摘要:家电零售连锁企业自上个世纪90年代末出现到现在，已经成了家电市场发展的主流趋势，家电零售连锁企业的寡头市场已经到来。但是我国家连锁卖场的“服务”口号喊了多年，依然没有赢得消费者的心。面对许多国外大型零售企业以及国内其他零售商的竞争压力，如何才能提高自身水平，赢得消费者的满意度和忠诚度？了解顾客需求，把顾客满意度成为综合评价企业营业业绩与运作质量的重要指标是我国家电零售连锁企业的当务之急。
本文中，作者将从营销的角度分析家电零售连锁企业提升顾客满意度的必要性，通过SWOT分析国内家电零售连锁企业的现状，以及IMC顾客满意度研究模型，再从消费者角度、企业角度、企业员工的角度出发，分析如何提高消费者满意度。随后从厂-商矛盾作为切入点，提出一系列的建议希望可以完善售后服务体系，真正能够实现服务一站化，解决消费者售后问题的快速化，能够真正做到提升顾客满意度。那么我国家电连锁市场将会越来越广阔。
关键字：零售企业 家电连锁企业 顾客满意度
Abstract:Home appliance retail chain enterprises appeared since the last century the late 90 s to now, has become a household appliance market trend, home appliance retail chain enterprises oligopoly market has come. But our national chain stores in the "service" slogan for years, there is no winning consumers' hearts. Face many other large foreign and domestic retail enterprises competition. How to win customers; improve their level of satisfaction and loyalty? Understanding customers’ needs and make the customer satisfaction to be a comprehensive evaluation of enterprise business performance and an important indictor of the quality of the operation is China's home appliance retail chain is a business imperative.
In this article, I will Analysis appliance retail chain enterprises need to enhance customer satisfaction from the point of view of marketing, analysis of domestic appliance retail chain enterprises the status quo through SWOT analysis, and the IMC customer satisfaction research model. Analyze how to improve customer satisfaction from the perspective of consumer perspective, a business perspective, and employees. At last, there are a series of recommendations hope to improve the service system, can really achieve service one stop, resolve consumer sales issues faster. If we can improve the customer satisfaction really. Then, China's home appliance chain market will increasingly broad.
Keywords：Retail enterprises; Home appliance chain enterprises; Customer satisfaction
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