Marketing strategy title paper sharing

Abstract: This paper analyzes the connotation of customer satisfaction and the importance of customer satisfaction to corporate marketing, and proposes six marketing strategies for customer satisfaction. More and more companies are clearly aware of the importance of customer satisfaction. Because, in the market, the customer is the only "God" who makes a stone. "If the people don't buy your account, you will be finished."

With the increasingly fierce market competition, the consumer market has been transformed from the seller's market to the buyer's market, and consumer demand has become more personalized and diversified. The long-term adoption of low-cost expansion of the market to capture the market has become increasingly unsuitable for new markets. situation. The author believes that the customer satisfaction strategy based on customer service and improving customer satisfaction and loyalty should be the best choice for enterprises to obtain long-term competitive advantage.

1. Customer satisfaction The customer satisfaction is the state of pleasure or disappointment formed by the customer by comparing the effect or result of the product he purchased with his expected value. If the effect is lower than expected, the customer will be dissatisfied; if the effect matches the expectation, the customer will be satisfied; if the effect exceeds the expectation, the customer will be highly satisfied or happy. The factor that determines whether a customer is satisfied with a purchase is the customer's expectation of the product and the perceived performance. The customer satisfaction is a function of the proximity between the product's expectations and the perceived performance. The formation of customer expectations is based on information obtained by sellers, friends or other sources of information, which is formed before the customer makes a purchase decision, and is the main factor that drives the formation of the customer's purchase motivation; the performance perceived by the customer is the customer's purchase and use of the product. What is formed later is an evaluation of the purchase activity based on the purpose of purchase, the degree of satisfaction of the demand, and the social evaluation. If the performance of the product is lower than expected, the consumer will be disappointed and will feel dissatisfied; if the performance meets or exceeds the expectation, the consumer will be satisfied or very satisfied. Customer satisfaction is a dynamic concept. First, as the market environment changes, the content of customer satisfaction is constantly changing. In the early stage of the market economy, consumers generally demanded that goods be "good quality and cheap", mainly considering the quality, function and price of the products. With the development of the market economy, the supply of goods is abundant, and the buyer's market is entered. The scale of consumers' evaluation of goods becomes the brand and the reputation of the manufacturers. The goods that consumers demand to use can display their social status. When the market has become a real buyer's market, consumers' criteria for judging goods are not only quality, but also packaging, service, advertising, consulting, delivery, custody, after-sales service, etc. the elements of. The goods provided by enterprises are no longer a unit product, but become a product system, which requires enterprises to implement a comprehensive, three-dimensional service marketing strategy. Second, customer satisfaction is shown in comparison with competitors. The so-called "no best, only better" is the expression of this concept. In order to win in the increasingly competitive market, enterprises need to constantly track and understand the expectations of customers, and also need to monitor and analyze the situation of competitors, and set the performance level and customer satisfaction level higher than the competitors. .

Second, Gu Rong's satisfied Yiyi enterprises have customers, in order to get profits, and customers deviate from the enterprise, the company will lose the source of profits, which is the most severe blow to the company. Satisfying customers is the best way to retain customers and maintain customer loyalty. It is also an important way for companies to reduce transaction costs and establish a good image. First of all, whether the consumer is satisfied with the product will affect the future purchase behavior and will affect the purchase of others. If they are satisfied with a certain product, they are likely to purchase the product again. According to the data selected by the automobile brand, there is a high correlation between the satisfaction of the last purchased brand and the intention to purchase the brand again. For example, 75% of Americans who buy Toyota cars feel very satisfied, while 75% intend to buy Toyota again; 35% of people who buy Chevrolet are satisfied, and 35% prefer to buy Chevrolet again. At the same time, consumers who are satisfied with an enterprise's products will promote the brand to others. Therefore, many famous Western companies believe that the best advertisement is "satisfied customers." Dissatisfied consumer reactions are very different. They will stop buying the company's products or remind friends and family. According to a survey conducted in a shopping mall in Singapore, when customers are dissatisfied with poor service, 70% of shoppers will buy elsewhere, and 24% of buyers will tell others not to shop at the store. Frequent occurrences will definitely damage the reputation and image of the company and seriously affect the survival and development of the company. Second, customer satisfaction is good for improving customer loyalty. Customer loyalty has a huge impact on the company. According to relevant information, US companies lose half of their customers every five years, slowing the company's growth rate by 35%. Many companies can increase their profits by 100% by retaining 5% of their customers. Improving customer satisfaction by providing excellent products, excellent service and effective communication is the only way to improve customer loyalty. Again, customer satisfaction has become a marketing strategy. Customer satisfaction is a system concept involving the overall marketing of the enterprise. The customer satisfaction system includes concept satisfaction, behavior satisfaction, audio-visual satisfaction, product satisfaction and service satisfaction. The core concept of marketing is customer first, and customers are the center of all activities of the company. Enterprises should put customer satisfaction in the first place in the business management system, and consider how to make customers satisfied in the whole process of market research, product development, product sales, after-sales service and other marketing. Therefore, for customer-centric enterprises, customer satisfaction is both a long-term strategic goal and a marketing strategy that must be adhered to for a long time.

