基于服务利润链视角的营销服务文化建设——以中国石化化工销售有限公司为例

中国石化化工销售有限公司应用服务利润链理论研究,连续4年开展的“服务年”系列活动,提炼了营销服务文化理念,传播服务理念,得到员工的认同,并转化为服务行为。实践证明,利润、员工、企业和客户确实存在着直接的联系,内部员工是基础,通过员工服务来提高企业和客户的满意度、忠诚度,最终促进企业自身持续发展。

The Construction of Marketing Service Culture Based on the Perspective of Service Profit Chain ---Using Sinopec Chemical Commercial Holding Company Limited as an Example

Applying the research on the theory of service profit chain, Sinopec Chemical Commercia Holding Company Limited has developed a series of ＂service year＂ activities for four consecutive years. On this basis, marketing service culture concept was refined, and the service concept was spread, the concept gradually acquired the employees＇ identity and transformed into the service behavior. The practice has proved that, the profit, employees, customers and enterprise exist a direct connection, internal staff is the basis, the enterprise and customer satisfaction and loyalty should be improved through the employees＇ service so as to ultimately promote the sustainable development of the enterprise itself