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, "money votes" magic weapon
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. In other words, people today are looking for is a "psychological satisfaction and a sense of fulfillment," the commodity, high value added goods and services, the pursuit of values and sense of diversity, individuality, and the intangible satisfaction of the time has come . And consumers adapt to changes in the value of the pursuit of competition between enterprises, but also from product competition, price competition, technological competition, advertising competition, brand image development of competition to the current competition, credit competition, cultural competition and service competition, competition that customer satisfaction . This competition is the enterprise wide angle, wide-field space-time within the context of high-level, reflect the overall strength of the competition. It includes organizational innovation, technological innovation, management innovation, industry foresight, R & D force, employee engagement, customer service ability, customer affinity, peer recognition ability, community contributions to force, public relations and dissemination of
communication skills, corporate culture drive, environmental adaptation, and so forth. These integrated image of the force and the synthesis of integrated sustainable competitiveness, which is CS strategy to solve the problem. CS times, companies no longer "own the center," but to "customer-centric"; "customer", "customer satisfaction" is no longer a mere formality of the slogan, but real action to basis of a new business philosophy of. Enterprises no longer quality standards, their satisfaction with the management idea, but in customer satisfaction, gain customer loyalty for the business philosophy of high. The focus is no longer business strategy to gain or maintain market share, mainly, but as for customer satisfaction for the business philosophy. Therefore, the marketing strategy of competitors who focus not on but on clients, on the customers actual and potential needs. When the company provides products and services to the customer's prior expectations, customers will be basically satisfied; if far exceed customer expectations, and far higher than other colleagues, customers really satisfied; if companies can continuously or for a long time the customers satisfaction, customer loyalty will be. Loyal customers will not only regularly repeat purchase, but also other related businesses to purchase products or services; loyal customers will not only actively recommend to others to buy his products, and promotional activities of competitors on the enterprise has the immunity of a dissatisfied dissatisfied customers will tell 16-20 individuals, and each one was told who will then spread to 12-15 individuals. Thus, a dissatisfied person will affect two or three hundred people. Today in the popularity of the Internet, its impact is even greater. According to the U.S. auto industry survey, a satisfaction will unleash the potential of business 8 document, which will be at least a transaction. Another survey showed that every increase of 5% of enterprise customer loyalty, and profits will grow 25% -95%. 80% of a company 20% of the profits from loyal customers; while the cost of obtaining a new customer is to maintain a 6 times the cost of old customers. Therefore, the American scholar Tangpeiposi that: the decision whether or not the key to the success of an enterprise is not market share, but rather customer share.
As a result, enterprises have been through an extensive and detailed market research, direct contact with consumers, customer feedback, etc. to understand the reality in all aspects of customer needs and potential needs. Rely on the loyalty business sales satisfaction, service personnel, regular, comprehensive quantitative determination of customer satisfaction in order to accurately grasp the business with "customer satisfaction" the gap between objectives and priority areas, to further improve the business activities . Rely on the corporate culture of high affinity, highly efficient management and full human to make joint efforts to provide customers with high value-added products, high levels of family-like service to win customers changing and upgrading satisfaction, win more share many customers.
Such as Haier always put customer needs first, stand in the customer point of view of product development, design, personalized, humanized useful products, from the pull-screen TVs to the latest release of "Taiwan does not blink of an eye for color TV", small hand rub a small child prodigy washing machine washing machines, small refrigerators Prince to "wisdom eye" inverter air conditioner, the system 17 hours from a "Mike freezer" to after-sale-stop star service to meet customer needs and both are provided to the satisfaction The value of products and services. Another example is Microsoft's products are focused on each of the world's most talented developers to introduce even better than the products customers want, while the formation of global sales of economy of scale, the lowest price. This is Microsoft's secret of success in 20 years.
In summary, emotional consumer era, decided what kind of products and production management services to provide what the powers are not part of a business, it is consumers, measuring the value of enterprise efficiency and the existence of the decision shifts to the hands of customers, the enterprise should cater to the customer, value to satisfy customers in order to get as much as possible from the customer "money votes." The CS strategy is the magic weapon for winning such a vote.
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. FedEx found that when internal staff satisfaction rate to 85%, their customer satisfaction rate of 95%, and also very optimistic about corporate profits. Here determines the attitude of all employees.
