柯达图文影像集团服务营销策略研究

提出了柯达图文影像集团全面整合客户服务体系的策略,并就此策略建议了相应的运作模式、组织结构和服务流程实施方案。

柯达图文影像集团客户服务整合策略研究

Customer Service Integration Strategy of Kodak Graphic Communication

Group

摘要

提出了柯达图文影像集团全面整合客户服务体系的策略,并就此策略建议了相应的运作模式、组织结构和服务流程实施方案。

作为柯达从传统向数码领域实施战略转移的重要一步，2005年6月，柯达完成了对图文影像行业5家公司的收购，以其自身的商业影像业务为基础，成立了柯达图文影像集团。

本文针对柯达图文集团在整合服务体系的过程中所面临的运作模式、组织结构和流程设计等方面的挑战，通过对客户服务的相关理论和发展趋势的分析，并集合图文影像集团各实体原先的实际运作情况和发展战略，利用SWOT分析方法，提出了全面整合客户服务体系的策略，并就此策略建议了相应的运作模式、组织结构和服务流程实施方案。

关键词：服务整合策略、图文影像集团

提出了柯达图文影像集团全面整合客户服务体系的策略,并就此策略建议了相应的运作模式、组织结构和服务流程实施方案。

CUSTOMER SERVICE INTEGRATION STRATEGY OF

KODAK GRAPHIC COMMUNICATION GROUP

Abstract

Following the strategy of transforming from traditional business to digital, Kodak finished acquiring 5 companies from the graphics art industry in June, 2005 and formed the Graphic Communication Group (GCG) based on its document imaging entity.

Given the challenges of integrating the whole service operation system which includes service delivery chain, organization structure and process, tactics have been recommended after the analysis of the current GCG service operation and product service directions through SWOT

methodology. Proposals are also being recommended for the integration of service delivery chain, organization structure and service processes.

KEY WORDS: Service System Integration, Graphic Communication Group

提出了柯达图文影像集团全面整合客户服务体系的策略,并就此策略建议了相应的运作模式、组织结构和服务流程实施方案。

目录

1.概述 .............................................................................................................................................. 6

1.1 论文选题的意义 ............................................................................................................... 6

1.2研究思路与方法 ................................................................................................................ 6

2 理论综述....................................................................................................................................... 7

2.1 客户服务的概念界定 ....................................................................................................... 7

2.1.1基本概念 ................................................................................................................ 7

2.1.2 客户服务在企业竞争中的作用 ........................................................................... 7

2.2 服务相关理论综述 ........................................................................................................... 8

2.2.1 客户关系管理 ....................................................................................................... 8

2.2.2 顾客价值理论 ....................................................................................................... 9

2.2.3 服务利润链 ......................................................................................................... 10

2.2.4 服务营销理论 ..................................................................................................... 10

3 外部环境分析............................................................................................................................. 12

3.1宏观环境分析 .................................................................................................................. 12

3.1.1 政策法规 ............................................................................................................. 12

3.1.2 技术环境 ............................................................................................................. 12

3.2行业环境 .......................................................................................................................... 14

3.2.1 客户所在行业-印刷业概况 ............................................................................... 14

3.2.2 数码印刷行业概况 ............................................................................................. 14

3.2.3 印刷行业产品服务现状 ..................................................................................... 15

3.2.4 服务发展方向 ..................................................................................................... 15

3.3 竞争分析 ......................................................................................................................... 16

4集团服务现状分析...................................................................................................................... 18

4.1 柯达公司介绍 ................................................................................................................. 18

4.2 图文影像集团介 …… 此处隐藏：16782字，全部文档内容请下载后查看。喜欢就下载吧 ……