Issued By State Authority: Post Responsibility Of Marketing Vice President Of Clothing Company

Since 1950s, the world economy has entered a relatively stable period of construction and development. The economy and trade of all countries have gained rapid development, and all kinds of shops, shopping centers, chain stores and other commercial enterprises are all located in cities and villages.

In order to ensure the quality and quality of service sold by commercial and trade enterprises to meet the needs of customers, we must establish a quality system conscientiously and enable them to operate effectively.

This chapter describes the elements, documents, characteristics and effective operation marks of establishing the service quality management system and quality assurance system respectively.

To establish a service quality management system for business enterprises, we must determine the service quality ring and quality management system elements and documents of business enterprises.

Quality ring, also known as mass spiral, is a conceptual model of interaction between quality and quality from the perspective of identifying needs to assess whether these needs are met.

(ISO 8402)

The service quality ring of a business enterprise is a conceptual model that affects the quality of service interaction from the perspective of identifying the needs of customers' services until assessing whether these needs are met.

According to the ISO9004-2 "quality management and quality system elements second parts: Service Guide" in article 5.4.2, "service quality loop", combined with the actual situation of the marketing service process of business enterprises, the service quality loop can be determined as shown in Figure 4-1.

In order to establish a quality management system for business enterprises, besides the elements of management responsibility, personnel and material resources, and quality system structure, we must also have operational elements conforming to the characteristics of business enterprises.

The operational elements of the quality management system of business enterprises include: research and evaluation of sales service needs, marketing service design, marketing service provision process and sales service performance analysis and improvement.

The research and evaluation of sales service needs is the first step in the market development process of business enterprises. Therefore, business enterprises should understand customer's needs through various ways, such as setting up customer opinion books, convening customer seminars, etc.

Such as:

A. commodity quality and price grade;

B. varieties, specifications, packaging and labelling requirements;

C. service environment is clean, bright, convenient, comfortable, elegant and beautiful.

D. service facilities type and integrity, safety requirements;

E. service mode and attitude.

In addition, we should also understand and satisfy the special requirements of special customers such as old, weak, sick and disabled.

Based on the above findings and the actual conditions of service, the new service items can be identified and the service envisage report or service outline should be worked out as the basis for service design.

The main task of marketing service design is to design the contents and requirements of the service outline into service specification, service specification and quality control specification, to determine the schedule of the scheduled service projects, to ensure all the necessary resources, facilities and technical support, and to carry out appropriate and practical publicity for the service projects.

The service specification specifies the characteristics, contents, requirements and acceptance criteria of the services provided.

In the business enterprise directly facing the customers, providing post marketing or post service positions, the post service standard should be worked out, and the service responsibilities, post conditions, service procedures, service contents and requirements should be specified clearly and specifically.

Other management and operation posts can work out specifications and specifications.

The specification of service provision stipulates the methods and means of providing services.

Because it generally involves the business management field of business enterprises, it is also called management standard (management procedure document).

The management norms of business enterprises should generally include:

A. supplier selection and fixed point specification;

B. procurement management standards;

C. warehouse management specification;

D. marketing counter service management standard;

E. service identifier and traceability management standard.

The quality control specification should be able to effectively control the quality of every marketing service process, so as to ensure that marketing services always satisfy the above two kinds of specifications and customer requirements, and can not only set control standards for commodity quality and service quality alone, but also be included in service specifications and management norms.

The process of providing marketing services for business enterprises can be generally divided into:

A, purchase, B, incoming inspection, C, warehousing, D, shelves, E, sales, F, after sales service and so on.

In the process of marketing services, service organizations (i.e. trade and business enterprises) should adopt various means such as administration, economy and education to ensure the implementation of all kinds of norms, constantly evaluate and record the quality of service process, identify and correct non-standard services, and control all factors that affect the quality of service process, such as human skills, facilities integrity and safety.

In addition, we should attach great importance to customer complaints and evaluation of service quality, constantly improve customer satisfaction and strive to achieve no defect service.

Business enterprises should analyze the performance of marketing services regularly or irregularly. Therefore, we should establish a feedback and management system for service quality information, which requires qualitative analysis and quantitative data collection and statistical analysis, so as to seek opportunities for quality improvement, improve quality and improve the quality of marketing services.

Business enterprises should set up a document quality management system with reference to ISO9004-2, combined with the actual situation of enterprise personnel and facilities.

That is to say, we should compile a set of scientific, practical and effective quality management system documents.

The hierarchical structure of the quality management system document of business enterprise is shown in Figure 4-2.

