A Study On Marketing Strategy Of HIT Based On Customer Satisfaction And Loyalty

Modern Service Marketing Management theory is taking the customer satisfaction and customer loyalty as a core. It is the extention and development of Modern Marketing Management theory. Marketing concept actually means the marketing activities of the enterprises should treat the customers as the focus. As one of the most important resources of enterprises, customers have been the utmost position in the business management. It is not only a business transaction, but also has been transformed into a kind of relationship between enterprise and customers. So, in a certain aspect, retaining an existing customer is more important than attracting a new one.With the everlasting progress and development of the overall society and economy, people's wants have also been changed a lot. In the mean time, the diversity of the same kind produsts has diminished with the continuous development of science and technology, and the new technology widely adopted. Products are to the extent of homogeneity. It will be difficult to maintain the advantage of competition continuously only relying on the product and its price for the enterprises. So enterprises should do the utmost to avoid the vicious competition on products and their prices with the competitors, and to take the service as advantage, not only have to supply quality products, but valuable services as well; to establish the internal service system, to endeavour to increase the service abilities and level of the employees; to let the excellent employees serve the valuable customers, to meet their Total Customer Satisfaction to the greatest extent; finally, to retain these customers. Loyal customers will have relative stability and will be helpful to the enterprise to avoid the impact from the market circumstances. Then enterprise can always be on the top in the severe market competition.This article firstly raise out the backgroud of the topic, and introduce Service Marketing Management Theory with some study methods, charts, diagrams and other theories etc. concerned. Secondly, take HIT company as the target through analyzing the existing business status and basic background of the whole industy...