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现阶段我国消费者更加关注自身的生活质量和需求,消费群体人数增加和需求多样性,促进了我国社会生产各行业,尤其是服务行业快速发展,全球经济一体化不断发展和深入,使得我国社会各行业市场竞争更加激烈,各企业对于内外部资源的管理优化和配置,更加关注于售前和销售市场影响策略,而对于售后营销战略实施方面,研究和应用还存在较大不足和差距。本文在研究和分析消费者需求和售后影响这两者之间关系的基础上,构建出基于消费者需求的售后影响管理路线,主要目的是为企业售后营销管理完善提供有价值的参考依据。
At this stage, Chinese consumers pay more attention to their own quality of life and needs, the number of consumers and the diversity of needs, and promote the rapid development of all sectors of social production in our country, especially the service industry. The continuous development and deepening of global economic integration have made our society The market competition in various industries is more intense. Enterprises optimize and allocate the management of internal and external resources more and pay more attention to the pre-sales and sales-market impact strategies. However, research and application still have great deficiencies and gaps in the implementation of after-sales marketing strategies. Based on the research and analysis of the relationship between consumer demand and after-sales impact, this paper constructs the after-sale impact management route based on the consumer’s demand, and the main purpose is to provide valuable reference for the improvement of the enterprise after-sales marketing management.