商业零售企业忠诚顾客培育模式研究.pdfVIP

Abstract With Chinas accession to the WTO, a large number of world-class retail enterprises to enter China, will bring opportunities for Chinese retail enterprises, and challenges. In addition, the development of Chinas retail industry, retail outlets increased greatly, the customer has the right to choose more and more, the retail enterprises in order to win more customers, to provide quality services. In the fierce competitive environment, who have more customers, who will be able to win. Cultivate customer loyalty is an important means of retail enterprises to gain competitive advantage. Customer loyalty refers to the customer for a business, a brand of product or service to the recognition and trust of customer satisfaction, it is constantly strengthening results. And customer satisfaction tend to perceptual feeling different, customer loyalty is customer in the rational analysis on the basis of it, the recognition and trust 。 customer satisfaction is an attitude, and customer loyalty is related to the purchase behavior. Customer loyalty is an important tool to enhance the competitiveness of retail enterprises, especially the increasing competition in the retail industry, profit margins shrink case, retail enterprises should pay more attention to the problem of cultivating customer loyalty. 1 / 10 Keywords: loyalty, rational analysis, retail, purchase .behavior 个人收集整理 勿做商业用途 目 录 1 引言 1 个人收集整理 勿做商业用途 2 研究背景 1 2.1 顾客忠诚度地变化 1 2.2 营销观念地发展过程 2 2.3 营销策略地转变 2 2.4 零售业市场现状 3 3 我国零售企业经营存在地问题 3 3.1 “顾客第一 ”地理念需要加强 4 3.2 商品地性价比不具备优势 4 3.3 店面规划合理性有待提高 4 4 提升我国零售企业顾客忠诚度地策略 5 4.1 加强服务