营销策略中的顾客满意度研究【外文翻译】

1、外文原文marketing customer satisfactionfrom: marketing customer satisfactionsince the 20th century, since the late eighties, the customer satisfaction strategy is increasingly becoming business has more customers share the overall business competitive advantage means.first, customer satisfaction strateg

2、y is to get a modern enterprise customers, "money votes" magic weaponwith the changing times, the great abundance of material wealth of society, customers in the main - consumer demand across the material has a lack of time, the number of times the pursuit, the pursuit of quality time to t

3、he eighties of the 20th century entered the era of the end consumer sentiment. in china, with rapid economic development, we have rapidly beyond the physical absence of the times, the pursuit of the number of times and even the pursuit of quality and age of emotions today gradually into the consumer

4、 era. spending time in the emotion, the company's similar products have already reached the same time, homogeneous, with the energy, the same price, consumers are no longer pursue the quality, functionality and price, but the comfort, convenience, safety, comfort, speed, jump action, environment

5、al protection, clean, happy, fun, etc., consumers are increasingly concerned about the product whether for their own life energy, enrich, comfort, beauty and spiritual quality, and exceed consumer expectations in the pre-sale, sale, after-sales service and advice. in other words, people today are lo

6、oking for is a "psychological satisfaction and a sense of fulfillment," the commodity, high value added goods and services, the pursuit of values and sense of diversity, individuality, and the intangible satisfaction of the time has come . and consumers adapt to changes in the value of the

7、 pursuit of competition between enterprises, but also from product competition, price competition, technological competition, advertising competition, brand image development of competition to the current competition, credit competition, cultural competition and service competition, competition that

8、 customer satisfaction . this competition is the enterprise wide angle, wide-field space-time within the context of high-level, reflect the overall strength of the competition. it includes organizational innovation, technological innovation, management innovation, industry foresight, r & d force

9、, employee engagement, customer service ability, customer affinity, peer recognition ability, community contributions to force, public relations and dissemination of communication skills, corporate culture drive, environmental adaptation, and so forth. these integrated image of the force and the syn

10、thesis of integrated sustainable competitiveness, which is cs strategy to solve the problem. cs times, companies no longer "own the center," but to "customer-centric" "customer", "customer satisfaction" is no longer a mere formality of the slogan, but real act

11、ion to basis of a new business philosophy of. enterprises no longer quality standards, their satisfaction with the management idea, but in customer satisfaction, gain customer loyalty for the business philosophy of high. the focus is no longer business strategy to gain or maintain market share, main

12、ly, but as for customer satisfaction for the business philosophy. therefore, the marketing strategy of competitors who focus not on but on clients, on the customers actual and potential needs. when the company provides products and services to the customer's prior expectations, customers will be

13、 basically satisfied; if far exceed customer expectations, and far higher than other colleagues, customers really satisfied; if companies can continuously or for a long time the customers satisfaction, customer loyalty will be. loyal customers will not only regularly repeat purchase, but also other

14、related businesses to purchase products or services; loyal customers will not only actively recommend to others to buy his products, and promotional activities of competitors on the enterprise has the immunity of a dissatisfied dissatisfied customers will tell 16-20 individuals, and each one was tol

15、d who will then spread to 12-15 individuals. thus, a dissatisfied person will affect two or three hundred people. today in the popularity of the internet, its impact is even greater. according to the u.s. auto industry survey, a satisfaction will unleash the potential of business 8 document, which w

16、ill be at least a transaction. another survey showed that every increase of 5% of enterprise customer loyalty, and profits will grow 25% -95%. 80% of a company 20% of the profits from loyal customers; while the cost of obtaining a new customer is to maintain a 6 times the cost of old customers. ther

17、efore, the american scholar tangpeiposi that: the decision whether or not the key to the success of an enterprise is not market share, but rather customer share.as a result, enterprises have been through an extensive and detailed market research, direct contact with consumers, customer feedback, etc

18、. to understand the reality in all aspects of customer needs and potential needs. rely on the loyalty business sales satisfaction, service personnel, regular, comprehensive quantitative determination of customer satisfaction in order to accurately grasp the business with "customer satisfaction&

19、quot; the gap between objectives and priority areas, to further improve the business activities . rely on the corporate culture of high affinity, highly efficient management and full human to make joint efforts to provide customers with high value-added products, high levels of family-like service t

20、o win customers changing and upgrading satisfaction, win more share many customers.such as haier always put customer needs first, stand in the customer point of view of product development, design, personalized, humanized useful products, from the pull-screen tvs to the latest release of "taiwa

