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随着中国油品零售市场竞争的日趋白热化,各企业间的较量已开始从产品的竞争转向顾客资源的竞争,顾客资源正在逐渐取代产品本身,成为企业最为重要的资源。关注顾客、研究顾客、提升顾客的满意度,已经成为现代企业取得竞争优势不可或缺的要素。探讨“如何使顾客满意”并保持顾客高度的满意,这是现代企业取得竞争优势不可或缺的要素。本文从目前的研究现状出发,对顾客满意度进行界定,阐述了顾客满意度对加油站经营管理的作用和意义,分析了降低顾客满意程度的原因,在文献综述的基础上提出了顾客满意营销策略的主要步骤,并从行业实际情况出发上提出五种培育忠诚客户方法。
With the increasingly intense competition in China’s oil retail market, competition among enterprises has begun to shift from product competition to customer resource competition. Customer resources are gradually replacing the product itself and becoming the most important resource for an enterprise. Focusing on customers, researching customers and improving customer satisfaction has become an indispensable factor for modern enterprises to gain competitive advantage. Discuss “How to make customer satisfaction ” and maintain the high degree of customer satisfaction, which is an indispensable element for modern enterprises to gain a competitive advantage. Based on the current research situation, this paper defines the customer satisfaction, elaborates the function and significance of customer satisfaction to the operation and management of gas station, analyzes the reason of reducing customer satisfaction, and puts forward the customer satisfaction marketing Strategy of the main steps, and starting from the actual situation of the industry put forward five ways to foster loyal customers.