本文選題：顧客滿意度 + 博弈分析�。� 參考：《鄭州大學(xué)》2012年碩士論文

【摘要】：隨著通信業(yè)的發(fā)展,手機(jī)作為一種通信手段,普及程度越來越高。手機(jī)市場的巨大潛力使得更多的企業(yè)加入手機(jī)生產(chǎn)的行列。激烈的競爭使手機(jī)生產(chǎn)企業(yè)認(rèn)識到了“顧客就是上帝”。對手機(jī)企業(yè)而言,使顧客滿意是爭奪顧客的必要條件,是應(yīng)該堅(jiān)持的基本原則。于是,量化顧客滿意程度,對手機(jī)顧客滿意度進(jìn)行綜合評價(jià)成為了企業(yè)關(guān)注的重點(diǎn)。手機(jī)顧客滿意度綜合評價(jià)將手機(jī)生產(chǎn)企業(yè)和顧客緊密地聯(lián)系在一起。從顧客方面看,反映了顧客的心聲,能有效地表達(dá)顧客各方面的需求；從企業(yè)來看,一方面能夠了解到市場需求,改進(jìn)手機(jī)產(chǎn)品使之更受顧客的歡迎；另一方面可以使企業(yè)了解到競爭對手的優(yōu)勢,為爭取市場份額奠定基礎(chǔ)。對于整個手機(jī)行業(yè)來說,顧客滿意度的綜合評價(jià)是監(jiān)控市場的重要工具。對手機(jī)顧客滿意度進(jìn)行綜合評價(jià),具有重要的意義。 本論文第一章首先介紹了文章的研究背景、研究意義,以及論文的研究內(nèi)容及創(chuàng)新。第二章在大量閱讀相關(guān)資料和文獻(xiàn)的基礎(chǔ)上,對顧客的分類、顧客滿意度的含義和意義進(jìn)行了評析,并對國內(nèi)外顧客滿意度相關(guān)模型進(jìn)行了介紹。第三章分析了我國的手機(jī)市場,通過對手機(jī)顧客滿意進(jìn)行博弈分析指出構(gòu)建手機(jī)顧客滿意度綜合評價(jià)體系的必要性。第四章重點(diǎn)構(gòu)建了手機(jī)顧客滿意度綜合評價(jià)指標(biāo)體系,并運(yùn)用模糊數(shù)學(xué)的方法對手機(jī)顧客滿意度進(jìn)行了綜合評價(jià)。首先指出構(gòu)建指標(biāo)體系的原則和手機(jī)顧客滿意度的構(gòu)成要素,運(yùn)用李克特量表進(jìn)行指標(biāo)的量化,然后不同層次的指標(biāo)采用不同的權(quán)重確定方法,直接面向顧客的四級指標(biāo)采用顧客賦權(quán)法確定權(quán)重,二級和三級指標(biāo)采用層次分析法確定權(quán)重。最后運(yùn)用模糊數(shù)學(xué)的方法對手機(jī)顧客滿意度進(jìn)行了綜合評價(jià)；第五章對某國產(chǎn)品牌手機(jī)的顧客滿意度進(jìn)行了綜合評價(jià)。并對國產(chǎn)手機(jī)企業(yè)的發(fā)展提出了政策建議。第六章在總結(jié)論文的基礎(chǔ)上,指明了文章的局限性及未來研究方向。 本研究實(shí)質(zhì)上是顧客滿意理論與幾種成熟的系統(tǒng)綜合評價(jià)方法在手機(jī)顧客滿意度評價(jià)中的應(yīng)用研究。通過構(gòu)建手機(jī)顧客滿意度綜合評價(jià)指標(biāo)體系并對手機(jī)顧客滿意度進(jìn)行模糊綜合評價(jià),可以幫助手機(jī)企業(yè)了解產(chǎn)品的優(yōu)劣勢,進(jìn)而改進(jìn)產(chǎn)品使得顧客更加滿意,具有較高的實(shí)用價(jià)值。
[Abstract]:With the development of communication industry, mobile phone is becoming more and more popular as a means of communication. The huge potential of the mobile phone market makes more enterprises join the ranks of mobile phone production. Fierce competition has made mobile phone manufacturers realize that "customers are God". For mobile phone enterprises, it is necessary to make customers satisfied with customers. It is the basic principle that should be adhered to. Therefore, the quantitative customer satisfaction degree and the comprehensive evaluation of the customer satisfaction of the mobile phone have become the focus of the enterprise. The comprehensive evaluation of the customer satisfaction of mobile phones is closely linked to the mobile phone production enterprises and customers. From the customer side, the customer's voice can be reflected and the customer can be effectively expressed. On the one hand, we can understand the demand of the market, improve the mobile product to make it more popular with the customers, on the other hand, make the enterprise understand the advantage of the competitor and lay the foundation for the market share. For the whole mobile phone industry, the comprehensive evaluation of customer satisfaction is an important tool for monitoring the market. The comprehensive evaluation of mobile phone customer satisfaction is of great significance.
The first chapter of this paper first introduces the background of the research, the significance of the research, and the research content and innovation of the paper. The second chapter reviews the classification of customers, the meaning and significance of customer satisfaction on the basis of a large number of reading related materials and documents, and introduces the related models of customer satisfaction at home and abroad. Third chapters This paper analyzes the mobile phone market in China and points out the necessity of building a comprehensive evaluation system for mobile phone customer satisfaction through the game analysis of customer satisfaction. The fourth chapter focuses on the construction of the comprehensive evaluation index system of customer satisfaction of mobile phones, and uses the method of fuzzy mathematics to evaluate the customer satisfaction of mobile phones. The principle of constructing the index system and the constituent elements of the customer satisfaction of mobile phone are used to quantify the index by using the Likert scale, and then different weights are used to determine the weight of the four level index of the customer. The weight is determined by the method of Customer Empowerment, and the level analysis method is used to determine the weight by the level two and the three level. The method of fuzzy mathematics is used to make a comprehensive evaluation on the customer satisfaction of mobile phone. The fifth chapter makes a comprehensive evaluation on the customer satisfaction of a domestic brand mobile phone and puts forward some policy suggestions for the development of domestic mobile phone enterprises. The sixth chapter points out the limitations of the chapter and the future research direction on the basis of the summary of the paper.
This study is essentially the application of customer satisfaction theory and several mature system comprehensive evaluation methods in the evaluation of customer satisfaction in mobile phones. Through the construction of the comprehensive evaluation index system of customer satisfaction of mobile phones and the fuzzy comprehensive evaluation of the customer satisfaction of mobile phones, it can help the mobile phone enterprises to understand the advantages and disadvantages of the products and then change the advantages and disadvantages of the product. The product makes customers more satisfied and has high practical value.

【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：C829.2

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