Therefore, companies must be customer satisfaction of business philosophy permeates
the minds of staff, reflected in the management of employee loyalty to their R & D products, manufacture products, provide marketing services to satisfied customers. If nine birds, "the education of all employees receive customer-centric is the highest business principles. Customers are benefactor, a friend, a teacher, a customer gave us the opportunity to work, the value of work, fun and work significance of the work. We should sincerely thank from the heart to customers satisfaction is our aim, to create the most value for the customers of products and services is our highest goal. Under the guidance of this principle, would rather lose yourself can not lose customers has become a "nine bird" code of conduct for employees. so that customers are in the "9 First bird "consumption is a pleasure, is such a great pleasure. Customers to pay costs on an expected value their consumption, and consumers end up spending at its heart will have a standard evaluation to measure, if the value for money, he will come back later, such as value for money, he probably will come again; Otherwise, consumers will not come back. Therefore, "9 Bird" is to provide consumers value for money products and services. there is such a business philosophy of customer satisfaction under the guidance of marketing, "nine bird" fire in the capital is not difficult to understand.
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: "Product Configurator" system to help users with the participation of product design. That is stored in 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. Shanghai GM produces cars that operators and users are very satisfied, because users join the product design. Haier Whether it is for farmers in Sichuan production of washing machines to wash sweet potatoes, users in Shanghai production of "The Little Prince fridge", or change channels without dazzling color TV, Haier's "wisdom eye" inverter air conditioner, star-stop after-sales service, etc. are based on the needs of users, customers participate in product design incorporates the
recommendations of the design and development of customer satisfaction in the rich humanity of the value of goods and services, naturally, won more hearts and minds of customers.
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. If a woman bought a Haier air conditioning, home run pulled the driver on his way to be black heart, and Haier was informed immediately after the woman free to send a new Haier air conditioning, and decided after the delivery place. Inner Mongolia, the home of a user due to fire, will burn just bought the Haier refrigerators, Haier access services from the computer after power found in the user details of the network address, sent by the car arrived in 4 days to fix their refrigerator. This value must win the customer service satisfaction over expectations.
In today's era of emotional consumption, the pursuit of "Heart of satisfaction and a sense of fulfillment" of goods, is highly personalized value-added value goods, the pursuit of values 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.
In the restaurant industry, customer satisfaction in the brand switching, the proportion is as high as 60% to 80%. This indicates that satisfied customers become loyal customers do not
necessarily. 80% of the profits of an enterprise from 20% of customer loyalty, marketing, customer Aracature Corp.'s President, Larry Light said in Advertising Age magazine, from the loyal customers who return a non-loyal customers are 9 times. Wal-Mart has been able to continue to grow as 500 Boss, simply because it is the management capacity to attract 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 "complained management" system. First, establish a "customer complained, is the best gift for business, enterprise management to improve good" concept; Second, enterprises must establish effective policies and institutions dealing with grievances and staff training, proper treatment of customers complained, standing customer approach to customer complained of the problem; third, dealing with customer departments to rotate so that each business unit is able to understand customer satisfaction, and obtain experience in handling customer complain; Fourth, the establishment of all customers complained that the database for timely treatment and prevent public relations crisis.
Second, build up customer loyalty database. Tracked only through the analysis of the database in order to know exactly what enterprise customers have a share of increase in number, how long a certain share. Customer loyalty is the core of the database relational database, which consists of a series of records of marketing programs composed of different aspects of sub-libraries. Loyal customer database, you can offer premium services for staff in a timely manner the information required; to collect all the relevant details with customers to create the conditions; strengthen ties with customers quickly; for the development of new products and create the conditions for the provision of new services; and customers long-term interactive two-way communication to provide potential demand, and may have thought it meet their expectations of non-think of the value of the products or services.
