畢業(yè)論文外文文獻翻譯--顧客滿意策略與顧客滿意營銷

1、<p>　　鄭州輕工業(yè)學(xué)院國際教育學(xué)院</p><p>　　畢業(yè)論文外文文獻及翻譯</p><p>　　英 文 Buyer's market under the conditions of the marketing strategy of small and medium-sized enterprises</p><p>　　題

2、目The strategy of customer satisfaction and customer satisfaction marketing</p><p>　　譯 文 顧客滿意策略與顧客滿意營銷</p><p><b>　　學(xué)生姓名 朱釧</b></p><p>　　專業(yè)班級 市場營銷09-1 班</p>&

3、lt;p>　　學(xué) 號 630912230160</p><p>　　院 （系） 國際教育學(xué)院 </p><p>　　顧客滿意策略與顧客滿意營銷</p><p>　　顧客滿意策略與顧客滿意營銷</p><p>　　自20世紀八十年代末以來,顧客滿意戰(zhàn)略已日益成為各國企業(yè)占有更多的顧客份額,獲得競爭優(yōu)勢的整

4、體經(jīng)營手段。</p><p>　　一、顧客滿意策略是現(xiàn)代企業(yè)獲得顧客“貨幣選票”的法寶</p><p>　　隨著時代的變遷,社會物質(zhì)財富的極大充裕,顧客中的主體———消費者的需求也先后跨越了物質(zhì)缺乏的時代、追求數(shù)量的時代、追求品質(zhì)的時代,到了20世紀八十年代末進入了情感消費時代。在我國,隨著經(jīng)濟的高速發(fā)展,我們也已迅速跨越了物質(zhì)缺乏時代、追求數(shù)量的時代乃至追求品質(zhì)的時代,到今天也逐步邁進情

5、感消費時代。在情感消費時代,各企業(yè)的同類產(chǎn)品早已達到同時、同質(zhì)、同能、同價,消費者追求的已不再是質(zhì)量、功能和價格,而是舒適、便利、安全、安心、速度、躍動、環(huán)保、清潔、愉快、有趣等,消費者日益關(guān)注的是產(chǎn)品能否為自己的生活帶來活力、充實、舒適、美感和精神文化品位,以及超越消費者期望值的售前、售中、售后服務(wù)和咨詢。也就是說,今天人們所追求的是具有“心的滿足感和充實感”的商品,是高附加值的商品和服務(wù),追求價值觀和意識多元化、個性化和無形的滿足感

6、的時代已經(jīng)來臨。</p><p>　　與消費者價值追求變化相適應(yīng)的企業(yè)間的競爭,也由產(chǎn)品競爭、價格競爭、技術(shù)競爭、廣告競爭、品牌競爭發(fā)展到現(xiàn)今的形象競爭、信譽競爭、文化競爭和服務(wù)競爭,即顧客滿意競爭。這種競爭是企業(yè)在廣角度、寬領(lǐng)域的時空范圍內(nèi)展開的高層次、體現(xiàn)綜合實力的競爭。它包括組織創(chuàng)新力、技術(shù)創(chuàng)新力、管理創(chuàng)新力、產(chǎn)業(yè)預(yù)見力、產(chǎn)品研發(fā)力、員工向心力、服務(wù)顧客力、顧客親和力、同行認同力、社會貢獻力、公關(guān)傳播溝通力

7、、企業(yè)文化推動力、環(huán)境適應(yīng)力等等。這些綜合形象力和如何合成綜合持久的競爭力,這就是CS策略所要解決的問題。CS時代,企業(yè)不再以“自己為中心”,而是以“顧客為中心”；“顧客為尊”、“顧客滿意”不再是流于形式的口號,而是以實實在在的行動為基礎(chǔ)的企業(yè)經(jīng)營的一門新哲學(xué)。企業(yè)不再以質(zhì)量達標,自己滿意為經(jīng)營理念,而是以顧客滿意,贏得顧客高忠誠度為經(jīng)營理念。企業(yè)經(jīng)營策略的焦點不再以爭取或保持市場占有率為主,而是以爭取顧客滿意為經(jīng)營理念。因此,營銷策略

