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1、安徽建筑大学毕 业 设 计 (论 文)专专 业业 市场营销市场营销 班班 级级 0909 营销营销 2 2 班班 学生姓名学生姓名 张张 天天 鼎鼎 学学 号号 0920404022209204040222 课课 题题 顾客忠诚在营销实践中的应用研究顾客忠诚在营销实践中的应用研究 指导教师指导教师 朱朱 峰峰 2 20 01 13 3 年年 6 6 月月 7 7 日日1顾客忠诚在营销实践中的应用研究顾客忠诚在营销实践中的应用研究摘要:摘要:在科技迅速发展的今天,经济竞争日益激烈。随着消费市场竞争的日趋加剧与顾客争夺成本的提高,培育和维护忠诚的顾客群体已经成为企业市场制胜的重要策略。当今交易过程
2、中主角的转换,由以前的卖方转换到今天的买方,顾客忠诚就显得更加重要了,而现在的许多企业又不能做到顺着大环境的改变而与时具进。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,履行高度的顾客承诺,是企业保持与顾客长期、双向互动关系的重要保障。因此,如何建立和保持顾客忠诚已经成为顾客关系管理理论界和企业界关注的一个焦点。在日益激烈的市场竞争环境中,顾客忠诚对企业的生存与发展意义重大,忠诚顾客是企业竞争力的重要决定因素,更是企业长期利润的根本源泉。对顾客满意与顾客忠诚之间的关系的研究,通过对顾客忠诚价值、转换成本、顾客价值、关系信任等的分析来确定顾客忠诚的影响因素,并构建顾客忠诚的基本驱动
3、模型,以我国经济型酒店为例,实证影响顾客忠诚的各种因素,并提出了建立顾客忠诚度的相应策略。 关键词:关键词: 顾客忠诚 顾客满意 顾客价值 转换成本 关系信任 Customer Loyalty Marketing Practice Applied ResearchAbstract:In the rapid development of science and technology today, economic competition is becoming increasingly fierce. With the market competition aggravating and cus
4、tomers for the cost increase, cultivate and maintain loyal customer has become an important strategy for enterprises to win the market. The conversion of lead in the transaction process, the previous sellers conversion to todays buyer, customer loyalty is more important, and many enterprises now can
5、 not do the big environment change with. The establishment and implementation of customer loyalty management strategy, providing customers with comprehensive, differentiated service, fulfilling high customer commitment, is an important guarantee to maintain the relationship with the customer long-te
6、rm, two-way interaction between enterprises. Therefore, how to establish and maintain customer loyalty has become a focus of the customer relationship management theory and enterprise circles. In the increasingly fierce market competition environment, the survival and development of enterprises of g
7、reat significance of customer loyalty, customer loyalty is an important decision of enterprise competitiveness factor, is the fundamental source of enterprise long-term profits. Study on the relationship between customer satisfaction and customer loyalty, through the analysis of the value of custome
8、r loyalty, switching cost, customer value, relationship trust and to determine the influencing factors of customer loyalty, and constructs the basic drive model of customer loyalty, to our country Economical Hotel Home Inn an example, the various factors influence the customer loyalty, and puts forw
9、ard the the corresponding strategies to build customer loyalty. Keywords: Customer Loyalty Customer Satisfaction Customer Value Switching Costs 2Relationship Trust 3目录目录 1.绪论.4 2.顾客忠诚度的概念及其功能.4 2.1 顾客忠诚度及其相关概念.4 2.1.1 顾客.4 2.1.2 顾客满意.4 2.1.3 顾客忠诚.4 2.1.4 顾客忠诚度.5 2.2 顾客忠诚度的功能.5 2.2.1 盈利效应.5 2.2.2 广告效应.6 2.2.3 示范效应.6 2.2.4 降低成本效应.6 2.2.5 竞争优势效应.6 3.顾客忠诚的形成过程及其影响因素.6 3.1 顾客忠诚的形成过程.