21、n does not blink of an eye for color tv", small hand rub a small child prodigy washing machine washing machines, small refrigerators prince to "wisdom eye" inverter air conditioner, the system 17 hours from a "mike freezer" to after-sale-stop star service to meet customer ne

22、eds and both are provided to the satisfaction the value of products and services. another example is microsoft's products are focused on each of the world's most talented developers to introduce even better than the products customers want, while the formation of global sales of economy of s

23、cale, the lowest price. this is microsoft's secret of success in 20 years.in summary, emotional consumer era, decided what kind of products and production management services to provide what the powers are not part of a business, it is consumers, measuring the value of enterprise efficiency and

24、the existence of the decision shifts to the hands of customers, the enterprise should cater to the customer, value to satisfy customers in order to get as much as possible from the customer "money votes." the cs strategy is the magic weapon for winning such a vote.second, customer satisfac

25、tion, the main steps in marketing strategyfirst, to establish the level of corporate culture customer-centric, customer interests first, and customer satisfaction as the goal of philosophy.cs theory in the customer refers to internal staff and external customers (including distributors, wholesalers,

26、 agents, the final consumer and raw material suppliers, partners, etc.), customer satisfaction, including staff and external customer satisfaction, customer loyalty is also however. mechanism for business success is customer satisfaction with loyalty, employee satisfaction and customer loyalty are k

27、ey personnel. employees of the company's satisfaction and loyalty are products and services for enterprise customers satisfaction and loyalty based on customer satisfaction and loyalty are the inevitable result of employee behavior. no employee satisfaction and loyalty, it is impossible to creat

28、e satisfied customers to provide value products and services, the customer naturally dissatisfied and disloyal, away from the enterprise. when the employee satisfaction and loyalty with customers when the contact will be with great enthusiasm into their intellectual capital, creative customer servic

29、e, and to timely detection of trends in customer demand, timely product and service value-added, firmly grasp live in the hearts of customers, to his satisfaction. fedex found that when internal staff satisfaction rate to 85%, their customer satisfaction rate of 95%, and also very optimistic about c

30、orporate profits. here determines the attitude of all employees. therefore, companies must be customer satisfaction of business philosophy permeates the minds of staff, reflected in the management of employee loyalty to their r & d products, manufacture products, provide marketing services to sa

31、tisfied customers. if nine birds, "the education of all employees receive customer-centric is the highest business principles. customers are benefactor, a friend, a teacher, a customer gave us the opportunity to work, the value of work, fun and work significance of the work. we should sincerely

32、 thank from the heart to customers satisfaction is our aim, to create the most value for the customers of products and services is our highest goal. under the guidance of this principle, would rather lose yourself can not lose customers has become a "nine bird" code of conduct for employee

33、s. so that customers are in the "9 first bird "consumption is a pleasure, is such a great pleasure. customers to pay costs on an expected value their consumption, and consumers end up spending at its heart will have a standard evaluation to measure, if the value for money, he will come bac

34、k later, such as value for money, he probably will come again; otherwise, consumers will not come back. therefore, "9 bird" is to provide consumers value for money products and services. there is such a business philosophy of customer satisfaction under the guidance of marketing, "nin

35、e bird" fire in the capital is not difficult to understand.second, customers participate in product design and development.customer-centric company, through market segmentation, target a wide range of research to understand the public's needs and values, standing customer point of view of p

36、roduct development, design, personalized, personalized value-added products and services, is correct , but must allow users to join product design. use of the internet and cad technology with customers to establish effective communication and information exchange, needs to grasp the customer informa

37、tion and customer value, to encourage a variety of information sources on the customer information database for timely updates. after analysis, the conclusion about the nature of customer needs, and to the enterprise customer demand information nature of various departments to share resources. this

38、design products, provide customer satisfaction services. now, many companies use a service called: "product configurator" system to help users with the participation of product design. that is stored in the computer where the latest information for all product modules, and replaced at any

39、time, marketing personnel in the sales site on the internet, according to user needs or user configuration with out it needs to meet their value products. shanghai gm produces cars that operators and users are very satisfied, because users join the product design. haier whether it is for farmers in

40、sichuan production of washing machines to wash sweet potatoes, users in shanghai production of "the little prince fridge", or change channels without dazzling color tv, haier's "wisdom eye" inverter air conditioner, star-stop after-sales service, etc. are based on the needs o

41、f users, customers participate in product design incorporates the recommendations of the design and development of customer satisfaction in the rich humanity of the value of goods and services, naturally, won more hearts and minds of customers.third, to provide a full service customer satisfaction a

