A Research On Marketing Management Based On The Measuring The Customer Satisfactions Of HFJ

With establishment and development of socialism market economic structure, and China joined the WTO, Government will unhand the protection of national industries step-by-step. The Chinese textile machinery industry will be faced with drastic challenges. Because of the drastic marketing competition, and traditional operating mode and marketing ideation has not be adapted to the demand and development of market, so then, corporation must research the market and the customer. Enterprises only have to know the need of customer, and find specific ways to work out accurate marketing tactics, and advanced the Customer Satisfaction.Measure the Customer Satisfaction Index (CSI) is evaluating the quality of the corporation's products or servings through continual monitor and study. Because the marketing competition is unbridled, corporation wants to obtain the marketing competition advantages must think about the product and the serving based on the customer.This article select a study object—China Textile Machinery (Group) Co., LTD Hengyang Textile Machinery Manufactory. Based on Customer Satisfaction Index model such as SCSI and ACSI and ECSI, Service Quality Differential model from Zeithaml and Mary Jo Bitner, combining the corporation'operating feature, and factors influencing customer what want to buy, and customer's mentality, we adopt five variable such as customer's expectation, customer's expectation of quality, customer's expectation of value, customer's complaint, customer's allegiance, and add to customer's expectation of servings, designing a new model to measure the corporation's customer satisfaction, then analyzing the result of the measurement. If the conclusion about the influencing factors and their weighting is arrived at, we can make some suggestions about marketing tactics that how to advance the corporation's Customer Satisfaction based on the analyzing conclusions.