AL蒸發(fā)式冷氣機(jī)公司福州市場(chǎng)客戶(hù)滿(mǎn)意度研究
發(fā)布時(shí)間：2018-07-14 19:05
【摘要】：客戶(hù)是企業(yè)賴(lài)以生存發(fā)展的基礎(chǔ),而讓客戶(hù)滿(mǎn)意是企業(yè)的最終目標(biāo)。隨著市場(chǎng)競(jìng)爭(zhēng)的加劇,企業(yè)與企業(yè)之間不再是自身資源的競(jìng)爭(zhēng),而是對(duì)客戶(hù)資源爭(zhēng)奪的競(jìng)爭(zhēng)。蒸發(fā)式冷氣機(jī)作為一種低碳環(huán)保產(chǎn)品,它的應(yīng)用和推廣對(duì)節(jié)能減排的意義重大,市場(chǎng)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(chǎng)同質(zhì)化嚴(yán)重,競(jìng)爭(zhēng)日趨激烈；業(yè)內(nèi)企業(yè)一味以開(kāi)發(fā)新客戶(hù)新領(lǐng)域?yàn)橹?忽視了對(duì)已有客戶(hù)的有效管理；蒸發(fā)式冷氣機(jī)作為工業(yè)品輔助品,購(gòu)買(mǎi)、交付、使用和維護(hù)過(guò)程涉及到客戶(hù)過(guò)個(gè)不同的職能部門(mén),客戶(hù)滿(mǎn)意度測(cè)評(píng)難度大,很難獲取客戶(hù)真實(shí)滿(mǎn)意水平,調(diào)查結(jié)果偏離實(shí)際情況；導(dǎo)致目前客戶(hù)真實(shí)滿(mǎn)意度普遍較低,提升手段有限,市場(chǎng)競(jìng)爭(zhēng)以?xún)r(jià)格為導(dǎo)向,企業(yè)營(yíng)銷(xiāo)成本居高不下,利潤(rùn)逐年下降,發(fā)展遭遇瓶頸。本文正是基于此背景通過(guò)對(duì)工業(yè)品營(yíng)銷(xiāo)和客戶(hù)滿(mǎn)意度的相關(guān)理論研究建立適合AL公司福州市場(chǎng)客戶(hù)滿(mǎn)意度測(cè)評(píng)模型,獲取客戶(hù)各參與部門(mén)的滿(mǎn)意度和整體滿(mǎn)意度的真實(shí)情況,結(jié)合各項(xiàng)指標(biāo)對(duì)客戶(hù)滿(mǎn)意影響權(quán)重提出公司各部門(mén)工作的改進(jìn)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?jiǎng)?chuàng)新點(diǎn)。其次,研究總結(jié)了工業(yè)品營(yíng)銷(xiāo)和客戶(hù)滿(mǎn)意度的理論知識(shí),詳細(xì)闡述本文應(yīng)用到的相關(guān)理論內(nèi)容。接著,對(duì)蒸發(fā)式冷氣機(jī)行業(yè)從產(chǎn)品、應(yīng)用領(lǐng)域、國(guó)內(nèi)行業(yè)發(fā)展以及本文研究的福州市場(chǎng)情況進(jìn)行逐一介紹。然后,簡(jiǎn)要介紹了AL公司情況和福州直營(yíng)業(yè)務(wù)工作內(nèi)容,通過(guò)對(duì)公司福州市場(chǎng)客戶(hù)滿(mǎn)意度調(diào)查現(xiàn)行方式和結(jié)果結(jié)合公司近7年直營(yíng)業(yè)務(wù)數(shù)據(jù)進(jìn)行分析,指出公司目前客戶(hù)滿(mǎn)意度調(diào)查方式和結(jié)果存在的主要問(wèn)題及成因。再次,結(jié)合蒸發(fā)式冷氣機(jī)作為工業(yè)品輔助設(shè)備的特點(diǎn)和直營(yíng)業(yè)務(wù)開(kāi)展的流程以及客戶(hù)參與過(guò)程在不同環(huán)節(jié)的關(guān)注點(diǎn)不同,以客戶(hù)整體滿(mǎn)意度為目標(biāo),構(gòu)建客戶(hù)整體滿(mǎn)意度測(cè)評(píng)模型,通過(guò)層次分析法得出各項(xiàng)指標(biāo)權(quán)重,結(jié)合客戶(hù)問(wèn)卷調(diào)研結(jié)果,綜合評(píng)價(jià)AL公司福州市場(chǎng)客戶(hù)真實(shí)的滿(mǎn)意度水平,提出公司內(nèi)部各部門(mén)工作改進(jìn)建議,提升客戶(hù)整體滿(mǎn)意度水平。最后,對(duì)本文的研究進(jìn)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(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F426.4
本文編號(hào)：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(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F426.4
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，本文編號(hào)：2122661
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