| In today’s society because of globalization and the development of information technology, customers access to the information measure increasingly quickly and diversification, customer’s choice is more and more, on properties of product and service quality more and more demanding. At this time the customer by the master of product performance and quality of service information and its actual expectations by comparing decided to customer satisfaction the height; If the product performance and quality of service below the expectations of our customers, customer satisfaction is lower which affect the purchase of the customers; If and expected, the customer will be satisfied, can consider to buy; If more than expected, customer satisfaction is higher, is what we say normally "bargain", customer purchase intention strongly. We can see the customer satisfaction must to enhance customer value for the premise, the customer value lies in the ascension continues to gain the real demand of customer information and to meet. Customer satisfaction can realize the customer loyalty, loyal customers will continue to buy enterprise products and services, also to enterprise feedback the improvement of products and service information, promote enterprise technology innovation and marketing, and continuously realizes customer value. Finally enterprise pursue customer value maximization as enterprise relationship marketing’s goal.Because of this, the modern relationship marketing has from the traditional enterprise profit as the center to create enterprise value to gain customer satisfaction to take the customer as the center to create customer value to improve customer loyalty change direction. Enterprise if want to be the leader of the market, from success excellence, from the traditional marketing theory will be transferred to the customer value as the center of marketing track.Combining with the actual products distribution GK company marketing situation, using the modern relationship marketing related theory and research results, from the Angle of enterprises to the company’s main GK macro environment and microcosmic environment comprehensive analysis, summed up the present GK strengths, weaknesses, opportunities and threats. On this basis, the customer perspective, customer value theory and its related theory as a foundation for its customer value creation of factors, perception factors driving factors, one analysis, find out the company marketing work with GK to customer value as the center of the transformation of may, and in two Angle analysis is proposed on the basis of the realization of the customer value GK company possible strategy way. Its significance lies in:first, can for internal marketing to offer ideas GK; Second, for the enterprise in the marketing activity constantly attract new customers at the same time improve customer loyalty and retain new old customer, form long-term customers source, for enterprise’s sustainable development to create conditions to provide ideas. Third, the enterprise can constantly get competitive advantage, and achieve various interests. Again, for the continued to build up GK in related industries, and society in the good image, set up to provide ideas for GK brand. Finally, the similar industry, similar scale and similar development status of other enterprise also to have certain reference and guidance significance. |
