通信设备制造企业售后服务管理研究

--以ROS亚太公司为例

中文摘要

随着通信技术的发展,通信网络建设的规模扩张,通信网络建设市场竞争

也日益激烈,通信运营商也越来越关注通信设备的售后服务质量。如何有效地

幵展售后服务工作,与客户建立并保持长期稳定的互惠关系已成为当前通信设

备制造企业市场营销活动的一项重大课题。

本文以ROS亚太有限公司为研究对象,运用售后服务管理体系理论和方

法,通过该企业战略转型与扩张前后售后服务体系的运行比较,分析了该企业

的售后服务管理体系中存在的问题,并提出了改进措施。论文首先对论文的研

究背景、研究目的与意义加以说明。然后从基本概念入手,介绍了售后服务管

理体系的服务质量差距模型,服务补救及关系营销理论及应用,为提出的通信

制造企业售后服务策略提供了理论依据,随后分析了通信制造企业售后服务的

特点和服务流程,并对当前存在于售后服务管理中的问题进行了归纳。然后文

章简要介绍了 ROS亚太公司发展状况及新的经济形势下的公司发展战略目标,

分析了 ROS亚太公司当前的售后服务现状和特点,针对该公司售后服务存在的

问题,进行了全面的售后体系的改进,从改进公司售后服务组织结构、内部管

理、提升服务观念、完善服务流程、成本控制及服务外包等多个环节入手,对

新的售后服务体系进行了全面而详细的分析,所提出的改进措施包括实现售后

服务快速响应,提升员工以及整个售后服务部门的服务质量水平,同时幵展售

后服务创新,使售后服务部门为企业的营销幵展提供强大的保障。

关键词:售后服务,服务质量,售后服务管理,ROS亚太公司。

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北京邮IU人学下商管理硕丨:专业学位论文

A STUDY ON THE AFTER-SALE SERVICE MANAGEMENT OF

COMMUNICATIONS EQUIPMENT MANUFACTURES

-IN ROS ASIA-PACIFIC COMPANY CASE

ABSTRACT

With the increasing development of Telecom technology and increasingly large-scale

telecom networks, the competition of telecom network construction market is becoming more and

more intense. Telecom operators are increasingly concerned about the quality of after-sale service

of telecom equipment. How to effectively carry out service work with clients to establish and

maintain long-term stable and mutually beneficial relationship has become a important issue of

the telecom equipment manufacturers marketing activities.

This paper takes ROS Asia-Pacific Ltd. as the research object. By comparing the after-sale

service system running status of the company's before and after strategic transformation and

expansion, analyzed the existing problems and improvements of the company's after-sale service

management system, to made the theory of after-sale service management system get in-depth

understanding and application. This article first illustrated the research background, purpose and

meaning of this paper. Then begun from the basic concept, introduced the service quality

management, service recovery and relationship marketing theory and application of the after-sale

service management system. It provided a theoretical basis to telecommunications manufacturers'

after-sale service strategy which mentioned in behind. Then the paper briefly introduced the

development strategy goals of ROS Asia Pacific company in the new economic situation.

Analyzed ROS Asia Pacific company's current status and characteristics of after-sale service. To

solve the problems of current service, conducted a comprehensive improvements for after-sale

system. To conduct a comprehensive and detailed analysis for the new service system which

begun from the remade company service organizational structure,internal management, improve

service concepts, improve service processes, cost control and service outsourcing and many other

aspects. To made the concept of after-sale service quality get in-depth understanding, to achieve

rapid response, enhance service quality levels of staffs and the whole after-sale service

department and carrying out service innovation at the same time, made the after-asle service

department be able to provide a strong protection for company marketing activities.

KEY WORDS: after-sale service, service quality, after-sale service management, ROS

Asia-Pacific.

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