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1、目录摘要1一、引言2二、体系构建21.影响因素的确定22.构建评价体系3三、数据结果分析31.说明32.分析41)结构变量分析42)观测变量分析43.顾客满意度战略矩阵5四、满意度分析71.满意度现状72.原因71)进入市场时间早72)最大竞争者康师傅股权转让的影响83)产品质量好84)消费者对健康的注重83.影响9五、建议101.提升顾客对产品的感知质量101)新品研发102)加量不加价102.保持好品牌形象103.协调顾客期望10六、总结11参考文献12统一巧面馆方便面顾客满意度研究摘 要：随着经济发展，人们生活节奏加快，为方便省时，消费者对方便面的需求量增加。市场上的方便面品种也越来越多
2、。方便面作为一种救急食品，营养价值低，方便面食品安全性问题也造成一些负面影响。统一和康师傅是我国方便面行业的两大巨头。面对巨大的市场、越来越激烈的竞争和越发注重健康的消费者，顾客对方便面的满意度是一个怎样的状态。本文以统一巧面馆方便面为主体，研究顾客对统一巧面馆方便面的顾客满意度。本文通过二手资料收集和焦点小组座谈法找出影响消费者对方便面满意度评价的因素，形成评价体系；设计问卷进行问卷调研，运用DINA顾客满意度测评系统PLS算法对数据进行处理；对结果进行分析，结合相关资料发现统一巧面馆顾客满意度现状、原因、影响，给出建议，最后做出总结。关键词：满意度 方便面 统一巧面馆一、 引言目前，方便面
3、市场的环境已经成为三足鼎立的局面，统一，康师傅，华龙，三家企业占据了方便面市场80%的份额，其余20%被零散的中小企业品牌占据，品牌品类每时每刻均呈现出比较快的变化趋势，企业发展面临许多挑战。巧面馆是统一企业旗下食品产品中速食面中的一个品牌，又叫统一巧面馆。每一款巧面馆速食面都根据各地地道传统工艺精致而成，美味别树一帜，满足大江南北消费者对地道口味的严格要求。目前统一巧面馆速食面有桶装和袋装等几个品种。其口味有：巧面馆老坛酸菜牛肉面红油味、巧面馆老坛酸菜牛肉面原味、巧面馆麻辣排骨、巧面馆回锅肉面蒜苗味、巧面馆红油泡椒牛肉、巧面馆回锅肉面青椒味、巧面馆香菇炖鸡面、巧面馆西红柿鸡蛋面、巧面馆麻辣笋
4、子牛肉味。方便面作为一种救急食品，营养价值低，方便面食品安全性上也存在一些问题。在食品安全问题日益突出的今天，消费者对方便面的安全性也充满了疑问，面饼的油炸、非油炸，营养、口感、口味的喜好，顾客对统一巧面馆方便面的感知，巧面馆顾客满意度对顾客忠诚度的影响。赢得顾客满意度，培养顾客忠诚度就是赢得市场，进行顾客满意度调查研究非常必要。二、 体系构建1. 影响因素的确定通过二手资料的收集和焦点小组座谈，在众多影响顾客对方便面满意度评价的影响因素中，筛选出以下影响因素：口感、食品安全、品牌、方便、种类、分量、价格、包装。2. 构建评价体系对影响方便面顾客满意度的因素进行归类总结。得出一下评价体系，见图
5、1：图1根据以上体系，设计问卷进行调研。采用的网络问卷的形式，将问卷发布到问卷星。问卷地址：三、 数据结果分析1. 说明本次调查共收回答卷90份，其中有效样本56个。本报告由DINA顾客满意度测评系统，算法采用PLS算法。本次调查对每项指标采取5分制，通过计算后转换成百分制。本报告中所有指标的用户评价满分为100分。所有数据的计算结果都按四舍五入方式处理。2. 分析1) 结构变量分析顾客满意度得分为64.96，忠诚度得分为59.82。满意度对忠诚度的影响为0.7266。这表明，如果顾客的满意度提高一分，可以导致忠诚度提高0.7266分。详见表1：结构变量名称：分值（全部数据）：对满意度影响：品
6、牌形象 68.750.3359感知质量 67.64210.5926顾客满意度 64.9598 顾客忠诚度 59.8214 表1对顾客满意度的影响最大的是感知质量，品牌形象的影响相对较小。对满意度影响指数相加为0.9285，与1不是非常接近，说明此次调研设计的结构变量没有考虑完全，调研结果有一定误差。2) 观测变量分析品牌形象：各观测变量中，用户评价相同。各观测变量对满意度的影响相同。感知质量：在感知质量的各观测变量中，用户评价最高的是品牌，最低的是分量。对满意度影响最大的要素是口感，最小的要素是价格；（详见表2）综合考虑各观测变量的得分和对满意度的影响大小，在感知质量方面，需要改进的优先排序为
7、：口感、包装、口味/种类、分量、食品安全、方便、品牌、价格。顾客满意度对结构变量影响指标的系数表示和满意度结构变量的相关性大小。其中总体满意度与满意度的相关性较大。结构变量名称得分影响大小观测变量名称对结构变量影响对满意度影响得分品牌形象68.75 0.3359 品牌总体印象1.0000 0.3359 68.75 感知质量67.64 0.5926 口感0.1884 0.1116 69.64 食品安全0.1160 0.0687 66.96 品牌0.1193 0.0707 71.88 方便0.1216 0.0721 68.75 口味/种类0.1358 0.0805 69.20 分量0.0996 0
8、.0590 60.71 价格0.0773 0.0458 62.95 包装0.1420 0.0841 66.96 顾客满意度64.96 -预期满意度0.4082 62.05 总体满意度0.5918 66.96 顾客忠诚度59.82 -重复购买可能性1.0000 59.82 表23. 顾客满意度战略矩阵如图2、图3所示，图中各点的符号对应右表中的观测变量序号。本矩阵的纵轴为观测变量得分，横轴为对满意度影响大小。结构变量顾客满意度战略矩阵图中，品牌形象得分高，但是影响程度不大，处于无关紧要区域；而感知质量变量对满意度影响程度高，但是得分却不高，使统一巧面馆处于竞争劣势的状态。图2：顾客满意度战略矩阵
9、图-结构变量图3：顾客满意度战略矩阵图-观测变量在观察变量顾客满意度战略矩阵图中，品牌的总体印象处于竞争优势区域；口感、方便、口味处于复杂区域；分量、价格、包装处于无关紧要的区域。四、 满意度分析1. 满意度现状顾客满意度得分为64.96，忠诚度得分为59.82。顾客满意度处于比满意的水平，忠诚度仅为59.82，处于一般水平。从历年各方方便面满意度统计结果来看，03年统一方便面顾客满意度为77.98；09年全国质量协会公布的统一巧面馆顾客满意度为72.6；12年中国质量协会公布数据为65.12。总的来看，消费者对方便面的满意度在持续的下滑，但是横向的比较，以09年为例，国质量协会、全国用户委员
