营销策略中的顾客满意度研究外文翻译.docx

营销策略中的顾客满意度研究外文翻译.docx

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营销策略中的顾客满意度研究外文翻译

外文翻译

Title:

MarketingCustomerSatisfaction

MaterialSource:

MarketingCustomerSatisfactionAuthor:

RalfBuckley

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,butrathercustomershare.

Asaresult,enterpriseshavebeenthroughanextensiveanddetailedmarketresearch,directcontactwithconsumers,customerfeedback,etc.tounderstandtherealityinallaspectsofcustomerneedsandpotentialneeds.Relyontheloyaltybusinesssalessatisfaction,servicepersonnel,regular,comprehensivequantitativedeterminationofcustomersatisfactioninordertoaccuratelygraspthebusinesswith"customersatisfaction"thegapbetweenobjectivesandpriorityareas,tofurtherimprovethebusinessactivities.Relyonthecorporatecultureofhighaffinity,highlyefficientmanagementandfullhumantomakejointeffortstoprovidecustomerswithhighvalue-addedproducts,highlevelsoffamily-likeservicetowincustomerschangingandupgradingsatisfaction,winmoresharemanycustomers.

SuchasHaieralwaysputcustomerneedsfirst,standinthecustomerpointofviewofproductdevelopment,design,personalized,humanizedusefulproducts,fromthepull-screenTVstothelatestreleaseof"TaiwandoesnotblinkofaneyeforcolorTV",smallhandrubasmallchildprodigywashingmachinewashingmachines,smallrefrigeratorsPrinceto"wisdomeye"inverterairconditioner,thesystem17hoursfroma"Mikefreezer"toafter-sale-stopstarservicetomeetcustomerneedsandbothareprovidedtothesatisfactionThevalueofproductsandservices.AnotherexampleisMicrosoft'sproductsarefocusedoneachoftheworld'smosttalenteddeveloperstointroduceevenbetterthantheproductscustomerswant,whiletheformationofglobalsalesofeconomyofscale,thelowestprice.ThisisMicrosoft'ssecretofsuccessin20years.

Insummary,emotionalconsumerera,decidedwhatkindofproductsandproductionmanagementservicestoprovidewhatthepowersarenotpartofabusiness,itisconsumers,measuringthevalueofenterpriseefficiencyandtheexistenceofthedecisionshiftstothehandsofcustomers,theenterpriseshouldcatertothecustomer,valuetosatisfycustomersinordertogetasmuchaspossiblefromthecustomer"moneyvotes."TheCSstrategyisthemagicweaponforwinningsuchavote.

Second,customersatisfaction,themainstepsinmarketingstrategy

First,toestablishthelevelofcorporateculturecustomer-centric,customerinterestsfirst,andcustomersatisfactionasthegoalofphilosophy.

CStheoryinthecustomerreferstointernalstaffandexternalcustomers（includingdistributors,wholesalers,agents,thefinalconsumerandrawmaterialsuppliers,partners,etc.）,customersatisfaction,includingstaffandexternalcustomersatisfaction,customerloyaltyisalsoHowever.Mechanismforbusinesssuccessiscustomersatisfactionwithloyalty,employeesatisfactionandcustomerloyaltyarekeypersonnel.Employeesofthecompany'ssatisfactionandloyaltyareproductsandservicesforenterprisecustomerssatisfactionandloyaltybasedoncustomersatisfactionandloyaltyaretheinevitableresultofemployeebehavior.Noemployeesatisfactionandloyalty,itisimpossibletocreatesatisfiedcustomerstoprovidevalueproductsandservices,thecustomernaturallydissatisfiedanddisloyal,awayfromtheenterprise.Whentheemployeesatisfactionandloyaltywithcustomerswhenthecontactwillbewithgreatenthusiasmintotheirintellectualcapital,creativecustomerservice,andtotimelydetectionoftrendsincustomerdemand,timelyproductandservicevalue-added,firmlygraspliveintheheartsofcustomers,tohissatisfaction.FedExfoundthatwheninternalstaffsatisfactionrateto85%,theircustomersatisfactionrateof95%,andalsoveryoptimisticaboutcorporateprofits.Heredeterminestheattitudeofallemployees.

Therefore,companiesmustbecustomersatisfactionofbusinessphilosophypermeatesthemindsofstaff,reflectedinthemanagementofemployeeloyaltytotheirR&Dproducts,manufactureproducts,providemarketingservicestosatisfiedcustomers.Ifninebirds,"theeducationofallemployeesreceivecustomer-centricisthehighestbusinessprinciples.Customersarebenefactor,afriend,ateacher,acustomergaveustheopportunitytowork,thevalueofwork,funandworksignificanceofthework.Weshouldsincerelythankfromthehearttocustomerssatisfactionisouraim,tocreatethemostvalueforthecustomersofproductsandservicesisourhighestgoal.Undertheguidanceofthisprinciple,wouldratherloseyourselfcannotlosecustomershasbecomea"ninebird"codeofconductforemployees.sothatcustomersareinthe"9Firstbird"consumptionisapleasure,issuchagreatpleasure.Customerstopaycostsonanexpectedvaluetheirconsumption,andconsumersendupspendingatitsheartwillhaveastandardevaluationtomeasure,ifthevalueformoney,hewillcomebacklater,suchasvalueformoney,heprobablywillcomeagain;Otherwise,consumerswillnotcomeback.Therefore,"9Bird"istoprovideconsum