Research On Advancing Customer Loyalty Strategy In Changchun Xinhua Printing Co.,Ltd.

With the in-depth development of globalization, technological advances in today's market has entered the era of economic services, each of the companies are working hard to find in the fierce competition to keep the secret focused. Because 80% of the profits of enterprises by 20% of that part of the creation of an important client, and access to new customers is the cost to maintain existing clients 6 times. As a result, foster high-quality customer loyalty is becoming the printing business priorities. And a growing number of Western scholars to study and manage a successful business experience proves that a correct point of view: the blind market share as customers effective possession, to establish and maintain long-term customer loyalty is to enhance the real source of profits. As a result, how to improve the enterprise customer loyalty become Changchun Xinhua Printing Co.,Ltd. of the important issues facing the company.In recent years, the printing industry's access to lower the threshold, the authorities intended to encourage private enterprises to actively participate in textbooks, teaching materials printed in a wide range of corporate ownership equal to free competition, to achieve the survival of the fittest. As a publishing house, with the implementation of enterprise restructuring, printed materials the gradual implementation of the tender system. Teaching materials for editor and printing and issuing, and made open to invigorate the market, printed materials have been gradually breaking the monopoly so that the printing industry competition intensified. At the same time, revised teaching materials have brought more variety, small quantities of the crisis. In the face of the market situation of supply exceeding demand printing. Press also adopted a strategy to reduce the price of printing, printing a price drop lower and lower, and printing raw materials rising in price, making the printing business decreased profit margins. The information age makes Printing business market has changed dramatically, diversified, individualized, time-sensitive demands of the increasingly high. The emergence of electronic books, the printing business, is even worse. The current a number of study identified customer loyalty as the main determinant of customer delivered value, customer trust and customer satisfaction. Customer delivered value is the root cause of customer loyalty, customer trust is the basis of customer loyalty, customer satisfaction is the direct driving factor of customer loyalty, leading to repeat the purchase of the most important factor when it reaches a certain high degree of satisfaction will cause loyalty increase, only very satisfied customers can become loyal customers.Customer loyalty to the survival and development of enterprises is of great significance, and become a long-term impact on corporate profits high and low factor in the decision. Because of customer loyalty will help enterprises to improve their economic efficiency, will help companies reduce costs, will help produce premium, can bring strategic value for the enterprise, will promote loyal of employees, can bring "effect of word-of-mouth" ,so that it will make enterprises well-known and reputation Rapidly rising , and bring new customers. As a result, with new customers, customer loyalty as a sign of the market share of the mass ratio to the number of customers to measure the size of the market share of more meaningful and enable enterprises in the fierce competition to obtain a key competitive advantage.The concept of Customer loyalty comes from the concept of customer satisfaction, only if the customer perceived quality of service excellent, very satisfied customer, that customer surprise, customers can once again consumption, and maintain loyalty. Xinhua, the company Construction through customer satisfaction evaluation model, select the survey variables, paid satisfaction survey questionnaire on Xinhua's customer satisfaction survey conducted, the evaluation. According to the purchase of the number of repeat customers, customers selected at the time of purchase, price-sensitive customers, customers of competitive products, attitudes, customer product quality accidents affordability standard items, combined with customer satisfaction survey on the results of the company's Xinhua Customer loyalty analysis, customer Xinhua on the company's products, environmental accreditation, quality and price of loyalty, infidelity services. According to the repeat customers to purchase the number of assessment indicators, as opposed to the printing business, whether for re-appointment process entrusted to print, only 89.29 percent of companies have chosen to re-appoint processing, recommended to others Changchun Xinhua Printing Co., Ltd. to 88.84 percent on Xinhua's customer loyalty is not high.According to the customer satisfaction survey questionnaire results, the company's customer loyalty and causes problems for analysis. Look for the following reasons: inadequate customer management system, the lack of a unified corporate planning and management of customer information, customer information can not be filed in a timely manner, the management of the more chaotic, inconvenient inquiries, information sharing is low, if the person to leave the market and customer information with The missing. The employees have to enhance the quality of service awareness. Many employees have not change our concepts, has a poor sense of service. Given the uneven quality of the culture of the staff, especially front-line staff are of lower educational level, it is sometimes difficult to respond quickly to customer requirements. A lack of communication between Business and the customer . For business customers to deal with complaints in a timely manner, not in place remedial services.To establish an effective customer information database, improve customer management system. Customer information database to maintain data on the effectiveness of unity, it is important to share information and avoid wastage of resources enterprise customers. To create a highly efficient front-line staff service system. To front-line staff to carry out effective training and into work to correct the errors, the most important thing is to establish and train staff loyalty. To establish an effective mechanism for customer communication. Communication contains two aspects: First, internal communication, and the other is between the business and customer communication. We should establish and improve customer service and complaint redress system. With a good attitude with an open mind to accept customer complaints; in-depth communication with customers to understand the underlying wish to complain about; enacted to deal with customers complaining about the work norms; take concrete actions to resolve customer complaints emotions; to allow customers to complain about a pleasant surprise; and into the assessment of the customers complained about the results.The 60-year-old with the old state-owned enterprises Changchun Xinhua Printing Co., Ltd., to enable enterprises to a market economy in the tide in an invincible position and enhance customer loyalty is especially important. Enterprises should strengthen communication with customers, the customers understand the situation in a timely manner, to track customer information and customer loyalty for real-time monitoring, aimed at finding a corporate customer loyalty reasons for the decline, to enhance the development of appropriate strategies. Only in this way, Xinhua, the company can continue to improve its competitiveness, maintain the stable development of enterprises.