10、会以康师傅、福满多、统一、好劲道等13个品牌为测评对象，在北京、天津、广州、深圳、重庆、成都、西安等20个大中型城市进行了方便面用户满意度测评。结果消费者对方便面的平均满意度为704分 。巧面馆、康师傅、今麦郎的得分位列前三，分获726分、716分及714分。以此可以看出，顾客对方便面的满意度在下滑，但是统一巧面馆同其他品牌顾客满意度相比较满意度高。从此次调研结果中的顾客忠诚度来说，属于接近及格的状态，统一巧面馆方便面的顾客忠诚度并不高，可以说满意度转化为忠诚度的比例并不高，对企业来是一个不可观的信号。2. 原因1) 进入市场时间早康师傅方便面于1992年将方便面研制成功，同年统一进入中国大陆
11、市场；而白象、华龙等其他内地品牌从1995年开始投入市场，在时机上，统一和康师傅方便面比其他品牌在方便面发展速度最快的时候优先3年。2) 最大竞争者康师傅股权转让的影响96年康师傅在香港上市，第二大股东为日本三洋食品株式会社，诸多传言之下康师傅为日本企业，由于中国人民民族情结的影响对康师傅方便在中国的龙头地位有了撼动。中国的方便面市场康师傅、统一、华龙三足鼎立，占整个方便面市场份额80%，康师傅地位受撼动同时顾客转向其他方便面品牌，统一是非常大的受益者，以此对顾客对统一巧面馆的满意度评价有积极的影响。3) 产品质量好统一方便面自身质量过关，在调查结果中，感知质量对顾客满意度影响地中最大的两项口
12、感和方便性（包括食用方便、购买方便、携带方便）两项中得分都较高。4) 消费者对健康的注重现代消费者对健康越来越注重，而方便面只是一种应急食品，仅小孩对其非常喜爱。方便面里的食品添加剂分别起着增色、漂白、调节胃口、防止氧化、延长保存期等多种作用。以下以油脂、食盐、防氧化剂为例讲方便面对将抗的影响。油脂：为了延长保存期，大多数品种的方便面都用油炸过，油脂经过氧化后变成氧化脂质。它积存于血管或其他器官中，形成老化现象，加速人的老化速度，引起动脉硬化，易导致脑溢血、心脏病、肾脏病等疾病。食盐：一包方便面含盐约6克，而一个人一天食盐的摄取量以6克为宜，方便面含盐量明显偏高。防氧化剂：方便面从制成到消费者
13、，短时为一两个月，长时竟达一两年，其中添加的防氧化剂和其他化学药品因长期贮存，受环境影响，随时间变质，食后对人体有害。在调研结果中，安全问题对统一巧面馆方便面的影响为0.0687，影响程度比较大，而这一项的顾客评价仅为66.96，偏低。由此由于消费者对健康的注重再加上方便面的食品安全问题，对顾客满意度有负面影响。3. 影响顾客满意度影响顾客忠诚度，满意度每提高一分，忠诚度将提高0.7266分。顾客忠诚度高，对企业发展有利。从整个方便面消费市场来说，消费者对方便食品的满意度在下滑，方便食品对消费者日常生活的影响比较大，但同时方面方便食品的销售额和成长率每年都在增长，而且这个增长率还不低，现在方便
14、面已经仅次于饮料，成为食品饮料类的第一位。虽然在方便面市场满意度和销量、成长率不成正比，但是满意度的提升可以提升产品机会；通过满意度调查发现统一巧面馆在顾客对巧面馆语气和顾客的忠诚度方便的不足，而且其中方便面的分量满意度非常低，可预测顾客未来的需求是分量稍大方便面规格，对引发新产品思路很有帮助；对需要音响程度打的得分低需要尽心改进的因素区分轻重缓急，维系营销资源的正确投入。五、 建议1. 提升顾客对产品的感知质量1) 新品研发在改进排序中，口感、包装、口味这几点较为靠前，这些课通过开发新品得到好的改善，新品研发可以不是全新品种开发，可以对现有品种进行改进，如老坛酸菜面、泡椒牛肉面这两个品种是最
15、受顾客喜爱的，可在此品种上进行改进，提高顾客满意度。2) 加量不加价在调查结果中我们看出顾客对价格和方便面分量感知分数均较低，且价格处于改进排序建议第九位。以此，采用加量不加价的方法可同时解决这两个问题。可以使用加量不加价的新规格包装，也可进行加量不加价的促销活动进行尝试，观察市场反应如何。2. 保持好品牌形象统一巧面馆最大的优势是消费者对齐品牌的总体印象好，这一点是巧面馆的优势区域，保持好这一优势。3. 协调顾客期望在调查结果中不难看出顾客预期满意度仅为62.05，且顾客预期满意度所占权重大。一次顾客预期满意度对顾客满意度影响非常大。协调顾客预期是一个很难权衡的问题，如果降低顾客预期，则产品
16、对顾客的吸引力就不够大。方便面广告、包装等讲方便面表现得非常华美，但是吃过方便面的消费者都知晓里面是什么情况，也是影响预期满意度的因素，这已经成为一个普遍现象。要如何协调顾客期望，是一个难处理的问题，望在实际生产销售中找到一个更加合理的平衡点。六、 总结通过本次研究，得出统一方便面的顾客满意度不高，仅为64.96；忠诚度得分为59.82，比较低，但横向和其他品牌比较高。结构变量中，顾客评价最高的是品牌形象，最低的是感知质量。对满意度影响最大的结构变量是感知质量，品牌形象对满意度的影响相对较小。为了改善顾客满意度，从结构变量层次看，要重点关注感知质量。从观测变量层次看，综合考虑顾客的评价和对满意
17、度的影响大小，要重点提升的满意度驱动要素包括：品牌总体印象。采取的具体措施可为新品研发、加量不加价新包装或者促销、协调顾客期望。由于本人水平有限，加之相关数据不成分和市场动态的发展，还有待进一步研究的问题，包括：方便面满意度与销量不成正比，影响方便面顾客满意度除品牌形象和感知质量外的其他影响因素有哪些等。同时，本文在一些深层次问题上的研究存在不足之处，希望老师多多指教。参考文献1 李响.统一企业方便面市场营销策略研究D. 天津财经大学, 2009, (05)2 薛丹.方便面感官平直特性与面条质构、色泽指标的关系研究. 食品工业科技J.2010年 第4期3 章银良. 方便面调味料的营养与安全评价
18、. 农业加工学刊J. 2009年3月（总第166期）4 2003年中国各行业主要品牌用户满意指数测评结果（三）R. 中国质量 No.7 20035 中质协称方便面满意度大幅下滑 企业：被过分监管OL. 中国广播网. 2013.1.21g an employment tribunal claimEmployment tribunals sort out disagreements between employers and employees.You may need to make a claim to an employment tribunal if: you dont agree wit