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
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,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,顾客才真正满意；如果企业能不断地或长久地令顾客满意,顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买,还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品,而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人,而每一个被告知者会再传播给12-15个人。这样,一个不满意者会影响到二、三百人。在互联网普及的今天,其影响则更大。据美国汽车业的调
查,一个满意者会引发8笔潜在的生意,其中至少有一笔会成交。而另一项调查表明,企业每增加5%的忠诚顾客,利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐·佩珀斯指出:决定一个企业成功与否的关键不是市场份额,而是在于顾客份额。
于是,企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员,定期、定量地对顾客满意度进行综合测定,以便准确地把握企业经营中与“顾客满意”目标的差距及其重点领域,从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力,不断地向顾客提供高附加值的产品,高水准的亲情
般的服务,以赢得顾客不断变化和提升的满意度,赢得更多的顾客份额。如海尔始终把顾客需求放在第一位,站在顾客的角度考虑产品开发、设计,提供个性化、人性化实用产品,从拉幕式彩电到最新推出的“换台不晃眼彩电”,从小小神童洗衣机到手搓式洗衣机,从小王子冰箱到“智慧眼”变频空调,从17个小时制出“迈克冷柜”到售后一条龙星级服务,无一不是为满足顾客需求而提供的令其满意的超值产品和服务。又如微软的每一种产品都集中了世界上最优秀的开发人员,推出比顾客想要的还要好的产品,同时形成全
球化销售的规模经济,把价格降到最低。而这正是微软20年来成功的秘决。
综上所述,情感消费时代,决定生产经营何种产品和提供什么样服务的权力已不再
属于企业,而是属于消费者,衡量企业效率以及存在价值的决定权转移到了顾客手中,企业应尽量迎合顾客,超值满足顾客,以尽可能地从顾客那里获得“货币选票”。而CS策略正是获取这种选票的制胜法宝。
二、顾客满意营销策略的主要步骤
第一,在企业文化层面上确立以顾客为中心,顾客利益至上,以顾客满意为目标的经营理念。
CS理论中的顾客指的是内部员工和外部顾客(包括经销商、批发商、代理商、最终消费者和原材料供应商、合作者等),顾客满意包括员工和外部顾客的满意,顾客忠诚亦然。企业成功的机制在于顾客满意与忠诚,员工是顾客满意和忠诚的关键人员。员工对企业的满意度和忠诚度是顾客对企业产品和服务满意度和忠诚度的基础,顾客满意度和忠诚度是员工行为的必然结果。没有员工的满意与忠诚,就不可能创造出令顾客满意的产品和提供超值服务,顾客自然就不满意不忠诚,离企业而去。当员工满意与忠诚时就会在与顾客接触中以极大的热情投入自己的智力资本,创造性地为顾客服务,并能及时发
现顾客需求动向,及时提升产品和服务的附加值,紧紧抓住顾客的心,令其满意。联邦快递发现,当内部员工满意率提高到85%时,他们的顾客满意率高达95%,且企业的利润也就十分乐观。在这里员工的态度决定着一切。
因此,企业必须将顾客满意的经营理念渗透于员工的头脑中,体现在管理中,对员工忠诚,以他们研发产品、制造产品、提供营销服务令顾客满意。如九头鸟”,员工得到的
教育是一切以顾客为中心是企业经营的最高原则。顾客是恩人,是朋友,是老师,是顾客给了我们工作的机会,工作的价值,工作的乐趣和工作的意义。我们应该发自内心地真诚地感谢顾客,顾客的满意就是我们的工作目标,为顾客创造最有价值的产品和服务是我
们的最高目标。在此原则指导下,宁愿让自己吃亏不能让顾客吃亏已成为“九头鸟”员工的行为准则。让顾客感到在“九头鸟”消费是一种享受,是一种物超所值的享受。顾客在付出成本后,对自己的消费有一个期望值,而消费者最后得到的消费在其心中也会
有一个评价的标准来衡量,如果物超所值,他以后就会再来,如物有所值,他以后可能会
再来；否则,消费者将不会再来。所以,“九头鸟”的目的就是为消费者提供物超所值的产品和服务。有如此经营理念及其指导下的令顾客满意营销,“九头鸟”红火于京城就不难理解了。
第二,让顾客参与产品设计与研发。
企业以顾客为中心,经过市场细分,广泛的调研了解目标公众的需求和价值,站在顾客的角度考虑产品开发、设计,提供个性化、人性化的高附加值的产品和服务,是正确的,但必须让用户一起参与产品设计。利用互联网和CAD技术与顾客建立有效的沟通和信息交流,及时掌握顾客的各种需求信息和顾客价值,鼓励各种信息来源渠道对顾客信息库
进行及时的更新。经过分析、总结,了解顾客的本质需求,并使顾客本质需求信息成为企业各个部门的共享资源。以此设计产品,提供令顾客满意的服务。现在,许多公司采用一种名为:“产品配置器”的系统来帮助用户一起参与产品设计。即在计算机里存放了所有产品模块的最新信息,并随时更换,营销人员在销售现场通过因特网,根据用户需要或与用户一起配置出其所需要的能满足其价值的产品。上海通用公司生产的汽车令经营商和用户非常满意,就是因为让用户一起参与了产品的设计。而海尔无论是为四川农民生产的能洗地瓜的洗衣机,为上海用户生产的“小王子冰箱”,还是换台不晃眼的彩电,海尔的“智慧眼”变频空调,星级一条龙售后服务等,都是依据用户的需要,吸收了顾客参与产品设计的建议,而设计开发的令顾客满意的富有人性化的超值商品和服务,自然就
赢得了更多顾客的芳心。
第三,提供令顾客满意的全程服务和个性服务。
全程服务是针对顾客的购物与消费每一环节所进行的细致而又深入的服务,心的服务。全程服务就是消费者从产生消费欲望那一刻起到商品使用价值耗尽为止的整个过程,对消费者的细心呵护,使消费者与自己的品牌紧密相连,让消费者享受文化、享受服务、感受理念、感到受益,心甘情愿地消费你的产品或服务,令消费者在每一个层面都感到完全满意,并能赢得客户的忠诚。销售阶段———保证顾客得到必须及时优质的服务,售前咨询培训参与,传递知识信息,创造购物需求,令顾客理性选择,帮助顾客购买自己实用
称心的商品；售中支持提供方便,最大限度地发挥商品功能,让顾客体味到温情和价值；售后增值反馈回访服务,使顾客感受到温馨和真情。如一老太太买的海尔空调,回家途中被黑心司机拉跑了,海尔得知后,立即免费给老太太送去一台海尔新空调,并决定以后送
货到位。内蒙一用户因家中失火,将刚买的海尔冰箱烧坏,海尔接电后从计算机服务网络中查到该用户详细住址,派专人专车用4天时间赶到为其修好冰箱。这种超值服务必然赢得顾客超期望值的满意。
在如今情感消费时代,人们追求“心的满足感和充实感”的商品,是高附加值极富个性化价值的商品,追求价值观和意识多元化、个性化和无形的满足感。因此,企业不再将注意力投入于全体消费者的一般需求差异上,应针对追求各异的个性消费者,量体裁衣,设计并开发企业的产品及服务项目,以适应当今个性化和多样化的消费趋势。面对越来越复杂的消费倾向,企业要驾驭顾客需求,进行个性化营销,关键在于建立顾客资料库与顾客信息反馈系统,进行客户关系管理,不断收集了解消费者的要求和偏好的变化,以及对企业新的期望,以便更好地为顾客提供个性化服务。
第四,培育顾客忠诚。
在餐饮业,满意顾客中品牌转换者的比例竟高达60%到80%。这说明满意的顾客并不一定能成为忠诚顾客。而一个企业80%的利润来自20%的忠诚顾客,营销顾客集Aracature Corp.的总裁Larry Light在Advertising Age杂志上说,从忠诚顾客身上得到的收益是非忠诚顾客的9倍。沃尔玛之所以能够持续增长成为500强的老大,根本原因在于它吸引客户忠诚的经营能力。
