经典网络营销外文文献翻译汇编顾客满意营销策略消费者行为研究网络团购营销策略研究可持续发展Word下载.docx
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经典网络营销外文文献翻译汇编顾客满意营销策略消费者行为研究网络团购营销策略研究可持续发展Word下载.docx
《经典网络营销外文文献翻译汇编顾客满意营销策略消费者行为研究网络团购营销策略研究可持续发展Word下载.docx》由会员分享,可在线阅读,更多相关《经典网络营销外文文献翻译汇编顾客满意营销策略消费者行为研究网络团购营销策略研究可持续发展Word下载.docx(95页珍藏版)》请在冰豆网上搜索。
二
Consumerbehaviorresearchparadigmconversionprocess
(Author:
Thomassamuelkuhn)
消费者行为研究范式转换过程
三
英文文献(FromMahzarinR.Banaji,MaxH.Bazenrman,DollyChugh.How(Un)ethical AreYou?
.HarvardBusinessReview,November,2005)
中小企业开展网络营销存在的问题
四
色彩营销理论英文文献翻译
五
Thetechnicalbasisofnetworkmarketing
网络营销的技术依据(现代网络团购营销策略研究)
六
ChapterIIStatusofChinarealestatemarketandtherelatednationalpolicies
我国房地产市场现状和相关国家政策
七
ThesustainabledevelopmentofChina'
srealestate
我国房地产的可持续发展
八
IEEETRANSACTIONSONENGINEERINGMANAGEMENT,VOL.EM-34,NO.3,AUGUST1987
定义“新产品策略”
九
PositioninginPractice
市场定位策略
十
TheEffectofERPSystemImplementationonBusinessPerformance:
AnExploratoryCase-Study
ERP系统实施对企业绩效的影响:
一项探索性案例研究
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(一)
原文
Sincethe20thcentury,sincethelateeighties,thecustomersatisfactionstrategyisincreasinglybecomingbusinesshasmorecustomerssharetheoverallbusinesscompetitiveadvantagemeans.
First,customersatisfactionstrategyistogetamodernenterprisecustomers,"
moneyvotes"
magicweapon
Withthechangingtimes,thegreatabundanceofmaterialwealthofsociety,customersinthemain---consumerdemandacrossthematerialhasalackoftime,thenumberoftimesthepursuit,thepursuitofqualitytimetotheeightiesofthe20thcenturyenteredtheeraoftheendconsumersentiment.InChina,withrapideconomicdevelopment,wehaverapidlybeyondthephysicalabsenceofthetimes,thepursuitofthenumberoftimesandeventhepursuitofqualityandageofemotionstodaygraduallyintotheconsumerera.Spendingtimeintheemotion,thecompany'
ssimilarproductshavealreadyreachedthesametime,homogeneous,withtheenergy,thesameprice,consumersarenolongerpursuethequality,functionalityandprice,butthecomfort,convenience,safety,comfort,speed,jumpaction,environmentalprotection,clean,happy,fun,etc.,consumersareincreasinglyconcernedabouttheproductwhetherfortheirownlifeenergy,enrich,comfort,beautyandspiritualquality,andexceedconsumerexpectationsinthepre-sale,sale,after-salesserviceandadvice.Inotherwords,peopletodayarelookingforisa"
psychologicalsatisfactionandasenseoffulfillment,"
thecommodity,highvalueaddedgoodsandservices,thepursuitofvaluesandsenseofdiversity,individuality,andtheintangiblesatisfactionofthetimehascome.
Andconsumersadapttochangesinthevalueofthepursuitofcompetitionbetweenenterprises,butalsofromproductcompetition,pricecompetition,technologicalcompetition,advertisingcompetition,brandimagedevelopmentofcompetitiontothecurrentcompetition,creditcompetition,culturalcompetitionandservicecompetition,competitionthatcustomersatisfaction.Thiscompetitionistheenterprisewideangle,wide-fieldspace-timewithinthecontextofhigh-level,reflecttheoverallstrengthofthecompetition.Itincludesorganizationalinnovation,technologicalinnovation,managementinnovation,industryforesight,R&
Dforce,employeeengagement,customerserviceability,customeraffinity,peerrecognitionability,communitycontributionstoforce,publicrelationsanddisseminationofcommunicationskills,corporateculturedrive,environmentaladaptation,andsoforth.Theseintegratedimageoftheforceandthesynthesisofintegratedsustainablecompetitiveness,whichisCSstrategytosolvetheproblem.CStimes,companiesnolonger"
ownthecenter,"
butto"
customer-centric"
;
"
customer"
"
customersatisfaction"
isnolongeramereformalityoftheslogan,butrealactiontobasisofanewbusinessphilosophyof.Enterprisesnolongerqualitystandards,theirsatisfactionwiththemanagementidea,butincustomersatisfaction,gaincustomerloyaltyforthebusinessphilosophyofhigh.Thefocusisnolongerbusinessstrategytogainormaintainmarketshare,mainly,butasforcustomersatisfactionforthebusinessphilosophy.Therefore,themarketingstrategyofcompetitorswhofocusnotonbutonclients,onthecustomersactualandpotentialneeds.Whenthecompanyprovidesproductsandservicestothecustomer'
spriorexpectations,customerswillbebasicallysatisfied;
iffarexceedcustomerexpectations,andfarhigherthanothercolleagues,customersreallysatisfied;
ifcompaniescancontinuouslyorforalongtimethecustomerssatisfaction,customerloyaltywillbe.Loyalcustomerswillnotonlyregularlyrepeatpurchase,butalsootherrelatedbusinessestopurchaseproductsorservices;
loyalcustomerswillnotonlyactivelyrecommendtootherstobuyhisproducts,andpromotionalactivitiesofcompetitorsontheenterprisehastheimmunityofadissatisfieddissatisfiedcustomerswilltell16-20individuals,andeachonewastoldwhowillthenspreadto12-15individuals.Thus,adissatisfiedpersonwillaffecttwoorthreehundredpeople.TodayinthepopularityoftheInternet,itsimpactisevengreater.AccordingtotheU.S.autoindustrysurvey,asatisfactionwillunleashthepotentialofbusiness8document,whichwillbeatleastatransaction.Anothersurveyshowedthateveryincreaseof5%ofenterprisecustomerloyalty,andprofitswillgrow25%-95%.80%ofacompany20%oftheprofitsfromloyalcustomers;
whilethecostofobtaininganewcustomeristomaintaina6timesthecostofoldcustomers.Therefore,theAmericanscholarTangpeiposithat:
thedecisionwhetherornotthekeytothesuccessofanenterpriseisnotmarketshare,butrathercustomershare.
