吉利汽车关系营销与顾客忠诚度研究.docxVIP

吉利汽车关系营销与顾客忠诚度研究 摘要 随着汽车工业的发展，汽车行业的发展越来越成熟，各种品牌的汽车竞争也越来越激烈。要想在这个庞大的市场上占据一席之地，分得一杯羹，吉利汽车有很长的路要走。本文结合关系营销和顾客忠诚度的相关理论，对吉利汽车的营销现状进行了研究分析，发现了一些存在的问题，并提出了相应的解决措施。以期通过完善关系营销，建立顾客忠诚度，提高吉利汽车品牌的影响力，增强企业的核心竞争力。 关键词：吉利；关系营销；4R理论；顾客忠诚度  Abstract With the development of the automobile industry, the development of the automobile industry is becoming more and more mature, and the competition of all kinds of brands is becoming more and more fierce. Want to occupy a place in this huge market, share a cup of soup, Geely Automobile has a long way to go. Based on the theory of relationship marketing and customer loyalty, this paper analyzes the present situation of Geely Automobile Marketing, finds out some existing problems, and puts forward the corresponding solutions. In order to improve the relationship marketing, establish customer loyalty, improve the influence of Geely Automobile brand, and enhance the core competitiveness of enterprises Key words: GEELY; Relationship marketing; 4R Theory; Customer loyalty  目录  TOC \o 2-4 \h \z \u \t 标题 1,1  HYPERLINK \l _Toc445817249 吉利汽车关系营销与顾客忠诚度研究  PAGEREF _Toc445817249 \h 1  HYPERLINK \l _Toc445817250 摘要  PAGEREF _Toc445817250 \h 1  HYPERLINK \l _Toc445817251 Abstract  PAGEREF _Toc445817251 \h 2  HYPERLINK \l _Toc445817252 目录  PAGEREF _Toc445817252 \h 3  HYPERLINK \l _Toc445817253 1.绪论  PAGEREF _Toc445817253 \h 5  HYPERLINK \l _Toc445817254 1.1研究背景  PAGEREF _Toc445817254 \h 5  HYPERLINK \l _Toc445817255 1.2研究意义  PAGEREF _Toc445817255 \h 5  HYPERLINK \l _Toc445817256 1.3论文结构  PAGEREF _Toc445817256 \h 5  HYPERLINK \l _Toc445817257 2.相关理论综述  PAGEREF _Toc445817257 \h 7  HYPERLINK \l _Toc445817258 2.1关系营销理论  PAGEREF _Toc445817258 \h 7  HYPERLINK \l _Toc445817259 2.1.1关系营销本质特征  PAGEREF _Toc445817259 \h 7  HYPERLINK \l _Toc445817260 2.1.2关系营销基本原则  PAGEREF _Toc445817260 \h 7  HYPERLINK \l _Toc445817261 2.1.3关系营销的主要形态  PAGEREF _Toc445817261 \h 8  HYPERLINK \l _Toc4458