(外文翻译)市场营销类

外文原文

Marketing Customer Satisfaction

From:

《

Marketing Customer Satisfaction

》

Since

the

20th

century,

since

the

late

eighties,

the

customer

satisfaction

strategy

is

increasingly

becoming

business

has

more

customers

share

the

overall

business

competitive

advantage means.

First,

customer

satisfaction

strategy

is

to

get

a

modern

enterprise

customers,

votes

With the changing times, the great abundance of material wealth of society, customers in

the main --- consumer demand across the material has a lack of time, the number of times the

pursuit, the pursuit of quality time to the eighties of the 20th century entered the era of the end

consumer sentiment. In China, with rapid economic development, we have rapidly beyond the

physical

absence

of

the

times,

the

pursuit

of

the

number

of

times

and

even

the

pursuit

of

quality

and

age

of

emotions

today

gradually

into

the

consumer

era.

Spending

time

in

the

emotion, the company's similar products have already reached the same time, homogeneous,

with the energy, the same price, consumers are no longer pursue the quality, functionality and

price,

but

the

comfort,

convenience,

safety,

comfort,

speed,

jump

action,

environmental

protection,

clean,

happy,

fun,

etc.,

consumers

are

increasingly

concerned

about

the

product

whether

for

their

own

life

energy,

enrich,

comfort,

beauty

and

spiritual

quality,

and

exceed

consumer expectations in the pre-sale, sale, after-sales service and advice.

Second, customer satisfaction, the main steps in marketing strategy

First, to establish the level of corporate culture customer- centric, customer interests first,

and customer satisfaction as the goal of philosophy.

CS

theory

in

the

customer

refers

to

internal

staff

and

external

customers

(including

distributors, wholesalers, agents, the final consumer and raw material suppliers, partners, etc.),

customer satisfaction, including staff and external customer satisfaction, customer loyalty is

also

However.

Mechanism

for

business

success

is

customer

satisfaction

with

loyalty,

employee satisfaction and customer loyalty are key personnel. Employees of the company's

satisfaction

and

loyalty

are

products

and

services

for

enterprise

customers

satisfaction

and

loyalty

based

on

customer

satisfaction

and

loyalty

are

the

inevitable

result

of

employee

behavior. No employee satisfaction and loyalty, it is impossible to create satisfied customers

to provide value products and services, the customer naturally dissatisfied and disloyal, away

from

the

enterprise.

When

the

employee

satisfaction

and

loyalty

with

customers

when

the

contact will be with great enthusiasm into their intellectual capital, creative customer service,

and to timely detection of trends in customer demand, timely product and service value-added,

firmly grasp live in the hearts of customers, to his satisfaction.

Second, customers participate in product design and development.

Customer-centric company, through market segmentation, target a wide range of research

to

understand

the

public's

needs

and

values,

standing

customer

point

of

view

of

product

development,

design,

personalized,

personalized

value-added

products

and

services,

is

correct , but must allow users to join product design. Use of the Internet and CAD technology

with

customers

to

establish

effective

communication

and

information

exchange,

needs

to

grasp

the

customer

information

and

customer

value,

to

encourage

a

variety

of

information

sources

on

the

customer

information

database

for

timely

updates.

After

analysis,

the

conclusion

about

the

nature

of

customer

needs,

and

to

the

enterprise

customer

demand

information nature of various departments to share resources. This design products, provide

customer

satisfaction

services.

Now,

many

companies

use

a

service

called:

Configurator

the computer where the latest information for all product modules, and replaced at any time,

marketing

personnel

in

the

sales

site

on

the

Internet,

according

to

user

needs

or

user

configuration with out it needs to meet their value products.

Third, to provide a full service customer satisfaction and personalized service.

Full service is for customers shopping and consumption carried out by every aspect of

the services detailed and deep, the heart of the service. Full service is the consumer desire for

consumption from the moment of production value of goods run out of play until the whole

process,

with

care

to

consumers,

so

consumers

are

closely

linked

with

their

brands

so

that

consumers enjoy the culture, enjoy the service experience concept was to benefit consumers

willingly

your products

or services,

consumers at every level are fully satisfied, and to win

customer loyalty. Sales stage --- to ensure that customers receive timely and quality services

to,

participation

in

training

pre- consultation,

transfer

knowledge

and

information,

create

shopping needs, so customers rational choice, practical help customers buy their own niche

products;

sale

support

the

provision

of

convenient

to

maximize

play

product

features,

customers appreciate the warmth and value; feedback re-sale value-added services, allowing

customers to feel the warmth and truth.

