英国论文代写：竞争战略的背景分析
英国论文代写：竞争战略的背景分析。香港和中国内地的市场环境竞争激烈。具体来说，寻求更好优势的超市之所以这样做，是因为他们需要竞争优势。正如波特的竞争战略所强调的，竞争优势可以通过成本领先和品牌差异化来实现。超市和零售行业专注于这些形式的成本领先和品牌差异化。然而，在制定竞争策略时，我们忽略了一个重要元素，即消费者视角的变化。接下来英国论文代写专家将为同学们分析下竞争战略的背景。
根据研究人员的说法，消费者的购物行为会随着时间的推移而改变，而有效的营销管理团队的职责就是识别这种不断变化的需求。如前文所述，相对于高成本的产品，一些客户会选择低成本的产品，或者在国外受过教育的客户会开始选择高成本-高价值的产品或外国品牌的产品。这些不同和多样的需求使得超市更难了解消费者并满足他们。满意度的可测量性成为一个重要的方面。
在满意度的测量中，必须评估围绕其自身行业的对客户满意度有影响的方面或属性。根据不断变化的需求制定战略将有助于超市更加关注顾客的需求。Phuong(2016)等研究人员认为，影响客户保留和忠诚度的主要因素，如产品差异化和价格，可以在当前环境下理解。然而，如Gunarathne(2015)、Luo(2014)、possibly(2017)、Cakmak(2013)和Makhitha(2014)的研究，其他相关属性如服务质量、产品质量、布局等的影响也有可能被评估。再加上产品差异化和成本差异化，这些属性都会影响到整体顾客满意度，而这种顾客满意度是百佳超市希望拥有的最具竞争力的优势之一。
研究人员提出的满意度是改善营销和绩效的巨大工具(Watanabe, Lima – Filho & Torres, 2013)。组织只有在满足现有客户的要求时才能扩大现有客户基础并保留现有客户，而度量这些满意属性并不容易。以百佳百佳为例，在拥有300多家门店的情况下，面对成千上万的顾客，顾客满意度的衡量是一件非常复杂的事情。顾客的满意度水平会受到商店所处的物理环境的影响。故事中的流程和程序，商店中的会员互动和其他方面将基于满意度进行接触(Pilelienė & Grigaliūnaitė， 2013)。此外，正如Simon & Gomez(2013)所指出的，这种满足感可以是一种心理感知。由于顾客的期望而形成的一种心理状态会导致实际服务和感知服务与产品质量之间的不满意。百佳等超市越来越意识到有必要将顾客满意作为其主流营销策略的核心。分析影响顾客满意度的属性的研究将为百佳提供见解和建议。百佳将能够拥有独特的竞争优势。
In the measurement of satisfaction, such aspects or attributes surrounding their own trade that will have an influential effect on the satisfaction of customers have to be assessed. Strategizing as per the changing needs will help the supermarkets be more attentive to customer needs. As researchers like Phuong (2016) argue, primary elements affecting customer retention and loyalty such as product differentiation and price can be understood in the current environment. However, it would be possible to assess impact of other related attributes like service quality, product quality, layout and more such as proposed in research works of Gunarathne (2015), Luo (2014), Sibly (2017), Cakmak (2013) and Makhitha (2014). Combined with product differentiation and cost differentiation, these other attributes will affect overall customer satisfaction and this customer satisfaction is one of the most competitive advantages that the ParknShop supermarket can hope to have.
Satisfaction as presented by researchers is an immense tool for improving marketing and performance (Watanabe, Lima – Filho & Torres, 2013). Organizations can expand their existing customer base and retain their existing customers only if they can satisfy them and measurement of such satisfaction attributes is not exactly easy. For instance, in the case of ParknShop with around 300 and more outlets catering to thousands of customers, the measurement of customer satisfaction is indeed an intricate thing. The customer’s satisfaction level will be impacted by the physical environment in which the store operates. The processes and procedures within the story, the member interaction within the store and other aspects will touch based on satisfaction (Pilelienė & Grigaliūnaitė, 2013). In addition, as Simon & Gomez (2013) argue, this satisfaction can be a psychological perception. A set psychological state because of the customer expectations could result in dissatisfaction between actual and perceived service and product quality. Supermarkets like ParknShop are becoming more and more aware of the need to include customer satisfaction as the core of their mainstream marketing improvisations. The study in analyzing attributes that influence customer satisfaction will present insights and recommendations to ParknShop. ParknShop will be able to have a unique competitive edge over others.
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