8、的重心不再放在競爭對手身上而是放在顧客身上,放在顧客現(xiàn)實的、潛在的需求上。當企業(yè)提供的產(chǎn)品和服務(wù)達到了顧客事先的期望值,顧客就基本滿意；如果遠遠超越顧客的期望值,且遠遠高于其他同行,</p><p>　　于是,企業(yè)紛紛通過廣泛細致的市場調(diào)研、與消費者直接接觸、顧客信息反饋等方式來了解顧客在各方面的現(xiàn)實需求和潛在需求。依靠對企業(yè)滿意忠誠的銷售、服務(wù)人員,定期、定量地對顧客滿意度進行綜合測定,以便準確地把握企業(yè)經(jīng)營中

9、與“顧客滿意”目標的差距及其重點領(lǐng)域,從而進一步改善企業(yè)的經(jīng)營活動。依靠高親和力的企業(yè)文化、高效率的人文管理和全員共同努力,不斷地向顧客提供高附加值的產(chǎn)品,高水準的親情般的服務(wù),以贏得顧客不斷變化和提升的滿意度,贏得更多的顧客份額。如海爾始終把顧客需求放在第一位,站在顧客的角度考慮產(chǎn)品開發(fā)、設(shè)計,提供個性化、人性化實用產(chǎn)品,從拉幕式彩電到最新推出的“換臺不晃眼彩電”,從小小神童洗衣機到手搓式洗衣機,從小王子冰箱到“智慧眼”變頻空調(diào),從1

10、7個小時制出“邁克冷柜”到售后一條龍星級服務(wù),無一不是為滿足顧客需求而提供的令其滿意的超值產(chǎn)品和服務(wù)。又如微軟的每一種產(chǎn)品都集中了世界上最優(yōu)秀的開發(fā)人員,推出比顧客想要的還要好的產(chǎn)品,同時形成全球化銷售的規(guī)模經(jīng)濟,把價格降到最低。而這正是微軟20年來成功的秘決。</p><p>　　綜上所述,情感消費時代,決定生產(chǎn)經(jīng)營何種產(chǎn)品和提供什么樣服務(wù)的權(quán)力已不再屬于企業(yè),而是屬于消費者,衡量企業(yè)效率以及存在價值的決定權(quán)轉(zhuǎn)

11、移到了顧客手中,企業(yè)應(yīng)盡量迎合顧客,超值滿足顧客,以盡可能地從顧客那里獲得“貨幣選票”。而CS策略正是獲取這種選票的制勝法寶。</p><p>　　二、顧客滿意營銷策略的主要步驟</p><p>　　第一,在企業(yè)文化層面上確立以顧客為中心,顧客利益至上,以顧客滿意為目標的經(jīng)營理念。</p><p>　　CS理論中的顧客指的是內(nèi)部員工和外部顧客(包括經(jīng)銷商、批發(fā)商、代

12、理商、最終消費者和原材料供應(yīng)商、合作者等),顧客滿意包括員工和外部顧客的滿意,顧客忠誠亦然。企業(yè)成功的機制在于顧客滿意與忠誠,員工是顧客滿意和忠誠的關(guān)鍵人員。員工對企業(yè)的滿意度和忠誠度是顧客對企業(yè)產(chǎn)品和服務(wù)滿意度和忠誠度的基礎(chǔ),顧客滿意度和忠誠度是員工行為的必然結(jié)果。沒有員工的滿意與忠誠,就不可能創(chuàng)造出令顧客滿意的產(chǎn)品和提供超值服務(wù),顧客自然就不滿意不忠誠,離企業(yè)而去。當員工滿意與忠誠時就會在與顧客接觸中以極大的熱情投入自己的智力資本,

13、創(chuàng)造性地為顧客服務(wù),并能及時發(fā)現(xiàn)顧客需求動向,及時提升產(chǎn)品和服務(wù)的附加值,緊緊抓住顧客的心,令其滿意。聯(lián)邦快遞發(fā)現(xiàn),當內(nèi)部員工滿意率提高到85%時,他們的顧客滿意率高達95%,且企業(yè)的利潤也就十分樂觀。在這里員工的態(tài)度決定著一切。</p><p>　　因此,企業(yè)必須將顧客滿意的經(jīng)營理念滲透于員工的頭腦中,體現(xiàn)在管理中,對員工忠誠,以他們研發(fā)產(chǎn)品、制造產(chǎn)品、提供營銷服務(wù)令顧客滿意。如九頭鳥”,員工得到的教育是一切以

