摘要
汽车行业的市场竞争日益激烈,顾客满意度的高低是一件利害攸关的事情,因此汽车企业必须十分重视提高顾客满意度。文章首先论述了顾客满意度的相关理论及其影响因素,并指出汽车企业在产品质量、价格、服务等方面存在的影响顾客满意度的问题,并在此基础上提出从产品策略、价格策略、促销策略、服务策略、引入客户关系管理系统等途径入手来提高顾客满意度。
The automobile market＇s competition is increasing intense, the customer degree of satisfaction is a very important matter, therefore the automobile enterprise should take to enhance the customer degree of satisfaction extremely. This article elaborated related theory of the customer degree of satisfaction and its influence factor, then pointed out the influence customer degree of satisfaction questtion which on product quality, price, service etc. , and in this foundation it proposed the product strategy, the price strategy, the promotion strategy, the service strategy and customer relations management system to enhance the customer degree of satisfaction.
出处
《华东经济管理》
2006年第4期74-77,共4页
East China Economic Management
关键词
顾客满意度
影响因素
营销策略
customer degree of satisfaction
influence factor
marketing strategy