42、nd personalized service. full service is for customers shopping and consumption carried out by every aspect of the services detailed and deep, the heart of the service. full service is the consumer desire for consumption from the moment of production value of goods run out of play until the whole pr

43、ocess, with care to consumers, so consumers are closely linked with their brands so that consumers enjoy the culture, enjoy the service experience concept was to benefit consumers willingly your products or services, consumers at every level are fully satisfied, and to win customer loyalty. sales st

44、age - to ensure that customers receive timely and quality services to, participation in training pre-consultation, transfer knowledge and information, create shopping needs, so customers rational choice, practical help customers buy their own niche products; sale support the provision of convenient

45、to maximize play product features, customers appreciate the warmth and value; feedback re-sale value-added services, allowing customers to feel the warmth and truth. if a woman bought a haier air conditioning, home run pulled the driver on his way to be black heart, and haier was informed immediatel

46、y after the woman free to send a new haier air conditioning, and decided after the delivery place. inner mongolia, the home of a user due to fire, will burn just bought the haier refrigerators, haier access services from the computer after power found in the user details of the network address, sent

47、 by the car arrived in 4 days to fix their refrigerator. this value must win the customer service satisfaction over expectations. in today's era of emotional consumption, the pursuit of "heart of satisfaction and a sense of fulfillment" of goods, is highly personalized value-added valu

48、e goods, the pursuit of values and awareness of diversity, individuality, and intangible satisfaction. therefore, enterprises will no longer put attention to all the general needs of different consumers, we should pursue different personality for consumers, tailor, design and development of enterpri

49、se products and services to meet the individual and the diversity of today's consumer trends. propensity to consume the face of increasingly complex, enterprises must manage customer demand for personalized marketing, the key lies in establishing a customer database and customer information feed

50、back system for customer relationship management, continued to collect understanding of consumer needs and preferences change, and new expectations of the business to better provide customers with personalized service.  fourth, foster customer loyalty. in the restaurant industry, customer satis

51、faction in the brand switching, the proportion is as high as 60% to 80%. this indicates that satisfied customers become loyal customers do not necessarily. 80% of the profits of an enterprise from 20% of customer loyalty, marketing, customer aracature corp.'s president, larry light said in adver

52、tising age magazine, from the loyal customers who return a non-loyal customers are 9 times. wal-mart has been able to continue to grow as 500 boss, simply because it is the management capacity to attract customer loyalty. customer loyalty is perceived from the customer, delivered through the two-way

53、 communication between the value and the relationship is hard to provide value through business products or services obtained. for customer loyalty, companies must have top management commitment and unremitting financial support to enterprises to define customer loyalty, understand customer needs is

54、 what formed what are the reasons they leave, who bought the product, why? awareness and create customer loyalty incentives. cultivate customer loyalty marketing in two ways:  first, we should properly solve customer complaints. as long as the proper handling of customer complaints, the 82% of

55、the customers will buy products again. proper handling of customer complaints, the requirement to establish a good business humanized "complained management" system. first, establish a "customer complained, is the best gift for business, enterprise management to improve good" con

56、cept; second, enterprises must establish effective policies and institutions dealing with grievances and staff training, proper treatment of customers complained, standing customer approach to customer complained of the problem; third, dealing with customer departments to rotate so that each busines

57、s unit is able to understand customer satisfaction, and obtain experience in handling customer complain; fourth, the establishment of all customers complained that the database for timely treatment and prevent public relations crisis. second, build up customer loyalty database. tracked only through

58、the analysis of the database in order to know exactly what enterprise customers have a share of increase in number, how long a certain share. customer loyalty is the core of the database relational database, which consists of a series of records of marketing programs composed of different aspects of

59、 sub-libraries. loyal customer database, you can offer premium services for staff in a timely manner the information required; to collect all the relevant details with customers to create the conditions; strengthen ties with customers quickly; for the development of new products and create the condi

60、tions for the provision of new services; and customers long-term interactive two-way communication to provide potential demand, and may have thought it meet their expectations of non-think of the value of the products or services.中文翻译顾客满意策略与顾客满意营销自20世纪八十年代末以来,顾客满意战略已日益成为各国企业占有更多的顾客份额,获得竞争优势的整体经营手段。一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁,社会物质财富的极大充裕,顾客中的主体消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代,到了20世纪八十年代末进入了情感消费时代。在我国,随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代,到今天也逐步迈进情感消费时代。在情感消费