市场营销专业毕业论文--产品伤害危机下的顾客忠诚研究.docVIP

摘 要 在如此激烈的市场竞争中，顾客可以说是企业生存的前提和基础，是企业经济的直接来源。现在的企业应该以提升顾客的满意度作为自己的经营方向，提高顾客的忠诚度。本文是农夫山泉的砒霜门事件通过对98位消费者的问卷查并进行访问，经过整理，分析其背后的意义，进而得出顾客忠诚的变化。问卷不仅涉及了危机产品的顾客忠诚变化，也研究了危机品牌的顾客忠诚变化，并结合两者的数据的意义，分析顾客忠诚变化背后的原因。根据这些数据的分析，本文给出了几点危机事件发生后如何维持顾客忠诚度的建议，以服务企业。 关键词：产品危机顾客忠诚农夫山泉砒霜门Abstract The customer is of prerequisite and basis for a company to survive in the fierce market competition, which is also where the direct source from. Now the company should improve customer satisfaction as its business direction, as well as enhance customer loyalty. However, the crisis events still breakout in some companies. How the company responses is particularly important. This paper researches arsenic incident of Nongfushanquan, and discuss the way to consolidate customer loyalty in the post-crisis period. In the course of the study, we use a questionnaire method and the access method. First, we review the arsenic incident, including company and market response. Then, 98 of its consumers are visited to be investigated through questionnaires. I analyze the meaning behind it after sorting and comparing each data, then come changes in customer loyalty. Questionnaire is not only involve in the changes of the customer loyalty about crisis products, but also in the changes of crisis brand, and then combine the data to analyze the reasons behind the change of customer loyalty. According to the analysis of these data, we give some recommendations about how to maintain customer loyalty after crisis incident to service enterprises. Key Words：product crisis; customer loyalty; Nongfushanquan; arsenic incident  目录 一、引言 1 二、文献综述 2 （一）产品危机（Product Crisis）的相关理论 2 （二）顾客忠诚（Customer Loyalty）的相关理论 4 （三）产品危机下的顾客忠诚的相关研究 5 三、农夫山泉“砒霜门”事件引发顾客忠诚变动的实证分析 5 （一）农夫山泉“砒霜门”事件回顾 5 （二）调查方法、对象以及基本信息 6 （三）调查内容及数据分析 7 四、危机之后巩固顾客忠诚的对策建议 12 （一）主动出击，坦诚相待 12 （二）做好媒体、政府的公关工作 12 （三）注重消费者的感受 13 五、结束语 13 致 谢 15 参考文献 16 附录：农夫山泉顾客忠诚度研究问卷 18 一、引言 改革开放以来，随着我国经济的发展，企业间的竞争越来越激烈。企业的观念也一步一步地随着时代而改变，由以产品为中心的4P理论（产品、定价、渠道、促销）到4C理论（顾客、成本、方便、沟通），近些年来