14、顧客為中心是企業(yè)經(jīng)營的最高原則。顧客是恩人,是朋友,是老師,是顧客給了我們工作的機會,工作的價值,工作的樂趣和工作的意義。我們應(yīng)該發(fā)自內(nèi)心地真誠地感謝顧客,顧客的滿意就是我們的工作目標,為顧客創(chuàng)造最有價值的產(chǎn)品和服務(wù)是我們的最高目標。在此原則指導(dǎo)下,寧愿讓自己吃虧不能讓顧客吃虧已成為“九頭鳥”員工的行為準則。讓顧客感到在“九頭鳥”消費是一種享受,是一種物超所值的享受。顧客在付出成本后,對自己的消費有一個期望值,而消費者最后得到的消費在其

15、心中也會有一個評價的標準來衡量,如果物超所值,他以后就會再來,如物有所值,他以后可能會再來；否則,消費者將不會再來。所以,“九頭鳥”的目的就是為消費者提供物超所值的產(chǎn)品和服務(wù)。有如此經(jīng)營理念及其指導(dǎo)下的令顧客滿意營銷,“九頭鳥”紅火于京城就不難理解了。</p><p>　　第二,讓顧客參與產(chǎn)品設(shè)計與研發(fā)。</p><p>　　企業(yè)以顧客為中心,經(jīng)過市場細分,廣泛的調(diào)研了解目標公眾的需求和價

16、值,站在顧客的角度考慮產(chǎn)品開發(fā)、設(shè)計,提供個性化、人性化的高附加值的產(chǎn)品和服務(wù),是正確的,但必須讓用戶一起參與產(chǎn)品設(shè)計。利用互聯(lián)網(wǎng)和CAD技術(shù)與顧客建立有效的溝通和信息交流,及時掌握顧客的各種需求信息和顧客價值,鼓勵各種信息來源渠道對顧客信息庫進行及時的更新。經(jīng)過分析、總結(jié),了解顧客的本質(zhì)需求,并使顧客本質(zhì)需求信息成為企業(yè)各個部門的共享資源。以此設(shè)計產(chǎn)品,提供令顧客滿意的服務(wù)。現(xiàn)在,許多公司采用一種名為:“產(chǎn)品配置器”的系統(tǒng)來幫助用戶一

17、起參與產(chǎn)品設(shè)計。即在計算機里存放了所有產(chǎn)品模塊的最新信息,并隨時更換,營銷人員在銷售現(xiàn)場通過因特網(wǎng),根據(jù)用戶需要或與用戶一起配置出其所需要的能滿足其價值的產(chǎn)品。上海通用公司生產(chǎn)的汽車令經(jīng)營商和用戶非常滿意,就是因為讓用戶一起參與了產(chǎn)品的設(shè)計。而海爾無論是為四川農(nóng)民生產(chǎn)的能洗地瓜的洗衣機,為上海用戶生產(chǎn)的“小王子冰箱”,還是換臺不晃眼的彩電,海爾的“智慧眼”變頻空調(diào),星級一條龍售后服務(wù)等,都是依據(jù)用戶的需要,吸收了顧客參與產(chǎn)品設(shè)計的建議,

18、而設(shè)計開發(fā)的令顧客滿意的富有人性化的超值商品和服務(wù),自然</p><p>　　第三,提供令顧客滿意的全程服務(wù)和個性服務(wù)。</p><p>　　全程服務(wù)是針對顧客的購物與消費每一環(huán)節(jié)所進行的細致而又深入的服務(wù),心的服務(wù)。全程服務(wù)就是消費者從產(chǎn)生消費欲望那一刻起到商品使用價值耗盡為止的整個過程,對消費者的細心呵護,使消費者與自己的品牌緊密相連,讓消費者享受文化、享受服務(wù)、感受理念、感到受益,心

19、甘情愿地消費你的產(chǎn)品或服務(wù),令消費者在每一個層面都感到完全滿意,并能贏得客戶的忠誠。銷售階段———保證顧客得到必須及時優(yōu)質(zhì)的服務(wù),售前咨詢培訓(xùn)參與,傳遞知識信息,創(chuàng)造購物需求,令顧客理性選擇,幫助顧客購買自己實用稱心的商品；售中支持提供方便,最大限度地發(fā)揮商品功能,讓顧客體味到溫情和價值；售后增值反饋回訪服務(wù),使顧客感受到溫馨和真情。如一老太太買的海爾空調(diào),回家途中被黑心司機拉跑了,海爾得知后,立即免費給老太太送去一臺海爾新空調(diào),并決定

