2024年3月11日发(作者：)

原文来源：李海宏《Marketing Customer Satisfaction》[A].2012中国旅游分销高峰

论坛.[C].上海

Marketing Customer Satisfaction

顾客满意策略与顾客满意营销

Since the 20th century, since the late eighties, the customer satisfaction

strategy is increasingly becoming business has more customers share the overall

business competitive advantage means.

自20世纪八十年代末以来,顾客满意战略已日益成为各国企业占有更多的顾客份额,获

得竞争优势的整体经营手段。

First, customer satisfaction strategy is to get a modern enterprise customers,

"money votes" magic weapon

一、顾客满意策略是现代企业获得顾客“货币选票”的法宝

With 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

可编辑范本

emotions today gradually into the consumer era. Spending time in the emotion,

the company'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 comfort, convenience, safety, comfort,

speed, jump action, environmental protection, clean, happy, fun, etc., consumers

are increasingly concerned about the product whether for their own life energy,

enrich, comfort, beauty and spiritual quality, and exceed consumer expectations in

the pre-sale, sale, after-sales service and advice. In other words, people today are

looking for is a "psychological satisfaction and a sense of fulfillment," the

commodity, high value added goods and services, the pursuit of values and sense

of diversity, individuality, and the intangible satisfaction of the time has come .

随着时代的变迁,社会物质财富的极大充裕,顾客中的主体———消费者的需求也先后

跨越了物质缺乏的时代、追求数量的时代、追求品质的时代,到了20世纪八十年代末进入了

情感消费时代。在我国,随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量

的时代乃至追求品质的时代,到今天也逐步迈进情感消费时代。在情感消费时代,各企业的同

类产品早已达到同时、同质、同能、同价,消费者追求的已不再是质量、功能和价格,而是舒

适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产

品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位,以及超越消费者期望值

的售前、售中、售后服务和咨询。也就是说,今天人们所追求的是具有“心的满足感和充实

感”的商品,是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的

时代已经来临。

And consumers adapt to changes in the value of the pursuit of competition

between enterprises, but also from product competition, price competition,

可编辑范本