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1、超市顾客流失原因分析及规避策略研究论文-以郑州市为例题目:超市顾客流失原因分析及规避策略研究??以郑州市为例院系名称:管理学院专业班级:市场营销0502学生姓名:韩锋学号:20054900810指导教师:杜新丽教师职称:讲师摘要从我国城市范围来看,超市作为一种服务行业,其所面临的竞争环境越来越严峻,尤其是从2004年底外国零售地域限制被取消,外国大型超市纷纷进驻中国,超市之间展开激烈的竞争,在其交锋中怎样保留原有的客户,减少客户流失则成为超市发展面临的一个非常重要的问题,并且企业发展一个新客户的成本是保留一个老客户成本的5-10倍。对于超市来说,避免顾客流
2、失是实现其利润增长的核心。本文通过对顾客流失的相关理论进行回顾,并结合营销学的相关知识,以郑州市超市顾客流失原因为调查内容,从超市形象及购物环境;商品的质量、价格及种类;员工及超市服务;超市的便利性;超市促销等方面以实地问卷调查的方式得出了顾客流失的重要原因。通过本文的研究得出应对超市顾客流失的策略:优化超市形象及购物环境;保证商品质量的基础上合理定价;强化员工的服务意识;以方便顾客为原则开展经营活动;开展积极有效的促销活动;高度重视并妥善处理顾客抱怨;实施关系营销助于提高顾客的忠诚度。关键词:超市顾客流失规避策略TitleAnalysisofsuperm
3、arketcustomersandtoavoidthelossofresearchstrategy????ZhengzhouCityasanexampleAbstractFromthescopeofChina'scities,thesupermarketindustryasaservice,itfacesincreasinglytoughcompetition,especiallyfromforeigncountriesbytheendof2004wastheabolitionofrestrictionsontheretailarea,foreignlar
4、ge-scalesupermarketshavebeenstationedinChina,betweenthefiercesupermarketcompetition,initsbattletokeeptheoriginalinhowcustomersandreducecustomerchurnsupermarketdevelopmenthasbecomeaveryimportantissue,andbusinessdevelopmentcostsofanewcustomeristoretainanoldcustomerof5-10timesthecost
5、.Forsupermarkets,fightingforrepeatbuyersistoachieveitsprofitgrowthinthecore.Inthispaper,thelossofcustomerstoreviewtherelevanttheory,combinedwithknowledgeofmarketingtosupermarketcustomersinZhengzhouCity,thereasonsfortheinvestigationofthelossofthecontentsoftheimagefromthesupermarket
6、andshoppingenvironment;productquality,priceandtypes;supermarketstaffandservices;conveniencestores;supermarketpromotionsandsoontothefieldthewaythesurveyobtainedanimportantreasonforthelossofcustomers.Throughthestudyofthisarticledealwiththelossofsupermarketcustomersstrategy:optimizat
7、ionofimageandshoppingenvironmentsupermarket,supermarketsshouldbeareasonablepricetoensurethatproductquality,availability,richservicestostrengthenstaffawarenessoftheprincipleofconveniencetoourcustomersfordoingbusiness,carryingoutactiveandeffectivepromotionalactivities,attachesgreati
8、mportancetoandproperlyhandlecusto
