服务营销论文.doc

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1、西南财经大学天府学院论文题目： Campus Services Report学生姓名： 李 悟 班 级： 11级本科服务营销选修02班 学 号： 41102437 THE BURNING ISSUECampus Services, an integrated system that collects all kinds of social resources, is built to content with the demands of teachers and students learning and work, extra-curricular life and other needs

2、. Campus Services mainly include two aspects, one is living service, and another is the teaching and learning service. A good service system can not only improve the quality of teaching quality, but also allows teachers and students to improve the quality of life, and enrich their campus life. This

3、thesis hope to fully illustrate my school service system, improve the life, teaching and learning quality of teachers and students in my school.THE OVERVIEW Recently, our school actively mobilizes teachers and students involved in the questionnaire of the first students Congress, while the focus of

4、the questionnaire is all my schools evaluation of the organization services. According to the Logistics Service Center on Southwestern University of Finance and Economics Tianfu College website, we can learn that our school living services category includes security, catering, shopping, health, warr

5、anty, finance, transportation, logistics, student enterprises, and so on . Teaching services include the teaching software, library, sports facilities, and some student organizations. Teachers and students are closely linked with these service organizations in school. I will base some research resul

6、ts to analyze the advantages and disadvantages of my school service system, as well as summarize causes and solutions.THE IDEA IN TANGIBALAccording to the survey of questionnaire and the data that I researched and concluded last year (Annex 1) summed up the advantages and disadvantages of my school

7、service system.Advantages 1.service system is broad, covering is large 2. Service system is able to meet the basic needs of teachers and students 3. Service system has been gradually improvedisadvantagesAlthough our school service system cover widely, but the overall service quality is not high. Mai

8、nly reflected by the following aspects: 1. Due to the constraints of the school administrative system, many students can not be developed individual services. Individual services created by students were able to effectively compensate to the vulnerabilities of campus service system, and improve the

9、whole service system quality. 2. Because it is operated in the school, there is a large quantity of fixed consumers. The competition between profit organizations is not fierce. So oligopoly present on campus. Thus these profit organizations attract consumers by oligopoly instead of relying on enhanc

10、ing the quality of service. 3. Due to a number of organizations have a close relationship with school administration, there is bureaucratic doctrine in these organizations. In the service process they will present a strong rank color. 4. Some organizations in order to attract awareness, they will pr

11、ovide some unrealistic services to attract teachers and students but not depend on the actual situation. 5. Many organizations do not have a complete service chain. Some organizations only service the particular matter, but, thus the service is not deep enough.THE PAYOFFAccording to the above proble

12、ms found, we can know that there are still many problems in our school service system, we according to the actual situation get some solutions. For students enterprises, canteens, supermarkets, restaurants and other for-profit organizations:1. position the target market, seize the opportunity. Since

13、 2002, our school enrollment fresh students for 10 years, increased consumption object will undoubtedly bring opportunities for profit organization, and with the economic development and the improvement of teacher-students purchasing power will promote various consumption. In such an environment, th

14、e students are more inclined to the nearest consumption, therefore, profit organization should seize the psychological needs of students. And according to the characteristics of teacher-students consumption, profit organization should meet their needs in the process of pre-sale, sale, after sale. To

15、 improve the quality of services and create a favorable shopping environment is the premise of the sustainable development.2. Improve staff service quality. Teacher-student consume in the canteen, supermarket usually will firstly take the individuals physical or psychological needs into considerate.

16、 The price is secondly factor. Good service will let customers have a kind of feeling of being respected. Supermarket staff also should treat every customer as god, and thus it will make a good impression on customers, naturally, of course, there will be endless consumers come here to consume. There

17、fore, it is necessary to take an occupation training, rather than to get profits by oligopoly.3. Each organization services should target the needs of teacher-student. First, meet the basic needs of teacher-student; secondly, create the conditions to constantly create new demand. It was said that pl

18、an always cant keep pace with change. Consumer demand will not be static, so take regularly surveys to consumer demand is necessary. Only better meet the needs of consumers ,can profit organization better capture the market.4. Construct own culture, and incentive employees Put the organization and m

19、anagement system, slogans and other personalized logo in a prominent place, which is supervision and encouragement on staff . you can give consumers more aware of your own intuitive culture and business philosophy to make a good impression on consumers; Secondly, establish a complete staff incentive

20、 mechanism, you can also take the survival of the fittest approach, so that every employee can work under pressure but work optimistic and responsible. For some staff who have a good performance can be properly recognize. such as raise wages. In addition, allowing every employee to improve themselve

21、s in the competition and thus improve the overall quality of service.5. Reasonable price According to the survey results, price is one of the important standards of valuing service quality for teacher-student. It is unnecessary to profit organization just for a small profit but increase price unreas

22、onable. For nonprofit service organization1. Actively listen to opinions and suggestions from teacher-student, and make effective improvements. Listening the suggestions from others is a way of a learning process. In many cases, students can better reflect the service problems itself. Various servic

23、e organizations can collect all kinds of comments or suggestions from teacher-student continuously to improve and enhance the quality of service.2. Improve the network service platform. Many universities have their own service network platform across the country. The platform relies on network infor

24、mation technology, it extends service to virtual network services platform, greatly enhance the quality of services, and widen the range of services. Such as this term our school opens the channel of recharging school card. These networks services let teacher-students to get convenient.3. Schools ad

25、ministration should give each one an equal opportunity to develop service organizations and enable them to play its role in school. While school should broaden service channel to let more individuals involve so that improve the entire service system.THE CLOSE In short, the campus serves that is one

26、of the important measure for schools soft power. The quality of service directly affects the schools reputation. Whether for-profit service organizations or non-profit service organization, to improved quality of service, it is necessary to develop the standardization and humanity service, while rel

27、ying on the advanced network information technology to achieve quantization , systematic and automation services. Only develop such services can meet the growing needs of teacher-student, and attract more outstanding students to our school.REFERENCE1KDouglas Hoffman& John E.G. Bateson, Marketing Con

28、cepts, Strategies,& Case , peking university press, pp.1-189.2http:/www.tf- accessed 2 June 2013.Annex 1一，对图书馆的调查1. 您对图书馆环境与阅览环境（安静、整洁、舒适、明亮）感到：2. 您觉得图书馆是否具有足够的信息软硬设备，可供资料查询只用：3. 您对图书馆的公共卫生与通风感到：4. 您对图书馆的计算机查询、复印等设5. 您对图书馆外借图书数量与借书期限以及逾期还书处理方式（如：滞留金项），是否感到合理：二：关于学校医院的调查6. 您对校医院的就医环境感到：61422805101520

29、250%5%10%15%20%25%30%35%40%45%50%人数百分比人数614228百分比12%28%44%16%很满意满意一般不满意7. 您对校医院的医生的服务态度感到：8152430510152025300%10%20%30%40%50%60%人数百分比人数815243百分比16%30%48%6%很满意满意一般不满意8. 您对校医院的就医收费是否合理：9. 您或您的亲人生病通常会选择校医院么？三：关于学校餐厅的调查报告分析10. 您对学校餐厅的服务质量感到：A、很满意B、满意C、一般D、不满意11. 您对学校餐厅的饭菜种类和质量感到：12. 您对学校餐厅的饭菜价格？四：关于学校内文化娱乐设施的分析13. 您对学校内的文化娱乐设施是否满意？14. 您通常是么时候携您的朋友出来娱乐？