外文文献及翻译---顾客满意策略与顾客满意营销

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1、 外文文献： Marketing Customer Satisfaction 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. First, customer satisfaction strategy is to get a modern enterprise

2、customers, money votes magic weapon With 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

3、 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 quality and age of emotions today gradually into the consumer era. Spending time in the emotion, the com

4、panys 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, convenience, safety, comfort, speed, jump action, environmental protection, clean, happy, fun, etc., consumer

5、s 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 service and advice. In other words, people today are looking for is a psychological satisfaction and a

6、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 consumers adapt to changes in the value of the pursuit of competition between enterprises, but also from p

7、roduct 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

8、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 innovation, industry foresight, R & D force, employee engagement, customer service ability, customer affini

9、ty, peer 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 st

10、rategy 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

11、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 for customer satisfaction for the business philosophy. Therefore, the marketing strategy of competit

12、ors 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 satisfied； if far exceed customer expectations, and far higher than other colleagues, customers really sa

13、tisfied； 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 b

14、uy 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 spread to 12-15 individuals. Thus, a dissatisfied person will affect two or three hundred people. To

15、day 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 a transaction. Another survey showed that every increase of 5% of enterprise customer loyalty, and p

16、rofits 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

17、 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 the reality in all aspects of customer needs and potential needs. Rely on the loyalty business sale

18、s satisfaction, 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

19、 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 satisfaction, win more share many customers. Such as Haier always put customer needs fir

20、st, 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 a small child prodigy washing machine washing machines, small refrigerators

21、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. Another example is Microsofts products are focused on each of the worlds most ta

22、lented 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 consumer era, decided what kind of products and production management servic

23、es 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 customer, value to satisfy customers in order to get as much as possible from

24、 the customer money votes. The CS strategy is the magic weapon for winning such a vote. Second, customer satisfaction, the main steps in marketing strategy First, to establish the level of corporate culture customer-centric, customer interests first, and customer satisfaction as the goal of philosop

25、hy. 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 and external customer satisfaction, customer loyalty is also However. Mec

26、hanism 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 customers satisfaction and loyalty based on customer satisfaction and loyalty a

27、re 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 from the enterprise. When the employee satisfaction and loyalty with cust

28、omers 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 the hearts of customers, to his satisfaction. FedEx found that when inte

29、rnal 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 business philosophy permeates the minds of staff, reflected in the mana

30、gement 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, a teacher, a customer gave us th

31、e 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 most value for the customers of products and services is our highest goal. Under the guidance of this principle, would rather

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

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

34、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 development. Customer-centric company, through market segmentation, target a wide range of research to understand the publics needs

35、 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 join product design. Use of the Internet and CAD technology with customers to establish effective communication and informat

36、ion 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. After analysis, the conclusion about the nature of customer needs, and to the enterprise customer demand information nature

37、 of various departments to share 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

38、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 value products. Shanghai GM produces cars that operators and users are very satisfied, because users join the product design

39、. 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 without dazzling color TV, Haiers wisdom eye inverter air conditioner, star-stop after-sales service, etc. are based on the

40、 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 value of goods and services, naturally, won more hearts and minds of customers. Third, to provide a full service customer satis

41、faction 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. Full service is the consumer desire for consumption from the moment of production value of goods run out of play until the

42、 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 benefit 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 needs, so customers rational choice, practical help customers buy their own niche products； sale