顾客忠诚是来自顾客感受到的、通过双向沟通所传递的价值和相互关系,是通过企业不懈地提供超值产品或服务而取得的。要使顾客忠诚,企业最高管理层必须有长期不懈的决心和资金支持,对企业的忠诚顾客进行界定,了解顾客的需求是怎样形成的,他们离去的原因是什么,买了谁的产品,为什么?认识并创建顾客忠诚的激励因素。培育忠诚顾客的营销方法有两种:
一是要妥善解决顾客的抱怨。只要妥善地处理顾客报怨,82%的顾客会再度购买商品。妥善处理顾客报怨,要求企业确立一套良好的人性化的“报怨管理”制度。第一,树立“顾客的报怨,是给企业最好的礼物,对改善企业的经营管理有好处”的观念；第二,企业必须确立有效的报怨处理政策和制度,并训练员工,正确对待顾客报怨,站在顾客的角度处理顾客报怨的问题；第三,处理顾客的部门要轮换,以便各业务单位都能及时了解顾客的满意度,并获得处理顾客报怨的经验；第四,建立所有顾客报怨资料库,以便及时处理并防止公关危机的发生。
二是建立忠诚顾客数据库。只有通过数据库进行跟踪调查分析,才能确切知道企业拥有的顾客份额会增加多少,达到某一份额需要多久。忠诚顾客数据库的核心是关联数据库,它由一系列记录营销项目不同侧面的子库组成。忠诚顾客数据库,可以为员工及时提供超值服务所需的资料；为收集所有与顾客有关的细节资料创造条件；强化同顾客的快捷联系；为开发新产品和提供新的服务创造条件；与顾客进行长期互动的双向沟通,以便为其提供潜在需求的、似曾想到又非想到的满足其期望价值的产品或服务。
零售企业营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)
译文： 零售企业的营销策略 Philip Kotlor 今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。可是，现在这一切都已变得面目全非了。现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。结果是零售商店的面貌越来越相似。 在服务项目上的分工差异在逐渐缩小。许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。顾客变成了精明的采购员，对价格更加敏感。他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。 百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。 现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。 一、目标市场 零售商最重要的决策时确定目标市场。当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。如沃尔玛的目标市场相当明确：
顾客满意策略与顾客满意营销 原文来源：《Marketing Customer Satisfaction 》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CSft略所要解决的问题。CS寸代,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, 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, 顾客才真正满意；如果企业能不断地或长久地令顾客满意, 顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买, 还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品, 而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人, 而每一个被告知者会再传播给12-15个人。这样, 一个不满意者会影响到二、三百人。在互联网普及的今天, 其影响则更大。据美国汽车业的调查, 一个满意者会引发8笔潜在的生意, 其中至少有一笔会成交。而另一项调查表明, 企业每增加5%的忠诚顾客, 利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐?佩 珀斯指出: 决定一个企业成功与否的关键不是市场份额, 而是在于顾客份额。 于是, 企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员, 定期、定量地对顾客满意度进行综合测定, 以便准确地把握企业经营中与“顾客满意” 目标的差距及其重点领域, 从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力, 不断地向顾客提供高附加值的产品, 高水准的亲情般的服
E---MARKETING (From:E--Marketing by Judy Strauss,Adel El--Ansary,Raymond Frost---3rd ed.1999 by Pearson Education pp .G4-G25.) As the growth of https://www.doczj.com/doc/7a5162347.html, shows, some marketing principles never change.Markets always welcome an innovative new product, even in a crowded field of competitors ,as long as it provides customer value.Also,Google`s success shows that customers trust good brands and that well-crafted marketing mix strategies can be effective in helping newcomers enter crowded markets. Nevertheless, organizations are scrambling to determine how they can use information technology profitably and to understand what technology means for their business strategies. Marketers want to know which of their time-ested concepts will be enhanced by the Internet, databases,wireless mobile devices, and other technologies. The rapid growth of the Internet and subsequent bursting of the dot-com bubble has marketers wondering,"What next?" This article attempts to answer these questions through careful and systematic examination of successful e-mar-keting strategies in light of proven traditional marketing practices. （Sales Promotion;E--Marketing；Internet；Strategic Planning ） 1.What is E--Marketing