经典网络营销外文文献翻译汇编顾客满意营销策略消费者行为研究网络团购营销策略研究可持续发展Word下载.docx

1、二Consumer behavior research paradigm conversion process（Author: Thomas samuel kuhn）消费者行为研究范式转换过程三英文文献（From Mahzarin R.Banaji,Max H.Bazenrman,Dolly Chugh.How （Un）ethicalAreYou?.Harvard Business Review,November,2005）中小企业开展网络营销存在的问题四色彩营销理论英文文献翻译五The technical basis of network marketing网络营销的技术依据（现代网络团购营

2、销策略研究）六 Chapter II Status of China real estate market and the related national policies我国房地产市场现状和相关国家政策七The sustainable development of Chinas real estate我国房地产的可持续发展八IEEE TRANSACTIONS ON ENGINEERING MANAGEMENT, VOL. EM-34, NO. 3, AUGUST 1987定义“新产品策略”九Positioning in Practice市场定位策略十The Effect of ERP Sy

3、stem Implementation on Business Performance: An Exploratory Case-StudyERP系统实施对企业绩效的影响：一项探索性案例研究注：共10份，每份售价1元，共10元。 共71页；68，607字；189，703字符。（一）原文Since the 20th century, since the late eighties, the customer satisfaction strategy is increasingly becoming business has more customers share the overall bu

4、siness competitive advantage means.First, 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 material has a lack of time, the nu

5、mber 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 times and even the pursuit of qu

6、ality 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 price, but the comfort, conveni

7、ence, 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 pre-sale, sale, after-sales s

8、ervice 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 the time has come .And consu

9、mers 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 competition, cultural competition

10、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 innovation, management innova

11、tion, 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 adaptation, and so forth. These inte

12、grated 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 slogan, but real action to bas

13、is 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, mainly, but as

14、 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, customers will be basically sati

15、sfied; 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 related busines

16、ses 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 told who will then

17、 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 will be at least

18、 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. Therefore, the Amer

19、ican 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. to understand

20、 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 the gap between objectives and priority are

21、as, 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 to win customers changing and upgrading satisfacti

22、on, 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 does not blink of an eye for color TV, small hand rub

23、 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 satisfaction The value of products and services. Ano

24、ther 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 secret of success in 20 years.In summary, emotional

25、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 hands of customers, the enterprise should cater to the c

26、ustomer, 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 establish the level of corporate culture customer-centric, c

27、ustomer 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, partners, etc.）, customer satisfaction, including staff

28、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 loyalty are products and services for enterprise custom

29、ers 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 customer naturally dissatisfied and disloyal, away

30、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 product and service value-added, firmly grasp live in

31、 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.Therefore, companies must be customer satisfaction of

32、 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 receive customer-centric is the highest business principles. Customers are benefactor, a friend,