QLQ公司顾客满意度提升策略研究

发布时间：2018-04-14 16:08

本文选题：顾客满意度 + 满意度调查　；参考：《山东理工大学》2017年硕士论文

【摘要】：全球化进程的不断加快和社会生产率的提高,一方面为化工企业的发展提供了广阔的市场,另一方面,也导致了市场供需关系的变化,市场结构从卖方市场转变为买方市场,市场竞争日益加剧。企业已经从过去注重产品转向了更加关注客户的需求和满意程度。只有不断满足并超越顾客当前和未来的需求和期望,提升客户满意度,才能保证市场的占有率从而保证销售额和利润的增长。以涂料产品为主导产品的中美合资企业QLQ公司也同样面临着前所未有的巨大挑战,破题的关键是顾客满意度的提升。QLQ公司是世界500强ES公司和国企QP公司共同经营的一家合资公司,主要生产销售成膜助剂和配方添加剂,由于行业的特殊性,从顾客满意度方面来看,其顾客管理系统在运作中尚存在若干问题,影响了QLQ公司的顾客满意度和忠诚度。有鉴于此,本文以QLQ公司为研究对象,运用文献研究法、问卷调查法等,从顾客满意度的角度,研究顾客满意度提升策略,取得以下研究成果:第一,以顾客满意度理论为基础,以QLQ公司的顾客为研究对象,系统揭示了公司目前顾客管理的现状与存在的问题。第二,通过问卷调查,运用统计方法对QLQ公司顾客满意度的影响因素进行了系统而深入的分析,揭示了顾客满意度和不同影响因素之间的关系。第三,运用顾客满意理论,结合QLQ公司顾客满意度的影响因素及其关系,制定了切实可行的QLQ公司顾客满意度提升策略和实施保障体系。本文的研究不仅为QLQ公司了解顾客需求,提升顾客满意度,增强市场竞争力提供了改进建议,也为其他化工企业的顾客满意度体系提供了指导。
[Abstract]:With the acceleration of globalization and the improvement of social productivity, on the one hand, it provides a broad market for the development of chemical enterprises, on the other hand, it also leads to the change of the supply and demand relationship of the market, and the market structure changes from the seller's market to the buyer's market.Market competition is intensifying day by day.Enterprises have shifted from the past focus on products to pay more attention to customer needs and satisfaction.Only by constantly meeting and surpassing the current and future needs and expectations of customers and enhancing customer satisfaction can the market share and the growth of sales and profits be guaranteed.The Sino-US joint venture QLQ, which is dominated by paint products, is also facing unprecedented challenges.The key to solving the problem is the promotion of customer satisfaction. QLQ Company is a joint venture company jointly operated by the world's top 500 es companies and SOEs QP companies. It mainly produces and sells film forming aids and formula additives, because of the particularity of the industry.From the aspect of customer satisfaction, there are still some problems in the operation of customer management system, which affects the customer satisfaction and loyalty of QLQ Company.In view of this, this paper takes QLQ Company as the research object, uses the literature research method, questionnaire survey method and so on, from the customer satisfaction angle, studies the customer satisfaction promotion strategy, obtains the following research results: first,Based on the theory of customer satisfaction and taking the customer of QLQ Company as the research object, this paper systematically reveals the current situation and existing problems of customer management in the company.Secondly, through the questionnaire survey, this paper makes a systematic and in-depth analysis of the influencing factors of customer satisfaction in QLQ Company by using statistical method, and reveals the relationship between customer satisfaction and different influencing factors.Thirdly, using the theory of customer satisfaction, combined with the influencing factors of customer satisfaction of QLQ Company and its relationship, the paper makes a feasible promotion strategy and implementation guarantee system of customer satisfaction of QLQ Company.The research in this paper not only provides suggestions for QLQ to understand customer demand, enhance customer satisfaction and enhance market competitiveness, but also provides guidance for customer satisfaction system of other chemical enterprises.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.7

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