顾客满意与企业市场营销策略  

The Customer's Satisfaction and the Enterprise's Marketing Strategies

作　　者：罗宗全[1] 

机构地区：[1]云南民族大学计划财务处,云南昆明650031

出　　处：《云南民族大学学报（哲学社会科学版）》2005年第5期75-78,共4页Journal of Yunnan Minzu University(Philosophy and Social Sciences Edition)

摘　　要：在经济全球化、信息技术迅猛发展、市场竞争日益激烈的今天,在企业营销方面,企业的生存发展取决于其对市场的占有率,而市场占有率的高低最终又取决于顾客满意。顾客满意可以从定性和定量两个方面进行分析,其一是顾客让渡价值理论及其影响因素,其二是顾客满意与企业市场营销策略。With the development of economic globalization, information technology and intense market competition, the survival and development of the enterprises relies on their share of the market which is determined by the customer＇ s satisfaction. The analysis of the customer＇ s satisfaction can be qualitative, which relies on the theory of the customers＇ devolution value, and its influencial factors, which is based on the customer＇s satisfaction, and the enterprise＇s marketing strategies.

关 键 词：顾客让渡价值 顾客满意 企业市场营销策略 

分 类 号：F272.3[经济管理—企业管理]