The Research On The Customer Satisfaction Survey And The Improvement Of The Marketing Mix Strategies For Hunan Power Transmission And Substation Company

Essentially, the competition between enterprises is the competition for the scarce resource of target customers. Customer is the source for the survival of enterprises, and the strategic resource for the survival and development of enterprises or even the whole segment.From the furious market competition, many managers realize that the core of marketing strategy of a company is to enhance customers'satisfaction, and further, their loyalty, and essentially, the market rate.The competition among power transmission and substation construction companies is also furious nowadays. Along the open of electric power construction market, the idea and police of district protect are faded, and the new entrants of construction companies into this market are increasing steadily, thus, deteriorating the competition situation and bringing rigorous challenge in front of electric power transmission and substation construction companies.This paper focuses on the research and measurement of customer satisfaction of Hunan Power Transmission and Substation Construction Company, based on the analysis of their market environment and marketing status quo, and comes out with the conclusion that the construction process of projects, the relationship with the customers, and the service quality are the key factors impacting the satisfaction of power project customers. Upon this conclusion, this paper presents new idea to exploit market, and appreciate tactic of marketing mix for electric power construction companies, that is, transferring the focus on those indices for the sake of themselves such as market rate, margin rate etc, to the customer satisfaction index that reflecting customers'requirement, and from the phase of'sale', to the phase of'do'; at the same time, this paper establishes a set of scientific model and methodology for the marketing decision of power construction companies, instead of the decision making by intuition.