20、以后送貨到位。內(nèi)蒙一用戶因家中失火,將剛買的海爾冰箱燒壞,海爾接電后從計算機服務(wù)網(wǎng)絡(luò)中查到該用戶詳細住址,派專人專車用4天時間趕到為其修好冰箱。這種超值服務(wù)必然贏得顧客超期望值的滿意。</p><p>　　在如今情感消費時代,人們追求“心的滿足感和充實感”的商品,是高附加值極富個性化價值的商品,追求價值觀和意識多元化、個性化和無形的滿足感。因此,企業(yè)不再將注意力投入于全體消費者的一般需求差異上,應(yīng)針對追求各異的個

21、性消費者,量體裁衣,設(shè)計并開發(fā)企業(yè)的產(chǎn)品及服務(wù)項目,以適應(yīng)當今個性化和多樣化的消費趨勢。面對越來越復(fù)雜的消費傾向,企業(yè)要駕馭顧客需求,進行個性化營銷,關(guān)鍵在于建立顧客資料庫與顧客信息反饋系統(tǒng),進行客戶關(guān)系管理,不斷收集了解消費者的要求和偏好的變化,以及對企業(yè)新的期望,以便更好地為顧客提供個性化服務(wù)。</p><p>　　第四,培育顧客忠誠。</p><p>　　在餐飲業(yè),滿意顧客中品牌轉(zhuǎn)換

22、者的比例竟高達60%到80%。這說明滿意的顧客并不一定能成為忠誠顧客。而一個企業(yè)80%的利潤來自20%的忠誠顧客,營銷顧客集Aracature Corp.的總裁Larry Light在Advertising Age雜志上說,從忠誠顧客身上得到的收益是非忠誠顧客的9倍。沃爾瑪之所以能夠持續(xù)增長成為500強的老大,根本原因在于它吸引客戶忠誠的經(jīng)營能力。</p><p>　　顧客忠誠是來自顧客感受到的、通過雙向溝通所傳

23、遞的價值和相互關(guān)系,是通過企業(yè)不懈地提供超值產(chǎn)品或服務(wù)而取得的。要使顧客忠誠,企業(yè)最高管理層必須有長期不懈的決心和資金支持,對企業(yè)的忠誠顧客進行界定,了解顧客的需求是怎樣形成的,他們離去的原因是什么,買了誰的產(chǎn)品,為什么?認識并創(chuàng)建顧客忠誠的激勵因素。培育忠誠顧客的營銷方法有兩種:</p><p>　　一是要妥善解決顧客的抱怨。只要妥善地處理顧客報怨,82%的顧客會再度購買商品。妥善處理顧客報怨,要求企業(yè)確立一套

24、良好的人性化的“報怨管理”制度。第一,樹立“顧客的報怨,是給企業(yè)最好的禮物,對改善企業(yè)的經(jīng)營管理有好處”的觀念；第二,企業(yè)必須確立有效的報怨處理政策和制度,并訓(xùn)練員工,正確對待顧客報怨,站在顧客的角度處理顧客報怨的問題；第三,處理顧客的部門要輪換,以便各業(yè)務(wù)單位都能及時了解顧客的滿意度,并獲得處理顧客報怨的經(jīng)驗；第四,建立所有顧客報怨資料庫,以便及時處理并防止公關(guān)危機的發(fā)生。</p><p>　　二是建立忠誠顧客

25、數(shù)據(jù)庫。只有通過數(shù)據(jù)庫進行跟蹤調(diào)查分析,才能確切知道企業(yè)擁有的顧客份額會增加多少,達到某一份額需要多久。忠誠顧客數(shù)據(jù)庫的核心是關(guān)聯(lián)數(shù)據(jù)庫,它由一系列記錄營銷項目不同側(cè)面的子庫組成。忠誠顧客數(shù)據(jù)庫,可以為員工及時提供超值服務(wù)所需的資料；為收集所有與顧客有關(guān)的細節(jié)資料創(chuàng)造條件；強化同顧客的快捷聯(lián)系；為開發(fā)新產(chǎn)品和提供新的服務(wù)創(chuàng)造條件；與顧客進行長期互動的雙向溝通,以便為其提供潛在需求的、似曾想到又非想到的滿足其期望價值的產(chǎn)品或服務(wù)。<

