【正文】 的 ，不過淘寶網(wǎng)為我們提供的評(píng)價(jià)系統(tǒng)可以實(shí)時(shí)的了解到顧客的滿意度，為淘寶店鋪完善售后服務(wù)以及提高服河北大學(xué)工商學(xué)院 2020屆本科生畢業(yè)論文 （設(shè)計(jì)） 8 務(wù)質(zhì)量提供了一個(gè)好的方法和途徑。從畢業(yè)設(shè)計(jì)題目的選擇、到選到課題的研究和論證，再到本畢業(yè)設(shè)計(jì)的編寫、修改，每一步都有 杜 老師的細(xì)心指導(dǎo)和認(rèn)真的解析。也感謝我同一組的組員和班里的同學(xué)是你們在我遇到難題是幫我找到大量資料，解決難題。 河北大學(xué)工商學(xué)院 2020屆本科生畢業(yè)論文 （設(shè)計(jì)） 12 附 錄 外文 文獻(xiàn) ： 顧客滿 意策略與顧客滿意營銷 原文來源： 李海宏 .Marketing Customer Satisfaction[A].2020 中國旅游分銷高峰論壇 .[C].上海 譯文正文： 自 20世紀(jì)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)勢的整體經(jīng)營手段。也就是說 ,今天人們所追求的是具有“心的滿足感和充實(shí)感”的商品 ,是高附加值的商品和服務(wù) ,追求價(jià)值觀和意識(shí)多元化、個(gè)性化和無形的滿足感的時(shí)代已經(jīng)來臨。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。因此 ,營銷策略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(shí)的、潛在的需求上。在互聯(lián)網(wǎng)普及的今天 ,其影響河北大學(xué)工商學(xué)院 2020屆本科生畢業(yè)論文 （設(shè)計(jì)） 13 則更大。所以 ,美國著名學(xué)者唐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(zhǔn)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。 綜上所述 ,情感消費(fèi)時(shí)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(fèi)者 ,衡量企業(yè)效率以及存在價(jià)值的決定權(quán)轉(zhuǎn)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”。企業(yè)成功的機(jī)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。聯(lián)邦快遞發(fā)現(xiàn) ,當(dāng)內(nèi)部員工滿意率提高到 85%時(shí) ,他們的顧客滿意率高達(dá) 95%,且企業(yè)的利潤也就十分樂觀。顧客是恩人 ,是朋友 ,是老師 ,是顧客給了我們工作的機(jī)會(huì) ,工作的價(jià)值 ,工作的樂趣和工作的意義。顧客在付出成本后 ,對自己的消費(fèi)有一個(gè)期望值 ,而消費(fèi)者最后得到的消費(fèi)在其心中也會(huì)有一個(gè)評(píng)價(jià)的標(biāo)準(zhǔn)來衡量 ,如果物超所值 ,他以后就會(huì)再來 ,如物有所值 ,他以后可能會(huì)再來；否則 ,消費(fèi)者將不會(huì)再來。 企業(yè)以顧客為中心 ,經(jīng)過市場細(xì)分 ,廣泛的調(diào)研了解目標(biāo)公眾的需求和價(jià)值 ,站在顧客的角度考慮產(chǎn)品開發(fā)、設(shè)計(jì) ,提供個(gè)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(jì)?，F(xiàn)在 ,許多公司采用一種名為 :“產(chǎn)品配置器”的系統(tǒng)來幫助用戶一起參與產(chǎn)品設(shè)計(jì)。 第三 ,提供令顧客滿意的全程服務(wù)和個(gè)性服務(wù)。如一老太太買的海爾空調(diào) ,回家途中被黑心司機(jī)拉跑了 ,海爾得知后 ,立即免費(fèi)給老太太送去一臺(tái)海爾新空調(diào) ,并決定以后送貨到位。因此 ,企業(yè)不再將注意力投入于全體消費(fèi)者的一般需求差異上 ,應(yīng)針對追求各異的個(gè)性消費(fèi)者 ,量體裁衣 ,設(shè)計(jì)并開發(fā)企業(yè)的產(chǎn)品及服務(wù)項(xiàng)目 ,以適應(yīng)當(dāng)今個(gè)性化和多樣化的消費(fèi)趨勢。這說明滿意的顧客并不一定能成為忠誠顧客。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(jìn)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(rèn)識(shí)并創(chuàng)建顧客忠誠的激勵(lì)因素。第一 ,樹立“顧客的報(bào)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(bào)怨處理政策和制度 ,并訓(xùn)練員工 ,正確對待顧客報(bào)怨 ,站在顧客的角 度處理顧客報(bào)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(shí)了解顧客的滿意度 ,并獲得處理顧客報(bào)怨的經(jīng)驗(yàn)；第四 ,建立所有顧客報(bào)怨資料庫 ,以便及時(shí)處理并防止公關(guān)危機(jī)的發(fā)生。忠誠顧客數(shù)據(jù)庫 ,可以為員工及時(shí)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(xì)節(jié)資料創(chuàng)造條件；強(qiáng)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(jìn)行長期互動(dòng)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(jià)值的產(chǎn)品或服務(wù)。 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 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 petitors who focus not on but on clients, on the customers actual and potential needs. When the pany provides products and services to the customer39。 loyal customers will not only actively remend to others to buy his products, and promotional activities of petitors on the enterprise has the immunity of a dissatisfied dissatisfied customers will tell 1620 individuals, and each one was told who will then spread to 1215 individuals. Thus, a dissatisfied person will affect two or three hundred people. Today in the popularity of the Inter, its impact is even greater. According to the . 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 河北大學(xué)工商學(xué)院 2020屆本科生畢業(yè)論文 （設(shè)計(jì)） 17 increase of 5% of enterprise customer loyalty, and profits will grow 25% 95%. 80% of a pany 20% of the profits from loyal customers。s secret of success in 20 years. In summary, emotional 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 customer, 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 strategy First, to establish the level of corporate culture customercentric, customer 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 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 pany39。s needs and values, standing customer point of view of product development, design, personalized, personalized valueadded products and services, is correct , but must allow users to join product design. Use of the Inter and CAD technology with customers to establish effective munication and information 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 of various departments to share resources. This design products, provide customer satisfaction services. Now, many panies use a service called: Product Configurator system to help users with the participation of product design. That is stored in the puter where the latest information for all product modules, and replaced at any time, marketing personnel in the sales site on the Inter, 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 sat