卷烟市场基于客户价值的按需定制服务初探--基于娄底市卷烟市场的调查分析

摘要

As a major contributor to China’ s tax revenue, Chinese tobacco industry, a government-run monopoly, hasn’ t paid enough attention to customer service for its retailers. As customer satisfaction is a major influence on a company's market competitiveness, the mode of on-demand service can be viewed as an innovation in management. Basing on a detailed analysis of customer needs, the authors believe that tabacco companies should freat customers differently, with humanistic care for low-value customers, information service for customers of minor interests, operation analysis service for potential customers, and customized service for VIP customers. Only by offering personalized and diversified services for customers and establishing a unified and inte-grated service brand can tobacco companies keep their competitive edges in the future market.%烟草作为一个垄断行业，在销售领域占主导地位，因而极易忽视对零售客户的服务。当今市场竞争的核心就是客户满意度，按需定制服务模式是一种管理理念上的创新。基于客户价值的视角，采集与甄别娄底市卷烟零售户的服务需求，研究发现，应依据客户价值提供不同服务：对低价值客户应给予人文关怀式服务；对次价值客户应以提供信息服务为主；对潜价值客户应重视经营分析服务；而对价值客户则需定制VIP服务。为客户提供个性化、多样化的服务，建立统一、集成的烟草服务品牌，对烟草公司在未来市场保持竞争优势有着十分重要的意义。