Liu, J., 2019. Customer satisfaction and firms' innovation efforts in marketing: taking shipping logistics companies as an example. In: Gong, D.; Zhu, H., and Liu, R. (eds.), Selected Topics in Coastal Research: Engineering, Industry, Economy, and Sustainable Development. Journal of Coastal Research, Special Issue No. 94, pp. 940–944. Coconut Creek (Florida), ISSN 0749-0208.

How to make customers arrive at the maximum satisfaction is an important issue in marketing. Attempting to discuss the issue dynamically, this paper highlights an evolutionary perspective and provides mathematical co-evolutionary models on the interplay of firms and customers. The interplay of firms and customers can be taken as the co-evolution between customer satisfaction and innovation efforts of firms. Co-evolution dynamic models between customer satisfaction and firm's innovation efforts are constructed in this paper, which can be classified into four types based on the characters of customers and firms. By using differential geometry theoretical approach, it has been proved that the customers can achieve the maximum satisfaction only when the customers are the type of pursuing fashion and the response coefficient of customers to firms' innovation efforts is greater than the consuming fatigue coefficient. This paper takes China International Marine Containers (Group) Ltd. as an example to demonstrate the co-evolution of enterprise innovation and consumer satisfaction. The conclusion provides theoretical foundation for market selection, forecasting analysis and countermeasures of firms.