26、/p><p>　　The strategy of customer satisfaction and customer satisfaction marketing</p><p>　　Since the 20th century, since the late eighties, the customer satisfaction strategy is increasingly becom

27、ing business has more customers share the overall business competitive advantage means.</p><p>　　First, customer satisfaction strategy is to get a modern enterprise customers, "money votes" magic w

28、eapon</p><p>　　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, t

29、he 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 pursu

30、it of the number of times and even the pursuit of quality and age of emotions today grad</p><p>　　As a result, enterprises have been through an extensive and detailed market research, direct contact with con

31、sumers, customer feedback, etc. to understand the reality in all aspects of customer needs and potential needs. Rely on the loyalty business sales satisfaction, service personnel, regular, comprehensive quantitative dete

32、rmination of customer satisfaction in order to accurately grasp the business with "customer satisfaction" the gap between objectives and priority areas, to further improve</p><p>　　Such as Haier al

33、ways 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

34、 an eye for color TV", small hand rub a small child prodigy washing machine washing machines, small refrigerators Prince to "wisdom eye" inverter air conditioner, the system 17 hours from a "Mike free

35、zer" to after-sale-stop star service to meet customer needs and both </p><p>　　In summary, emotional consumer era, decided what kind of products and production management services to provide what the po

36、wers 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 sat

37、isfy 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.</p><p>　　Second, customer satisfaction, the main ste

38、ps in marketing strategy</p><p>　　First, to establish the level of corporate culture customer-centric, customer interests first, and customer satisfaction as the goal of philosophy.</p><p>　　CS

39、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

40、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 c

41、ompany's satisfaction and loyalty are products and servic</p><p>　　Therefore, companies must be customer satisfaction of business philosophy permeates the minds of staff, reflected in the management of e

42、mployee 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 p

43、rinciples. Customers are benefactor, a friend, a teacher, a customer gave us the opportunity to work, the value of work, fun and work significance of the</p><p>　　Second, customers participate in product des

44、ign and development.</p><p>　　Customer-centric company, through market segmentation, target a wide range of research to understand the public's needs and values, standing customer point of view of produc

45、t 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

46、communication and information exchange, needs to grasp the customer information and customer value, to enco</p><p>　　Third, to provide a full service customer satisfaction and personalized service. </p>

47、;<p>　　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 m

48、oment of production value of goods run out of play until the whole process, with care to consumers, so consumers are closely linked with their brands so that consumers enjoy the culture, enjoy the service experience conc

49、ept was to benefit consumers willingly your products or services, consumer</p><p>　　In today's era of emotional consumption, the pursuit of "Heart of satisfaction and a sense of fulfillment" of

50、 goods, is highly personalized value-added value goods, the pursuit of values and awareness of diversity, individuality, and intangible satisfaction. Therefore, enterprises will no longer put attention to all the general

51、 needs of different consumers, we should pursue different personality for consumers, tailor, design and development of enterprise products and services to meet the individ</p><p>　　Fourth, foster customer lo

52、yalty. </p><p>　　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 neces

53、sarily. 80% of the profits of an enterprise from 20% of customer loyalty, marketing, customer Aracature Corp.'s President, Larry Light said in Advertising Age magazine, from the loyal customers who return a non-loyal

54、 customers are 9 times. Wal-Mart has been able to continue to grow as 500 Boss, simply because</p><p>　　Customer loyalty is perceived from the customer, delivered through the two-way communication between th

55、e value and the relationship is hard to provide value through business products or services obtained. For customer loyalty, companies must have top management commitment and unremitting financial support to enterprises t

56、o define customer loyalty, understand customer needs is what formed what are the reasons they leave, who bought the product, Why? awareness and create customer loyalty incentive</p><p>　　First, we should pro

57、perly solve customer complaints. As long as the proper handling of customer complaints, the 82% of the customers will buy products again. Proper handling of customer complaints, the requirement to establish a good busine

58、ss humanized "complained management" system. First, establish a "customer complained, is the best gift for business, enterprise management to improve good" concept; Second, enterprises must establish

59、effective policies and institutions dealing with grievances </p><p>　　Second, build up customer loyalty database. Tracked only through the analysis of the database in order to know exactly what enterprise cu

60、stomers have a share of increase in number, how long a certain share. Customer loyalty is the core of the database relational database, which consists of a series of records of marketing programs composed of different as