This is a programmatic document to clarify the quality policy of business enterprises and describe its quality management system. It should generally include the following contents:

A. the quality policy and quality objectives of business enterprises;

B. the responsibilities, powers and relationships of personnel at all levels in business enterprises;

The description of the C. quality management system elements and the documented procedures of the references can also be a direct compilation of these procedures.

D. regulations on the use, modification and control of manuals.

When necessary, a preface to introduce information about enterprises and manuals, the definition of terms in manuals, and the appendix of supporting documents and supporting documents should be prepared.

For specific contents and requirements, see ISO10013 guide for the compilation of quality manuals.

The management standard of a business enterprise is a "procedure" document for carrying out a marketing service activity, and they are also a supporting document of the quality manual.

The contents of management norms should generally include the purpose and scope, what to do and who to do, when and how to do it, what facilities should be used, what documents should be used, and how to record and control service activities.

They can be consistent with the sequence of activities in the quality manual, and can also be compiled in the form of enterprise standards.

For quality planning, "special quality measures, resources and sequence of activities are specified for specific products, projects and contracts" (ISO 8402).

Therefore, business enterprises should prepare quality plans according to ISO 10005 "quality plan guide" to deal with some specific marketing services, such as the Spring Festival, mid autumn festival exhibition, the supply of specific customers such as troops, welfare homes, etc.

Service standards regulate the service behavior of business enterprise service personnel, such as salesmen, deliveries, etc., and clarify the operational documents of their service contents and service quality requirements.

Service standard is the basic and minimum requirement to measure the service quality of service personnel in a business enterprise. It should generally include post responsibilities and tasks, post conditions, service procedures, service contents and requirements.

For example, the service specification of the shop assistant should make clear and specific stipulations on the service contents and quality requirements of each service link such as checking in, singing, receiving, singing, paying, courtesy, and checking the shelves.

Quality records provide objective evidence for the completed quality activities or achieved results, that is, "information that is proved to be true based on observations, measurements, tests or other means or facts" (ISO 8402).

Therefore, it is also called "witness document".

The quality records of business enterprises include:

A. quality assurance agreement (signed with suppliers);

B. commodity acceptance record;

C. customer opinion;

D. calibration or verification record of metering weighing apparatus;

E. internal quality audit report;

F. customer complaint handling form.

Any business enterprise, as long as we set out from its own reality, set up a documented quality management system, it will be able to break away from traditional experience management and stride into the track of scientific management and modern management, and publicizing the international service quality management standard (ISO 9004.2) provides a shortcut for it.

The quality assurance system is also a quality system, which requires an organization to guarantee the ability to provide qualified products.

The quality assurance system of commercial enterprises requires that it really has the guarantee ability to provide qualified goods and services. Generally speaking, the quality assurance system of commercial enterprises is established and implemented according to international quality assurance standards (ISO 9001 or ISO 9002).

The practice of quality management at home and abroad has proved that it is a popular practice to adopt the way of beneficiary promotion, that is, the representatives of beneficiaries of quality system certification bodies (customers, employees, owners, sub suppliers and the society) carry out certification registration for a certain enterprise or organization's quality assurance system, so as to confirm the suitability of their quality system.

To this end, this section focuses on the composition, documentation and certification registration requirements of the quality assurance system for business enterprises.

Because the products of business enterprises are the combination of goods and services, and the quality of sales service can not be delivered to customers after waiting for inspection as hardware products, it depends on the quality of service delivery process.

Therefore, the relevant departments of the State Technical Supervision Bureau and the Ministry of Internal Trade issued a guide for the implementation of the standard of quality assurance mode for business enterprises in early 1997 (see Appendix 2 in detail), which was compiled according to ISO 9001 or ISO 9002.

According to this guide, the composition of quality assurance system for business enterprises is briefly described.

The top managers of business enterprises should formulate quality policies, determine quality objectives, and ensure that employees at all levels understand and implement them conscientiously.

For all persons engaged in quality related matters, their duties, powers and relationships should be stipulated, and relevant documents and organizational charts shall be formed.

The necessary resources for quality activities, such as equipment, equipment and funds, should be ensured.

The management review should be conducted according to the prescribed practice intervals, and the quality policy and objectives shall be formally evaluated on the adaptability of the current situation of the quality system (ISO 8402).

Its main content is to evaluate the results of internal quality system audit, analyze customer satisfaction, complaints and sales status.

A management representative should be appointed in the management to award the establishment, implementation and maintenance of the quality system, and to represent the enterprise in terms of quality system matters and external liaison.