E--Marketing is the application of a broad range of information technologies for: Transforming marketing strategies to create more customer value through more effective segmentation ,and positioning strategies；More efficiently planning and executing the conception, distribution promotion,and pricing of goods,services,and ideas;andCreating exchanges that satisfy individual consumer and organizational customers` objectives. This definition sounds a lot like the definition of traditional marketing. Another way to view it is that e-marketing is the result of information technology applied to traditional marketing. E-marketing affects traditional marketing in two ways. First,it increases efficiency in traditional marketing strategies.The transformation results in new business models that add customer value and/or increase company profitability.
企业风险投资外文翻译文献 (文档含中英文对照即英文原文和中文翻译) 译文： 风险投资在小型企业的作用 1.1导论 在过去的几十年里，对小型公司的投资得到了发展。企业家的投资决策对国民经济的发展起了很重要的影响作用，因此，中小企业的融资问题不断的吸引着学术界的关注。 大部分文献资料显示企业关系对经济的发展和生产力的发展起了基础性作用（OECD，2004），例如它曾引发了小型企业的创新，进而为国家经济竞争了的增强增添了巨大的筹码（Pandey et al, 2003）,但是在另一方面，由于公司起步时的高风险和信息不对称，小型企业显得不堪一击（Berger and Udell, 2002），同时小型企业面临艰难的资金问题——投资者拒绝“供给资金”给刚起步的企业(Gans and Stern, 2003)。换句话说，当你和你的家人及朋友的资金枯竭，车子被买了，房子作了抵押，那么你从哪里获得资金是你变得资金充足呢？(Reynolds, 2000, p.52) 这是风险投资在小型金融企业变得重要的重点，更进一步说，经济学家认为风险投资给那些规模小、刚起步、有创新精神的企业提供了支持，尤其是高科技产业的投资公司。(Bottazzi and Rin, 2002)因此，风险投资促进了企业观念的成长和发展。这篇论文旨在评论风险投资对实体企业的贡献，重点是对小型金融企业的评价。
论文第一部分重点介绍风险投资在小型金融企业的基础作用；第二部分介绍风险投资带来的一揽子服务；第三部分，风险投资对公司专业化的主要贡献；最后一部分，怎样吸引风险投资。 1.2为什么刚起步的小型企业选择风险投资？风险投资对其的作用 虽然集体讨论的过程可以真正的不断提高生产力，但是企业家们必须考虑资金问题。事实上，一个人有开小公司的想法是很好的，但是实施这个想法会因为需要“养料”而给他带来很多麻烦。因此，像这样的贫穷企业家必须依赖外来的资金来开办企业(Lulfesmann, 2000)。实际上，年轻的、尤其是有创新精神、发展较快的企业很难从传统渠道获得资金(Gompers and Lerner, 1999; cited in Giudici and Paleari, 2000)。最终导致那些刚起步的企业由于规模太小而不能得到社会贷款。然而，虽然由于它们不成熟、不能得到银行贷款、它们有着很大的不确定性（也就是风险）、伴随着信息不对称，但是这并不意味着大部分创新观点会消失，一个很好的机会出现了，那就是风险投资。 对于那些难以从传统渠道获得资金的企业来说，风险投资是一条很好的获得资金来源的渠道。风险投资为那些刚起步、没有能力证明会有稳定回报的公司注入了强大的资金。换句话来说，风险投资引发了小企业的快速成长并保持了这种良好的状态，进而创造了很大的利润，这也是他的基本作用：他解除了刚起步小企业俄财政危机，换句话说，他是小企业的“源资金”，他使好的企业计划得以实现。无论怎样，一方面风险投资与高风险相联系，那意味着良好的回报也许会出现在几年后或者没有。不仅如此，风险投资家可能开始一种与企业家相悖的商业策略，前一种情况可能会使企业家离开公司，这些方面以后再做讨论。 但是有一点是确定的，一旦方案被通过，风险投资资金注入公司并使他起步，这是方案成为现实的时刻。并且风险投资不仅带来了资金，也带来了更多的好处，有专家指出“早期的资本注入，使资金得到了延伸”，可以说，风险投资家是企业的监督，因为从现在起，公司的命运变成了他的关注点，有了这个想法，结果就是有超过投资者所想的回报，同时也提升了资金带给公司的效益。当风险资金进入到小型企业时各种讨论就开始了，我们将在以后的章节中讨论。
市场营销策略 1 市场细分和目标市场策略 具有需求，具有购买能力并愿意花销的个体或组织构成了市场。然而，在大多数市场中，购买者的需求不一致。因此，对整个市场采用单一的营销计划可能不会成功。一个合理的营销计划应以区分市场中存在的差异为起点，这一过程被称为市场细分，它还包括将何种细分市场作为目标市场。 市场细分使公司能更加有效地利用其营销资源。而且，也使得小公司可以通过集中在一两个细分上场上有效地参与竞争。市场细分的明显缺点是，其导致了比单一产品、单一大市场策略更高的生产和营销成本。但是，如果市场细分得当的话，更加符合消费者的需求，实际上将生产更高的效率。 确定目标市场有三种可供选择的策略，它们是统一市场、单一细分市场和多重细分市场。统一市场策略即采取一种营销组合用到一个整体的、无差异的市场中去。采取单一细分市场策略，公司仍然仅有一种营销组合，但它只用在整个市场的一个细分市场中。多重细分市场策略需要选择两个或更多的细分市场，并且每个细分市场分别采用一种单独的营销组合。 2 产品定位 管理者将注意力集中于一种品牌，并以恰当的方式将其与类似的品牌相区分，但这并不意味着该品牌就一定能够最后赢利。因此，管理者需要进行定位，即塑造与竞争品牌和竞争对手的其他品牌相关的自我品牌形象。 市场营销人员可以从各种定位策略中加以选择。有时，他们决定对某一特定产品采用一种以上的策略。以下是几种主要的定位策略： 2.1与竞争者相关的定位 对一些产品来说，最佳的定位是直接针对竞争对手。该策略特别适用于已经具有固定的差别优势或试图强化这种优势的厂商。为排挤微处理器的竞争对手，Intel公司开展了一项活动使用户确信它的产品优于竞争对手的产品。公司甚至为电脑制造商出钱，让它们在自己的广告中带上“Intel Inside”标志。作为市场领导者，可口可乐公司推出新产品并实施其市场营销策略。同时，它密切注视百事可乐公司，以确保对主要竞争对手的任何一次巧妙、有效的营销举措采取相应的对策。 2.2 与产品类别和属性相关的定位 有时候，公司的定位策略有必要将自己的产品与其类别和属性相联系（或相区别）。一些公司尽力将其产品定位在期望的类别中，如“美国制造”。用一句某顾问的话来说，“当你说‘美国制造’的时候，有一种强烈的感情因素在吸引着你”。