H公司客户购买决策行为及影响因素研究(MBA硕士)(开题报告,论文28000字)
摘 要
当今市场，产品差别优势越来越小，竞争的焦点也已经从企业的产品差别优势竞争转移到满足客户需求的竞争，谁能最大限度的满足客户需求，谁就能获得行业的竞争优势。“客户至上”的企业愿景，在市场发展趋势的推动下必将成为广大企业的行为和思想的准绳，
鉴于H公司所面对的是组织市场，虽然组织市场和消费者市场在主体性质和购买目的方面有很多的不同，但是对于企业而言，同样也面临着个性化需求提升所带来的变革，并且相比于消费者市场，组织市场对于老客户，特别是忠诚客户的需求更为直接和迫切，对于H公司所处的油墨市场更是如此。因此，本文希望通过对于影响组织客户购买决策的众多因素的深入分析，为H公司未来市场营销策略提出建议，也为类似企业提升市场竞争力提供理论支持和实践借鉴。
关键词：组织客户,购买行为,客户满意度,决策
Abstract
In today's market, product differentiation advantages more and more small, the focus of competition has competition from different advantage enterprise products transferred to meet customer demand competition, who can maximize meet customer demand, who can obtain the competition advantage of industry. "The customer is supreme" the enterprise vision, as the majority of business behavior and thought principle in promoting market development trend will,
In view of the fact that H company faces is to organize the market, although the organization market and the consumer market there are many differences in the subject character and the purpose of purchase, but for the business enterprise, is also facing the personalized demand changes in ascension, and compared to the consumer market, market organization for old customers, especially loyal customer needs more direct and urgent, for ink market of H company is even more so. Therefore, this paper hopes through deeply analyzing many factors influence on organization of customer purchase decision, H company future marketing strategy proposed, also provide theoretical support and practical reference to enhance the market competitiveness of similar enterprises.
KEYWORDS: Organization of customer, purchase behavior, customer satisfaction, decision |
