本土品牌摩托车市场顾客满意度测量及对比分析研究-企业管理专业论文.docxVIP

摘 要 本文研究主要运用 2010 年及 2011 年全国范围的调查数据对本土品牌摩托车市场顾客 满意度进行测量和对比分析，了解整体市场的顾客满意度变化趋势和主要品牌在市场中的 位置，进而提出顾客满意度管理体式。 本文首先阐述研究背景、研究内容、研究方法及研究现状；其次，回顾顾客满意度的 相关理论；再次，设计和筛选本土品牌摩托车市场顾客满意度的测量变量；第四，以 2010 年和 2011 年的调查数据为基础，分别对 2009 年、2010 年以及各品牌的顾客满意度进行测 量和对比分析；第五，根据测量和对比分析结果，提出本土品牌摩托车市场顾客满意度的 管理体式；最后，对本文研究进行总结和展望。 本文的研究成果主要有：1)测量出 2009 年、2010 年本土品牌摩托车市场顾客满意度 以及主要品牌摩托车的顾客满意度；2)对测量结果进行纵向对比和各品牌与整体市场的对 比分析；3)提出本土品牌摩托车市场顾客满意度的管理体式。 关键词：本土品牌；摩托车；顾客满意度；对比分析 - I - Abstract This paper mainly uses the nationwide survey data in 2010 and 2011 to measure and contrastively analyze the local brand motorcycle market’s customer satisfaction index. Then understand the change of market’s customer satisfaction and the position of each enterprise. And put forward the satisfaction management style. First, this paper introduces the research background, contents, methods and status. Second, it reviews the related theories of customer satisfaction. Again, it designs and selects the measurement variables of local brand motorcycle market customer satisfaction. Forth, based on the market survey data in 2010 and 2011, it measures and contrastively analyzes the customer satisfaction index of 2009, 2010 and each brand. Fifth, according to the measurement result and contrastive analysis, it puts forward the customer satisfaction management style of local brand motorcycle market. Finally, this paper sums up the main content and puts forward prospect. The research results of this paper are mainly: 1)Measurement of local brand motorcycle market customer satisfaction as well as the main local motorcycle brands’ customer satisfaction in 2009 and 2010; 2)Vertically contrast the customer satisfaction results and analyze each brand and the overall market; 3)Put forward the customer satisfaction management style of local brand motorcycle market. Key Words：Local brand；Motorcycle；Customer satisfaction；Contrastive analysis 目 录 摘 要 I Abstract II 1 绪论 1 1.1 问题提出 1 1.1.1 研究背景 1 1.1.2 研究目的及意义 1 1.2 研究内容和研究方法 2 1.2.1