因此，一家名为Boston Preparatory的规模不大的运动服制造商正在运用这种定位策略，以期胜过那些并非所有产品都在美国制造的势力强大的竞争对手如Calvin Kiein和Tommy Hilfiger。 2.3 通过价格和质量定位 某些生产者和零售商因其高质量和高价格而闻名。在零售行业，Saks Fifth Avenue和Neiman Marcus公司正是定位于该价格—质量策略的。折扣店Target Kmart则是定位于该策略的反面。我们不是说折扣商店忽视质量，而是说它们更加强调低廉的价格。Penny's公司努力—并且大多获得了成功—通过升级高级服装线和强调设计者的名字将其商店定位于价格—质量策略上。 “品牌”一词是个综合性的概念，它包含其他更狭义的理解。品牌即一个名称和（或）标志，用以识别一个销售者或销售集团的产品，并将之与竞争产品相区别。 品牌名称由能够发音的单词、字母和(或)数字组成。品牌标志是品牌的一部分，它以符号、图案或醒目的颜色、字体的形式出现。品牌标志通过视觉识别，但当人们仅仅读出品牌名称的时候，品牌标志并不能够被表达出来。Crest、Coors、Gillette都是品牌名称。AT&T由醒目的线条构成的地球以及Ralph Lauren's Polo的马和骑手是品牌标志，而Green Giant（罐装冷冻菜蔬产品）和Arm&Hammer（面包苏打）既是品牌名称又是品牌标志。 商标是销售者已经采用并且受到法律保护的品牌。商标不仅包括品牌标志，如许多人所认为的那样，也包括品牌名称。1946年的The Lanham Art法案允许厂商向联邦政府注册商标，以保护它们免受其他厂商的使用或误
Positioning in Practice Strategic Role of Marketing For large firms that have two or more strategic business units (SBUs), there are generally three levels of strategy: corporate-level strategy, strategic-business-unit-level (or business-level) strategy, and marketing strategy. A corporate strategy provides direction on the company's mission, the kinds of businesses it should be in, and its growth policies. A business-level strategy addresses the way a strategic business unit will compete within its industry. Finally, a marketing strategy provides a plan for pursuing the company's objectives within a specific market segment. Note that the higher level of strategy provides both the objectives and guidelines for the lower level of strategy. At corporate level, management must coordinate the activities of multiple strategic business units. Thus the decisions about the organization's scope and appropriate resource deployments/allocation across its various divisions or businesses are the primary focus of corporate strategy.Attempts to develop and maintain distinctive competencies tend to focus on generating superior financial, capital, and human resources; designing effective organizational structures and processes; and seeking synergy among the firm's various businesses. At business-level strategy, managers focus on how the SBU will compete within its industry. A major issue addressed in business strategy is how to achieve and sustain a competitive advantage. Synergy for the unit is sought across product-markets and across functional department within the unit. The primary purpose of a marketing strategy is to effectively allocate and coordinate marketing resources and activities to accomplish the firm's objectives within a specific product-market. The decisions about the scope of a marketing strategy involve specifying the target market segment(s) to pursue and the breadth of the product line to offered. At this level of strategy, firms seek competitive advantage and synergy through a well-integrated program of marketing mix elements tailored to the needs and wants of customers in the target segment(s). Strategic Role of Positioning Based on the above discussion, it is clear that marketing strategy consists of two parts: target market strategy and marketing mix strategy. Target market strategy consists of three processes: market segmentation, targeting (or target market selection), and positioning. Marketing mix strategy refers to the process of creating a unique
河南科技学院新科学院 2013届本科毕业生论文（设计） 英文文献及翻译 Foreign capital inflows and welfare in an economy with imperfect competition 学生姓名：王艳杰 所在院系：经济系 所学专业：国际经济与贸易 导师姓名：侯黎杰 完成时间：2013年4月15日
