在我国社会主义经济发展初级阶段，中国铁路承担着经济建设和军事运输 的双重任务，服从计划经济的统一布局是铁路肩负的历史使命。这样的特点曾 经保障了中国铁路路网结构伴随着国家经济发展不断地壮大、优化，但也伴生 了急需改进的一些问题。由于铁路运输的部分垄断优势，多年以来无论是铁路 企业自己，还是有运输需求的客户，都默认铁路系统是有特殊优势的一方，铁 路高高在上，客户敢怒不敢言。 在新经济时代，政企分开是铁路改革的第一步，投入市场大潮的铁路企业 显得极为不适应，运量暴跌连年亏损，各种问题层出不穷。主要原因在于一方 面企业内部多数人员还有“等、靠、要”的思维定势作祟，观望大于行动，导 致企业改革步伐缓慢，在经营模式和市场竞争水平、服务意识方面落后于其他 运输企业；另一方面，社会舆论认为铁路“船大难掉头”，铁路运输企业“脸 难看、事难办”的标签牢固不破，造成企业自主寻找货源困难重重，货运效益 增速遇到极大瓶颈。客户和企业的关系紧张矛盾突出，问题都指向铁路运输服 务满意度差，因此本文选定以铁路运输服务满意度提升策略为研究目标。 论文以文献研究、问卷调查及访谈等方法作为基础工作，通过查阅大量文 献，对货运服务满意度研究领域的成果进行梳理、归类。研究过程选定具有代 表性的研究方法进行调查方案的设计以及数据分析；最后结合评价结果综合分 析，确定提高货运服务满意度的关键点，并以此为导向为其制定具体可行的服 务满意度提升策略。在策略实施当中，通过资金投入、人才队伍建设和管理制 度改革，来保障提升策略落实到地，以期提高顾客满意度并有效转化成经济效 益。 论文的研究成果可以为兰州局集团有限公司服务管理提供数据参考，为企 业决策推波助力；通过满足服务需求，实现顾客忠诚，最终使得兰州局集团有 限公司的市场竞争力得到提升。与此同时，受限于铁路行业货物运输的闭环运 营方式，外界研究人员获取铁路货物运输服务的资料较为困难，难以进行深入 的调查研究，导致现有的研究成果里有关铁路企业货运服务满意度问题的理论 仍存在片面性，因此理论研究应用于指导实践也是少之又少。本文旨在提出实 EMBA学位论文 作者：梁海云 中国铁路兰州局集团有限公司货运服务满意度的提升策略研究 II 际的解决策略改善铁路货运满意度水平，为提高企业经济效益提供实际帮助， 同时也为其它铁路局提供有益的参考。 关键词：兰州局，货运服务，满意度，提升策略 EMBA学位论文 作者：梁海云 中国铁路兰州局集团有限公司货运服务满意度的提升策略研究 III RESEARCH ON THE STRATEGY FOR IMPROVING FREIGHT SERVICE SATISFACTION OF CHINA RAILWAY LANZHOU BUREAU GROUP CO. ,LTD Abstract At the primary stage of Chinese socialism economy development, railway in China was very important for economic development and military transport, thus it is a historical mission for the railway enterprises to follow the instructions of planned economy. Such characteristics once ensured the continuous expansion and optimization of China's railway network structure along with the national economy development, but it also brought some problems which have to be handled as soon as possible. Due to the partial monopoly of railway transportation, both the railway enterprises and their customers have assumed that the railway enterprises have been the one with special advantages for many years. The railway enterprises are in such a high position that customers do not dare to complain about their services. In a new economy era, the separation of government function and enterprise management is the first step of the reform of railway enterprises. The railway enterprises that have entered the free market are extremely unadaptable, which contribute to the plummet of the volume of transport and loss of money for years. Various problems have arisen accordingly. There are two major reasons. The first one is that most staff in railway enterprises still have the mindset of "waiting, relying and asking". They just wait and see without taking any actions, which leads to the slow pace of enterprise reform. As a result, railway enterprises lag behind of other transportation enterprises in terms of operation model, competitiveness and service awareness. In addition, people have the stereotypes that “it is difficult for colossal ships like railway enterprises to turn around" and people in the railway transport enterprises look indifferent and provide bad services. In consequence, it is very difficult for railway enterprises to find sources of freight and has caused a bottleneck for the growth of freight transport efficiency. The tension between customers and railway enterprises is considerable because of poor satisfaction of railway EMBA学位论文 作者：梁海云 中国铁路兰州局集团有限公司货运服务满意度的提升策略研究 IV