基于顾客满意度的包百大楼竞争力分析__毕业论文.doc

内蒙古科技大学 本科生毕业设计说明书（毕业论文） 题 目：基于顾客满意度的包头百货大楼竞争力分析 专 业：市场营销 内蒙古科技大学本科毕业论文 PAGE II 摘要 在当今买方市场环境下，市场竞争越来越激烈，对企业来说拥有顾客就意味着拥有了在市场中继续生存的理由，而拥有高满意度的顾客则是企业获得核心竞争优势的动力源泉。因而，当前企业的核心任务一方面是提升企业核心竞争力适应顾客需求的变化，以提升市场竞争力，另一方面则以先进的管理思想为指导，采取科学的管理手段通过降低价格、优化服务、改善环境、提升质量等方式来提高顾客的满意度。 本文首先对顾客满意度和竞争力的国内外理论进行了阐述，并指出了顾客满意度和企业竞争力的密切相关关系；然后采用因子分析方法对包头百货大楼的顾客满意度调查数据进行了整理和分析，通过该分析找出了影响顾客满意度的几个重要因子；另外，根据因子分析当中求得的每个要素对顾客满意度的贡献率大小列出了“包头百货大楼顾客满意度重要性矩阵”；最后，本文根据“包头百货大楼顾客满意度重要性矩阵”每个象限的要素状况对包头百货大楼在未来如何提升自己的竞争力提出了合理化的建议。 关键词：顾客满意度 竞争力 因子分析 包头百货大楼 Abstract In the current buyers market environment, market competition is more and more intense, the enterprise has the customer means have in the market to continue to survive, and have high satisfaction of the customer is the enterprise core competitive power. Therefore, the enterprises core mission is to enhance the core competitiveness of enterprises to adapt to the demand of the customer, in order to enhance market competitiveness, on the other hand, with advanced management thought as the instruction, to adopt scientific management methods through reducing the price, optimal service, improve the environment, enhance the quality and ways to improve customer satisfaction. This paper first on the customer satisfaction and the competitiveness of the domestic and international theories are described, and pointed out that the customer satisfaction and company competition ability closely related relation; then by using the method of factor analysis to Baotou department store customer satisfaction survey data collation and analysis, through the analysis we find out some important factors affecting customer satisfaction; in addition, according to factor analysis of the each of the elements of satisfaction to customer contribution rate lists Baotou department store customer satisfaction importance matrix; finally, according to the Baotou department store customer satisfaction importance matrix for each quadrant of the elements of Baotou department st