从企业留住回头客谈顾客满意策略.docVIP

从企业留住回头客谈顾客满意策略 摘 要 在现代社会，企业要赢得长期顾客，就要创造顾客满意。顾客满意是 Abstract In modern society, the enterprises must win long-term customers, will create the customer satisfaction. Customer satisfaction is the its customers requirement already of being satisfied degree of feeling is people in accepting the product or service including its carry information stimulation later, make one kind of affirmation condition, it is people for the product a kind of subjective synthetic evaluation. Only the customer satisfaction will become the enterprise again. Repeat for enterprise it is very important, however, the enterprise will often because of all sorts of reasons stay repeat customers, such as enterprise product itself the existing problems, the enterprise marketing channel construction unreasonable, adopt the pricing strategy inappropriate, promotion form unpopular and not with customers as relationship maintenance etc. In order to retain customers from the following aspects, enterprise implementation of customer satisfaction strategies, improving enterprise quality of your product or service, the construction of a reasonable marketing channel, choice of reasonable pricing strategy, selection of popular with customers, to develop the relationship marketing promotion form etc to improve customer satisfaction, and to keep back again. Keywords: Repeat Customer satisfaction Relationship marketing 目录 引 言 4 一、回头客与顾客满意 4 （一）顾客满意的概念 5 （二）回头客与顾客满意的关系分析 5 1、真正满意的顾客会有再购买意愿 6 2、真正满意的顾客会导致顾客忠诚 6 3、顾客满意与顾客保留 6 4、顾客满意与获利能力 7 二、企业留不住回头客的原因分析 7 （一）企业产品本身存在的问题 7 （二）企业营销渠道建设不合理 7 （三）企业采用的定价策略不合适 8 （四）企业应用的促销形式不受欢迎 9 （五）企业没与顾客进行关系维护 9 三、企业顾客满意策略的实施 10 （一）提高企业产品或服务质量，提升顾客满意度 10 （二）建立合理的营销渠道，提高顾客满意度 10 （三）选择合理的定价策略，提高顾客满意度 11 （四）选择受顾客欢迎的促销方式，提高顾客满意度 11 （五）开展关系营销，培养顾客忠诚 11 结 论 12 致 谢 语 13 参考文献 14 引 言 “如果您满意，请告诉您的朋友；如果您不满意，请告诉我们。”顾客满意营销理论已经成为目前众多企业的营销利器。随着经济的快速发展，市场竞争越来越激烈，企业的生存发展取决于其市场占有率，而市场占有率的多少取决于起忠实顾客的多少，只有拥有了自己的顾客的企业才会取得胜利，从而它的市场占有率才会高。所以，让顾客满意，留住顾客成了企业的重要课程，只有顾客满意的企业，才是最具市场竞