AL蒸發(fā)式冷氣機公司福州市場客戶滿意度研究
發(fā)布時間：2018-07-14 19:05
【摘要】：客戶是企業(yè)賴以生存發(fā)展的基礎(chǔ),而讓客戶滿意是企業(yè)的最終目標。隨著市場競爭的加劇,企業(yè)與企業(yè)之間不再是自身資源的競爭,而是對客戶資源爭奪的競爭。蒸發(fā)式冷氣機作為一種低碳環(huán)保產(chǎn)品,它的應(yīng)用和推廣對節(jié)能減排的意義重大,市場前景廣闊。由于該產(chǎn)品生產(chǎn)的資金和技術(shù)壁壘較低,市場同質(zhì)化嚴重,競爭日趨激烈；業(yè)內(nèi)企業(yè)一味以開發(fā)新客戶新領(lǐng)域為主,忽視了對已有客戶的有效管理；蒸發(fā)式冷氣機作為工業(yè)品輔助品,購買、交付、使用和維護過程涉及到客戶過個不同的職能部門,客戶滿意度測評難度大,很難獲取客戶真實滿意水平,調(diào)查結(jié)果偏離實際情況；導(dǎo)致目前客戶真實滿意度普遍較低,提升手段有限,市場競爭以價格為導(dǎo)向,企業(yè)營銷成本居高不下,利潤逐年下降,發(fā)展遭遇瓶頸。本文正是基于此背景通過對工業(yè)品營銷和客戶滿意度的相關(guān)理論研究建立適合AL公司福州市場客戶滿意度測評模型,獲取客戶各參與部門的滿意度和整體滿意度的真實情況,結(jié)合各項指標對客戶滿意影響權(quán)重提出公司各部門工作的改進建議。首先,介紹了論文產(chǎn)生的背景和研究意義,以及相關(guān)理論研究現(xiàn)狀、論文研究方法和主要創(chuàng)新點。其次,研究總結(jié)了工業(yè)品營銷和客戶滿意度的理論知識,詳細闡述本文應(yīng)用到的相關(guān)理論內(nèi)容。接著,對蒸發(fā)式冷氣機行業(yè)從產(chǎn)品、應(yīng)用領(lǐng)域、國內(nèi)行業(yè)發(fā)展以及本文研究的福州市場情況進行逐一介紹。然后,簡要介紹了AL公司情況和福州直營業(yè)務(wù)工作內(nèi)容,通過對公司福州市場客戶滿意度調(diào)查現(xiàn)行方式和結(jié)果結(jié)合公司近7年直營業(yè)務(wù)數(shù)據(jù)進行分析,指出公司目前客戶滿意度調(diào)查方式和結(jié)果存在的主要問題及成因。再次,結(jié)合蒸發(fā)式冷氣機作為工業(yè)品輔助設(shè)備的特點和直營業(yè)務(wù)開展的流程以及客戶參與過程在不同環(huán)節(jié)的關(guān)注點不同,以客戶整體滿意度為目標,構(gòu)建客戶整體滿意度測評模型,通過層次分析法得出各項指標權(quán)重,結(jié)合客戶問卷調(diào)研結(jié)果,綜合評價AL公司福州市場客戶真實的滿意度水平,提出公司內(nèi)部各部門工作改進建議,提升客戶整體滿意度水平。最后,對本文的研究進行總結(jié)并提出今后的研究方向。
[Abstract]:Customer is the basis of survival and development of enterprises, and customer satisfaction is the ultimate goal of enterprises. With the aggravation of market competition, the competition between enterprises and enterprises is not the competition of their own resources, but the competition of the resources of customers. Evaporative air conditioner is a kind of low carbon environmental protection product, its application and promotion is of great significance to energy saving and emission reduction, and has a broad market prospect. Because of the low capital and technical barriers in the production of this product, the market is homogenized seriously and the competition is increasingly fierce, the enterprises in the industry blindly focus on the development of new customers and new fields, neglecting the effective management of the existing customers. Evaporative air conditioners are used as auxiliary products of industrial products. The process of purchasing, delivering, using and maintaining the evaporative air conditioners involves different functional departments of the customer. The evaluation of customer satisfaction is very difficult, and it is difficult to obtain the true level of customer satisfaction. The survey results deviate from the actual situation, which leads to low customer satisfaction, limited means of promotion, price-oriented market competition, high marketing costs, declining profits and bottlenecks in development. This paper is based on this background through the relevant theoretical research on industrial product marketing and customer satisfaction to establish a customer satisfaction evaluation model suitable for AL company Fuzhou market to obtain the true situation of customer satisfaction and overall satisfaction of all participating departments. Combined with the indicators of customer satisfaction impact weight put forward suggestions for improvement of the work of various departments of the company. Firstly, this paper introduces the background and significance of the thesis, the current situation of theoretical research, the research methods and the main innovation points. Secondly, the thesis summarizes the theory of industrial product marketing and customer satisfaction, and expatiates the relevant theoretical contents applied in this paper. Then, the development of evaporative air conditioner industry from product, application field, domestic industry development and Fuzhou market situation studied in this paper are introduced one by one. Then, the paper briefly introduces the situation of AL Company and the content of Fuzhou Direct Business, and analyzes the current ways and results of customer satisfaction investigation in Fuzhou market combined with the company's direct business data in the past 7 years. The main problems and causes of customer satisfaction survey are pointed out. Thirdly, considering the characteristics of evaporative air conditioners as auxiliary equipment of industrial products, the process of direct operation and the process of customer participation, the attention points in different links are different, and the overall customer satisfaction is the goal. This paper constructs a customer satisfaction evaluation model, obtains the weight of each index by AHP, and synthetically evaluates the true customer satisfaction level in Fuzhou market of AL company, combining with the survey results of customer questionnaire. Propose improvement suggestions to improve the overall customer satisfaction level. Finally, this paper summarizes the research and puts forward the future research direction.
