| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 91 === Thesis Summary:
The purpose of this research is to discuss the enterprise marketing mix and the customer traits, those how to influence the stability of customer’s relations. In the past, the research aimed at the satisfaction and loyalty of customers. We will finally realize to influence the enterprise profits and market share, even the competitive advantage, those are not simply based on the understanding, promoting the customer’s satisfaction and loyalty. So that this research, in first, sets up the index of the stability of customer relations and in advance to district 4P of enterprise marketing mix, in order to realize the needs of customers and the allocation, adjustment of enterprise marketing resource, and in other hand, to discuss the different customer traits whether to influence the stability of customer relations. Form those variance, it may help us to administrate the customer relations.
In the aspect of pragmatical research, this research is a case study. Form this research that is studying the corporate and its different traits of customer. We have obtained the valuable results as follow：
1.The satisfaction of marketing mix has a positive relativity to the stability of customer relations.
2.In the stability of customer relations, the different traits of customers may not be different, and the different types of users are indifferential, but the different year’s sale amount customers have the different attitude.
3.The different traits of customers may not be adopted the different attitude to the satisfaction of marketing mix and the stability of customer relations.
In this proposal of how to enforce the stability of customer relations, we suggest that the enterprise shall allocate the large weight of the resource on the product and the place, and meanwhile shall adopt the detailed statistical analysis method, cross-analysis the other factors to check the marketing dynamic and marketing strategy. At last, according to the law of 80/20, the enterprise shall keep on to enforce the service of promoting component and price component to the high years sale amount enterprise. So it will be to enforce the stability of customer relations and to obtain the business maximum profit.
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