The Royalty Analysis Of C Company's Chinese Customers And The Research Of Improvement Plans

Due to the global semiconductor industry immigration and marketing demand, China semiconductor industry catches a great growing opportunity. It is surprised that its yearly average increase rate should be over 20% from 2000. And its marketing size might reach 1 trillion RMB by 2009. Meanwhile, the competition is getting tougher and tougher. This thesis introduces the conception of customer loyalty from the marketing competition and explains the significance of customer loyalty for enterprises.The text is divided into six chapters. The first chapter introduces the developing status of China semiconductor industry and points out its challenges. The second chapter analyzes the marketing status of C Company in China. The strong competition emphasizes the urgency of improving customer royalty. The third chapter introduces the basal idea of customer loyalty, analyses the affiliations and differences between customer loyalty and customer satisfaction, emphasizes the value and lists the different factors that may affect customer loyalty. The forth chapter aims at the particularity of semiconductor industry and points out the six key factors of impacting the customer royalty, which are quality, technology, price, supply, environment and service. This study analyzes the C Company's customer royalty status by using SPSS software. The fifth chapter gives several advices and strategies of improving customer loyalty and discusses the real improvement plans of C Company. The sixth chapter understands the feedback of those improvement plans and summarizes the conclusions and enlightenments.The effective way of keeping the satisfied and royalty customers for long term is to focus on customers, to create value for them, to continuously bring them excellent value. This thesis investigates and evaluates the customer loyalty of China semiconductor industry by using C Company's real case, points out the six key factors and brings some strategies and useful methods.The improvement plans not only help C Company to solve the problem of customer loss, but also are very useful samples for those companies who want to improve customer royalty.