华为手机顾客满意度的研究

发布时间：2018-06-27 23:02

本文选题：华为手机 + 顾客　；参考：《兰州交通大学》2015年硕士论文

【摘要】：随着互联网的迅猛发展以及商品和服务市场的成熟,工艺制作水平日趋接近,技术差别越来越小。在商业竞争白热化的今天,更多的企业日益重视以顾客满意为中心的经营理念。由于市场的主体和核心是顾客,是企业最宝贵的资源,一旦失去了顾客,对企业的生存和发展将是致命的打击。顾客对企业所提供的商品满意与否,对企业的生存与发展起着决定性的作用。把顾客作为市场战略的中心是现代营销的一大特点,以生产为中心、以销售为目的的营销策略将会逐步被取代。不断加快的更新速度,更加激烈的行业竞争,使顾客满意成为争夺顾客的必要条件。企业要在严酷的市场环境中取得优势,求得生存及发展,就得了解顾客的需求和偏好,不断地挖掘客户资源,并进行有效地管理,满足顾客的需求并超越其期望,才能赢得顾客的满意及信赖,只有这样,企业才能赢得竞争优势,才能在严酷的竞争环境中得以生存、求得发展。科技发展的日新月异加剧了各大智能手机品牌之间的竞争,国产手机在功能机时代很难在国际市场上赢得一席之地,而在智能机时代实现了弯道超车。最新出炉的全球十大手机品牌排行榜前五名中,国产品牌手机就占了三席,华为、联想和小米分居第三四五名。随着声控和四核及八核处理技术的不断更新与发展,智能手机品牌的价格战和性能战也愈演愈烈。各大手机厂商之间的竞争,不再是纯粹的技术竞争,用户满意度成为企业关注的主要因素。就手机生产企业而言,需要关注顾客满意度及其影响因素,这是因为争夺客源的必要条件就是赢得顾客的满意。研究顾客满意,能够帮助企业把握市场动向,生产出能满足顾客需求、更受欢迎的手机;同时了解其他对手的优势,取长补短,改进不足。从顾客角度来看,顾客满意度研究不但能有效表达顾客各方面的需求,而且能反映其心声。本研究希望以市场调查的方式、通过问卷调查了解顾客对于华为手机的顾客满意度,据此为华为公司提出一些提高手机产品顾客满意度的建议。研究手机用户满意度,明确其主要影响因素对华为公司手机产品满意度的提高具有重要意义。
[Abstract]:With the rapid development of the Internet and the maturity of the market of goods and services, the level of process manufacturing is getting closer and closer, and the technical difference is becoming smaller and smaller. Nowadays, more and more enterprises pay more attention to the management idea of customer satisfaction. As the main body and core of the market is the customer, which is the most precious resource of the enterprise, once the customer is lost, it will be a fatal blow to the survival and development of the enterprise. Whether the customer is satisfied with the goods provided by the enterprise plays a decisive role in the survival and development of the enterprise. Taking the customer as the center of the market strategy is a major characteristic of modern marketing. The marketing strategy, which takes production as the center and sales as the goal, will be replaced step by step. The speed of renewal and the fierce competition in the industry make customer satisfaction become a necessary condition to compete for customers. In order to gain advantages and survive and develop in the harsh market environment, enterprises must understand customers' needs and preferences, constantly tap customer resources, and manage effectively to meet customers' needs and exceed their expectations. In order to win customer satisfaction and trust, only in this way, enterprises can win competitive advantage, can survive in the harsh competitive environment, and seek development. The rapid development of science and technology intensifies the competition among the major smartphone brands. It is very difficult for domestic mobile phones to win a place in the international market in the era of functional phones. The latest top five top 10 mobile phone brands in the world, domestic brands accounted for three, Huawei, Lenovo and Xiaomi separated 345. With the continuous updating and development of voice control and quad-core and eight-core processing technology, the price and performance warfare of smartphone brand is becoming more and more serious. Competition among major mobile phone manufacturers is no longer pure technology competition, user satisfaction has become the main factor of concern. As far as mobile phone manufacturers are concerned, they need to pay attention to customer satisfaction and its influencing factors, because the necessary condition of competing for customers is to win customer satisfaction. Research on customer satisfaction can help enterprises grasp market trends, produce mobile phones that can meet customers' needs and become more popular. At the same time, we can understand the advantages of other competitors, learn from each other's weaknesses, and improve their shortcomings. From the customer's point of view, customer satisfaction research can not only effectively express the needs of customers, but also reflect their aspirations. The purpose of this study is to find out the customer satisfaction of Huawei mobile phone through questionnaire survey, and put forward some suggestions for Huawei to improve the customer satisfaction of mobile phone products. It is of great significance to study the mobile phone customer satisfaction and clarify its main influencing factors to the improvement of Huawei mobile phone product satisfaction.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.63

【参考文献】