外文文献-英文文献-顾客满意策略与顾客满意

1、Marketing Customer Satisfaction Since the late eighty s of the 20th century, the customer satisfaction strategy has increasingly become the enterprise has more customers share, overall management means of gaining competitive advantage.Strategy, customer satisfaction is the modern enterprise to obtai

2、n customers currency voteChange over time, the great abundance of social material wealth, customers also has the subject - the demands of consumers in the across the material lack of times, the pursuit of the number of times, the pursuit of quality of the era, in the late eighty s of the 20th centur

3、y into the era of the emotional consumption. In our country, with the rapid development of economy, we also have rapidly across the material lack of times, the pursuit of the number of times and the pursuit of quality of the era, to this day, step by step towards the emotional consumption age. In th

4、e emotional consumption era, companies with similar products has been achieved at the same time, homogeneity, can, same price, consumers pursue is no longer the quality, function and price, but comfortable, convenient, safe and secure, speed, newly established, environmental protection, clean, pleas

5、ant, interesting, consumers increasingly focus on the product can bring vitality to their lives, enrichment, comfortable, aesthetic and spiritual culture grade, and exceed consumer expectations of pre-sale, sale, after-sales service and consulting. That is to say, peoples pursuit of today is to have

6、 the sense of fulfillment and satisfaction to the heart of goods, is a high value-added goods and services, the pursuit of values and consciousness, personalized and diversified intangible satisfaction era has come. And adapt to changing consumer value pursuit of the competition between enterprises,

7、 also by the product competition, price competition, technological competition, advertisement competition, brand competition development to todays image, reputation, cultural competition and service competition, competition of customer satisfaction. This competition is the enterprise in the field of

8、 wide Angle, width of space and time within the scope of the high-level, embodies the comprehensive strength of competition. It includes organization innovation, technology innovation, management innovation, the industrial foresight, product research and development force, centripetal force, service

9、 customers, customer affinity, peer RenTongLi, social contribution, pr communication communication forces driving force, enterprise culture, environmental adaptability, and so on. How these integrated image force and the synthetic integrated lasting competitiveness, which is CS strategy to solve the

10、 problem. CS era, enterprise is no longer centered on self, but in the customer as the center; Customers for honour, the slogan of customer satisfaction is no longer a mere formality, but the real action based enterprise management of a new philosophy. Companies are no longer with standard quality,

11、your satisfaction is the management idea, but in customer satisfaction, business philosophy to win the customer high loyalty. The focus of enterprise management strategy is no longer to gain or maintain market share, but to gain customer satisfaction as the business philosophy. Therefore, the focus

12、of the marketing strategy is no longer the competitors, but on the customers, and on the demand of the reality and potential customers. When companies provide products and services to customers in advance of expectations, customer basic satisfied; If far exceed customer expectations, and far higher

13、than other peers, customers truly satisfied; If the enterprise can continuously or for long to customer satisfaction, customer loyalty. Loyal customers will not only constantly repeat purchase, will also buy other related products or services; Loyal customers will not only actively recommend he boug

14、ht product from others, and to the enterprise competitors promotion has the immune ability of a dissatisfied customer will not satisfied told 16-20 people, and each one will be transmitted to the defendant when 12 to 15 people. In this way, a dissatisfied person will affect the 2, three hundred. In

15、the popularization of the Internet today, its influence is larger. According to the survey of the U.S. auto industry, one will be satisfied with the 8 potential deals, with at least one pen. And another survey shows that companies 5% increase the loyalty of customers, the profit will be increased by

16、 25% to 25%. The 80% of the profits of an enterprise comes from 20% of loyal customers; And a new customer acquisition cost is 6 times to maintain an old customer costs. So, a famous American scholar tang page, Perth, points out that decided to hold the key to the success of an enterprise is not the

17、 market share, but in the customer share. Then, companies through extensive market research, direct contact with customers, customer feedback and other ways to get to know customers in all aspects of the real demand and potential demand. Rely on their loyalty to the enterprise satisfaction of sales

