【作者】 李娜；

【导师】 刘宏；

【作者基本信息】 河北工业大学 ， 工商管理硕士（专业学位）， 2022， 硕士

【摘要】 2021年全球涂料市场规模达到12209.57亿元,其中建筑涂料市场是占比最大的高达48.8%。而地产景气度低迷对建筑涂料产值产生一定边际冲击,地产企业客户对建筑涂料的需求量下降以及原材料涨价均超预期,产品同质化、涂料行业准入门槛低导致竞争加剧,各涂料企业效益下降、利润下滑。对于此严峻的行业形势,企业越发注重精细化管理以及重点开发优质客户,并对现有的优质客户进行满意度提升,进而增加客户粘性。本文根据当下建筑涂料市场情况,对彩虹公司的现状与背景进行阐述,将彩虹公司建筑涂料在工程项目业务板块的服务流程作为研究对象,结合笔者自身所处的部门以及负责的工程项目服务情况,进行展开分析。笔者通过查阅大量文献,总结出彩虹公司业务模式流程优化的方向。通过选取几个具有显著代表意义的项目作为典型案例进行描述说明并分析,总结服务过程中出现的流程问题;根据案例分析中比较突出的问题,设计满意度问卷的题目,对工程项目客户进行问卷发放,回收并将采集到的问卷数据进行统计分析,找出现有服务流程中对效率、管控和客户满意度影响较大的关键问题,总结流程优化方案并绘制优化后的服务流程图,最后提出客户服务流程优化的相关保障措施。通过本文的研究,不仅能够实现彩虹公司建筑涂料工程项目服务流程优化,提高工程项目的服务质量,取得客户的高度信任,进而提升彩虹公司涂料业务板块在涂料行业内的竞争力,使彩虹公司在行业内树立起良好的口碑。也为涂料行业其他类似规模企业的建筑涂料工程项目服务管理方面提供参考和启示。更多还原

【Abstract】 In 2021,the global paint market scale reached 1220.957 billion yuan,among which the architectural paint market accounted for the largest as high as 48.8%.The form of real estate is not optimistic,real estate enterprise customers on the construction paint demand decline,construction paint output is affected,and the price of raw materials exceed expectations,product homogeneity is serious,the paint industry entry threshold is low leading to intensified competition,resulting in the paint enterprise benefit decline,profit decline.In view of this grim industry situation,enterprises pay more and more attention to fine management and focus on the development of high-quality customers,and improve the satisfaction of existing high-quality customers,so as to increase customer stickiness.In this paper,according to the current situation of the construction paint market,the current situation and background of rainbow company are described,the rainbow company construction paint in the project business section of the service process as the research object,combined with the author’s own department and responsible for the project service,to carry out the analysis.By consulting a large number of literature,the author summarizes the direction of Caihong Company’s business model process optimization.By selecting several projects with significant representative significance as typical cases for description and analysis,the process problems in the service process are summarized.Based on case analysis,the prominent problems in design satisfaction questionnaire,subject to customer project issued by questionnaire,recycling and collected questionnaire data for statistical analysis,to find out the existing in the service process for efficiency,cost,control and influence on customer satisfaction of the key problem,summarizes the process optimization scheme and draw the optimized service flow chart,Finally,the relevant safeguard measures of customer service process optimization are put forward.Through this study,we can not only optimize the service process of Caihong architectural coatings project,e competitiveness of Rainbow’s coatings business in the coatings industry,so that Rainbow can establish a good reputation in the industry.It also provides reference and inspiration for other similar scale enterprises in the coating industry in terms of service management of architectural coating projects.更多还原