沃尔玛售后服务标准化研究.docVIP

沃尔玛售后服务标准化研究 受竞争加剧和客户要求提高的双重因素驱使，服务逐渐成为企业竞争的新焦点，一个以服务为主导的时代日趋到来。企业在市场竞争以及管理实践中逐步意识到:良好的服务不仅能为厂商在客户中赢得信誉，而且还能带来更多的利润。于是，许多企业在提供一流产品质量的同时，开始通过服务博得用户的青睐，赢得更大的竞争优势，服务竞争开始逐渐引人注目。 售后服务作为企业整体服务中最为重要的组成部分，已经成为重要的竞争手段。良好的售后服务不仅能为企业赢得市场，扩大市场占有率，使企业获得良好的经济效益，而且通过售后服务的实施可以使企业获得来自市场的最新信息，促使企业更好地改进产品和服务，使企业始终处在竞争的领先地位，为企业实现可持续发展战略提供决策依据。 本课题是以沃尔玛售后服务标准化研究，着重研究沃尔玛售后服务的地位、价值。基于沃尔玛的售后服务体系构成，分析了售后服务体系的流程管理、质量管理，总结了沃尔玛售后服务体系的成功经验。分析了现有售后服务管理运作中存在的问题，探讨可能的改进方法与措施。并对信息技术在－售后服务中的应用前景进行了展望。 关键词：售后服务、服务质量、质量管理、沃尔玛 ABSTRACT Pushed by the two factors of growing competition and customers’ requirementim proving,service is becoming the ne competitive pointamong enterprises，a new day of being guided by service is coming. With theexperiencecs of market competition and management,the enterprises come to realize that the good service can not only obtain there putation from the customers butal so bring more benefits for the enter prises.Therefore，many enterprises have begun to winthe customers’trust through good serviees to obtain the stronger competitive advantages as well as provided best quality Products，the competitive services have be come to be paid more attention. After-sales service is the most important part of the over all services of a enterprise,It plays an increasingly important role in a company’s competitive advantage.Good after-sales service can not only help the company and get into the market，enlarge the market share rate to make good economic benefits for the enterprise，but also make the enterprise get the latest marketing information to impel them improve the Produets and service through the execution of after-sales service which can make the enterprise always be the leading Position in the competition and Provide the faetors of achieving continuing development strategy for the enterprise. This researeh takes the Wal-Mart ease as anexample and to diseuss thein fluence from the estate environment，produet charaeters，market position of the enterprise on the after-sales system positi