In today's era of emotional consumption, the pursuit of

of fulfillment

and

awareness

of

diversity,

individuality,

and

intangible

satisfaction.

Therefore,

enterprises

will no longer put attention to all the general needs of different consumers, we should pursue

different personality for consumers, tailor, design and development of enterprise products and

services

to

meet

the

individual

and

the

diversity

of

today's

consumer

trends.

Propensity

to

consume

the

face

of

increasingly

complex,

enterprises

must

manage

customer

demand

for

personalized

marketing,

the

key

lies

in

establishing

a

customer

database

and

customer

information

feedback

system

for

customer

relationship

management,

continued

to

collect

understanding

of

consumer

needs

and

preferences

change,

and

new

expectations

of

the

business to better provide customers with personalized service.

Fourth, foster customer loyalty.

Customer

loyalty

is

perceived

from

the

customer,

delivered

through

the

two-way

communication

between

the

value

and

the

relationship

is

hard

to

provide

value

through

business

products

or

services

obtained.

For

customer

loyalty,

companies

must

have

top

management commitment and unremitting financial support to enterprises to define customer

loyalty,

understand

customer

needs

is

what

formed

what

are

the

reasons

they

leave,

who

bought

the

product,

Why?

awareness

and

create

customer

loyalty

incentives.

Cultivate

customer loyalty marketing in two ways:

First, we should properly solve customer complaints. As long as the proper handling of

customer complaints, the 82% of the customers will buy products again. Proper handling of

customer

complaints,

the

requirement

to

establish

a

good

business

humanized

managem ent

analysis of the database in order to know exactly what enterprise customers have a share of

increase in number, how long a certain share.

中文翻译

顾客满意策略与顾客满意营销

自

20

世纪八十年代末以来

,

顾客满意战略已日益成为各国企业占有更多的顾客份额

,

获得竞争优势的整体经营手段。

一、顾客满意策略是现代企业获得顾客“货币选票”的法宝

< /p>

随着时代的变迁

,

社会物质财富的极大充 裕

,

顾客中的主体———消费者的需求也

先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代

,

到了

20

世纪八十年代

末进入了情 感消费时代。

在我国

,

随着经济的高速 发展

,

我们也已迅速跨越了物质缺乏时

代、追求数量的时代乃至追求品质的时代

,

到今天也逐步迈进情 感消费时代。在情感消

费时代

,

各 企业的同类产品早已达到同时、同质、同能、同价

,

消费者追求 的已不再是质

量、功能和价格

,

而是舒 适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有

趣等

,

消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神

文化品位

,

以及超越消费者期望值的售前、 售中、售后服务和咨询。也就是说

,

今天人们

< br>所追求的是具有“心的满足感和充实感”的商品

,

是高附 加值的商品和服务

,

追求价值观

和意识 多元化、个性化和无形的满足感的时代已经来临。

与消费者价 值追求变化相适应的企业间的竞争

,

也由产品竞争、价格竞争、 技术竞

争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争

,

即

顾客满意竞争。这种竞争是企业在 广角度、宽领域的时空范围内展开的高层次、体现综

合实力的竞争。它包括组织创新力、 技术创新力、管理创新力、产业预见力、产品研发

力、员工向心力、服务顾客力、顾客亲 和力、同行认同力、社会贡献力、公关传播沟通

力、

企业文化推 动力、

环境适应力等等。

这些综合形象力和如何合成综合持久的 竞争力

,

这就是

CS

< br>策略所要解决的问题。

CS

时代

,

企业不再以“自己为中心”

,

而是以 “顾客为中

心”；“顾客为尊”、“顾客满意”不再是流于形式的口号

< br>,

而是以实实在在的行动为

基础的企业经营的一门新哲学 。

企业不再以质量达标

,

自己满意为经 营理念

,

而是以顾客

满意

,

赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场 占有

率为主

,

而是以争取顾客满意为经 营理念。

因此

,

营销策略的重心不再放 在竞争对手身上

而是放在顾客身上

,

放 在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了

顾客事先的期望值

,

顾客就基本满意；

如果远远超越顾客的期望 值

,

且远远高于其他同行

,