摘要：经济在迅速的发生不一样的变化，而经济学的基本理论没有发生改变，企业经营的目的仍然是要达到利润的最大化。企业不再以自身的满意度为经营理念，而是更换了一种理念：以客户的满意度为主，博得客户对产品的高度忠诚。企业应该将营销战略的重点放在客户对产品的需求上，而不是同行业对手身上。产品的多样化使客户的满意度变成控制企业和产品的重要因素。康师傅红烧牛肉面在国内同口味方便面中的市场份额占据着领先地位，但随着越来越多竞争产品进入市场，以及消费者个人消费观念的改变，康师傅红烧牛肉面的龙头地位面临着一定的威胁。因此本文将结合客户满意度研究理论，从品牌本身，产品包装，产品口味，产品质量、竞争产品等影响因素，对康师傅红烧牛面的客户满意状况进行深入的调查。通过对问卷数据整理以后，我们发现了康师傅红烧牛肉面客户满意度的问题，然后再依据当前市场情况和消费者喜好提出改进措施和建议，希望对提高康师傅红烧牛肉面的客户满意度有所帮助。78818

毕业论文关键词： 康师傅红烧牛肉面；客户满意度；影响因素；

Research on Customer Satisfaction of Master Kong Braised Beef Noodles

Abstract:The economy in the rapid development, and the basic law of economics has not changed, the purpose of business is still the pursuit of profit maximization。But the enterprise is no longer satisfied with their own business philosophy, but to customer satisfaction, to win customers a high degree of loyalty for the business philosophy。The focus of the corporate marketing strategy is no longer on the competitor, but on the customer, on the customer's real and potential demand。Diversification of the product, has made customer satisfaction as the key factors of business and enterprise products。Master Kong braised beef noodles in the domestic taste of instant noodles in the market share of the leading position, but with more and more competitive products to enter the market, as well as changes in the concept of consumer personal consumption, Master Kong braised beef noodles leading position is facing a certain threaten。Therefore, this article will be based on customer satisfaction research theory, from the brand characteristics, product packaging, product tastes, product quality, competitive products and other factors, on the Master Kong braised beef surface customer satisfaction status of in-depth investigation。After finishing the questionnaire data, we have a mastery of the customer satisfaction of the Master Kong braised beef noodles, and then put forward the improvement measures and suggestions according to the current market conditions and consumer preferences，hoping to improve the customer satisfaction of Master Kong braised beef noodles。

Keywords：Master Kong braised beef noodles;customer satisfaction;Influencing factors。

目录

一、绪论 1

（一） 研究背景 1

（二） 国内外研究综述 1

（三） 研究的意义和目的 2

（四） 研究的内容和方法 2

1、 研究的内容 2

2、 研究的方法 2

二、相关理论 4

    （一） PEST分析 4

    （二） SWOT分析 4

（三） 波特五力模型分析 4

（四） 客户满意度概述 5