柯达图文影像集团服务营销策略研究VIP免费

柯达图文影像集团客户服务整合策略研究CustomerServiceIntegrationStrategyofKodakGraphicCommunicationGroup摘要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CUSTOMERSERVICEINTEGRATIONSTRATEGYOFKODAKGRAPHICCOMMUNICATIONGROUPAbstractFollowingthestrategyoftransformingfromtraditionalbusinesstodigital,Kodakfinishedacquiring5companiesfromthegraphicsartindustryinJune,2005andformedtheGraphicCommunicationGroup(GCG)basedonitsdocumentimagingentity.Giventhechallengesofintegratingthewholeserviceoperationsystemwhichincludesservicedeliverychain,organizationstructureandprocess,tacticshavebeenrecommendedaftertheanalysisofthecurrentGCGserviceoperationandproductservicedirectionsthroughSWOTmethodology.Proposalsarealsobeingrecommendedfortheintegrationofservicedeliverychain,organizationstructureandserviceprocesses.KEYWORDS:ServiceSystemIntegration,GraphicCommunicationGroup目录1.概述..............................................................................................................................................71.1论文选题的意义...............................................................................................................71.2研究思路与方法................................................................................................................72理论综述......................................................................................................................................82.1客户服务的概念界定.......................................................................................................82.1.1基本概念................................................................................................................82.1.2客户服务在企业竞争中的作用...........................................................................82.2服务相关理论综述...........................................................................................................92.2.1客户关系管理.......................................................................................................92.2.2顾客价值理论.....................................................................................................102.2.3服务利润链.........................................................................................................112.2.4服务营销理论.....................................................................................................113外部环境分析............................................................................................................................133.1宏观环境分析..................................................................................................................133.1.1政策法规.............................................................................................................133.1.2技术环境........................................................................................................