19、h the disciplinary action your employer has taken against you your employer dismisses you and you think that you have been dismissed unfairly.For more information about dismissal and unfair dismissal, seeDismissal.You can make a claim to an employment tribunal, even if you haventappealedagainst the
20、disciplinary action your employer has taken against you. However, if you win your case, the tribunal may reduce any compensation awarded to you as a result of your failure to appeal.Remember that in most cases you must make an application to an employment tribunal within three months of the date whe
21、n the event you are complaining about happened. If your application is received after this time limit, the tribunal will not usually accept it.If you are worried about how the time limits apply to you, take advice from one of the organisations listed underFurther help.Employment tribunals are less f
22、ormal than some other courts, but it is still a legal process and you will need to give evidence under an oath or affirmation.Most people find making a claim to an employment tribunal challenging. If you are thinking about making a claim to an employment tribunal, you should get help straight away f
23、rom one of the organisations listed underFurther help.If you are being represented by a solicitor at the tribunal, they may ask you to sign an agreement where you pay their fee out of your compensation if you win the case. This is known as adamages-based agreement. In England and Wales, your solicit
24、or cant charge you more than 35% of your compensation if you win the case.If you are thinking about signing up for a damages-based agreement, you should make sure youre clear about the terms of the agreement. It might be best to get advice from an experienced adviser, for example, at a Citizens Advi
25、ce Bureau. To find your nearest CAB, including those that give advice by e-mail, click onnearest CAB.For more information about making a claim to an employment tribunal, seeEmployment tribunals.The (lack of) air up there Watch mCayman Islands-based Webb, the head of Fifas anti-racism taskforce, is i
26、n London for the Football Associations 150th anniversary celebrations and will attend Citys Premier League match at Chelsea on Sunday.I am going to be at the match tomorrow and I have asked to meet Yaya Toure, he told BBC Sport.For me its about how he felt and I would like to speak to him first to f