Asaresult,enterpriseshavebeenthroughanextensiveanddetailedmarketresearch,directcontactwithconsumers,customerfeedback,etc.tounderstandtherealityinallaspectsofcustomerneedsandpotentialneeds.Relyontheloyaltybusinesssalessatisfaction,servicepersonnel,regular,comprehensivequantitativedeterminationofcustomersatisfactioninordertoaccuratelygraspthebusinesswith"
thegapbetweenobjectivesandpriorityareas,tofurtherimprovethebusinessactivities.Relyonthecorporatecultureofhighaffinity,highlyefficientmanagementandfullhumantomakejointeffortstoprovidecustomerswithhighvalue-addedproducts,highlevelsoffamily-likeservicetowincustomerschangingandupgradingsatisfaction,winmoresharemanycustomers.
SuchasHaieralwaysputcustomerneedsfirst,standinthecustomerpointofviewofproductdevelopment,design,personalized,humanizedusefulproducts,fromthepull-screenTVstothelatestreleaseof"
TaiwandoesnotblinkofaneyeforcolorTV"
smallhandrubasmallchildprodigywashingmachinewashingmachines,smallrefrigeratorsPrinceto"
wisdomeye"
inverterairconditioner,thesystem17hoursfroma"
Mikefreezer"
toafter-sale-stopstarservicetomeetcustomerneedsandbothareprovidedtothesatisfactionThevalueofproductsandservices.AnotherexampleisMicrosoft'
sproductsarefocusedoneachoftheworld'
smosttalenteddeveloperstointroduceevenbetterthantheproductscustomerswant,whiletheformationofglobalsalesofeconomyofscale,thelowestprice.ThisisMicrosoft'
ssecretofsuccessin20years.
Insummary,emotionalconsumerera,decidedwhatkindofproductsandproductionmanagementservicestoprovidewhatthepowersarenotpartofabusiness,itisconsumers,measuringthevalueofenterpriseefficiencyandtheexistenceofthedecisionshiftstothehandsofcustomers,theenterpriseshouldcatertothecustomer,valuetosatisfycustomersinordertogetasmuchaspossiblefromthecustomer"
moneyvotes."
TheCSstrategyisthemagicweaponforwinningsuchavote.
Second,customersatisfaction,themainstepsinmarketingstrategy
First,toestablishthelevelofcorporateculturecustomer-centric,customerinterestsfirst,andcustomersatisfactionasthegoalofphilosophy.
CStheoryinthecustomerreferstointernalstaffandexternalcustomers(includingdistributors,wholesalers,agents,thefinalconsumerandrawmaterialsuppliers,partners,etc.),customersatisfaction,includingstaffandexternalcustomersatisfaction,customerloyaltyisalsoHowever.Mechanismforbusinesssuccessiscustomersatisfactionwithloyalty,employeesatisfactionandcustomerloyaltyarekeypersonnel.Employeesofthecompany'
ssatisfactionandloyaltyareproductsandservicesforenterprisecustomerssatisfactionandloyaltybasedoncustomersatisfactionandloyaltyaretheinevitableresultofemployeebehavior.Noemployeesatisfactionandloyalty,itisimpossibletocreatesatisfiedcustomerstoprovidevalueproductsandservices,thecustomernaturallydissatisfiedanddisloyal,awayfromtheenterprise.Whentheemployeesatisfactionandloyaltywithcustomerswhenthecontactwillbewithgreatenthusiasmintotheirintellectualcapital,creativecustomerservice,andtotimelydetectionoftrendsincustomerdemand,timelyproductandservicevalue-added,firmlygraspliveintheheartsofcustomers,tohissatisfaction.FedExfoundthatwheninternalstaffsatisfactionrateto85%,theircustomersatisfactionrateof95%,andalsoveryoptimisticaboutcorporateprofits.Heredeterminestheattitudeofallemployees.
Therefore,companiesmustbecustomersatisfactionofbusinessphilosophypermeatesthemindsofstaff,reflectedinthemanagementofemployeeloyaltytotheirR&
Dproducts,manufactureproducts,providemarketingservicestosatisfiedcustomers.Ifninebirds,"
theeducationofallemployeesreceivecustomer-centricisthehighestbusinessprinciples.Customersarebenefactor,afriend,
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