篇一：邮政服务礼仪培训
邮政服务礼仪培训
文/著名礼仪培训讲师王思齐
邮政服务礼仪培训课程主要内容：邮政企业员工基本礼仪规范、邮政企业各岗位服务礼仪规范和邮政涉外服务礼仪，最后讲述了邮政企业如何加强礼仪教育，提高员工礼仪修养。
礼仪培训讲师王思齐邮政服务礼仪培训内容主要包括：“常用服务规范用语”、“行为举止规范”、“个人形象树立”、“柜台服务礼仪”等内容，并重点对微笑、问候、站姿、坐姿、语言情感、与客户沟通等进行了详细的讲述和演练。
邮政储蓄网点服务礼仪
首先，网点服务礼仪应发挥柜员的主观能动性。现在，柜面员工的工作压力很大，一方面要做到安全操作，不出差错；另一方面还要完成业务指标，兼顾 柜面服务和业务营销；再加上与他行福利待遇的差距，如果不正确引导，柜员的思想就会有波动，不说监守自盗等案件的发生，可能连最起码的柜面服务都难以保 证，更谈不上服务礼仪的自觉执行了。
网点服务的关键是做人的工作，网点服务都是主观的因素在起作用，不能脱离客观环境看网点服务，到最后变成生搬硬套的“你好”、“再见”是没有效 果的，一个发自内心的微笑才能赢得客户。我们应该通过内容丰富、形式多样、意义深刻的教育活动，统一思想和教育提高从柜面一线员工的认识入手，把教育提高 认识贯穿到提高柜面服务质量的全过程、全方位。
我们讲的从教育入手，讲的不是大道理，而是为人处世的道理，教会员工怎样做人，使员工拥有良好的心态。只有 柜员做到爱岗敬业、尊重农行、尊重
职业、尊重自己了，才能从真正意义上做到尊重客户。
二是树立“客户就是自己”意识。人是决定网点服务礼仪成败的关键。对客户来说，能否为客户提供最好的银行服务是衡量改革成败的最重要标准；对员工来 说，只有满意的员工才会有满意的服务；对管理者来说，要树立“管理者的客户就是员工，管理就是服务”的意识。如果柜员能真诚树立“客户就是自己”的意识， 为客户所想、急客户，我想一切网点服务礼仪障碍将迎刃而解。三是网点服务不能走过场、一阵风，只有持之以恒，方能红旗不倒。商业银行市场竞争力的大小，在很大程度上取决于服务质量的优劣和服务水平的高 低，而窗口服务是银行服务中最传统、最直接的方式。
柜员应加强自身修炼和学习，及时充实和更新上级行对网点柜员服务理念的要求，不断丰富、提高我们的思想 意识和服务水平，从每一件小事、每一笔业务、每一位客户的周到服务做起，做好五个到位：业务娴熟，单笔素质到位；有问必答，据理答疑到位；善解人意，文明 用语到位；无微不至，提请事项到位；不厌其烦，微笑服务到位。
课程背景：
服务是每个行业越来越关注的话题,应该说邮政企业的每一位员工都懂得最基本的礼仪礼节,但在具体的服务工作中,不是我们淡忘了礼仪礼节,就是礼仪礼节做不到位,或者无法明显地表达出来。
主讲老师：王思齐
课程时间：1-2天
培训地点：客户自定
培训对象：邮政企业的所有员工
课程收益：
通过培训使员工懂得塑造与个人风格相适的专业形象
通过培训使员工掌握现代商务、社交的通用礼仪熟练运用
通过培训使员工提高职业化素养，从而提升企业精神面貌
通过培训使员工进一步将企业文化精神理念落实到行为规范中
通过培训使员工规范的礼仪知识，明晰的市场竞争意识
邮政服务礼仪培训课程大纲
第一部分：邮政服务礼仪概述
礼仪概述
邮政服务礼仪的含义及特征
邮政服务礼仪的基本原则和内容
邮政企业加强礼仪服务的重要意义
第二部分：邮政企业员工基本礼仪规范
邮政企业员工言谈礼仪
邮政企业员工姿态礼仪
邮政企业员工仪容礼仪
邮政企业员工服饰礼仪
邮政企业员工日常交际礼仪
第三部分：邮政企业各岗位服务礼仪规范
职业礼仪与客户满意战略
邮政窗口营业人员服务礼仪规范
邮政投递人员服务礼仪规范
邮政速递礼仪业务服务规范
邮政公关礼仪
邮政营销礼仪
邮政管理人员礼仪
第五部分：涉外服务礼仪与少数民族礼仪
涉外服务礼仪概述
宗教习俗与礼仪
世界部分国家的习俗和礼仪
我国少数民族习俗和礼仪
第六部分：邮政服务礼仪培训课程总结
王思齐介绍
著名企业培训讲师
职业礼仪培训讲师
国家高级礼仪培训师
多家大学客座讲师
资深课程顾问
前沿讲座主推讲师
中华礼仪培训网首席顾问
多家大型企业集团特邀礼仪培训讲师
2010年“十大时尚礼仪讲师”之一
王思齐老师专注于礼仪方面的研究与培训，出身于服务行业，凭借多年培训经验与实际工作经验，结合自身对礼仪知识的研究，长期服务与电力、电信、银行、医院、酒店、房地产、汽车等行业。王思齐老师培训方式独特，课程实际操作性强，能很快抓住学员身上的闪光点，并探索出学员的不足之处，融入学员感染学员教化学员。深受学员的欢迎和喜爱。
擅长领域：礼仪培训，客户服务，职业素养
授课风格：
讲课风格清新自然、优雅大方，极具亲和力。
课堂生动活泼，采用录像、情境模拟、角色扮演等多种教学方法，寓教于乐； 紧紧地把教学内容与实践能力相结合，风趣轻松，将理论知识演绎得生动易懂； 极为重视和学员之间的互动交流，以此来激发学员充分参与，学员的关注度极高，从而达到最佳的授课效果；
实用性极强，学员下课后就能用、会用，深受企业和学员好评；
学员感言：
王老师讲课既有理论深度，又注重实用效果，能在工作中解决实际问题，体现真正培训的价值。——领跑健身集团严经理
耐心周到、重点突出、信息量高，案例丰富鲜活，让人更容易理解。——河南保胜投资担保丁老师
篇二：邮政储蓄服务礼仪学习心得
邮政服务礼仪培训
服务，是银行永恒的主题。现代商业银行之间的竞争，归根结底体现在银行提供的金融服务的竞争上。邮政为适应新的形势，金融环境的变化和竞争给邮政带来的冲击，让我们不得不意识到服务是银行的一切活动之本，也是提升形象、实现可持续发展的重要保证。如何提高服务水平更是社会关注的焦点，在很大程度上影响着邮政的业务发展进程和竞争力的提升。
