提高顾客忠诚度的对策研究-邓敏哈哈[精品].doc

湖南化工职业技术学院 毕业论文 提高顾客忠诚度 指导老师： X X X 2012年 11月X日提高顾客忠诚度的意义对策研究 摘要 客户忠诚度是企业营销工作中对客户进行管理必须关注的重要因素。忠诚客户对企业来说意味着具有长期稳定增长的销售额、较低的营销成本以及持续上升的利润。企业要保持和开拓产品的市场份额，需要通过重视客户投诉、改善产品质量和提高服务水平、完善客户关系管理等途径，不断提升客户的忠诚度。但是品牌要想长久地立于不败之地，关键在于提升顾客忠诚度，赢得消费者的信任和支持。只有深刻理解顾客忠诚度的内涵，才能消除认识上的误区，以利于企业制定正确的营销战略，更合理地配置资源，最终实现企业利润的最大化。认识到顾客忠诚度对企业发展的重要性，本文分析了顾客忠诚度的评价标准和影响顾客忠诚度的因素,出了提高顾客忠诚度的对策The significance of improving customer loyalty countermeasure research Abstract Customer loyalty is an important factor to which attention must be paid in enterprises marketing work. Loyal customers, for an enterprise, mean a steady growth of sales in long run, lower marketing cost and increasing profit. To keep and develop the products market share, enterprises need to emphasize customers complaints, improve product quality and the service level, as well as the way of customer relationship management, so as to constantly enhance the customer loyalty. If an enterprise wants the brand to be in an impregnable position for a long time, the key is to improve customer loyalty, that is, win the trust and support. Only understand the connotation of customer loyalty will it eliminate misunderstandings on concept and help enterprise formulate correct marketing strategy, take advantage of resources, and make the maximization of enterprise profit. Therefore, in this paper, according to the particular importance of the customer loyalty to a companys development, I analyzed the customer loyaltys evaluation standard and influence factors, and put forward the countermeasures to improve customer loyalty. Include how to enhance the communication with customers, and build up good relationship with customers and improve product service quality and customer satisfaction, this paper focuses on should with consumer demand as the center, to meet customer demand so as to strengthen the effective communication, improve the service level for shaping a good corporate image lay the foundation. Key words: Influence factors cus