淺談?lì)櫩椭幸鉅I(yíng)銷策略

1、 32 - / NUMPAGES33淺議營(yíng)銷策略理論與實(shí)踐 附帶外文翻譯 畢業(yè)論文二一Journal of Consumer Marketing， 2005（7）：96-100Marketing Customer SatisfactionR HallowellAbstract: Customer satisfaction with a companys products or services is often seen as the key to a companys success and long-term competitiveness. In the context of relat

2、ionship marketing, customer satisfaction is often viewed as a central determinant of customerretention. However, the few empirical investigations in this area indicate that a direct relationship between these constructs is weak or even nonexistent. The overall purpose of this article is to develop a

3、 conceptual foundation for investigating the customer retention process, with the use of the concepts of customer satisfaction and relationship quality. The article involves a critical examination of the satisfactionretention relationship, and the development of a more comprehensive view of the cust

4、omers quality perception.Keywords: customer；Satisfaction；MarketingFirst, customer satisfaction strategy 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 materi

5、al has a lack of time, the number of times the pursuit, the pursuit of quality time to the 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 tim

6、es and even the pursuit of quality and age of emotions today gradually into the consumer era. Spending time in the emotion, the companys similar products have already reached the same time, homogeneous, with the energy, the same price, consumers are no longer pursue the quality, functionality and pr

7、ice, but the comfort, convenience, safety, comfort, speed, jump action, environmental 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

8、pre-sale, sale, after-sales service and advice. In other words, people today are looking 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

9、 the time has come . And consumers adapt to changes in the value of the 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 comp

10、etition, cultural competition and service competition, competition that 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

11、 innovation, management innovation, industry foresight, R & D force, 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 adapta

12、tion, and so forth. These integrated image of the force and the synthesis 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

13、slogan, but real action 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 maintai

14、n market share, mainly, 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 customers prior expectations, cu

15、stomers will be 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,

16、but also other 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 e

17、ach one was told 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 do

18、cument, which will 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

19、customers. Therefore, 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, custome

20、r feedback, etc. 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 sati

21、sfaction 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 servic

22、e to 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 Taiwan d

23、oes 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 needs and both are provided to the

24、satisfaction The value of products and services. Another example is Microsofts products are focused on each of the worlds most talented developers to introduce even better than the products customers want, while the formation of global sales of economy of scale, the lowest price. This is Microsofts

25、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 the existence of the decision shifts to the hand

26、s 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 satisfaction, the main steps in marketing strategyFirst, to establis

27、h 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, agents, the final consumer and raw material suppliers, part

28、ners, 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 key personnel. Employees of the companys satisfaction and loy

29、alty 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 create satisfied customers to provide value products and services, the

30、 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 service, and to timely detection of trends in customer demand, timely p

31、roduct 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 corporate profits. Here determines the attitude of all employees.

32、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 satisfied customers. If nine birds, the education of all employees rece

33、ive 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 thank from the heart to customers satisfaction is our aim, to create the m

34、ost 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 employees. so that customers are in the 9 First bird consumption is a pleasure, is such a great

35、 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 back later, such as value for money, he probably will come again; Otherwise, consumers will not come b

36、ack. 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, nine bird fire in the capital is not difficult to understand. Second, customers participate in product design and develo

37、pment.Customer-centric company, through market segmentation, target a wide range of research to understand the publics needs and values, standing customer point of view of product development, design, personalized, personalized value-added products and services, is correct , but must allow users to

38、join product design. Use of the Internet and CAD technology with customers to establish effective communication and information exchange, needs to grasp the customer information and customer value, to encourage a variety of information sources on the customer information database for timely updates.

39、 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 design products, provide customer satisfaction services. Now, many companies use a service called: Product Configurator system

40、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 time, marketing personnel in the sales site on the Internet, according to user needs or user configuration with out it needs to meet their

41、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 Sichuan production of washing machines to wash sweet potatoes, users in Shanghai production of The Little Prince fridge, or change channels

42、 without dazzling color TV, Haiers wisdom eye inverter air conditioner, star-stop after-sales service, etc. are based on the needs of users, customers participate in product design incorporates the recommendations of the design and development of customer satisfaction in the rich humanity of the val

43、ue of goods and services, naturally, won more hearts and minds of customers.Third, to provide a full service customer satisfaction and 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.

44、 Full service is the consumer desire for consumption from the moment of production value of goods run out of play until the whole process, 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 benefi

45、t consumers willingly your products or services, consumers at every level are fully satisfied, and to win customer loyalty. Sales stage to ensure that customers receive timely and quality services to, participation in training pre-consultation, transfer knowledge and information, create shopping nee

46、ds, so customers rational choice, practical help customers buy their own niche products; sale support the provision of convenient 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

47、 woman bought a Haier air conditioning, home run pulled the driver on his way to be black heart, and Haier was informed immediately 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 t

48、he Haier refrigerators, Haier access services from the computer after power found in the user details of the network address, sent by the car arrived in 4 days to fix their refrigerator. This value must win the customer service satisfaction over expectations. In todays era of emotional consumption,

49、the pursuit of Heart of satisfaction and a sense of fulfillment of goods, is highly personalized value-added value 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 diff

50、erent consumers, we should pursue different personality for consumers, tailor, design and development of enterprise products and services to meet the individual and the diversity of todays consumer trends. Propensity to consume the face of increasingly complex, enterprises must manage customer deman

51、d for personalized marketing, the key lies in establishing a customer database and customer information feedback 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

52、with personalized service. Fourth, foster customer loyalty. In the restaurant industry, customer satisfaction 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 2

53、0% of customer loyalty, marketing, customer Aracature Corp.s President, Larry Light said in Advertising 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

54、 customer loyalty. Customer loyalty is perceived from the customer, delivered through the two-way 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 unre

55、mitting financial support to enterprises to define customer loyalty, understand customer needs is 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 so

56、lve customer complaints. As long as the proper handling of customer complaints, the 82% of 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 th

57、e best gift for business, enterprise management to improve good concept; 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; thir

58、d, dealing with customer departments to rotate so that each business 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

59、. Second, build up customer loyalty database. Tracked only through 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 serie

60、s of records of marketing programs composed of different aspects of 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 customer