【正文】 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(zhǔn)則。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。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 17 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 8 務(wù)。據(jù)美國汽車業(yè)的調(diào)查 ,一個滿意者會引發(fā) 8 筆潛在的生意 ,其中至少有一筆會成交。 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)。 二、顧客滿意策略是現(xiàn)代企業(yè)獲得顧客“貨幣選票”的法寶 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。 Dant, R. P. (2021). The theoretical domains of retailing research: a retrospective. Journal of Retailing, 85(2), 113–128. 6 Journal of Consumer Marketing， 2021（ 7） ： 96100 顧客滿意營銷 策略 哈洛韋爾 約翰威利公司 . 摘要 ： 客戶的滿意與一個公司的產(chǎn)品或服務(wù)時常被視為最關(guān)鍵的一個企業(yè)的成功和長期的競爭力。 for the development of new products and create the conditions for the provision of new services。s era of emotional consumption, the pursuit of Heart of satisfaction and a sense of fulfillment of goods, is highly personalized valueadded 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 needs of different consumers, we should pursue different personality for consumers, tailor, design and development of enterprise products and services to meet the individual and the diversity of today39。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。 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。s products or services is often seen as the key to a pany39。 if panies 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。 Otherwise, consumers will not e back. Therefore, 9 Bird is to provide consumers value for money products and services. there is such a business philosophy of 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. Customercentric pany, through market segmentation, target a wide range of research to understand the public39。 Second, enterprises must establish effective policies and institutions dealing with grievances and staff training, proper treatment of customers plained, standing customer approach to customer plained of the problem。 Schultz, R. L. (1992). Principles involving marketing policies: an empirical assessment. Marketing Letters, 4 (3), 253–265. [3]Wilkie, W. L., amp。整體的這篇文章的目的是要開發(fā)一個概念的基礎(chǔ)調(diào)查顧客保留的過程中 ,用概念、關(guān)系品質(zhì) 的客戶滿意度。 7 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的時代已經(jīng)來臨。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)實的、潛在的需求上。所以 ,美國著名學(xué)者唐 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)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 ” 。在這里員工的態(tài)度決定著一切。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)。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。 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。培育忠誠顧客的營銷方法有兩種 : 只要妥善地處理顧客報怨 ,82%的顧客會再度購買商品。華氏度 .進化到一個新的主導(dǎo)邏輯 :銷售 [M].營銷管理 ,2021,68:117. [5] ?應(yīng)該衍生與實質(zhì)相符的領(lǐng)域 [J].戰(zhàn)略管理學(xué)報 ,2021,28:935955. [6]布朗 Dant,戈爾 .回顧性分析零售業(yè)的理論研究 [J].滬港臺零售業(yè) ,2021,85(2):113128.