顾客满意策略与顾客满意营销毕业论文外文翻译.doc

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1、Marketing Customer Satisfaction（Partly）Since 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.1 customer satisfaction strategy is to get a modern enterprise custom

2、ers, 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 the eighties of the 20th century entered the era of

3、 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 era. Spending time in the emotion, the companys s

4、imilar 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, environmental protection, clean, happy, fun, etc., consumers are i

5、ncreasingly 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 looking for is a psychological satisfaction and a sense o

6、f 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 pursuit of competition between enterprises, but also from product

7、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 customer satisfaction . This competition is the enterprise wide an

8、gle, 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, employee engagement, customer service ability, customer affinity, pee

9、r 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 synthesis of integrated sustainable competitiveness, which is CS strategy

10、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 action to basis of a new business philosophy of. Enterprises no longer quality standards, their satisfaction with the man

11、agement 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, mainly, but as for customer satisfaction for the business philosophy. Therefore, the marketing strategy of competitors who

12、 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, customers will be basically satisfied; if far exceed customer expectations, and far higher than other colleagues, customers really satisfied

13、; 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 related businesses to purchase products or services; loyal customers will not only actively recommend to others to buy his

14、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 told who will then spread to 12-15 individuals. Thus, a dissatisfied person will affect two or three hundred people. Today in

15、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 will be at least a transaction. Another survey showed that every increase of 5% of enterprise customer loyalty, and profits

16、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. Therefore, the American scholar Tangpeiposi that: the decision whether or not the key to the success of an enterprise is not ma

17、rket 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. to understand the reality in all aspects of customer needs and potential needs. Rely on the loyalty business sales satisf

18、action, service personnel, regular, comprehensive quantitative determination of customer satisfaction in order to accurately grasp the business with customer satisfaction the gap between objectives and priority areas, to further improve the business activities . Rely on the corporate culture of high

19、 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 to win customers changing and upgrading satisfaction, win more share many customers.Such as Haier always put customer needs first, stand

20、 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 does not blink of an eye for color TV, small hand rub a small child prodigy washing machine washing machines, small refrigerators Prince to

21、 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 satisfaction The value of products and services. Another example is Microsofts products are focused on each of the worlds most talented de

22、velopers 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 secret of success in 20 years.In summary, emotional consumer era, decided what kind of products and production management services to prov

23、ide 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 hands of customers, the enterprise should cater to the customer, value to satisfy customers in order to get as much as possible from the custo

24、mer money votes. The CS strategy is the magic weapon for winning such a vote.2 customer satisfaction, the main steps in marketing strategy2.1 to establish the level of corporate culture customer-centric, customer interests first, and customer satisfaction as the goal of philosophy.CS theory in the c

25、ustomer refers to internal staff and external customers (including distributors, wholesalers, 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 su

26、ccess is customer satisfaction with loyalty, employee satisfaction and customer loyalty are key personnel. Employees of the companys satisfaction and loyalty are products and services for enterprise customers satisfaction and loyalty based on customer satisfaction and loyalty are the inevitable resu

27、lt of employee behavior. No employee satisfaction and loyalty, it is impossible to create 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

28、 will be with great enthusiasm into their intellectual capital, creative customer service, 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 satisfactio

29、n rate to 85%, their customer satisfaction rate of 95%, and also very optimistic about corporate 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 loy

30、alty to their R & D products, manufacture products, provide marketing services to satisfied 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,

31、 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 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

32、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 pleasure. Customers to pay costs on an expected value their consumption, and consumers end up spending at its heart will have a standard evaluatio

33、n 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 back. Therefore, 9 Bird is to provide consumers value for money products and services. there is such a business philosophy of customer satisfaction

34、under the guidance of marketing, nine bird fire in the capital is not difficult to understand.2.2 customers participate in product design and development.Customer-centric company, through market segmentation, target a wide range of research to understand the publics needs and values, standing custom

35、er point of view of product 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

36、 the customer information 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 s

37、hare resources. This 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 replace

38、d 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 value products. Shanghai GM produces cars that operators and users are very satisfied, because users join the product design. Haier Whether it is for fa

39、rmers in 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, Haiers wisdom eye inverter air conditioner, star-stop after-sales service, etc. are based on the needs of users, customers p

40、articipate 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.2.3 To provide a full service customer satisfaction and personalized service

41、.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 process, with care to cons

42、umers, 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 stage - to ensure that cus

43、tomers 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 to maximize play product

44、 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 immediately after the woman free t

45、o 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 by the car arrived in 4

46、 days to fix their refrigerator. This value must win the customer service satisfaction over expectations. In todays era of emotional consumption, 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 awaren

47、ess 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 enterprise products and services to meet the indi

48、vidual and the diversity of todays 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 feedback system for customer relationship manageme

49、nt, continued to collect understanding of consumer needs and preferences change, and new expectations of the business to better provide customers with personalized service. 2.4 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 20% of customer loyalty, marketing, customer Aracature Corp.s Presid