三只松鼠的顾客品牌忠诚度及其提升对策.docx

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三只松鼠的顾客品牌忠诚度及其提升对策

摘要

我国人均可支配收入的持续增长和消费观念的转变，带动了我国休闲零食市场规模的扩大。人们对零食的消费需求在物质生活水平提升的影响下越发丰富、多元，对商家和品牌也提出了更高的要求。为了赢得更多顾客的青睐，许多商家和品牌以提高顾客忠诚度为目的，根据市场需求的变化在产品、渠道、供应链上进行转型，为企业建立持续的差异化竞争优势。三只松鼠经过数年的发展积累了充足的忠诚客户，为公司的发展和利润增长奠定了基础。然而在市场格局与消费者需求的双重变化下，也面临着老顾客流失、新顾客少回头等问题，因此解决三只松鼠公司的顾客忠诚问题刻不容缓。

本研究以三只松鼠公司经营现状为基础，结合国内外学者对顾客忠诚度的研究成果，通过问卷调查收集相关数据，利用数据分析三只松鼠公司在顾客忠诚建设方面存在的问题和原因，进而提出改进对策。帮助公司深入了解顾客需求，提高商品质量和服务水平，也为同行解决相似问题时提供一定参考价值。

关键词：顾客忠诚度；顾客满意；三只松鼠

TheThreeSquirrelscustomerbrandloyaltyanditsimprovementstrategies

ABSTRACT

ThecontinuousgrowthofpercapitadisposableincomeandthechangeofconsumptionconcepthavedriventheexpansionofthescaleofChinasleisuresnackmarket.Undertheinfluenceoftheimprovementofmateriallivingstandards,peoplesconsumptiondemandforsnacksismorerichandmorediversified,whichalsoputsforwardhigherrequirementsforbusinessesandbrands.Inordertowinthefavorofmorecustomers,manybusinessesandbrands,withthepurposeofimprovingcustomerloyalty,transformtheirproducts,channelsandsupplychainsaccordingtothechangesofmarketdemand,soastoestablishacontinuousdifferentiatedcompetitiveadvantageforenterprises.Afterseveralyearsofdevelopment,thethreesquirrelshaveaccumulatedsufficientloyalcustomers,layingthefoundationforthecompanysdevelopmentandprofitgrowth.However,underthedualchangesofmarketpatternandconsumerdemand,wearealsofacedwithproblemssuchasthelossofoldcustomersandfewerreturnsofnewcustomers.Therefore,itisurgenttosolvethecustomerloyaltyproblemofThreeSquirrelsCompany.

ThisstudyisbasedonthebusinessstatusofThreeSquirrelsCompany,combinedwiththeresearchresultsofdomesticandforeignscholarsoncustomerloyalty,collectsrelevantdatathroughquestionnairesurvey,analyzestheproblemsandreasonsexistinginthecustomerloyaltyconstructionofThreeSquirrelsCompanywiththedata,andthenpr