Foreign capital inflows and welfare in an economy with imperfect competition Abstract:This paper examines the resource allocational and welfare effects of exogenous inflows of foreign capital in a general-equilibrium model with oligopolistic competition and unemployment. Although the welfare impact for the short run is ambiguous and dependent upon the strength of excess profits and scale economies relative to unemployment in manufacturing, in the long run additional inflows of foreign capital always improve national welfare with capital mobility. Hence, attracting foreign capital remains a sound policy for economies characterized by imperfect competition, scale economies,and regional unemployment. Keywords: International capital mobility; Imperfect competition; Welfare 1.Introduction The welfare effects of exogenous inflows of foreign capital in the presence of trade restrictions have been extensively studied. Brecher and Diaz Alejandro (1977) show that when imports are subject to tariffs, an introduction of fo reign capital inflows accentuates the tariff distortion and hence reduces national welfare if the import-competing sector is relatively capital-intensive. In contrast, Dei (1985) shows that when imports are restricted by quotas,foreign capital inflows in the presence of foreign-owned capital always improve welfare by depressing the rental and so lowering the payments to existing foreign-owned capital. Recently, Neary (1981), using a common framework for both tariffs and quotas, obtains more general results of foreign capital inflows; the welfare effect of such inflows depends crucially on whether foreign-owned capital exists initially in the home country. In addition, Khan (1982) and Grinols (1991) have examined the effects of foreign capital inflows for a generalized Harris-Todaro economy under tariff protection. Khan finds that the result by Brecher and Diaz Alejandro is still valid even in the presence of unemployment, whereas Grinols argues that increased foreign capital need not be detrimental to welfare if the opportunity costs of labor are sufficiently low. Noteworthy is that the models used by these authors are all based upon the premise of perfect competition along with constant returns-to-scale technology. Although perfect competition serves as a useful assumption in crystallizing theoretical insights, it nevertheless fails to depict many of the real-world phenomena. The real-world economy is characterized, to a large extent, by imperfect competition and economies of scale. The policy implications of imperfect competition and economies
市场营销策略外文文献及翻译 Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails
外文翻译 原文 Marketing Material Source：Marketing Management Author：Philip Kotler Marketing Channels To reach a target market, the marketer uses three kinds of marketing channels. Communication channels deliver messages to and receive messages from target buyers. They include newspapers, magazines, radio, television, mail, telephone, billboards, posters, fliers, CDs, audiotapes, and the Internet. Beyond these, communications are conveyed by facial expressions and clothing, the look of retail stores, and many other media. Marketers are increasingly adding dialogue channels (e-mail and toll-free numbers) to counterbalance the more normal monologue channels (such as ads). The marketer uses distribution channels to display or deliver the physical product or