Research On Marketing Strategy To Improve Customer Satisfaction Of Yun Shan Brand

Customer satisfaction is a concept in the field of marketing,which specifically refers to the state of pleasure or disappointment formed by the customer after comparing the perceived effect or result of a product or service with his expectations.Customer satisfaction theory is widely used in management and get great achievement.Since establishing entrepreneurial entities,the "Yun Shan" series has become the most important part of the funded education and entrepreneurship practice in Guangdong University of Foreign Studies.In 2016,Guangdong University of Foreign Studies proposed the introduction of an enterprise management model for Yun Shan Student Work-study.The student teams realized independent operation and gained entrepreneurial management experience.Teachers and students inside and outside the school,and alumni also deepen their understanding and recognition of the Yun Shan brand through the entities.With the intensification of market competition and the increase of various costs,many problems have occurred in the physical operation of the Yun Shan brand.The most prominent are the severe decline in performance,weak staff service awareness,and lack of spirit of the student team owner,which challenge the brand building.This article selects the author's work at Yun Shan Student Work-study of Guangdong University of Foreign Studies,as the research object,uses customer satisfaction theory and models,and uses a questionnaire to conduct a comprehensive customer satisfaction analysis of coffee entities under the Yun Shan brand.Then the author proposes corresponding countermeasures and suggestions on improving customers satisfaction according to the findings.This article is divided into five chapters.The first chapter is the introduction of research background and significance of this article.The second chapter mainly introduces the formation and development of customer satisfaction related theories.The third chapter introduces the basic information of Yun Shan Student Work-study of GDUFS.The fourth chapter introduces the use of a questionnaire to conduct a comprehensive customer satisfaction survey on coffee entities.The survey elements include product quality factors,product price factors,environmental factors,personnel service factors,and publicity channel factors in the Marketing Theory of 4Ps.According to the survey,consumers were found to be partially dissatisfied with the brand.Chapter 5 puts forward corresponding measures and suggestions to improve customer satisfaction.