1436羊绒品牌VIP客户管理沟通研究
发布时间：2018-12-07 20:00
【摘要】：鄂尔多斯羊绒集团于2007年推出其羊绒奢侈品牌1436羊绒品牌,1436羊绒品牌开始与大量国外奢侈品牌共同争夺国内市场。奢侈品牌的受众是金字塔尖为数不多的客户,他们的稀缺性和不可复制性显现了其对品牌的重要性。品牌80%的利润由20%的客户所创造,这20%客户就是品牌的VIP客户。维护好与VIP客户的关系,是品牌赖以生存的关键,而关系的维护在于品牌与VIP客户形成良好的管理沟通。 自2007年以来,我们在VIP客户管理沟通的工作中看到了很多有待改进的方面和急于解决的问题。品牌视觉沟通效果、售中沟通技巧和沟通语言规范方面需要进一步改进,在抱怨投诉中遇到的困境需要制定完善的应对措施,建立多途径的沟通方式对品牌加强与VIP客户互动也有很大的帮助。为此,本文就1436羊绒品牌VIP客户管理沟通进行研究。 本论文首先说明文章的研究背景、研究目的、研究意义、国内外研究现状、研究内容、研究方法,及论文的主要内容和整体框架；其次,介绍论文所涉及到与管理沟通相关的概念和理论；然后,充分分析1436羊绒品牌的沟通现状,分为售前、售中和售后三个阶段进行分析；再而,提出1436羊绒品牌目前管理沟通中所存在的问题；最后,对1436羊绒品牌存有的问题进行研究并制定相关的提升方案和策略。
[Abstract]:Ordos cashmere group launched its cashmere luxury brand 1436 cashmere brand in 2007, 1436 cashmere brand began to compete with a large number of foreign luxury brands in the domestic market. Luxury brands reach a small number of customers at the top of the pyramid, and their scarcity and non-replicability show their importance to the brand. 80% of the brand's profit is generated by 20% of its customers, 20% of whom are brand VIP customers. Maintaining the relationship with VIP customers is the key to the survival of the brand, and the maintenance of the relationship lies in the good management communication between the brand and the VIP customer. Since 2007, we have seen a lot of improvements and urgent problems in VIP customer management communication. Brand visual communication effect, communication skills and communication language norms need to be further improved, and the difficulties encountered in complaints need to be improved. Establishing multi-channel communication is also helpful for brand to enhance interaction with VIP customers. Therefore, this paper studies 1436 cashmere brand VIP customer management communication. This paper first describes the research background, research purpose, research significance, domestic and foreign research status, research content, research methods, as well as the main content of the paper and the overall framework; Secondly, the paper introduces the concepts and theories related to management communication, and then analyzes the communication status of 1436 cashmere brands, which is divided into three stages: pre-sale, mid-sale and after-sale. Then, the problems existing in the management communication of the 1436 cashmere brand are put forward. Finally, the problems existing in the 1436 cashmere brand are studied and the relevant promotion schemes and strategies are formulated.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.8
本文编号：2367767
[Abstract]:Ordos cashmere group launched its cashmere luxury brand 1436 cashmere brand in 2007, 1436 cashmere brand began to compete with a large number of foreign luxury brands in the domestic market. Luxury brands reach a small number of customers at the top of the pyramid, and their scarcity and non-replicability show their importance to the brand. 80% of the brand's profit is generated by 20% of its customers, 20% of whom are brand VIP customers. Maintaining the relationship with VIP customers is the key to the survival of the brand, and the maintenance of the relationship lies in the good management communication between the brand and the VIP customer. Since 2007, we have seen a lot of improvements and urgent problems in VIP customer management communication. Brand visual communication effect, communication skills and communication language norms need to be further improved, and the difficulties encountered in complaints need to be improved. Establishing multi-channel communication is also helpful for brand to enhance interaction with VIP customers. Therefore, this paper studies 1436 cashmere brand VIP customer management communication. This paper first describes the research background, research purpose, research significance, domestic and foreign research status, research content, research methods, as well as the main content of the paper and the overall framework; Secondly, the paper introduces the concepts and theories related to management communication, and then analyzes the communication status of 1436 cashmere brands, which is divided into three stages: pre-sale, mid-sale and after-sale. Then, the problems existing in the management communication of the 1436 cashmere brand are put forward. Finally, the problems existing in the 1436 cashmere brand are studied and the relevant promotion schemes and strategies are formulated.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.8
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