service to the buyer or user. There are physical distribution channels and service distribution channels, which include warehouses, transportation vehicles, and various trade channels such as distributors, wholesalers, and retailers. The marketer also uses selling channels to effect transactions with potential buyers. Selling channels include not only the distributors and retailers but also the banks and insurance companies that facilitate transactions. Marketers clearly face a design problem in choosing the best mix of communication, distribution, and selling channels for their offerings. Supply Chain Whereas marketing channels connect the marketer to the target buyers, the supply chain describes a longer channel stretching from raw materials to components to final products that are carried to final buyers. For example, the supply chain for women’s purses starts with hides, tanning operations, cutting operations, manufacturing, and the marketing channels that bring products to customers. This supply chain represents a value delivery system. Each company captures only a certain percentage of the total value generated by the supply chain. When a company acquires competitors or moves upstream or downstream, its aim is
外文翻译 原文 THE ECONOMICS OF FOREIGN DIRECT INVESTMENT Material Source: economic Policy, 2005Author: Ari Koko The attitude towards inward foreign direct investment (FDI) has changed considerably over the last couple of decades, as most countries have liberalized their policies to attract investments from foreign multinational corporations (MNCS). On the expectation that foreign MNCS will raise employment, exports, or tax revenue, or that some of the knowledge brought by the foreign companies may spill over to the host country’s domestic firms, governments across the world have lowered various entry barriers and opened up new sectors to foreign investment. An increasing number of host governments also provide various forms of investment incentives to encourage foreign owned companies to invest in their jurisdiction. 1. These include fiscal incentives such as tax holidays and lower taxes for foreign investors, financial incentives such as grants and preferential loans to MNCS. 2. As well as measures like market preferences, infrastructure, and sometimes even monopoly rights. Many multinational enterprise itself business growth slowed, operating pressure sharply, profitability reduce, overseas expansion plans only temporarily put to one side, long view. Add the credit crunch, many potential investment or merger projects into the financing difficulties and financing costs rose trapped habitat. In addition, many private fund or national sovereign funds capital capability by different process degrees shrink, cross-border capital investment, merger willingness and ability are reduced. From the paper that foreign capital very nervous, they will be very in investing cautious. Although some FDI promotion efforts are probably motivated by temporary economic problems such as low growth rates and rising unemployment, there are also more fundamental explanations for the increasing emphasis on investment promotion in recent years. In particular, it appears that the globalization and regionalization of the international economy have made FDI incentives more interesting and important for national governments. Trade liberalization that it