【正文】 e 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 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 fort, convenience, safety, fort, speed, jump action, environmental protection, clean, happy, fun, etc., consumers are increasingly concerned about the product whether for their own life energy, enrich, fort, beauty and spiritual quality, and exceed consumer expectations in the presale, sale, aftersales service and advice. In other words, people today are looking for is a psychological satisfaction and a sense of fulfillment, the modity, high value added goods and services, the pursuit of values and sense of diversity, individuality, and the intangible satisfaction of the time has e . And consumers adapt to changes in the value of the pursuit of petition between enterprises, but also from product petition, price petition, technological petition, advertising petition, brand image development of petition to the current petition, credit petition, cultural petition and service petition, petition that customer satisfaction . This petition is the enterprise wide angle, widefield spacetime within the context of highlevel, reflect the overall strength of the petition. It includes organizational innovation, technological innovation, management innovation, industry foresight, R amp。s success and longterm petitiveness. In the context of relationship marketing, customer satisfaction is often viewed as a central determinant of customerretention. However, the few empirical investigations in this area indicate that a direct relationship between these constructs is weak or even nonexistent. The overall purpose of this article is to develop a conceptual foundation for investigating the customer retention process, with the use of the concepts of customer satisfaction and relationship quality. The article involves a critical examination of the satisfaction–retention relationship, and the development of a more prehensive view of the customer39。淺議營銷策略理論與實踐 附帶外文翻譯 畢業(yè)論文二〇一一年三月六日 11 / 12Journal of Consumer Marketing， 2005（7）：96100Marketing Customer SatisfactionR HallowellAbstract: Customer satisfaction with a pany39。s products or services is often seen as the key to a pany39。s quality perception.Keywords: customer；Satisfaction；MarketingFirst, customer satisfaction strategy is to get a modern enterprise customers, money votes magic weaponWith 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 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 pany39。 D force, employee engagement, customer service ability, customer affinity, peer recognition ability, munity contributions to force, public relations and dissemination of munication skills, corporate culture drive, environmental adaptation, and so forth. These integrated image of the force and the synthesis of integrated sustainable petitiveness, which is CS strategy to solve the problem. CS times, panies no longer own the center, but to customercentric。s prior expectations, customers will be basically satisfied。 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。 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 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 sales satisfaction, service personnel, regular, prehensive quantitative determination of customer satisfaction in order to accurately grasp the business with customer satisfaction the gap between obje