摘要
I
摘要
全球化进程的不断加快和社会生产率的提高，一方面为化工企业的发展提供了广
阔的市场，另一方面，也导致了市场供需关系的变化，市场结构从卖方市场转变为买
方市场，市场竞争日益加剧。企业已经从过去注重产品转向了更加关注客户的需求和
满意程度。只有不断满足并超越顾客当前和未来的需求和期望，提升客户满意度，才
能保证市场的占有率从而保证销售额和利润的增长。以涂料产品为主导产品的中美合
资企业 QLQ 公司也同样面临着前所未有的巨大挑战，破题的关键是顾客满意度的提
升

QLQ 公司是世界 500 强 ES 公司和国企 QP 公司共同经营的一家合资公司，主要
生产销售成膜助剂和配方添加剂，由于行业的特殊性，从顾客满意度方面来看，其顾
客管理系统在运作中尚存在若干问题，影响了 QLQ 公司的顾客满意度和忠诚度。有
鉴于此，本文以 QLQ 公司为研究对象，运用文献研究法、问卷调查法等，从顾客满
意度的角度，研究顾客满意度提升策略，取得以下研究成果：
第一，以顾客满意度理论为基础，以 QLQ 公司的顾客为研究对象，系统揭示了
公司目前顾客管理的现状与存在的问题

第二，通过问卷调查，运用统计方法对 QLQ 公司顾客满意度的影响因素进行了
系统而深入的分析，揭示了顾客满意度和不同影响因素之间的关系

第三，运用顾客满意理论，结合 QLQ 公司顾客满意度的影响因素及其关系，制
定了切实可行的 QLQ 公司顾客满意度提升策略和实施保障体系

本文的研究不仅为 QLQ 公司了解顾客需求，提升顾客满意度，增强市场竞争力
提供了改进建议，也为其他化工企业的顾客满意度体系提供了指导

关键词：顾客满意度；满意度调查；顾客满意度提升策略山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
The accelerating process of globalization and social productivity provides a broad
market for the development of chemical enterprises, but on the other hand, it also led to
changes in the relationship between supply and demand, which changed the market
structure from seller&39;s market to buyer&39;s market and worsened market competition.
Enterprises have shifted from the previous focus on products to customer needs and
satisfaction. Only if the current and future needs can be met and exceeded, as well as
promoting customer satisfaction, the market share, sales growth and profit growth can be
assured. For coating products supplier QLQ, a Sino US joint venture is also facing
enormous challenges hitherto unknown, so the theme of this essay to enhance customer
satisfaction.
QLQ company is a joint venture company of the world&39;s top 500 ES company and QP
company, with main products as ester alcohol and plasticizer. And because of the
particularity of chemical industry, QLQ company’s customer management system still has
some problems from the perspectives of customer satisfaction, which affected QLQ
company&39;s customer satisfaction and loyalty. In view of this. this paper takes the QLQ
company as the research object, using literature research method, questionnaire survey
method from the perspective of customer satisfaction, studied customer satisfaction
promotion strategy, and summarized the research results as follows:
Firstly, based on the theory of customer satisfaction and takes the customers of QLQ
company as the research object, this paper reveals the problems existing in the current
customer management.
Secondly, through the questionnaire survey and using statistical methods to analyze
the influencing factors of customer satisfaction of QLQ company, it reveals the
relationship between customer satisfaction and different factors.
Thirdly, using the theory of customer satisfaction, combined with the QLQ company
customer satisfaction factors and their relations, the paper has developed a feasible QLQ
customer satisfaction promotion strategy and implementation guarantee system.
The research of this paper not only provides suggestions for QLQ to understand
customer needs, enhance customer satisfaction and market competitiveness, but also
provides guidance for other chemical companies&39; customer satisfaction system.
Key words：Customer Satisfaction; CSI; Promotion Strategy山东理工大学硕士学位论文 目录
III
目 录
摘要........I
ABSTRACT.......II
目 录......III
第一章 引 言....1
1.1 研究背景和意义...........1
1.1.1 研究背景.1
1.1.2研究意义1
1.2 国外顾客满意度研究现状...2
1.2.1 国外研究现状...........
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