基于顾客角度的市场占有率研究

Abstract

Abstract: Market share is one of the most important aspects that companies pay their attention to. However, Chinese companies always tend to lower the price of their products in order to increase market share. In this article, we firstly describe the effects of customer satisfaction, customer loyalty and price that exert on market share in terms of customer satisfaction theory. Where after, we carry out an experiential analysis by using data of seven Chinese family electric appliances industries and draw following conclusions: Price exerts some influences on market share, but the pivotal factors of increasing market share are improving customer loyalty, customer satisfaction, customer brand image perception and customer product and service perception.

Key words: market share, family electric appliances industries, customer loyalty, customer satisfaction

CLC Number:

F713.53

HUANG Jin-song, ZHAO Ping, WANG Gao, LU Qi-bin. Market Share Research Based on Customer Orientation[J]. Chinese Journal of Management Science, 2004, (2): 95-101.

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Market Share Research Based on Customer Orientation

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