27、ind out what his experience was.Uefa hasopened disciplinary proceedings against CSKAfor the racist behaviour of their fans duringCitys 2-1 win.Michel Platini, president of European footballs governing body, has also ordered an immediate investigation into the referees actions.CSKA said they were sur
28、prised and disappointed by Toures complaint. In a statement the Russian side added: We found no racist insults from fans of CSKA.Age has reached the end of the beginning of a word. May be guilty in his seems to passing a lot of different life became the appearance of the same day; May be back in the
29、 past, to oneself the paranoid weird belief disillusionment, these days, my mind has been very messy, in my mind constantly. Always feel oneself should go to do something, or write something. Twenty years of life trajectory deeply shallow, suddenly feel something, do it.一字开头的年龄已经到了尾声。或许是愧疚于自己似乎把转瞬即逝
30、的很多个不同的日子过成了同一天的样子；或许是追溯过去，对自己那些近乎偏执的怪异信念的醒悟，这些天以来，思绪一直很凌乱，在脑海中不断纠缠。总觉得自己自己似乎应该去做点什么，或者写点什么。二十年的人生轨迹深深浅浅，突然就感觉到有些事情，非做不可了。The end of our life, and can meet many things really do?而穷尽我们的一生，又能遇到多少事情是真正地非做不可？During my childhood, think lucky money and new clothes are necessary for New Year, but as the ad
31、vance of the age, will be more and more found that those things are optional; Junior high school, thought to have a crush on just means that the real growth, but over the past three years later, his writing of alumni in peace, suddenly found that isnt really grow up, it seems is not so important; Th
32、en in high school, think dont want to give vent to out your inner voice can be in the high school children of the feelings in a period, but was eventually infarction when graduation party in the throat, later again stood on the pitch he has sweat profusely, looked at his thrown a basketball hoops, s
33、uddenly found himself has already cant remember his appearance.童年时，觉得压岁钱和新衣服是过年必备，但是随着年龄的推进，会越来越发现，那些东西根本就可有可无；初中时，以为要有一场暗恋才意味着真正的成长，但三年过去后，自己心平气和的写同学录的时候，突然就发现是不是真正的成长了，好像并没有那么重要了；然后到了高中，觉得非要吐露出自己的心声才能为高中生涯里的懵懂情愫划上一个句点，但毕业晚会的时候最终还是被梗塞在了咽喉，后来再次站在他曾经挥汗如雨的球场，看着他投过篮球的球框时，突然间发现自己已经想不起他的容颜。Originally, th
34、is world, can produce a chemical reaction to an event, in addition to resolutely, have to do, and time.原来，这个世界上，对某个事件能产生化学反应的，除了非做不可的坚决，还有，时间。A persons time, your ideas are always special to clear. Want, want, line is clear, as if nothing could shake his. Also once seemed to be determined to do some
35、thing, but more often is he backed out at last. Dislike his cowardice, finally found that there are a lot of love, there are a lot of miss, like shadow really have been doomed. Those who do, just green years oneself give oneself an arm injection, or is a self-righteous spiritual.一个人的时候，自己的想法总是特别地清晰。