18、and service personnel, regular, quantitative and comprehensive measurement of customer satisfaction, in order to accurately grasp the enterprise management and the customer satisfaction the gap between target and its key areas, to further improve the business activities of enterprises. Rely on high

19、affinity of the enterprise culture, high efficiency of humanistic management and the joint efforts of the whole, to customers with high value-added products, a high standard of family-like services, to win customers constantly change and improve satisfaction, win more customers. Such as haier has al

20、ways put customer needs as the first, standing in the customers point of view of product development, design, and provide personalized, human nature and practical products, from episodic TV to new color TV anti change, from a small child prodigy washing machine hand rub type washing machine, from re

21、frigerators to the little prince wisdom eye frequency conversion air conditioning, from 17 hours make mike freezers to after-sale one-stop service stars, notting have is not in order to meet customer needs and provide satisfaction to the value of goods and services. And as Microsofts each kind of pr

22、oduct is concentrated the best developers in the world, than customers want good products, at the same time sales of globalization of economies of scale formation, reduce the price to a minimum. And this is the secret to the success of Microsoft in the past 20 years. To sum up, the emotional consump

23、tion era, how to decide which products and the production and business operation service power is no longer belongs to the enterprise, but belong to the consumer, to measure efficiency of enterprises and the existing value of the decision to customers, enterprises should try to cater to the customer

24、, value to satisfy customers, to get monetary vote from customers as much as possible. And CS strategy to get the votes in competition.Two main steps of marketing strategy, customer satisfaction. First, the cultural establishment in the enterprise to the customer as the center, customer interests fi

25、rst, take customer satisfaction as the goal of business philosophy.Customers in CS theory refers to the internal staff and external customers (including distributors, wholesalers, agents, final consumer and raw materials suppliers, partners, etc.), customer satisfaction, including staff and external

26、 customer satisfaction, customer loyalty. Mechanism of enterprise success lies in customer satisfaction and loyalty, employees is the key to customer satisfaction and loyalty. Employee satisfaction and loyalty of enterprise is consumers satisfaction and loyalty to the enterprise products and service

27、s, customer satisfaction and loyalty is the inevitable result of the employee behavior. No employee satisfaction and loyalty, it is impossible to create customer satisfaction of products and provide premium services, customers are not satisfied with naturally not loyalty, away from the enterprise. W

28、hen the employee satisfaction and loyalty will be in contact with the customers with great enthusiasm into their intellectual capital, creative service for the customer, customer requirements and timely find trends, improve the added value of products and services in a timely manner, hold fast to th

29、e customers heart, their satisfaction. Fedex, found that when the internal employee satisfaction rate increased to 85%, their customer satisfaction rate is as high as 95%, and corporate profits are very optimistic. Employee attitude determines everything here. Therefore, the enterprise must be custo

30、mer satisfaction management concept penetration in the in the mind of employees, reflected in the management, loyal to the staff, in their research and development, manufacturing products, provide marketing services to customers. Such as hubei, all employees get education is centered on the customer

31、 is the highest principle of enterprise management. Customers are benefactor, is a friend, is a teacher, is the customer gives us the opportunity to work, the value of work, work fun and work significance. We should sincerely thank to your hearts content as the customer, customer satisfaction is our

32、 work goal, create the most value for customers of products and services is our highest goal. Guided by these principles, would rather let oneself cant let to lose customers who has become a hubei employees code of conduct. To make the customer feel the hubei consumption is a kind of enjoyment, is a

33、 kind of value enjoy. After customers pay a cost, a expectations for their own consumption, and consumers have finally come to consumption in the heart can have a evaluation standards, if the content value, he would come again later, such as value, he may come back later; otherwise, consumers will n

34、ot come again. So, the purpose of hubei is to provide consumers with value of products and services. So under the guidance of business philosophy and customer satisfaction marketing, hubei fire in the city it is not hard to understand. Second, let customers participate in product design and developm

35、ent. Companies to customers as the center, through the market segmentation, a wide range of research to understand the needs of the target public and value, standing on the customers point of view of product development, design, providing personalized and humanized high value-added products and serv