Third, the customer's marketing strategy

1. Establish a customer-oriented marketing concept. All employees of the company must establish the "customer first" and "all for the customer" thinking, everything from the customer's point of view, think of the customer's thoughts, urgency of the customer's urgency, customer needs is the needs of the enterprise. Enterprises should know what customers need, according to customer needs, pay attention to customer opinions, let users participate in decision-making, and constantly improve product service system to maximize customer satisfaction.

2. Strengthen the tracking measurement of customer satisfaction. In order to satisfy customers, companies must conduct in-depth customer satisfaction surveys. Through surveys, understand the reasons and motivations of customers to buy the company's products, consumers' evaluation criteria for product features and performance, consumers' evaluation of competitor products, customers' other requirements and dissatisfaction with the company's products, and so on. Only through continuous follow-up investigations, and more accurately measuring customer satisfaction, can we take targeted measures to improve work, improve services, meet customer needs, and improve customer satisfaction. There are many ways to track customer satisfaction from simple to complex, such as establishing a customer complaints and advice system, conducting a customer satisfaction market survey, hiring people to pretend to be potential consumers, and analyzing the reasons why customers are turning to competitors for shopping. Understanding the company's mistakes in customer satisfaction is a method often used by many companies.

3. Establish a customer complaints system. For companies, customer complaints are inevitable. Customer complaints are information resources for companies to understand customer perceptions of products, services and other activities, as well as customer impressions and expectations. Enterprises can properly resolve customer complaints, resolve conflicts, maintain corporate reputation and customer benefits, and improve customer satisfaction and loyalty. On the contrary, it will affect the image and reputation of the company. In the high-tech field, up to 90% of customers who have experienced problems but are satisfactorily resolved will be procured again from the same manufacturer, which is more loyal than those who have not encountered problems. Enterprises should establish an appropriate organization system for handling customer complaints, formulate policies and measures for handling customer complaints, and adopt flexible and diverse methods to enable customers to have clear channels for transmitting suggestions and complaints to enterprises, so that customer complaints can be quickly and effectively resolved.

4. Establish a sound customer service system. The customer service system includes a product service system, a technical service system, a cost management system, and a customer capital management system. The product service system is the foundation, because the basic needs of customers for the enterprise are products, and the content of product services includes product design, product production, product quality, product improvement and renewal. Technical service system refers to the technical service for customers, mainly refers to after-sales service, after-sales service should be free hotline, information and decision-making services, return visits, after-sales maintenance and maintenance services, repair parts supply, quality assurance , user assistance and training, compensation and other aspects of the work. The cost management system refers to reducing the purchase cost of customers through a series of methods, creating value for customers, attracting customers, and seeking customer satisfaction and loyalty. Customer Satisfaction = Total Value of Purchase / Total Cost of Purchase. Total cost = currency cost + time cost ten information cost + physical cost. Therefore, on the one hand, enterprises must create more value for customers, and at the same time, efforts should be made to reduce the monetary cost, information cost, spiritual cost and physical cost of customer purchase. The customer capital management system refers to the management of customers as the most important capital of the enterprise. It is necessary to focus on long-term interests rather than immediate interests. The value of a customer cannot be measured by “ten, one”, because a loyal customer will visit your business every day, month, or even year, and will promote your business to his 250 friends and relatives. .

5. Strengthen service rehabilitation work. Service rehabilitation is for dissatisfied customers. In response to customer dissatisfaction, enterprises should conduct targeted rehabilitation training for service employees to understand common problems and treatment methods: to formulate formal and informal standardized rehabilitation standards. The service rehabilitation work can be carried out as follows: First, it is necessary to acknowledge and apologize for the inconvenience experienced by the customer; second, to listen, empathize, and ask some beginning questions, that is, to be a good listener and let the customer talk about his experience; The third is to propose a fair solution to the problem; the fourth is to give the customer some added value compensation for the inconvenience or injury; the fifth is to abide by the commitments made to the customer; the sixth is to follow the move, understand Whether the customer is satisfied with the rehabilitation work, if not satisfied, the follow-up action can give the company the opportunity to retain the customer for the second time.

6. Conduct an internal camp. Internal marketing refers to the company's efforts to strengthen the corporate culture and entrepreneurial spirit, while attaching importance to providing good services to internal employees and strengthening the interaction with internal employees, so as to expand external marketing in a coordinated manner. Internal marketing includes two main points: First, the company's employees as internal customers, enterprises as suppliers; Second, all employees unanimously agree with the company's mission, strategy and goals, and become a loyal agent of the company in the service to customers. As the saying goes: "Home and everything is going", "Before you must be inside." Marketing scholar Payne also stressed: "To be good at selling external customers, we must first sell internal employees." To this end, companies must attach great importance to the construction of corporate culture and entrepreneurial spirit, and vigorously carry out internal marketing, so that all employees Satisfaction can encourage employees to serve their customers wholeheartedly and improve customer satisfaction.

references:

1 Philip Kotler: "Introduction to the market camp" Huaxia Publishing House XX years

2 Wang Kewei, Fei Wei: "Customer Satisfaction" Enterprise Management Press, 1997

3 weeks Zhaoxia: "On the establishment of customer service system" Wenzhou Vocational and Technical College XX years

4 Jin Rungui: "Market Camp Ming" Higher Education Press, Shanghai Academy of Social Sciences Press XX

5 Guqiao: "Winning Customer Satisfaction", "Corporate Management" Magazine, XX, No. 8