Research On Customer Satisfaction Based On Marketing Mix Strategy

In recent years, as the standard of living of the Chinese residents is improving,people pay more and more attention to the health of the diet. And as one of the mostperfect nutrition food, dairy product is more and more attractive to consumers. Butaccompanied by the increase in demand for dairy products, the dairy industry isincreasingly competitive. Therefore, in order to enable enterprises to gain an advantagein the competition in the market, how to have a higher customer satisfaction become apriority of the corporate research.M Dairy Co., Ltd. is a medium dairy producer to liquid milk as the main products.In recent years, the enterprise based on the local market, relying on its milk base,customer demand-oriented, began gradually develop to other regional markets. Facingthe competition from other dairy companies, M Dairy Co., Ltd. how to take theappropriate measures to improve consumer satisfaction on the marketing strategy,become a powerful weapon in the competition to win more customers.So, we reference on the basis of previous research on customer satisfaction andmarketing strategy, this paper presents the research model. Combined with the currentstatus of the marketing strategy of the Company M and using a combination oftheoretical and empirical research methods, this paper conducted a survey of four interms of customer satisfaction from the product, price, place, promotion in the way ofquestionnaire.Unlike the qualitative research of scholars in the past in the dairy industry, In orderto more clearly indicate which factors influence the satisfaction of the marketing strategyfor the enterprise, this paper analyze the data in statistical methods by using quantitativeresearch methods. The statistical methods used include: factor analysis, correlationanalysis and regression analysis method, put forward five factors of satisfaction Mcompany about marketing strategy-product safety, product quality, product price,product and information channels, and product packaging. Further, this paper studies theimpact of these five factors on customer satisfaction.The results of the study show that, product safety and product quality are the mainfactors to affect the satisfaction of the M-company marketing strategy, followed by product price, product information channels, and product packaging. At last, according tothe conclusion of the statistical analysis, this paper puts forward some correspondingsuggestions to improve the satisfaction of M company marketing strategy.