基于体验营销下的华润雪花顾客忠诚度研究 毕业论文.docVIP

题 目： 基于体验营销下的华润雪花顾客忠诚度研究 学 生 姓 名： 学 号： 指 导 教 师： 专 业 年 级： 所在学院和系： 完 成 日 期： 答 辩 日 期：  基于体验营下的华润雪花顾客忠诚度研究 摘 要 随着全球经济一体化和知识经济的到来，企业之间的竞争归根结底是对顾客的竞争。忠诚的顾客是企业赢利的源泉和成长的基石，对企业实现可持续发展起着积极的作用。建立顾客忠诚度不仅有利于满足顾客的需要，提高顾客的满意度，而且有利于提高市场占有率，增加企业的收入，加快企业的发展脚步，提高企业的生命周期，最终促使企业的蓬勃发展。 本文认为，随着体验经济的来临，人们的消费不再仅仅满足于获得更多的物质产品与获得产品本身，而是更多地考虑产品的象征意义和象征功能，更加注重通过消费获得个性的满足，维持顾客对企业的忠诚度成为企业面临的一个十分严峻的问题。文章提出，体验营销下顾客忠诚度除了受消费情感、转换成本、关系信任和竞争替代者吸引力等因素影响外，还与企业体验需求的准确识别、顾客的参与程度及企业与顾客之间的沟通情况有关。企业要想获得竞争优势，必须认真分析顾客心理，采用体验营销组合策略，通过品牌营销、情感营销、顾客体验管理来提高顾客忠诚度。 关键词: 忠诚度, 顾客, 满意度, 体验营销  Based on experience under the snow camp autograph of customer loyalty Abstract As the global economic integration and the coming of knowledge economy, the competition between the enterprises in the final analysis, it is to the customers competition. Loyal customers is the source of enterprise profit growth and the foundation of the enterprise, to realize the sustainable development plays an active role. Establish customer loyalty is not only beneficial to satisfy the needs of our customers, and improving customer satisfaction, but also improve the share of market, increase the income of the enterprise, to speed up the development of the enterprise steps, enhances the enterprise the life cycle, and finally promote the enterprise development. This paper argues that, with the advent of the experience economy, peoples consumption will no longer satisfied with just get more material products and get the product itself, but more to consider commodity of symbolism and symbolic function, pay more attention to through the consumption of personality, maintain obtain satisfy customers for enterprises loyalty to become the enterprise faces a very serious p