要：随着客户满意度在市场经济中占据越来越重要的位置，本论文从服务于消费者满意度的方面出发，立足于在皇冠丹麦曲奇进入国内市场后的销售情况和消费者对该品牌的认识情况，为皇冠丹麦曲奇的发展出谋划策。对研究的背景意义方面、营销策略的相关理论内容及研究方法等方面进行了浅述；讲述皇冠丹麦曲奇的市场营销发展历程及相关环境及皇冠丹麦曲奇的营销策略，并对所处环境进行了简要分析，评估了营销策略对国内相关行业的影响价值。本文通过对现有的营销策略进行相关要素的价值分析，以期寻找更加适合“皇冠丹麦曲奇”的营销策略。在构建企业营销战略的过程中，以积极的市场营销策略进行具体工作的支持。采用的研究方法主要为案例法、文献归纳法、问卷调查研究方法、SWOT市场分析法和4P战略法。最终希望在市场产品整体供大于求的情况下，寻找一种促进营销规模扩大的积极策略。

关键词：顾客满意度；皇冠丹麦曲奇；产品市场；营销策略

Market Research and marketing strategy research on improving customer satisfaction with Crown Danish cookies

Abstract: real time marketing occupies a more and more important position in the market economy, this paper studies the relationship and relevance between customer satisfaction and profit, and discusses the impact of perceived quality, market expectation and price on customer satisfaction. The relationship between market share. The background significance of the research, the relevant theoretical content and research methods of the real time marketing strategy are discussed. The marketing development process of the crown Danish cookie, the related environment and the real time marketing strategy of the crown Danish cookie are described, and the environment is briefly analyzed, and the real time marketing strategy is evaluated for the country. The value of the internal related industries. This paper aims to find a real-time marketing strategy suitable for "crown Danish cookies" by analyzing the value of relevant elements in real-time marketing strategy. In the process of building enterprise marketing strategy, we should support the specific work with active marketing strategies. The main research methods are case law, literature induction, empirical research method, supply chain value management law SWOT market analysis method and target value tracking method. Finally, we hope to find a positive strategy to promote the expansion of marketing scale in the case of oversupply of market products.

Keywords: customer satisfaction; Crown Danish cookie; product market; marketing strategy

目录

一、相关理论综述 1

（一）顾客满意的概念 1

（二）顾客满意的影响因素 1

二、顾客满意度测评 2

（一）顾客满意度测评模型 2

（二）SCSB模型 2

（三）ACSI模型 3

（四）ECSI模型 4

（五）CCSI模型 4

三、顾客满意度测评方法 6

（一）层次分析法 6

（二）主成分分析法 6

（三）模糊综合评判法 6

（四）营销策略与顾客满意度分析 7

四、皇冠丹麦曲奇顾客满意度现状及问题 8

（一）皇冠丹麦曲奇的简介 8

（二）皇冠丹麦曲奇产品在中国市场的发展 8

（三）皇冠丹麦曲奇顾客满意度调查 9

1、调查原则 9

2、调查方法 9

3、设计思路 10

4、样本结构 10

5、统计分析 11

6、调查结果汇总 15

五、皇冠丹麦曲奇的营销环境分析 16

（一）皇冠丹麦曲奇的内部优势 16

1、高市场份额和高顾客忠诚度 16

2、良好的企业工作环境 16

(二)皇冠丹麦曲奇的内部劣势 16

（三）皇冠丹麦曲奇的外部机会 17

1、市场潜力巨大 17

2、年轻的女性已经成为消费的主流 17