SAP中国公司客户满意度提升策略研究

发布时间：2018-03-21 04:29

本文选题：SAP公司　切入点：客户满意度　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：为了扩大市场的占有率,在激烈的市场竞争中脱颖而出,国内国际诸多软件开发企业开始转变发展战略,从市场客户满意度入手,调整内部价值链,提升核心竞争力,抢占市场先机。企业的所有经济行都是为了获取更大的利益而产生的。因此,软件开发市场消费者对公司的经营规模和经济效益都提出了比以往更高的要求。可以说,当前企业面临的形势前所未有的严峻,软件开发企业与消费者之间的关系构建任务也是前所未有的艰巨。客户满意度反映的是顾客的一种心理状态,它来源于顾客对企业的某种产品服务消费所产生的感受与自己的期望所进行的对比。本文试图研究SAP中国公司最近5年的营业数据,对各细分行业的市场的客户进行调查,分析当前市场环境以及公司的运营情况及客户满意度的变化。通过分析发现：由于销售人员的频繁变化,而造成部分老客户对SAP中国公司的满意度正在下降,从而在一定程度上影响到了新客户对SAP公司信任度。从而影响了SAP在中国高速发展的策略。因此如何改变公司内部的销售人员和售后服务的管理策略,提高老客户对SAP的满意度将对公司今后的发展起着至关重要的作用。本文将对客户的满意度进行研究,主要是通过连续的定量进行研究,从而取得消费者对服务的满意度以及推荐率等指标的评价,并找出内外部客户的核心问题,从而找到更有效、更快捷的途径,实现最大限度的价值。首先阐述与客户满意度提升研究相关理论,包括竞争的理论、营销的基本理论及客户满意管理；而后,就当前SAP中国公司客户满意度现状,从竞争看公司所处行业、公司整体运营分析公司经营现状,通过问卷调查方法得出当前市场客户满意度总体评价,并且对客户满意度情况展开分析；再者,依据SAP中国公司实地调研与市场问卷调查,分析影响客户满意度的主要因素,提出SAP中国公司客户满意度提升策略。在此基础上明确今后研究方向,为客户参与营销变量,实现商家与客户利益共赢目标提供充足研究支撑。
[Abstract]:In order to expand market share, talent shows itself in the fierce market competition, many domestic and international software enterprises began to change from the market development strategy, customer satisfaction with the adjustment of the internal value chain, enhance core competitiveness, to seize market opportunities. All enterprises and economic lines in order to obtain greater benefits. Therefore, consumers the software development market has put forward higher requirements than ever before, business scale and economic benefits. It can be said that the hitherto unknown enterprises are facing the grim situation, the relationship between the software enterprises and consumers' construction task is arduous. The hitherto unknown customer satisfaction is a reflection of the psychological state of the customer, compared to it from the customer to the enterprise for some products and services consumer generated feelings and their expectations are carried out. This paper attempts to study the SAP China company Business data in the past 5 years, the various segments of the industry market investigation, analysis of changes of operating conditions and customer satisfaction in the current market environment and the company. The analysis shows that: the frequent changes in the sales staff, resulting in part of the old customer satisfaction of SAP company China is declining, which to a certain extent influence to the new customer trust in SAP company. Thus the influence of SAP in the Chinese high-speed development strategy. So how to change the company's sales and customer service service management strategy, improve the degree of satisfaction of the old customers on SAP will be on the future development of the company plays a vital role. This article will focus on customer satisfaction the main research is carried on through continuous quantitative evaluation, so as to achieve consumer satisfaction and recommendation rate index, and find out the internal and external customer's core Heart problems, in order to find a more effective way, more efficient, to achieve the maximum value. Firstly, the customer satisfaction research and related theories, including competition theory, basic theory of marketing management and customer satisfaction; then, the SAP China company customer satisfaction status, see the company's industry from the competition. Analysis on the current management of the company's overall operating company, through the questionnaire survey method to obtain the current market overall evaluation of customer satisfaction, and customer satisfaction on situation analysis; moreover, based on the on-the-spot investigation and questionnaire Chinese market SAP company, analyze the influencing factors of customer satisfaction, customer satisfaction, put forward SAP China promotion strategy. Based on the research in the future the direction for customers to participate in marketing variables, to achieve business and customer benefits win-win goal to provide adequate support.

【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F49

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