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1、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IV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
2、；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IVTitleAnalysisofsupermarketcustomersandtoavoidthelossofresearchstrategy————ZhengzhouCityasanexampleAbstrac
3、tFromthescopeofChina'scities,thesupermarketindustryasaservice,itfacesincreasinglytoughcompetition,especiallyfromforeigncountriesbytheendof2004wastheabolitionofrestrictionsontheretailarea,foreignlarge-scalesupermarketshavebeenstationedinChina,betweenthefiercesupermarketcompetition,in
4、itsbattletokeeptheoriginalinhowcustomersandreducecustomerchurnsupermarketdevelopmenthasbecomeaveryimportantissue,andbusinessdevelopmentcostsofanewcustomeristoretainanoldcustomerof5-10timesthecost.Forsupermarkets,fightingforrepeatbuyersistoachieveitsprofitgrowthinthecore.Inthispaper,
5、thelossofcustomerstoreviewtherelevanttheory,combinedwithknowledgeofmarketingtosupermarketcustomersinZhengzhouCity,thereasonsfortheinvestigationofthelossofthecontentsoftheimagefromthesupermarketandshoppingenvironment;productquality,priceandtypes;supermarketstaffandservices;convenienc
6、estores;supermarketpromotionsandsoontothefieldthewaythesurveyobtainedanimportantreasonforthelossofcustomers.Throughthestudyofthisarticledealwiththelossofsupermarketcustomersstrategy:optimizationofimageandshoppingenvironmentsupermarket,supermarketsshouldbeareasonablepricetoensurethat
7、productquality,availability,richservicestostrengthenstaffawarenessoftheprincipleofconveniencetoourcustomersfordoingbusiness,carryingoutactiveandeffectivepromotionalactivities,attachesgreatimportancetoandproperlyhandlecustomercomplaints,theimplementationofrelationshipmarketingtoenhan
8、cecustomerloyalty.K