【學(xué)位授予單位】：福州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.4
本文編號：2122661
[Abstract]:Customer is the basis of survival and development of enterprises, and customer satisfaction is the ultimate goal of enterprises. With the aggravation of market competition, the competition between enterprises and enterprises is not the competition of their own resources, but the competition of the resources of customers. Evaporative air conditioner is a kind of low carbon environmental protection product, its application and promotion is of great significance to energy saving and emission reduction, and has a broad market prospect. Because of the low capital and technical barriers in the production of this product, the market is homogenized seriously and the competition is increasingly fierce, the enterprises in the industry blindly focus on the development of new customers and new fields, neglecting the effective management of the existing customers. Evaporative air conditioners are used as auxiliary products of industrial products. The process of purchasing, delivering, using and maintaining the evaporative air conditioners involves different functional departments of the customer. The evaluation of customer satisfaction is very difficult, and it is difficult to obtain the true level of customer satisfaction. The survey results deviate from the actual situation, which leads to low customer satisfaction, limited means of promotion, price-oriented market competition, high marketing costs, declining profits and bottlenecks in development. This paper is based on this background through the relevant theoretical research on industrial product marketing and customer satisfaction to establish a customer satisfaction evaluation model suitable for AL company Fuzhou market to obtain the true situation of customer satisfaction and overall satisfaction of all participating departments. Combined with the indicators of customer satisfaction impact weight put forward suggestions for improvement of the work of various departments of the company. Firstly, this paper introduces the background and significance of the thesis, the current situation of theoretical research, the research methods and the main innovation points. Secondly, the thesis summarizes the theory of industrial product marketing and customer satisfaction, and expatiates the relevant theoretical contents applied in this paper. Then, the development of evaporative air conditioner industry from product, application field, domestic industry development and Fuzhou market situation studied in this paper are introduced one by one. Then, the paper briefly introduces the situation of AL Company and the content of Fuzhou Direct Business, and analyzes the current ways and results of customer satisfaction investigation in Fuzhou market combined with the company's direct business data in the past 7 years. The main problems and causes of customer satisfaction survey are pointed out. Thirdly, considering the characteristics of evaporative air conditioners as auxiliary equipment of industrial products, the process of direct operation and the process of customer participation, the attention points in different links are different, and the overall customer satisfaction is the goal. This paper constructs a customer satisfaction evaluation model, obtains the weight of each index by AHP, and synthetically evaluates the true customer satisfaction level in Fuzhou market of AL company, combining with the survey results of customer questionnaire. Propose improvement suggestions to improve the overall customer satisfaction level. Finally, this paper summarizes the research and puts forward the future research direction.
【學(xué)位授予單位】：福州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.4
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，本文編號：2122661
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