摘要：受现代宏观经济的强大影响，整体经济发展缓慢、消费低迷的现状影响，我国2015 年度啤酒总体销量下降了5。1%，连续两年负增长，销售总量创近五年新低。在整体环境如此低糜的情况下，青岛啤酒年度净利润同比下滑37%。同时在宿迁啤酒市场，青岛啤酒公司受百威激烈竞争的明显影响。本文以客户满意度影响因素为依据，从企业形象、产品销售、商品质量、商品价格等方面，对青岛啤酒宿迁地区的客户满意度现状进行了深入的调查。经过实地走访、亲身体验、数据分析，对青岛啤酒宿迁地区的客户满意度有一个大概的了解，并提出相关的建议，希望对青岛啤酒在宿迁市场乃至相邻区域啤酒市场的发展有些启发和借鉴意义。77584

毕业论文关键词：青岛啤酒，客户满意度，客户满意度对策

Abstract: Influenced by a powerful modern macroeconomic, slow development of the whole economy , the present situation of the consumer downturn, China's overall sales fell by 5。1% in the 2015 annual beer, for negative growth of two consecutive years, the total sales of the lowest in nearly five years。 Under the condition of the overall environment so low mi, tsingtao beer annual net profit fell 37%。 At the same time in suqian beer market, Qingdao beer company by the obvious influence of budweiser fierce competition。 In this paper, based on customer satisfaction factors, from corporate image, product sales, product quality, commodity prices, customer satisfaction status of Qingdao beer suqian area carried on the thorough investigation。 Through field visits, experience, data analysis, to the Qingdao beer suqian area have a ballpark knowledge of customer satisfaction, and put forward relevant Suggestions, hope to the Qingdao beer in suqian market and neighboring areas of some inspiration and reference significance for the development of beer market。

Key words：Qingdao beer, Customer satisfaction, Customer satisfaction strategy

目 录

1  引言 3

2  客户满意度相关理论 3

2。1  客户满意度 3

2。2  客户满意度测评意义 3

3  青岛啤酒（宿迁）客户满意度测评 4

3。1  青岛啤酒（宿迁）简介 4

3。2  调查总体思路 4

3。3  调查方法 6

4  青岛啤酒（宿迁）满意度调查数据整理与分析 6

4。1  宿迁地区啤酒消费者特征分析 6

4。2  宿迁地区啤酒市场分析 8

4。3  宿迁地区青岛啤酒产品价值分析 8

4。4  宿迁地区青岛啤酒服务价值分析 9

4。5  宿迁地区青岛啤酒人员价值分析 10

4。6  青岛啤酒形象价值满意度分析 11

4。7  青岛啤酒货币成本满意度分析 12

4。8  宿迁地区青岛啤酒购买时间成本分析 13

4。9  宿迁青岛啤酒客户满意度概括 13

5  青岛啤酒（宿迁）实现客户满意存在的问题 13

5。1  青岛啤酒企业品牌定位不准 13