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学院：

经济与管理学院

专业：

人力资源管理

班级：

人力0701

学生姓名：

赵朋佳

导师姓名：

尹丽英职称：

讲师

起止时间：

2010年12月20日至2011年6月20日

MarketingCustomerSatisfaction

Sincethe20thcentury,sincethelateeighties,thecustomersatisfactionstrategyisincreasinglybecomingbusinesshasmorecustomerssharetheoverallbusinesscompetitiveadvantagemeans.

First,customersatisfactionstrategyistogetamodernenterprisecustomers,"

moneyvotes"

magicweapon

Withthechangingtimes,thegreatabundanceofmaterialwealthofsociety,customersinthemain---consumerdemandacrossthematerialhasalackoftime,thenumberoftimesthepursuit,thepursuitofqualitytimetotheeightiesofthe20thcenturyenteredtheeraoftheendconsumersentiment.InChina,withrapideconomicdevelopment,wehaverapidlybeyondthephysicalabsenceofthetimes,thepursuitofthenumberoftimesandeventhepursuitofqualityandageofemotionstodaygraduallyintotheconsumerera.Spendingtimeintheemotion,thecompany'

ssimilarproductshavealreadyreachedthesametime,homogeneous,withtheenergy,thesameprice,consumersarenolongerpursuethequality,functionalityandprice,butthecomfort,convenience,safety,comfort,speed,jumpaction,environmentalprotection,clean,happy,fun,etc.,consumersareincreasinglyconcernedabouttheproductwhetherfortheirownlifeenergy,enrich,comfort,beautyandspiritualquality,andexceedconsumerexpectationsinthepre-sale,sale,after-salesserviceandadvice.Inotherwords,peopletodayarelookingforisa"

psychologicalsatisfactionandasenseoffulfillment,"

thecommodity,highvalueaddedgoodsandservices,thepursuitofvaluesandsenseofdiversity,individuality,andtheintangiblesatisfactionofthetimehascome.Andconsumersadapttochangesinthevalueofthepursuitofcompetitionbetweenenterprises,butalsofromproductcompetition,pricecompetition,technologicalcompetition,advertisingcompetition,brandimagedevelopmentofcompetitiontothecurrentcompetition,creditcompetition,culturalcompetitionandservicecompetition,competitionthatcustomersatisfaction.Thiscompetitionistheenterprisewideangle,wide-fieldspace-timewithinthecontextofhigh-level,reflecttheoverallstrengthofthecompetition.Itincludesorganizationalinnovation,technologicalinnovation,managementinnovation,industryforesight,R&

Dforce,employeeengagement,customerserviceability,customeraffinity,peerrecognitionability,communitycontributionstoforce,publicrelationsanddisseminationofcommunicationskills,corporateculturedrive,environmentaladaptation,andsoforth.Theseintegratedimageoftheforceandthesynthesisofintegratedsustainablecompetitiveness,whichisCSstrategytosolvetheproblem.CStimes,companiesnolonger"

ownthecenter,"

butto"

customer-centric"

;

"

customer"

"

customersatisfaction"

isnolongeramereformalityoftheslogan,butrealactiontobasisofanewbusinessphilosophyof.Enterprisesnolongerqualitystandards,theirsatisfactionwiththemanagementidea,butincustomersatisfaction,gaincustomerloyaltyforthebusinessphilosophyofhigh.Thefocusisnolongerbusinessstrategytogainormaintainmarketshare,mainly,butasforcustomersatisfactionforthebusinessphilosophy.Therefore,themarketingstrategyofcompetitorswhofocusnotonbutonclients,onthecustomersactualandpotentialneeds.Whenthecompanyprovidesproductsandservicestothecustomer'

spriorexpectations,customerswillbebasicallysatisfied;

iffarexceedcustomerexpectations,andfarhigherthanothercolleagues,customersreallysatisfied;

ifcompaniescancontinuouslyorforalongtimethecustomerssatisfaction,customerloyaltywillbe.Loyalcustomerswillnotonlyregularlyrepeatpurchase,butalsootherrelatedbusinessestopurchaseproductsorservices;

loyalcustomerswillnotonlyactivelyrecommendtootherstobuyhisproducts,andpromotionalactivitiesofcompetitorsontheenterprisehastheimmunityofadissatisfieddissatisfiedcustomerswilltell16-20individuals,andeachonewastoldwhowillthenspreadto12-15individuals.Thus,adissatisfiedpersonwillaffecttwoorthreehundredpeople.TodayinthepopularityoftheInternet,itsimpactisevengreater.AccordingtotheU.S.autoindustrysurvey,asatisfactionwillunleashthepotentialofbusiness8document,whichwillbeatleastatransaction.Anothersurveyshowedthateveryincreaseof5%ofenterprisecustomerloyalty,andprofitswillgrow25%-95%.80%ofacompany20%oftheprofitsfromloyalcustomers;

whilethecostofobtaininganewcustomeristomaintaina6timesthecostofoldcustomers.Therefore,theAmericanscholarTangpeiposithat:

thedecisionwhetherornotthekeytothesuccessofanenterpriseisnotmarketshare,butrath