AL蒸发式冷气机公司福州市场客户满意度研究

发布时间：2018-07-14 19:05

【摘要】：客户是企业赖以生存发展的基础,而让客户满意是企业的最终目标。随着市场竞争的加剧,企业与企业之间不再是自身资源的竞争,而是对客户资源争夺的竞争。蒸发式冷气机作为一种低碳环保产品,它的应用和推广对节能减排的意义重大,市场前景广阔。由于该产品生产的资金和技术壁垒较低,市场同质化严重,竞争日趋激烈；业内企业一味以开发新客户新领域为主,忽视了对已有客户的有效管理；蒸发式冷气机作为工业品辅助品,购买、交付、使用和维护过程涉及到客户过个不同的职能部门,客户满意度测评难度大,很难获取客户真实满意水平,调查结果偏离实际情况；导致目前客户真实满意度普遍较低,提升手段有限,市场竞争以价格为导向,企业营销成本居高不下,利润逐年下降,发展遭遇瓶颈。本文正是基于此背景通过对工业品营销和客户满意度的相关理论研究建立适合AL公司福州市场客户满意度测评模型,获取客户各参与部门的满意度和整体满意度的真实情况,结合各项指标对客户满意影响权重提出公司各部门工作的改进建议。首先,介绍了论文产生的背景和研究意义,以及相关理论研究现状、论文研究方法和主要创新点。其次,研究总结了工业品营销和客户满意度的理论知识,详细阐述本文应用到的相关理论内容。接着,对蒸发式冷气机行业从产品、应用领域、国内行业发展以及本文研究的福州市场情况进行逐一介绍。然后,简要介绍了AL公司情况和福州直营业务工作内容,通过对公司福州市场客户满意度调查现行方式和结果结合公司近7年直营业务数据进行分析,指出公司目前客户满意度调查方式和结果存在的主要问题及成因。再次,结合蒸发式冷气机作为工业品辅助设备的特点和直营业务开展的流程以及客户参与过程在不同环节的关注点不同,以客户整体满意度为目标,构建客户整体满意度测评模型,通过层次分析法得出各项指标权重,结合客户问卷调研结果,综合评价AL公司福州市场客户真实的满意度水平,提出公司内部各部门工作改进建议,提升客户整体满意度水平。最后,对本文的研究进行总结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.
【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.4

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