全球化市场营销的社会满意度概念、测度及其应用  

Concepts,Measurement and application of social satisfaction in global marketing

作　　者：石建勋[1] 吴新[2] 

机构地区：[1]同济大学经济与管理学院,上海200092 [2]上海大众汽车有限公司

出　　处：《上海管理科学》2012年第5期32-36,共5页Shanghai Management Science

基　　金：国家社科基金项目(10BGJ019)

摘　　要：在全球化深入发展的今天,企业所面临的市场环境日趋复杂,顾客因素之外的其它社会因素(比如各国政府组织、非政府组织、媒体、居民等)对企业生存与发展也发挥着日益重要的影响。本文通过欧盟对中国打火机等产品的反倾销案例分析,以及基于顾客满意度等相关理论研究,提出了涵盖顾客满意度的市场营销社会满意度的新概念,并应用模糊综合评价方法构建了社会满意度测评体系,对其评价测度体系和应用进行了初步研究。本文认为,社会满意度能够全面衡量企业适应社会环境的能力,这一概念的提出和应用有助于企业树立社会化的全方位市场营销新理念,更好地参与全球化、社会化的市场竞争。Nowadays, with the deep development of globalization, the market environments for enterprises are more and more complicated. The social factors besides customers （such as governments of different countries, non-government organizations, media and residents） are playing an increasingly important impact on enterprises＇ survival and development. In this article, we analyzed the case of European Union＇s anti- dump policy on China＇s cigarette lighter, and based on the theory of customer satisfaction, raised the concept of social satisfaction which included the customer satisfaction theory. Afterwards we constructed the frame of social satisfaction evaluate and measure methods with fuzzy comprehensive evaluation method, and made the initial research of its feature, meaning and application. We found that, the social satisfaction could evaluate the Ability to adapt society environment and it can help enterprises establish the overall marketing concept, and better participate the global market competition.

关 键 词：顾客满意度 社会满意度 测评 

分 类 号：F270[经济管理—企业管理]