The Empirical Researching Of Customer Satisfaction About China Tobacco Guangxi Industrial Corporation

In 2005, China tobacco industry started to organize supply based on customer order, which further played the role of the market mechanism, and speed up the reform of market orientation in tobacco industry. It improved the allocative efficiency of domestic tobacco resources. On the other hand, it also intensified the competition of cigarette brands. As far as the tobacco industry is concerned, it has turned into buyers market from sellers market. The rivalry in tobacco markets began, and grew more intense. In order to get more chances to survive and develop, many firms began to transfer the enterprise management focus from production to customer, continued to upgrade and reform products focusing on clients to win their higher satisfaction and loyalty. Under the circumstances, the domestic industrial enterprise of the cigarette owning different cigarette brands, taking cigarette products as a competition media, cultivate customer group, and implement a series of client satisfaction managements focusing on customers, to achieve development of their brand and improve their operation benefits.This paper, taking China Tobacco Guangxi Industrial Corporation as studying object, presents a thorough study of customer satisfaction classifying with three different channels, that is tobacco company, Cigarette retailers and customers, by citing traditional management concept of American customer satisfaction managements and using measuring method for customer satisfaction in that management practice. I construct a measuring model of customer satisfaction of China Tobacco Guangxi Industrial Corporation, and conduct statistical variables analysis of population and empirical research on customer satisfaction of Guangxi company from different aspects, such as subdivision of customers, and put forward the constructive suggestions and advices on the problems during the process. It contains great practical significance in continuous improvement of customer satisfaction management, client relation and marketing ability in China Tobacco Guangxi Industrial Corporation.