《浅谈影响顾客忠诚度的因素》-毕业论文.docVIP

PAGE 毕 业 论 文 论 文 题 目 学 生 姓 名 系 部 名 称 专 业 班 级 指 导 教 师 教 研 室 起 止 时 间 摘 要 随着顾客对产品可选择范围的不断扩大、市场竞争的日趋加剧及顾客争夺成本的提高,培育和维护忠诚顾客群成为企业生存和发展的关键。因为获得新顾客所需要付出的成本往往高于维持老顾客(忠诚顾客)的成本,特别在供过于求的市场格局下,获得新顾客的成本将会越来越昂贵。但新顾客对于企业利润的贡献却恰恰小于老顾客,在有些行业,新顾客在短期内甚至无法向企业提供利润。制定与实施顾客忠诚管理策略,为顾客提供综合性、差异化的服务,提高顾客让渡价值,履行高度的顾客承诺,塑造品牌形象是企业保持与顾客长期、双向互动关系的重要保障。因此,如何建立和保护顾客忠诚已经成为顾客关系管理理论和企业界关注的一个焦点. 关键词：顾客忠诚； 品牌；市场 PAGE I Abstract Abstract:Customers can choose to products with the expansion of the scope, market competition is aggravate and customer for the improvement of cost, foster and maintenance of customer loyalty become the key of enterprise survival and development. Because get new customers need to pay the cost often higher than maintain old customer (customer loyalty) costs, particularly in supply exceeds demand market pattern, gain new customer cost will be more and more expensive. But new customers for enterprise profit contribution just less than old customer, in some industries, new customers in the short term to enterprise cannot even provide profits. Formulation and implementation customer loyalty management strategy, to provide customers with comprehensive, differential service, improve customer delivered value, fulfill the height of the customer commitment, shape brand image is the enterprise keep and customer long-term, interactive relation of the important guarantee. Therefore, how to establish and protect customer loyalty has become a customer relationship management theory and corporate attention a focal point. Key words: The customer loyalty ； Brand； Marketin 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc352101404 摘 要 PAGEREF _Toc352101404 \h 2 HYPERLINK \l _Toc352101405 Abstract PAGEREF _Toc352101405 \h I HYPERLINK \l _Toc35210140