transportation services. Therefore, this paper aims to research the strategy for improving the satisfaction of railway transportation service. This paper reviews a large amount of literature to sort out and classify the achievements in the research field of freight service satisfaction. It adopts questionnaire survey, interview and other methodology. During the research process, representative research methods are selected to design the investigation scheme and analyze the data. Finally, the key points to improve the satisfaction of freight service are decided based on the comprehensive analysis of the evaluation results and the feasible strategies to improve the satisfaction of freight service are formulated accordingly. The implementation of the improvement strategy is assured through capital investment, talent team building and management system reform, so as to improve customer satisfaction and effectively translate into economic benefits. The research results of this paper can provide data reference for service management of Lanzhou Bureau Group Co., LTD., and help railway enterprises to make decisions. By meeting service demands and obtaining loyal customers, the market competitiveness of Lanzhou Bureau Group Co., Ltd. is expected to be improved. At the same time, restricted to the closed operation of freight transport in rail industry, it is difficult for researchers outside the industry to access to information of railway freight service and conduct in-depth investigations and studies. Consequently, the existing research results on the theories about railway freight service satisfaction are one-sided, and very few theories are applied to practice. The objectives of this paper are to propose practical solutions for improving the satisfaction level of railway freight service, to provide practical help to increase the profit of railway enterprises, and also to provide useful reference for other railway bureaus. Key words: Lanzhou Bureau, freight service, satisfaction, strategy for improving EMBA学位论文 作者：梁海云 中国铁路兰州局集团有限公司货运服务满意度的提升策略研究 V 目 录 中文摘要 ........ I Abstract ....... III 第一章 前言 . 1 1.1 研究背景与问题提出 ....................... 1 1.1.1 研究背景 ..... 1 1.1.2 问题的提出 . 2 1.2 研究内容和研究方法 ....................... 3 1.2.1 研究内容和技术路线 ................ 4 1.2.2 研究方法 ..... 5 1.3 研究意义与创新 6 1.3.1 研究意义 ..... 6 1.3.2 论文的创新点 ............................ 6 第二章 服务满意度的理论基础与研究综述 .......... 8 2.1 服务满意度的概述 ........................... 8 2.1.1 服务的特征 . 8 2.1.2 服务满意度的内涵 .................... 8 2.2 服务满意度的理论基础 ................. 10 2.2.1 瑞典顾客满意度指数模型 ...... 10 2.2.2 美国顾客满意度指数模型 ...... 11 2.2.3 欧盟顾客满意度指数模型 ...... 11 2.3 运输业服务满意度的研究现状 ..... 12 第三章 兰州局集团货物运输服务现状 ................ 15 3.1 企业概述 .......... 15 3.1.1 企业简介 ... 15 3.1.2 业务简介 ... 16 EMBA学位论文 作者：梁海云 中国铁路兰州局集团有限公司货运服务满意度的提升策略研究 VI 3.2 服务现状 .......... 17 3.2.1 机构设置 ... 17 3.2.2 客户分级 ... 18 3.2.3 服务流程和关键要素 .............. 20 3.2.4 服务管理制度和规范 .............. 20 3.3服务满意提升的必要性 .................. 21 3.3.1 服务环境分析 .......................... 21 3.3.2 必要性分析 .............................. 22 第四章 兰州局集团货物运输服务满意度评价 .... 23 4.1 服务满意度评价的设计与实施 ..... 23 4.1.1 评价原则 ... 23 4.1.2 评价指标和问卷设计 .............. 24 4.1.3 评价的组织和实施 .................. 26 4.2 服务满意度评价结果 ..................... 27 4.2.1 问卷的统计分析 ...................... 27 4.2.2 服务