南昌沃尔玛提高顾客满意度经营手法调研分析

论文编号:GM029    包括:开题报告及任务书,论文字数:13200,页数:20

摘    要
      随着中国零售业市场的对外开放，中国零售企业逐渐意识到不断提高顾客满意度是企业生存和发展的重要手段。因此，如何使用恰当的经营手法来提高顾客满意度已成为零售企业关注的热点。
本文首先阐述了国内外顾客满意度研究的状况并构建了符合零售企业经营特点的顾客满意度体系。第二，对沃尔玛在中国的经营状况以及南昌沃尔玛的经营和产业环境进行描述。第三，根据零售业顾客满意度体系特点从商品、服务、环境、形象等角度对南昌沃尔玛的经营手法进行研究分析。第四，对南昌沃尔玛的顾客满意度现状进行问卷调查，并结合调查的结果分析总结出沃尔玛在南昌经营的成功经验与不足。最后，通过本次的调研分析，对中国零售企业在本土和跨国经营上如何提高顾客满意度方面提出相关的建议。

【关键词】沃尔玛 零售业 顾客满意度 一站式购物

Abstract

With the opening of China retail market, more and more Chinese retail enterprises have realized that continuously improving customer satisfaction is an important means for retail enterprises to survive and develop. Therefore how to raise customer satisfaction in an appropriate way has received much attention.
In this thesis, the first chapter describes the status of the customer satisfaction study and establishes a customer satisfaction system for retail enterprises. Chapter 2 describes Wal-Mart on its business in China and the situation and industrial environment on Wal-Mart business in Nanchang. In chapter 3, according to the features of retail customer satisfaction system, it analyzes the practices of Nanchang Wal-Mart business from the goods, services, the environment and image. Chapter 4 is Wal-Mart Nanchang status of the customer satisfaction surveying. It sums up the weakness and the successful experience of Nanchang Wal-Mart combining the results of the survey analysis. In the end of this thesis, it makes some recommendations on how to raise the customer satisfaction in the local and transnational operation for Chinese retail enterprises.

【Key Words】Wal-Mart；Retail Enterprises；Customer Satisfaction；One-Stop Shopping

目   录

1  引论 ...................................................1
1.1选题的必要性 ...........................................1
1.2 核心概念解释 ..........................................1
1.3国内外文献综述 .........................................2
1.4零售企业顾客满意度体系构建 .............................4
2  南昌沃尔玛发展状况 .....................................4
2.1沃尔玛在中国的经营状况 .................................4
2.2南昌沃尔玛经营和产业竞争环境 ...........................6
3  南昌沃尔玛提高顾客满意度的经营手法 .....................7
3.1天天平价、让利顾客 .....................................7
3.2注重顾客需求的商品组合 .................................8
3.3顾客第一的服务 .........................................8
3.4重视培养员工的服务意识 .................................9
3.5迅速化解顾客的不满意 ...................................10
3.6“一站式”购物 .........................................10
3.7建立温暖的品牌形象 .....................................11
4 南昌沃尔玛顾客满意度现状调研与评价 ......................11
5  对中国零售企业提高顾客满意度的启示 .....................13
6  结论................................................... 14
参考文献 ..................................................15
致   谢 ...................................................17
附   录................................................... 18