品营销将起到一定的示范作用。

关键词：服务治理营销治理煤炭企业服务治理体系Abstract

PhilipKotlerhadeverpointedout,thatserviceisoneofthemainareaofMarketingmanagementandMarketingresearchinthefuture.Foralongtime,manypeoplehavebeenmistakingthatserviceisjusttheaccessoryofproducts.Asamatteroffact,moreandmoreproductsthemselvesareservice,ratherthanvisibleproducts.Intheadvanceddevelopingandmaturemarket,serviceisthemanagementcore.Thereasonisthatserviceisthesharpweaponofcreatingvalue,andisalsotheeffectivemeansofcastingprimarycompetition(e.g.pricebattle).Whentheenterprisesellsvisibleproducts,servicehasbeentheimportantmanagementmeans,thefocusofmarketcompetitionbetweenthebusinesses,andtheleadingroleofproductcompetitioninthemarketgradually.ThebusinessmanagementandmarketcompetitionnotonlyneedMarketingasthetheoreticalbasis,butalsoServicemanagementasactionguide.Thepapercanbedividedintothreeparts.ThefirstpartsummarizesthetheoriesofServicemanagementandMarketingmanagement,andreviewstheconceptandconnotationofServicemanagement,themanagementofservicequalityandservicestrategy,andthemarketing-leadservicemanagement.Thesecondpartisbasedontheservicenotiononmanagementofcoalenterprises,whichincludesanalysisoncoalmarketandclientsofcoalenterprises,analysisonsomeproblemswhichhaveexistedintheservicemanagementandthewaystodealwiththem,therebymakesadesignofserviceprocessflowforcoalenterprises.Thecoalprofessionhasalwaysbeenbeingplacedinthehighplannedeconomymodeafterourcountryhadbeenfound.Theproduction&salesofthecoalenterprisedependsonthenationalplanningprimarily,andittakenoaccountoftheexteriorenvironment,doingnotgotoanalyzetheoneselfexcellentorbadsituation,butonlystressthecompletenessoftheplanindexsign.Duringthechangefromtotalplaninprofessionequilibriumtomarket,coalenterpriseacceptedtheverybigimpactafterourcountryestablishesthesocialismmarketeconomygradually.Iteitherexperiencesthesupplyfallsshortofdemandofthemarketeconomy,ordifficultlytrudgedintheshortageoftotalnorminindustryresultsinseriouslytosupplyexceedsdemand.Especially,intheinfluenceofthefinancialcrisisinthelaterhalfof1997inAsia,alongwiththewholeofthefoundationindustrybeinarecession,marketpressureenlargementthatcoalbusinessenterpriseface,thetraditionalmarketingmindandmeansconfinesverybig.Thiscausedvariouspersonagestoconcernthemarketingmethodsofindustrialproductsincludingthecoalproduct.Withthenationfurtherdeepturningoftheadjustmenttotheconstructionofthecoalprofession,thedevelopmentoftheourcountrycoalprofessionturnsmoreandmoretomarket,norm,efficiencyandpersistencedirection.Thepolicy-orientofnation“shutdownwelltoreducetheproduce”makesthebigandmedium-sizedminethatrepresentstheadvancedproductivityandproductionmodetoaccounttheweightmoreandmoreintheindustry.Thesmallcoalmineshavebeenclosed2/3abovesuccessfully.Theindustrialconcentratesdegreeofthecoalprofessionisincreasingcontinuously.Atthesametime,thecustomersofthecoalenterprisesalsoexperiencedatestthatindustrialstructureequally,anditsneedandvaluehavechangedverybig.Foradaptingtherequestofthemarketvarietyandtheprofessionadjust,alsoforthesakeofchallengeoftheWTO,thecoalenterprisesacceptstheservicemanagementnecessarily,thenewmanagementmindandtheadvancedmanagementtool.ThethirdpartmakesadetailedplanonthesystemofservicemanagementforGolden-OxEnergyShareLimitedCompanyandsetsforthitspresentconditionsofMarketingmanagement.Aftermakingsomestrategicthoughtonservicesystem,theysetupaseriesofreasonablemeasuresforthesystemofservicemanagement.Thecoalisonce-usedsource.Thecoalproductistheconsumedmerchandise.Asthehuge-consumedandonce-usedmerchandise,thecoaldifferfromappliances,thecoalconsumersmakethenextpurchaseimmediatelyafterthisconsuming.Meanwhile,it’salsonotsimilartotheconsumergoodsofordinarymerchandise.Itscustomerswereconcentratedmorecomparatively,andalsoistosaythattheamountofcustomersitfacesisverylittle.Thenon-rebornofcoalleadsthecoalcustomerstopurchasemanytimes.Fromthisangle,purchaserepeatedlymakesthecustomerstochoicethecoalenterprisescarefullywhilethecoalenterprisesalsochoicethetargetcustomers.Inthesetwointeractiveprocesses,thecoalcustomerswillputforwardthehigherlevelrequesttoservice,productandquantitiesofthecoalenterprises.Withthedevelopmentofthecoalenterprise,thestrengthenoftheindustrialconcentrationoftheprofession,therequestwhichthecustomersputforwardtothecoalenterpriseswillbecomemoreandmorehigh.Therefore,traditionalcoalenterpriseweremoreandmorenecessarilyinvirtueofservicemanagement,theeffectiveadvancedmanagementtool,toimprovetherecompetitivelevel,furthertolure,consolidateandextendthestablelong-termcustomers,therebytorealizetheircontinuousdevelopment.Asakindofrepresentativeoftheindustrialarticlemarketing,thecoalproductmarketingisverysimilartotheservicearticlemarketing.Thesubstanceofthecoalproductmarketingistomaximizethebenefitbythewayofsatisfyingthecustomers’needs.Thecustomeristhemainbodyofbusinessmarketing.Ithasbeenatrendthatthecustomerrequiresbecomeindividuationanddiversificationincreasingly.Theendtargetofthemarketingistoobtainthemostdegreeofcustomersatisfactionandloyalty,andtobuildthelong-termstrategiccooperativepartnerrelationshipwiththecustomers.Toestablishthelong-termcustomers’relationshipistocombinethecharactersofsamequalityandnon-diversityofcoalproduct,andtoholdandunderstandthedifferentneedsofthecustomersaccuratelyandentirely,andcreatethehomologousvalueforthecustomersabovethisfoundation,therebyestablishthestablelong-termcooperativerelationship,realizethedoublewinbetweenthecustomersandenterprises.Inservicemanagementaspect,ithasanalyzedthepresentcoalenterpriseanditsmarketinourcountry.Combiningthetransformofourcountry’seconomicstructurebetweenthem,thecoalenterpriseshavegenerallychangedtheirmanagementtargetintolargecustomer.Meanwhile,becauseofthehighconsumefrequencyofthecoalproducts,manytimesrepeatpurchaseandthecomparativelylowtransformcost,theenterpriseswereextremelyrequiredtoconductaservice——thegoodmarketingconceptandmethods.Byexploringthepossibilityofleadandapplicationinservicemanage