关于中国移动通信客户忠诚度的研究要点.docxVIP

关于中国移动通信客户忠诚度的研究 摘 要 消费的日益成熟以及市场竞争的日益激烈，产品的同质化和价格战愈演愈 烈。在较长一段时间内对企业的产品或服务保持悬着偏好与重复性购买高的忠 诚度顾客不仅能给企业带来高额的利润，还可以帮助企业降低成本赢得核心竞 争优势。企业经营过程中的顾客满意、客户抱怨、企业形象、转换成本因素直 接或间接的影响顾客对企业的忠诚度。而企业如何通过制定合理的营销策略来 提高客户忠诚度？本文采用定性分析的方法并以中国移动通信集团为例，从企 业经营的顾客满意、客户抱怨、企业形象、转换成本来讨论中国移动通信的客 户忠诚度，分析其影响因素对其客户忠诚的影响，对其存在的问题进行分析并 提出解决方案。 【关键字】 中国移动通信 客户忠诚 影响因素 I Abstract Consumption?is?increasingly?mature?and?the?increasingly?fierce?market competition,?product?homogeneity?and?price?war?grows?in?intensity.?To?maintain?the companys?products?or?services?in?a?longer?period?of?time?hanging?preference?and repeat?purchase?high?customer?loyalty?not?only?can?bring?high?profits,?but?also?can help?the?enterprise?to?reduce?the?cost?to?win?the?core?competitive?advantage?.?The business process customer satisfaction、 customer complaints、corporate image、switching?cost factors?directly?or?indirectly?affect?customer?loyalty.?While the?enterprises?how?to?establish?reasonable?marketing?strategy?to?improve?customer loyalty??This?paper?adopts?the?method?of?qualitative?analysis?and?with?the?China mobile?communication?group?as?an?example,?from?the?business?customer?satisfaction, customer?complaints,?corporate?image,?into?China?mobile?communication?customer loyalty?was?discussed,?and?analyzed?the?influence?factors?on?the?customer?loyalty, analyze?the?existing?problems?and?proposed?solutions. 【Keywords】 China?Mobile customer?loyalty infiuence?factor II 目录 第一章 绪论.......................................................1 1.1? 研究背景................................................... 1 1.2? 研究意义................................................... 1 第二章? 客户忠诚度的概述............................................ 3 2.1 客户忠诚度的含义..........................................3 2.2 客户忠诚度的影响因素......................................3 第三章? 中国移动通信企业概况及客户忠诚度现状调研.................... 5 3.1 企业概况..................................................5 3.2 中国移动通信客户忠诚度的现状..............................5 3.2.1? 中国移动通信客户发展现状?......