A Study On Existing Problems And Improving Strategies Of Customer Perceived Quality At GBF Company

In the context of the continuous promotion of supply-side reform,industrial upgrading and the creation of powerful manufacturing and brand countries,various industries actively promote technological transformation,transformation and upgrading,and the homogeneous competition of products and services in the industry is becoming increasingly fierce.As a leading basalt fiber manufacturer,GBF has also been greatly impacted by new entrants in the industry.Quality is the soul of a product,and as a leading enterprise in basalt fiber industry,how to improve customer perception quality,enhance brand equity,and then enhance the long-term competitiveness of enterprises is a major issue of this paper.Firstly,this paper combs the definition,influencing factors,measurement and evaluation methods of customer perceived quality studied by Chinese and foreign scholars through literature research,and defines customer perceived quality studied in this paper.That is to say,according to the internal information of the product or service,the customer forms the expected quality,and then according to the external information such as expected purpose and the experience quality of the product or similar product and the reputation of the product or service,forms the overall customer perceived quality.According to this definition and the characteristics of industrial manufacturing enterprises,combining with Michael Porter's enterprise value chain model,a customer perceived quality model of industrial manufacturing enterprises is designed.Then,through field investigation and questionnaire survey,the problems of customer perceived quality of GBF Company,one of the four high-tech basalt fibers,are sorted out,and the formation of customer perceived quality problems of GBF Company is analyzed by using customer perceived quality model of industrial manufacturing enterprises.Finally,combined with the theoretical guidance of the customer perception quality model of industrial enterprises and the practical experience of developed countries,several strategies and methods for GBF company to improve customer perception quality are put forward:(1)Strengthening the construction of GBF quality culture,strengthening the construction of GBF brand and company image;(2)Improving internal management to improve the customer perception quality of products and services;(3)Fully transmitting the high customer perceived signal through integrated marketing communication;(4)Improving GBF customer perceived quality by enhancing GBF social responsibility.Only in these ways can enhance the brand equity of GBF,and achieve sustained market competitive advantage.In summary,this paper not only innovates the customer perceived quality model,but also puts forward the enterprise value chain customer perceived quality model for the industrial enterprises,and puts forward comprehensive strategies to improve the customer perceived quality from four aspects: strategy,management,marketing and social responsibility.It not only strengthens the quality culture consciousness and internal management ability of GBF company,but also enhances the brand equities of GBF company,and market competitiveness.At the same time,it provides a very meaningful reference value for the construction and promotion of customer perceived quality of the same type of industrial manufacturing enterprises.