邮政服务的第一窗口是网点，网点服务的转型在大厅，支撑大厅的成败是柜员。作为国内分支机构和营业网点最多的银行，我行用“服务超越需求”的理 念，开始对柜台业务实施转型，通过推行网点业务分层、功能分区、客户分流等精细化管理，创造一流的人性化服务环境，满足客户多层次的服务需求。本次局组织的网点服务礼仪培训，正是适应转型需要而进行的专项培训，既是充电，更是换血。从课程的安排、内容的选择、授课师资的配备，以及局的重视程度上看，不同于以往各屇，是局最有份量的一次培训。我有幸参加此次培训，深受鼓舞和教育，倍感巨大动力和干劲。如果网点能按此服 务礼仪规范落实，我想我们的网点形象和邮政形象，将以崭新姿态迎接挑战！作为一名柜员，我认为网点服务礼仪的定位应该从我做起，如果每个人都能自觉做好 了，不愁网点服务质量上不去。
首先，网点服务礼仪应发挥柜员的主观能动性。现在，柜面员工的工作压力很大，一方面要做到安全操作，不出差错；另一方面还要完成业务指标，兼顾柜面服务和业务营销；再加上与他行福利待遇的差距，如果不正确引导，柜员的思想就会有波动，不说监守自盗等案件的发生，可能连最起码的柜面服务都难以保证，更谈不上服务礼仪的自觉执行了。
网点服务的关键是做人的工作，网点服务都是主观的因素在
起作用，不能脱离客观环境看网点服务，到最后变成生搬硬套的“你好”、“再见”是没有效果的，一个发自内心的微笑才能赢得客户。我们应该通过内容丰富、形式多样、意义深刻的教育活动，统一思想和教育提高从柜面一线员工的认识入手，把教育提高认识贯穿到提高柜面服务质量的全过程、全方位。我们讲的从教育入手，讲的不是大道理，而是为人处世的道理，教会员工怎样做人，使员工拥有良好的心态。只有 柜员做到爱岗敬业、尊重邮政、尊重职业、尊重自己了，才能从真正意义上做到尊重客户。
? 二是树立“客户就是自己”意识。人是决定网点服务礼仪成败的关键。对客户来说，能否为客户提供最好的银行服务是衡量改革成败的最重要标准；对员工来说，只有满意的员工才会有满意的服务；对管理者来说，要树立“管理者的客户就是员工，管理就是服务”的意识。如果柜员能真诚地树立“客户就是自己”的意识，为客户之所想、为客户之所急，我想一切网点服务礼仪障碍将迎刃而解。
三是网点服务不能走过场、一阵风，只有持之以恒，方能红旗不倒。商业银行市场竞争力的大小，在很大程度上取决于服务质量的优劣和服务水平的高低，而窗口服务是银行服务中最传统、最直接的方式。柜员应加强自身修炼和学习，及时充实和更新上级行对网点柜员服务理念的要求，不断丰富、提高我们的思想意识和服务水平，从每一件小事、每一笔业务、每一位客户的周到服务做起，做好五个到位：业务娴熟，单笔素质到位；有问必答，据理答疑到位；善解人意，文明 用语到位；无微不至，提请事项到位；不厌其烦，微笑服务到位。
我所在的岗位是东华支局营业服务窗口，我的一言一行都代表着本行的形象。网点规范服务的管理是没有止境的，因为它充满着偶然性和变化性。 窗口服务的工作使我每天面对众多客户，
为此我要常常提醒自己：“善待别人，便是善待自己！”对网点服务的管理只是一种表现方式，真正的内涵是使每个员工都 能自觉地维护集体荣誉，真正做到爱行如家，在全行形成一种共识，让提供优质服务的言语和行为成为员工的职业本能。其实，我们要做的还有很多很多??
篇三：邮政礼仪策划书终稿
2005级市场营销 6+1 小组
目 录
第一部分 项目背景 ··································································································· 3
一、邮政礼仪业务现状························································································· 3
二、邮政礼仪业务存在的问题············································································· 3
三、本次策划的必要性························································································· 3
第二部分 总体目标 ··································································································· 4
一、确定目标市场································································································· 4
二、扩大邮政礼仪市场占有率············································································· 4
三、构建合理的品牌战略体系············································································· 4
四、企业形象系统（CIS）的初步规划，提高邮政礼仪业务知名度和美誉度
································································································································· 4
第三部分 市场研究报告 ··························································································· 5
一、调研方法········································································································· 5
