【作者】 林巧；

【导师】 梁德翠；

【作者基本信息】 电子科技大学 ， 工商管理（专业学位）， 2023， 硕士

【摘要】 在当今信息爆炸的时代,随着新兴信息技术的不断地迅猛发展和持续的改革创新,拥有着一百多年历史的传统行业——航海运输业遭受着巨大的冲击和挑战,影响着行业内的企业长期生存和可持续发展。随着数字化不断深入的渗透,再基于行业独特的背景,企业需要不断思考和探索,实现数字化转型,体验数字化带来的更多企业价值,使其自身能够在激烈的大环境中具有市场竞争力。本文研究的M航运企业,是一家全球的综合性的集装箱承运输公司,近年来追求数字化创新,因致力于以先进的信息技术手段来简化进出口运输服务流程,满足客户高质量的服务需求来增强客户黏性,从而推出全新数字化在线订舱产品。随着M航运企业的在线订舱数字化产品的大力推广,其服务流程的需求量增长,但执行前端流程的需求量增加的同时也带来了后端客户投诉量的随之增长,最终以违背交易初期承诺的错误运价账单的形式呈现,给客户造成不好的产品体验。本文基于流程图和服务蓝图等流程管理优化理论,结合M航运企业实际情况来描述该数字化产品的服务流程现状和造成问题的影响因素。接着运用层次分析法和帕累托图,研究影响服务流程问题的因素并对其影响程度进行排序,包括了信息技术方面、流程运作方面和客户因素层面。然后通过鱼骨分析法分别对每个归类的影响因素进行原因分析。本文在流程管理PDCA环的底层逻辑和流程优化的相关原则下,再结合ESIA方法进行流程优化设计。包括删除部分非增值环节,减少人工的重复性处理;整合流程活动来覆盖衔接处的服务盲区,以更好的缩小流程间的跨度;增强数据收集和分析的自动化。同时利用IT信息技术不断修复强化系统,强化差异化客户服务管理体系等,便于M航运企业的服务流程随着数字化的不断深入而更具流畅性和灵活性。M航运企业通过对该数字化产品的服务流程的优化,寻求适合企业自身的流程管理优化的方案。这不仅可以提高客户对于线上订舱的数字化产品和相应配套服务质量的满意度,还能提高企业的运营效率,助力企业实现数字化转型并创造更多的企业价值。同时这也可以给航运业在数字化进程中的实际运营提供一定的借鉴和参考意义。更多还原

【Abstract】 With the continuous rapid development of emerging information technology and continuous reform and innovation,the shipping industry,the traditional one with a history of more than 100 years,has suffered huge impact and challenges in the times of information explosion,been affected survival and sustainable development.With the indepth penetration of digitization and the unique background of this industry,enterprises need to continue to think and explore,realize digital transformation,experience more values and possibilities brought by digitization,which can enable themselves to own market competitiveness in the fierce environment.The M shipping enterprise studied in this thesis is a global comprehensive container logistic company.In recent years,it has pursued digital innovation.It is committed to simplifying the import and export transportation service process by using advanced information technology,meeting customers’ needs of high-quality service and enhancing customer stickiness.Thus,M shipping enterprise has launched a new online digital product.With the vigorous promotion of the online digital product by M Shipping Enterprise,the demand for its service process has increased.However,the increasing demand in the front-line service process executed also has led the increasing complaints from customer in the backline,which finally has incurred bad customer experience in terms of wrong ocean freight billing that violate the initial transaction commitment.Based on the theoretical basis of flow chart and service blueprint,and refer to the actual situation of M enterprise,this thesis describes the present situation and influence factors caused in M enterprise’s digital product.Then the thesis studies the factors affecting service process problems via analytic hierarchy process(AHP)and ranks their impact degree via Pareto diagram,including information technology,process operation and customer factors.Then through the method of fish-bone analysis,seek out the main reasons of the service process problems respectively.Refer to the principle of process management and optimization,the bottom logic of the PDCA about process management and ESIA idea combined,design process optimization.During this period,delete some non-value-added part,reduce some manual double work.What’s more,integrate process activities to cover the service blind area at the junction,to better narrow the gap between processes.It also enhances the automation of data collection and analysis.At the same time,Information Technology is used to continuously repair and strengthen system support,and strengthen the differentiated customer service management system,to facilitate the service process of M enterprise to become smoother and more flexible with the continuous deepening of digitization.The M shipping Enterprise has found a solution to optimize its own process management by optimizing the service process of the digital product.It can not only improve customers’ satisfaction with the digital product and corresponding supporting service quality,but also improve the operation efficiency,which can help to promote digital transformation,and create more value.Meanwhile,it be able to provide some reference and significance for the actual operation of the shipping industry in the process of digitization.更多还原