36、想要的，不想要的，界限明确，好像没有什么可以撼动自己。也曾经好像已经下定了决心去做某件事，但更多的时候是最后又打起了退堂鼓。嫌恶过自己的怯懦，最终却发现有很多缘分，有很多错过，好像冥冥之中真的已经注定。那些曾经所谓的非做不可，只是青葱年华里自己给自己注射的一支强心剂，或者说，是自以为是的精神寄托罢了。At the moment, the sky is dark, the air is fresh factor after just rained. Suddenly thought of blue plaid shirt; Those were broken into various shape
37、s of stationery; From the corner at the beginning of deep friendship; Have declared the end of the encounter that havent start planning. Those years, those days of do, finally, like youth, will end in our life.此刻，天空是阴暗的，空气里有着刚下过雨之后的清新因子。突然想到那件蓝格子衬衫；那些被折成各种各样形状的信纸；那段从街角深巷伊始的友谊；还有那场还没有开始就宣告了终结的邂逅计划那些年
38、那些天的非做不可，终于和青春一样，都将在我们的人生中谢幕。Baumgartner the disappointing news: Mission aborted. r plays an important role in this mission. Starting at the ground, conditions have to be very calm - winds less than 2 mph, with no precipitation or humidity and limited cloud cover. The balloon, with capsule attached,
39、 will move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. It will climb higher than the tip of Mount Everest (5.5 miles/8.85 kilometers), drifting even higher than the cruising altitude of commercial airliners (5.6 miles/9.17 kilometers) and into the
40、stratosphere. As he crosses the boundary layer (called the tropopause),e can expect a lot of turbulence.The supersonic descent could happen as early as Sunda.The weatheThe balloon will slowly drift to the edge of space at 120,000 feet ( Then, I would assume, he will slowly step out onto something re
41、sembling an Olympic diving platform.Below, the Earth becomes the concrete bottom of a swimming pool that he wants to land on, but not too hard. Still, hell be traveling fast, so despite the distance, it will not be like diving into the deep end of a pool. It will be like he is diving into the shallo
42、w end. Skydiver preps for the big jumpWhen he jumps, he is expected to reach the speed of sound - 690 mph (1,110 kph) - in less than 40 seconds. Like hitting the top of the water, he will begin to slow as he approaches the more dense air closer to Earth. But this will not be enough to stop him compl
43、etely.If he goes too fast or spins out of control, he has a stabilization parachute that can be deployed to slow him down. His team hopes its not needed. Instead, he plans to deploy his 270-square-foot (25-square-meter) main chute at an altitude of around 5,000 feet (1,524 meters).In order to deploy
44、 this chute successfully, he will have to slow to 172 mph (277 kph). He will have a reserve parachute that will open automatically if he loses consciousness at mach speeds.Even if everything goes as planned, it wont. Baumgartner still will free fall at a speed that would cause you and me to pass out, and no parachute is guaranteed to work higher than 25,000 feet (7,620 meters).cause there
