本文選題：華為手機(jī) + 顧客�。� 參考：《蘭州交通大學(xué)》2015年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)的迅猛發(fā)展以及商品和服務(wù)市場(chǎng)的成熟,工藝制作水平日趨接近,技術(shù)差別越來(lái)越小。在商業(yè)競(jìng)爭(zhēng)白熱化的今天,更多的企業(yè)日益重視以顧客滿意為中心的經(jīng)營(yíng)理念。由于市場(chǎng)的主體和核心是顧客,是企業(yè)最寶貴的資源,一旦失去了顧客,對(duì)企業(yè)的生存和發(fā)展將是致命的打擊。顧客對(duì)企業(yè)所提供的商品滿意與否,對(duì)企業(yè)的生存與發(fā)展起著決定性的作用。把顧客作為市場(chǎng)戰(zhàn)略的中心是現(xiàn)代營(yíng)銷的一大特點(diǎn),以生產(chǎn)為中心、以銷售為目的的營(yíng)銷策略將會(huì)逐步被取代。不斷加快的更新速度,更加激烈的行業(yè)競(jìng)爭(zhēng),使顧客滿意成為爭(zhēng)奪顧客的必要條件。企業(yè)要在嚴(yán)酷的市場(chǎng)環(huán)境中取得優(yōu)勢(shì),求得生存及發(fā)展,就得了解顧客的需求和偏好,不斷地挖掘客戶資源,并進(jìn)行有效地管理,滿足顧客的需求并超越其期望,才能贏得顧客的滿意及信賴,只有這樣,企業(yè)才能贏得競(jìng)爭(zhēng)優(yōu)勢(shì),才能在嚴(yán)酷的競(jìng)爭(zhēng)環(huán)境中得以生存、求得發(fā)展�？萍及l(fā)展的日新月異加劇了各大智能手機(jī)品牌之間的競(jìng)爭(zhēng),國(guó)產(chǎn)手機(jī)在功能機(jī)時(shí)代很難在國(guó)際市場(chǎng)上贏得一席之地,而在智能機(jī)時(shí)代實(shí)現(xiàn)了彎道超車。最新出爐的全球十大手機(jī)品牌排行榜前五名中,國(guó)產(chǎn)品牌手機(jī)就占了三席,華為、聯(lián)想和小米分居第三四五名。隨著聲控和四核及八核處理技術(shù)的不斷更新與發(fā)展,智能手機(jī)品牌的價(jià)格戰(zhàn)和性能戰(zhàn)也愈演愈烈。各大手機(jī)廠商之間的競(jìng)爭(zhēng),不再是純粹的技術(shù)競(jìng)爭(zhēng),用戶滿意度成為企業(yè)關(guān)注的主要因素。就手機(jī)生產(chǎn)企業(yè)而言,需要關(guān)注顧客滿意度及其影響因素,這是因?yàn)闋?zhēng)奪客源的必要條件就是贏得顧客的滿意。研究顧客滿意,能夠幫助企業(yè)把握市場(chǎng)動(dòng)向,生產(chǎn)出能滿足顧客需求、更受歡迎的手機(jī);同時(shí)了解其他對(duì)手的優(yōu)勢(shì),取長(zhǎng)補(bǔ)短,改進(jìn)不足。從顧客角度來(lái)看,顧客滿意度研究不但能有效表達(dá)顧客各方面的需求,而且能反映其心聲。本研究希望以市場(chǎng)調(diào)查的方式、通過(guò)問(wèn)卷調(diào)查了解顧客對(duì)于華為手機(jī)的顧客滿意度,據(jù)此為華為公司提出一些提高手機(jī)產(chǎn)品顧客滿意度的建議。研究手機(jī)用戶滿意度,明確其主要影響因素對(duì)華為公司手機(jī)產(chǎn)品滿意度的提高具有重要意義。
[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.
【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.63

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 孫明貴;劉建新;;顧客滿意的形成機(jī)理與提升策略[J];經(jīng)濟(jì)管理;2004年24期

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本文編號(hào)：2075602