以追求顾客满意为目标的4C理论（4C theory aimed at the pursuit of customer satisfaction）.docVIP

以追求顾客满意为目标的4C理论（4C theory aimed at the pursuit of customer satisfaction） 4C theory aimed at the pursuit of customer satisfaction 4C theory is proposed by Professor Lauter, an American marketing expert in 1990, its consumer demand-oriented, re set the four basic elements of the marketing mix: consumers (Consumer), cost (Cost), convenience (Convenience) and communication (Communication). It emphasizes that enterprises should first put the pursuit of customer satisfaction in the first place, the second is to reduce the cost of customers, then to give full attention to the convenience of customers in the purchase process, rather than from the perspective of enterprise to determine the sales channel strategy, finally to consumers as the center and the implementation of effective marketing communication. Compared with the product oriented 4P theory, 4C theory has made great progress and development, it attaches great importance to customer orientation, in pursuit of customer satisfaction as the goal, which is the inevitable requirement of enterprises in todays consumer marketing more and more active position in the market. (a) customer (Customer): retail enterprises facing customers, so it should consider the customers needs and desires, to establish the customer-focused retail concept, will take the customer as the center as a red line that runs through the entire process of marketing activities. Retail enterprises should stand in the position of customer, help customer organization selection of goods supply; according to the customers needs and requirements of purchase behavior, merchandise sales organizations; research on customer buying behavior, to better meet the needs of customers; pay more attention to provide quality services to customers. (two) cost (Cost): when a customer purchases a commodity, it takes a certain amount of time, effort, and physical strength, which constitute the total cost of the customer. Therefore, the total cost of the customer includes mon