Marketing Strategy Of Radio Based On Customer Satisfaction Of D Company

With the development of technology,more and more company are entering the radio industry,which leads to the increasing demand of customers for products and the increasing competition pressure in the market.If the company want to gain a foothold in the market.They must understand the real needs of customers and turn their eyes from products to services.Improve the customer satisfaction by improving the service quality so as to improve the market competitiveness of the enterprise.D company is professional engaged in radio sales,Wireless communication engineering network communication application solution provider and service provider.As early as 2001,D company has entered the intercom industry and has a high market share.With the increasingly fierce market competition environment,D company's market share is getting smaller and smaller.Over time,product homogeneity is becoming more and more serious,and the gap with other enterprises is getting smaller and smaller.In this case,the thesis conducts customer satisfaction theory research.Based on the customer satisfaction survey of D company,Through the analysis of AHP and fuzzy comprehensive evaluation method,the final effective marketing strategy is provided.To form a paper with certain research significance.This thesis combines theory with practice and studies in six parts.The first part introduces the background and significance of the thesis,Research contents and ideas,Establish research methods and technical route.The second part introduces the concept of customer satisfaction and marketing theory and the research status at home and abroad.Study the theory of 4P and 4C and STP theory.Explore the concept and development of marketing and customer satisfaction theory.And relevant customer relationship theory.Study the evaluation model of many countries.Including the SCSB index mode,ACSI index mode,ECSI index mode and CCSI index mode.The third part analyzes the general situation of D company and the existing problems,analyzes the external marketing environment with the PEST model,and carries out market positioning through the STP tool.The fourth part expounds the customer satisfaction of D company from four aspects,such as enterprise image,enterprise service,enterprise product and price perception,and abstracts four first level indexes and thirteen two level indexes,and systematically and scientifically establishes the customer satisfaction evaluation index system of D company.Try to find effective ways to improve customer satisfaction,improve marketing status of D company,and improve market share.In the fifth part,according to the results of the evaluation and the actual situation,the customer satisfaction of D company is analyzed in detail,and the shortcomings are found out,and the practical improvement methods and measures are put forward.The sixth part draws the conclusion of this paper.