关于苹果手机顾客忠诚度的毕业论文.doc

编号 淮安信息职业技术学院 毕业论文 题 目 苹果手机顾客忠诚度分析 学生姓名 王莉 学 号院 系 商学院 专 业 市场营销 班 级 540121 指导教师 万薇 顾问教师 二0一四年十月 摘要 手机如今是人们必不可少的通讯工具，本次就针对苹果手机顾客忠诚度做一个深度的调查研究分析，希望发现其不足之处加以改善，让苹果手机成为大家购机的首选。本次调研我们决定使用调查问卷的方式，针对淮安人们使用苹果手机的情况进行一手资料的收集并且进行分析。希望对苹果手机以后在市场中占据更大的市场提供依据，并且提高客户对苹果手机的忠诚度。本文的研究我们发现的问题有苹果手机市场占有率不高，品牌知名度和顾客体验度不够，价格太高和顾客对于其顾客满意度不够等问题，针对这些问题本文提出了几点建议，就提高市场占有率、提高品牌知名度、提高售后服务和完善自身品质这四个方面进行了改善。坚持以消费者为本的原则，留住客户，服务客户。 现如今重视顾客的忠诚度是一个企业发展的必然需求，也是企业未来能否更好发展的必经之路。 关键词：顾客忠诚度 苹果手机 问卷调查 Abstract Mobile phone is now an indispensable communication tool, this time against Apple mobile phone customer loyalty analysis done a depth investigation and study, hope to find their deficiencies to be improved, let Apple mobile phone as you purchase the preferred. This investigation we decided to use the questionnaire, according to the people Huaian District, apple mobile phone use the situation to carry on the collection of first-hand information and analysis. It would provide the basis for Apple mobile phone later occupy larger market in the market, and enhance customer loyalty to Apples mobile phone. This paper studies problems we found a mobile phone market Apple share is not high, the brand awareness and customer experience is not enough, the price is too high and the customer for the customer satisfaction is not enough problems, aiming at these problems, this paper puts forward some suggestions, to improve market share, enhance brand awareness, improve service and customer service the improvement of their own quality of these four aspects. Adhere to the consumer oriented principle, retain customers, customer service. Nowadays, the importance of customer loyalty is the inevitable demand of the development of an enterprise, but also the only way for the future development of enterprises can better. Keywords: Customer loyalty I phone Questionnaire investigation 目 录 TOC \o 1-3