基于TRIZ理论对便利店服务接触点的优化设计

The Optimal Design of Service Contact Point of Convenience Store Based on TRIZ Theory

摘要: 过往的营销策略主要针对的是实体产品的营销，随着人们生活质量和需求的提高，顾客开始注重在消费过程中所接受到的服务质量。企业只有展示出让顾客满意的服务质量，才能更好地营销自家所生产的产品。服务营销与实体营销形成一种互补和相辅相成的关系，是用户在消费中与商家的一种交互的过程，商家可以以此来对用户提供某种情绪和体验的价值。服务接触点是商家与消费者交易过程中的关键，服务接触点的优劣直接影响顾客的消费体验。因此对服务接触点进行优化改造，能够有效地提高顾客的直接体验。本研究以便利店为研究对象，将发明问题解决理论——TRIZ (Theory of Inventive Problem Solving)引入服务接触点的设计和优化中，通过类比设计和TRIZ中的标准解，对便利店的服务接触点进行优化设计。

Abstract: The past marketing strategies primarily focused on the marketing of physical products. With the improvement of people’s quality of life and demand, customers began to pay attention to the service quality they receive in the process of consumption. Only by demonstrating a level of service quality that satisfies customers can companies better market the products they produce. Service marketing and physical marketing form a complementary and mutually reinforcing relationship, which is a process of interaction between users and merchants in consumption. Merchants can provide some emotional and experiential value to users. Service contact points are the key point in the process of business and consumer transactions. The quality of service contact point directly affects the consumer’s consumption experience. Therefore, the optimized transformation of service contact points can effectively improve customers’ direct experience. This research takes the convenience store as the research object, and introduces the Theory of Inventive Problem Solving (TRIZ) into the design and optimization of the service contact point; through analogy design and inventive standards in TRIZ, the service contact points of convenience stores are optimized.