商业零售企业忠诚顾客培育模式研究.docVIP

Abstract With Chinas accession to the WTO, a large number of world-class retail enterprises to enter China, will bring opportunities for Chinese retail enterprises, and challenges. In addition, the development of Chinas retail industry, retail outlets increased greatly, the customer has the right to choose more and more, the retail enterprises in order to win more customers, to provide quality services. In the fierce competitive environment, who have more customers, who will be able to win. Cultivate customer loyalty is an important means of retail enterprises to gain competitive advantage. Customer loyalty refers to the customer for a business, a brand of product or service to the recognition and trust of customer satisfaction, it is constantly strengthening results. And customer satisfaction tend to perceptual feeling different, customer loyalty is customer in the rational analysis on the basis of it, the recognition and trust; customer satisfaction is an attitude, and customer loyalty is related to the purchase behavior. Customer loyalty is an important tool to enhance the competitiveness of retail enterprises, especially the increasing competition in the retail industry, profit margins shrink case, retail enterprises should pay more attention to the problem of cultivating customer loyalty. Keywords: loyalty, rational analysis, retail, purchase .behavior 目 录 1 引言 1 2 研究背景 1 2.1 顾客忠诚度的变化 1 2.2营销观念的发展过程 2 2.3营销策略的转变 2 2.4零售业市场现状 3 3我国零售企业经营存在的问题 3 3.1“顾客第一”的理念需要加强 4 3.2商品的性价比不具备优势 4 3.3店面规划合理性有待提高 4 4提升我国零售企业顾客忠诚度的策略 5 4.1加强服务过程管理 5 4.2加强员工管理 5 4.3实现顾客期望管理 5 4.4树立质量和品牌优势 6 4.5提高顾客让渡价值 6 4.6增加顾客的价值转换成本 6 5总结 7 参考文献 8 致谢…………………………………………………………………………………...……………9 1 引言 企业客观环境以及顾客自身的变化使得顾客重要性不断地提高，这使得企业越来越关注顾客，不得不对顾客资源加以科学管理，以便更充分、合理地利用。由于消费者消费理念不断成熟与顾客争夺成本的提高，企业必须站在顾客立场上，以顾客价值为出发点开展营销活动。培育和维护忠诚的顾客群体已经成为企业市制胜的重要策略，顾客忠诚管理应运而生。实施顾客忠诚战略是市场环境对企业提出的必然要求，同时对企业也具有极其重要的意义。首先，提高顾客忠诚度有利于增加收益。有研究证明一个公司的顾客忠诚度若提高5％，其利润就能增长25一85％30忠诚的顾客是零售企业长期可靠的客户，是企业利润的主要贡献者。因为忠诚所带来的收益是