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顾客导向的服务业中,仅占20%的优质顾客却创造了近80%利润,这一群体的需求不仅维系忠诚度和满意度,同时通过对其需求的营销管理能够使企业更准确的把握市场及未来发展方向。那么如何准确的识别出优质顾客群的需求,并针对这种需求进行管理和营销成为当前的热门课题。本文在相关理论基础上,结合竞争环境和企业具体服务环境等,通过识别优质顾客在服务全程中的个性化需求,构建优质顾客需求识别模型,并最大程度的迎合并满足这种合理性需求,进而赢得较高质量的满意度和忠诚度。
Customer-oriented services, only 20% of high-quality customers have created nearly 80% of the profits, the demand of this group not only to maintain loyalty and satisfaction, while the demand for marketing management can make the enterprise more accurately grasp Market and future development. So how to accurately identify the needs of high-quality customer base, and management for such needs and marketing has become a hot topic. Based on the relevant theories and based on the competitive environment and the specific service environment of enterprises, this dissertation constructs the model of high-quality customer demand identification by identifying the high-quality customer’s personalized service throughout the service and meets and meets the reasonable demand to the most extent. Which in turn will win higher quality of satisfaction and loyalty.