论顾客服务在现代零售企业竞争中的核心地位及其基本策略

本文分析目前我国零售企业的生存与竞争的形势与现状 ,对零售企业获得竞争优势的途径进行了研究 ,顾客满意、培育顾客忠诚是形成企业持续竞争优势的决定性因素 ,现代零售企业的核心竞争力即是其顾客服务。进而讨论了达到良好顾客服务水平的基本策略 ,如建立SCM系统、施行自有品牌战略等。

The core position and basic tactics of customer service in the modern retail enterprises'''' competition

This paper at first analyses the present situation and status quo of the existence and competition of the retail enterprises in our country and makes research into the way through which the retail enterprises obtain the advantages of competition. The authors think that customers' satisfaction and the fostering of loyalty to customers are the decisive factors that help the enterprises to gain the sustainable competing advantage and that the core competitiveness of the modern retail enterprises is serving customers. At last the paper discusses the basic tactics of achieving excellent level of serving customers, such as setting up SCM system, performing the strategy of own brand, etc.