Research On Marketing Strategies Of L Home Appliances Chain Enterprise Based On Its Customers’ Satisfaction

Customer demand as the guide, through the promotion of customer satisfaction, which has become the enterprise in the fierce market competition to win the advantage of a magic weapon. With the rise of e-commerce, such as Jingdong, Taobao mall, the end of the era of China’s demographic dividend, the purchasing power of home appliances decline, home appliance chain enterprises are facing new challenges.This paper focuses on home-appliance chain enterprises, and is to find out the key influence factors of the customer satisfaction for home-appliance chain enterprises through a large number of survey data. It takes L home-appliance chain enterprise as an example, analyzes the key influence factors of the customer satisfaction, and puts forward the specific development strategy and marketing strategy. The paper is divided into three parts: theoretical research, empirical analysis, conclusion and prospect.In the part of theoretical research, the paper firstly analyzes the research background and research significance, and then through studying the research results described and summarized by domestic and foreign experts and scholars, combined with the actual situation of China’s home-appliance chain enterprises, it puts forward five-dimensional theoretical hypothesis and research ideas.In the empirical analysis part, through the interviews of the domestic more than 20 chain stores’ customers and employees, the five-dimensional 34 index model for customer satisfaction of home-appliance chain enterprises is constructed. And through validity, reliability, factor, correlation regression and other quantitative analysis, the ten key impact factors for the customer satisfaction are found out. Then, in the paper the PESTN principle to analyze the current operation status of L home-appliance chain enterprise and ten key factors to influence the customer satisfaction are analyzed in detail, combined with SWOT method, the future development strategy of the enterprise is made. The product, price, marketing channel, promotion and other strategies are applied to ensure the smooth implementation of the company strategy, making L Company keep in the leading position in the competition and continue to maintain a long and healthy development.In the part of conclusion and prospect, in accordance with the research conclusion and based on customer satisfaction, this paper offers the overall implementation framework of the visual marketing strategy for home-appliance chain enterprises and some recommendations, and according to the relevant conclusions the theoretical model is improved.