Total Quality Marketing And Model

In the last century 80's, the popularization of Total Quality Management had made the ability of producing better products according to the quality standard enhanced. Especially since entering the 21st century, with further development of the science, technology and the productive forces, human society's material supply has been fortified and enriched. What really matters for enterprises to promote the competitive ability and achieve the success in the condition of relative overmuch productivity and intense competition is not what can be produced, or how the product can achieve quality standard, but is how produces can be sold while satisfying customers with the quality.In order to construct a marketing pattern centering on quality, increase quality benefit and enhance enterprise competitive ability, this thesis, taking Total Quality Management, Internal Marketing, Relational Marketing, and Value Chain as theoretical foundations, tries to make a systematic research on Total Quality Marketing with methods of standard research and real diagnosis research. Based on a comprehensive analysis of related researches, this thesis defines Total Quality Management as below: Total Quality Marketing is a social and managing process in which Individual or the organization acts according to the customer's demand, takes the quality as the center, provides and sells quality which can meet the customer's demand. Furthermore, this thesis also tries to explore the connotation and characteristics of Total Quality Marketing.After a comparison between Total Quality Management and Marketing Quality, this thesis constructs a model of Total Quality Marketing, dividing Total Quality Marketing activities into four basic activities, which are quality demand management, quality orientation, quality production and quality transfer, and three other supportive activities, which are organizational system, culture of quality marketing and internal marketing. Then this thesis, taking the model as a basic frame, expounds the seven kinds of activities in detail. When expounding quality demand management, this thesis, profiting from Customer Satisfaction Theory and Customer Expectancy Management Theory, proposes a customer quality satisfaction model which is based on the quality, and further points out the enterprise is not only required to know customers' quality demand by market investigation, but also to influence customers' quality expectancy through external marketing activities, so as to affect customer's quality satisfaction. In the next part, this thesis points out that quality dissipation in the transmission process may create quality gap between customers' quality demand and final experience quality.Finally, this thesis takes Haier Group as an example to carry out a case study on Total Quality Marketing.