36、ices, is correct, but must let customers participate in product design. Use of the Internet and the CAD technology to establish effective communication and information exchange with customers, timely grasp the various requirements of the customer information and customer value, encourage a variety o

37、f information sources to timely update the customer information database. After analysis, the summary, understand the nature of customer demand, and the nature of the customer demand information become the enterprise each department of Shared resources. To design products, to provide customer satisf

38、action services. Now, many companies have adopted a named: product configurator system to help users to participate in product design. Namely in the computer to store all the latest information, product module and replace at any time, marketing personnel at the scene of the sales through the Interne

39、t, according to user needs or together with the user configuration of the need to meet the value of the product. Shanghai gm company production car to operators and users are very satisfied, because let users involved in the design of the product. And haier whether for sichuan farmers can wash sweet

40、 potato washing machine production, production of the little prince refrigerator for Shanghai users, or the anti color TV, haiers wisdom eye frequency conversion air conditioning, star one-stop after-sales service and so on, are all based on the needs of users, absorb the advice of customers partici

41、pate in product design, the design and development of customer satisfaction of rich humanistic value of goods and services, have won more customers heart naturally.Third, to provide services in the whole process of the customer satisfaction and personality service. Full service for the customers sho

42、pping and consumption of each link to meticulous and thorough service, heart services. Is the whole process of the consumers from the moment they produce consumption desire of commodity use value out of the entire process, tender care for consumers, make consumers is closely combined with its own br

43、and, let consumers enjoy culture, service, concept, feel the benefit, willing to consume your products or services, make consumers feel fully satisfied in every level, and to win customer loyalty. Sales stage -, must ensure that customers receive timely and quality services, pre-sale consultation tr

44、aining participation, transfer information, create shopping needs, make rational choice to customers, help customers to buy their practical gratified commodity; Sale support to provide convenient, maximize product function, make the customer feel the affection and value; After sales services to valu

45、e-added feedback back, make customers feel warmth and love. Haier air conditioning, is like an old lady bought on my way home by the dirty driver ran, haier after learning, free immediately send a new air conditioning, haier to the old lady and decided after delivery in place. Inner Mongolia a user

46、due to fire in the home, just bought the haier refrigerator burn out, haier jump from computer service network to the user after the detailed address, the chosen car fixed with four days to get to the refrigerator. This premium services must win customers satisfaction exceed expectations. In todays

47、emotional consumption era, people pursue the sense of fulfillment and satisfaction to the heart of goods, high added value is highly personalized value goods, the pursuit of values and consciousness of diversification, personalization, and intangible satisfaction. Therefore, the enterprise will no l

48、onger attention on all the differences of general demand, should be aimed at the pursuit of the individuality of each different consumers, to design and develop enterprise products and services, to adapt to the current consumption trend of individuation and diversification. In the face of increasing

49、ly complex consumption tendency, the enterprise to manage customer demand for personalized marketing, and customer information feedback system is the key to establish customer database, customer relationship management (CRM), collection to understand consumers requirements and preferences of the con

50、stantly changing, and new expectations of the enterprise, in order to better provide customers with personalized service. Fourth, cultivate customer loyalty. In the restaurant industry, the satisfied customer brand transformation in the proportion of 60% to 80%. It shows that satisfied customers do

51、not necessarily can become loyal customers. 80% and 80% of the profits from an enterprises loyalty customers, marketing customer set Aracature corp. chief executive Larry Light in Advertising Age magazine, said earnings from loyal customers are nine times as many loyal customers. Sustained growth, w

52、al-mart was able to become a top 500, fundamental reason is that it attracts customer loyalty management ability.Is customer loyalty from customers feel, passing through two-way communication and mutual relationship, the value of is relentlessly to provide special products or services through the en

53、terprise. Make customer loyalty and enterprise top management must have the determination to persistently, and financial support, to define enterprise loyal customer, understand customers demand is, what was the cause of their departure, who bought a product, why? Know the motivational factors and create customer loyalty. Cultivate loyal customers marketing method has two kinds: One is to properly