Customer Satisfaction, Strategic Use Of The Sony Corporation

As the business competition becomes increasingly furious, more and more enterprises have realized that current profits cannot properly stand for sound operation of an enterprise, and that many casual factors affect profits. Meanwhile, they have also realized that customer satisfaction degree is an optimal indicator to an enterprise's profit potential. Only when customers feel satisfied, can enterprises obtain customers' royalty to them, which is an important cause of customers' repeated purchase. Management scientist Peter ? Drucker said that the purpose of marketing lies in the full understanding of customers so that product or service can cater for the needs of customers. The recent development of marketing science has focused on the pursuit of customer satisfaction. Hence, many enterprises lay the nucleus of their development stratagem on the maximization of customer satisfaction. But, what is the proper implementation of customer satisfaction stratagem? This article intends to find out a corresponding pattern of successful implementation of customer satisfaction stratagem through the research of the customer satisfaction stratagem of the world-famous corporation - SONY. This article consists of three parts. The first part argues the purpose and significance of the implementation of customer satisfaction stratagem. Through the discussion of customer satisfaction theory, this part brings forward the reason why it is essential to establish a corresponding customer satisfaction system for a success in an increasingly competitive market. The second part investigates SONY's implementation of customer satisfaction stratagem in detail, and researches how SONY implements the stratagem in organizational structure, management pattern and the use of hard ware in the new-tech environment. The investigation places the emphasis on SONY's customer relationship management (CRM).The third part discusses how China's electrical appliance industry, facing the furious competition in market, should replace the inefficient price war with the effective customer satisfaction stratagem to enhance customers' satisfaction degree, thereby win new round of competition.