皖南烟区专业化服务产品开发设计与营销管理研究  

Research on the Development, Design and Marketing Management of Specialized Service Products in the Tobacco District of Southern Anhui

作　　者：相智华[1] 薛宝燕[2] 程森[3] 蔡宪杰[3] 肖梅[1] 姚旺家 XIANG Zhi-hua;XUE Bao-yan;CHENG Sen(Anhui Wannan Tobacco Co.Ltd.,Xuancheng,Anhui 242000;Anhui Provincial Tobacco Monopoly Bureau,Hefei,Anhui 230022;Shanghai Tobacco Group Co.Ltd.,Shanghai 200082)

机构地区：[1]安徽皖南烟叶有限责任公司,安徽宣城242000 [2]安徽省烟草专卖局,安徽合肥230022 [3]上海烟草集团有限责任公司,上海200082

出　　处：《安徽农业科学》2019年第3期271-275,共5页Journal of Anhui Agricultural Sciences

基　　金：上海烟草集团有限责任公司与安徽皖南烟叶有限责任公司合作科技项目<皖南烟叶生产全程管服体系构建与示范推广>(00631);安徽皖南烟叶有限责任公司自主项目<皖南烟稻轮作区优质单品种粥米产业化开发综合技术研究>(20170221010)

摘　　要：为解决皖南烟区专业化服务不规范、服务价格不合理、服务质量不过关等问题,运用问卷调查、头脑风暴法、策略研讨、查阅文献资料、深度访谈等方法,分析专业化服务产品开发的可行性,明确了服务产品开发的5种形式,形成服务产品开发工作流程的七个阶段;重点围绕营销要素中产品、价格、渠道、人员和服务过程5个要素的管理措施进行探索,明确了工作说明书(SOW)、防错设计和烟农验收3项质量管理措施,成本导向的定价方法,用人规范和工作绩效2项人员管理要点,以及应用服务蓝图设计了专业化服务过程。开发营销服务产品转变了烟叶专业化服务方式,为提高服务效率,保障技术精准落实和促农增收起到积极作用。In order to solve the problems of non-standard service,unreasonable price and poor quality of service,the methods of questionnaire,brainstorming,strategy discussion,literature review,in-depth interview and so on are used to solve the problems.This paper analyzes the feasibility of specialized service product development,clarifies five forms of service product development,and forms seven stages of service product development workflow.This paper probes into the management measures of the five elements of product,price,channel,personnel and service process,and clarifies the three quality management measures of the(SOW),error prevention design and the acceptance of the tobacco farmers,the cost oriented pricing method,the personnel standard and the two key points of the personnel management of the job performance.And the application service blueprint designed the specialized service process.The development of marketing service products has changed the specialized service mode of tobacco leaf,which plays a positive role in improving service efficiency,ensuring accurate implementation of technology and promoting agricultural income.

关 键 词：皖南 专业化服务 服务产品 开发设计 营销管理 

分 类 号：S-9[农业科学]