（一）访谈法·································································································· 5
（二）问卷调查法·························································································· 5
（三）二手资料收集法·················································································· 5
二、调研对象········································································································· 6
三、调研结论········································································································· 6
（一）企业自身研究······················································································ 6
（二）竞争研究······························································································ 8
（三）消费者研究························································································ 10
（四）营销环境研究···················································································· 12
（五）市场机会研究···················································································· 13
第四部分 营销战略 ································································································· 15
一、泉州邮政的SWOT分析 ············································································· 15
（一）泉州邮政的相对优势分析（Stength） ··········································· 15
（二）泉州邮政的相对劣势分析（Weakness） ········································ 15
（三）泉州邮政的外部机会分析(Opportunities) ······································· 15
（四）泉州邮政的外部威胁分析（Threats）············································ 16
二、STP战略规划 ······························································································· 16
（一）市场细分···························································································· 16
（二）目标市场···························································································· 19
（三）定位描述···························································································· 20
1
2005级市场营销 6+1 小组
三、战略规划······································································································· 21
（一）品牌战略···························································································· 21
（二）企业形象战略···················································································· 23
（三）大客户战略························································································ 25
第五部分 营销策略 ····························································································· 26
一、产品策略······································································································· 26
（一）实施产品独特卖点的背景································································ 26
（二）产品品牌策略···················································································· 27
（三）产品整体概念···················································································· 28
（四）产品组合···························································································· 29
（五）包装策略···························································································· 32
二、价格策略······································································································· 34
三、渠道策略······································································································· 35
（一）人员上门推销+营业网点推销 ························································· 35
（二）商超合作营销···················································································· 36
（三）网上销售···························································································· 36
（四）酒店代理销售——主要针对大客户················································ 36
（五）链式营销···························································································· 37
四、促销策略······································································································· 37
（一）人员推销策略···················································································· 37
（二）广告策略···························································································· 38
（三）公关关系策略···················································································· 39
（四）销售促进策略（SP） ······································································· 40
第六部分 营销执行与控制 ····················································································· 45
一、组织保障······································································································· 45
二、人力资源保障······························································································· 45
三、运行机制保障······························································································· 45
四、财务预算······································································································· 46
附录一：组合产品价目一览表 ····················································································· 47 附录二：“ 五节联送”营销策划项目进度表 ···························································· 48 附录三：关于开展中国邮政速递礼仪业务调查问卷 ··············································· 50 附录四：泉州邮政“五节联送”策划书调研报告 ··················································· 51 2
