基于顾客满意度的包百大楼竞争力分析修改后

内蒙古科技大学本科生毕业设计说明书（毕业论文）题目：基于顾客满意度的包头百货大楼竞争力分析学生姓名：李来义学号：0865123221专业：市场营销班级：08级（2）班指导教师：李春丽内蒙古科技大学本科毕业论文I摘要在当今买方市场环境下，市场竞争越来越激烈，对企业来说拥有顾客就意味着拥有了在市场中继续生存的理由，而拥有高满意度的顾客则是企业获得核心竞争优势的动力源泉。因而，当前企业的核心任务一方面是提升企业核心竞争力适应顾客需求的变化，以提升市场竞争力，另一方面则以先进的管理思想为指导，采取科学的管理手段通过降低价格、优化服务、改善环境、提升质量等方式来提高顾客的满意度。本文首先对顾客满意度和竞争力的国内外理论进行了阐述，并指出了顾客满意度和企业竞争力的密切相关关系；然后采用因子分析方法对包头百货大楼的顾客满意度调查数据进行了整理和分析，通过该分析找出了影响顾客满意度的几个重要因子；另外，根据因子分析当中求得的每个要素对顾客满意度的贡献率大小列出了“包头百货大楼顾客满意度重要性矩阵”；最后，本文根据“包头百货大楼顾客满意度重要性矩阵”每个象限的要素状况对包头百货大楼在未来如何提升自己的竞争力提出了合理化的建议。关键词：顾客满意度竞争力因子分析包头百货大楼内蒙古科技大学本科毕业论文IIAbstractInthecurrentbuyer'smarketenvironment,marketcompetitionismoreandmoreintense,theenterprisehasthecustomermeanshaveinthemarkettocontinuetosurvive,andhavehighsatisfactionofthecustomeristheenterprisecorecompetitivepower.Therefore,theenterprise'scoremissionistoenhancethecorecompetitivenessofenterprisestoadapttothedemandofthecustomer,inordertoenhancemarketcompetitiveness,ontheotherhand,withadvancedmanagementthoughtastheinstruction,toadoptscientificmanagementmethodsthroughreducingtheprice,optimalservice,improvetheenvironment,enhancethequalityandwaystoimprovecustomersatisfaction.Thispaperfirstonthecustomersatisfactionandthecompetitivenessofthedomesticandinternationaltheoriesaredescribed,andpointedoutthatthecustomersatisfactionandcompanycompetitionabilitycloselyrelatedrelation;thenbyusingthemethodoffactoranalysistoBaotoudepartmentstorecustomersatisfactionsurveydatacollationandanalysis,throughtheanalysiswefindoutsomeimportantfactorsaffectingcustomersatisfaction;inaddition,accordingtofactoranalysisoftheeachoftheelementsofsatisfactiontocustomercontributionratelistsBaotoudepartmentstorecustomersatisfactionimportancematrix;finally,accordingtotheBaotoudepartmentstorecustomersatisfactionimportancematrixforeachquadrantoftheelementsofBaotoudepartmentstoreinthefuturehowtopromoteoneselfcompetitionabilityputforwardtherationalizationproposal.Keywrods:CustomersatisfactionCompetitivenessFactoranalysisBaotoudepartmentstore内蒙古科技大学本科毕业论文III目录摘要………………………………………………………………………………….IAbstract……………………………………………………………………………..II1.绪论.....................................................................................................................-1-1.1研究背景.......................................................................................................................-1-1.2研究方法.......................................................................................................................-2-1.3研究意义.......................................................................................................................-3-1.3.1理论意义............................................................................................................-3-1.3.2现实意义............................................................................................................-3-2.顾客满意度和企业竞争力相关理论文献综述.................................................-4-2.1顾客满意度相关理论综述...........................................................................................-4-2.1.1顾客满意度的定义............................................................................................-4-2.1.2顾客满意度相关文献综述................................................................................-4-2.2企业竞争力相关理论综述...........................................................................................-5-2.2.1企业竞争力的定义............................................................................................-5-2.2.3企业竞争力相关文献综述................................................................................-5-3.“包百”顾客满意度调查分析.........................................................................-7-3.1“包百”顾客满意度问卷调查过程分析...................................................................-7-3.1.1调查目的............................................................................................................-7-3.1.2调查地点............................................................................................................-8-3.1.3调查时间............................................................................................................-8-3.1.4调查对象............................................................................................................-8-3.1.5调查方法.............................................................................................................-8-3.1.6调查内容............................................................................................................-8-3.2调查样本总体特征及描述性统计分析.....................................................................-10-3.2.1样本总体特征..................................................................................................-10-3.2.2样本描述性统计分析......................................................................................-11-4.基于因子分析法的“包百”顾客满意度分析...............................................-12-4.1因子分析的信度和效度检验.....................................................................................-12-内蒙古科技大学本科毕业论文IV4.1.1信度检验.................................................................