2005级市场营销 6+1 小组
第一部分 项目背景
一、邮政礼仪业务现状
邮政礼仪业务是邮政速递业务的重要组成部分，也是特快专递邮件的另一种
表现形式。为更好地促进邮政礼仪业务的拓展，打造邮政EMS礼仪“中国节日礼仪服务第一品牌”形象，国家邮政集团公司按照统一策划、统一品牌、统一部署、全国联动的原则，于2004年起在全国范围开展圣诞节、元旦、春节、情人节、元宵节“五节联送”是为适应假日经济推出的礼仪服务专项营销活动。经过几年的运作，已初步树立了EMS“五节联送”服务品牌形象，其产生的经营格局呈现出显著特点。近年来泉州局“五节联送”项目销售额均在200万元左右，销量增幅不大，且主要以集团销售为主，寄递或(本文来自：wwW.xIAocAofaNwEn.com 小 草范 文 网:银川邮政鲜花礼仪)配送业务量均较少。
二、邮政礼仪业务存在的问题
面对假日经济效应，邮政的业务产品与社会零售商相比，整合的优势还没有
真正释放。目前，泉州邮政迫切需要解决的问题主要有：
1.邮政礼仪市场培育不够成熟，亟待提高市场份额，做强做大礼仪业务
2.“五节联送”品牌推广不佳，品牌知名度和美誉度极低
3.产品吸引力不够，品种组合特色不够到位
4.没有很好地整合社会上的资源，没有充分发挥自身寄递优势
三、本次策划的必要性
综上现状和问题的分析，提出本次策划的必要性：
1．邮政礼仪业务的发展迫切需要针对当前的市场环境及市场特征，对其发
展道路做出合理的规划，以促使该业务突破现今的格局，进入较快发展轨道。
2. 市场上正在不断地出现新的进入者，邮政礼仪若不能及时地总结过去，
合理规划将来，将会出现不进则退的局面，丧失在市场上的领先地位。
3. “五节联送”项目是邮政礼仪业务的重要组成部分，该项目健康快速的
发展对整体邮政礼仪业务将具有重大的意义，因此，针对“五节联送”项目的总体规划及策划更是迫在眉睫。
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2005级市场营销 6+1 小组
第二部分 总体目标
根据邮政礼仪的发展现状及其存在的问题，本小组将此次策划的总体目标确定
在以下几点：
一、确定目标市场
目标市场初步规划：通过背景分析以及调研访谈后发现，目前泉州邮政礼仪市
场的利润构成以集团客户为主，个体消费者为辅，这两块的利润比例大体为9：1，且由于个体客户分布较散、业务量较小，加上项目推广费用的有限性，初步选定目前最为可行的目标市场为集团客户。本策划内容也主要是围绕集团客户而做的。随着邮政礼仪业务今后的发展，市场较为成熟后，邮政还可继续做包括个体客户在内的更深、更细的目标市场规划。
二、扩大邮政礼仪市场占有率
邮政礼仪市场目前每年的销售额还不是非常大，相比传统礼品商超，由于邮政
本身的速递物流优势，使其目前处于蓝海，竞争压力较小。但改变消费者的观念也是非常艰难的。因此，需要强有力的宣传推广，增加礼仪业务的亮点以吸引消费者眼球，扩大邮政礼仪市场占有率。
三、构建合理的品牌战略体系
邮政礼仪业务目前主打的有中秋的“思乡月”，还有针对圣诞、元旦、春节、情
人节、元宵节的“五节联送”。 “思乡月”推广较为成功，而“五节联送”的市场知名度却相当低，推广相对欠缺。因此，针对“五节”推出更合理的品牌战略体系，对于邮政礼仪业务长远的发展来说意义重大。
四、企业形象系统（CIS）的初步规划，提高邮政礼仪业务知名度和美誉度
由于传统的国有企业形象，调查显示大部分消费者对邮政的印象一般，而对邮
政礼仪业务不了解或者没有听说过或者听说过但不了解的占了39.3%，没听说过邮政礼仪业务的占了35.7%。这说明邮政礼仪业务目前的知名度还相当低，美誉度更是很一般。这对于礼仪业务的推广是相当不利的。因此，改善改善企业形象，提高邮政礼仪业务知名度和美誉度也是策划的总体目标之一。
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2005级市场营销 6+1 小组
第三部分 市场研究报告
一、调研方法
（一）访谈法
1．通过与泉州邮政礼仪部门的业务经理的深度访谈，初步了解了邮政礼仪
的现状和存在的问题，以及目标顾客的原是定位和大概信息，并且确定了调研的目的和重点。
2．通过与数位企事业单位及政府部门中层的实地访谈，进一步明确了可能
潜在目标市场对泉州邮政的态度，以及邮政礼仪业务可能的发展方向。
3．通过与学院数位资深专业教师的讨论研究，最终确认了需要通过问卷了
解的邮政礼仪现存问题，细分市场信息，以及可能战略策略需要的支持数据。
此种方法主要应用于企业现状研究及细分市场研究。
（二）问卷调查法
1．本次调查较为特殊，应答者需要较高的组织层级，这带来了非常巨大的
挑战。最终通过学院领导，利用华侨大学MBA课程，对共79位在企业任职中高层的学员发放了调研问卷，最终回收67份问卷，剔除个别5份废卷，最终确定62份本次调研的核心样本问卷。
2．以及通过学院老师及各方面关系（包括华大工商管理、会计、计算机等函授班的在职人员）的介绍补充了50分有效问卷，得到最终的112份问卷样本。
3．虽然无法进行抽样设计，最终企业类型恰好落在主要探讨的国有企业和
事业单位/政府，民营企业虽然样本较少，但是高集中度的结果已经可以说明一定的问题。
此方法主要应用于消费者研究，市场机会分析，并为战略研究提供数据支持。
（三）二手资料收集法
通过二手资料的收集，为问卷和访谈提纲的形成提供部分的思路和素材。
1．在网上搜索泉州地区企业礼仪执行的基本资料，以及其他提供礼仪服务
的公司，例如传统礼品店、网络时代礼品商店等的经营情况。
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