品牌社区与顾客忠诚研究

发布时间：2018-04-27 10:57

本文选题：品牌社区 + 顾客忠诚　；参考：《中国海洋大学》2008年硕士论文

【摘要】： 对于顾客忠诚的研究,一直是营销学者和企业家共同关注的焦点领域,之前的学者对顾客忠诚的研究主要集中在顾客忠诚的概念、影响因素和形成机理上。本文从品牌社区的角度对顾客忠诚进行研究。结合之前学者提出的传统品牌社区模型、三角关系模型、核心消费者模型和泛化的品牌社区模型,本文对品牌社区的概念模型进行调整,认为品牌社区作为以某个品牌为主题的社会关系网络,应包括品牌、顾客、企业、产品和其他利益相关者等因素,其中主体为品牌与顾客之间的三角关系,企业、产品和其他利益相关者通过品牌参与品牌社区。本文进而以品牌社区的价值流向为标准,将品牌社区分为物质价值(财务价值、服务价值)、精神价值(社交价值、形象价值)和互动价值三层结构,这三层价值可以影响顾客感知的服务质量、顾客价值、顾客满意,提高顾客的转换成本,而服务质量、顾客价值、顾客满意和转换成本又会影响顾客忠诚的实现,因此品牌社区可以通过提高企业的服务质量、顾客价值、顾客满意和顾客的转换成本实现顾客的忠诚。根据品牌社区的调整模型,品牌社区主要包含两类关系——顾客与顾客的关系,顾客与品牌的关系。这两类关系又构成三种作用机制,即顾客与顾客之间的作用机制,顾客与品牌之间的作用机制,顾客间的关系对顾客与品牌关系的作用机制。这两类关系既可以影响顾客对企业关系信任的形成,又可以提高顾客的转换成本,从而影响顾客忠诚的实现。所以,品牌社区作为以品牌为主题的社会关系网络,可以综合企业的物质价值、精神价值和互动价值以及顾客与顾客的关系和顾客与品牌的关系,影响顾客忠诚度的提高。企业可以通过构建自己的品牌社区影响企业的服务质量、顾客价值、顾客满意、关系信任,提高顾客的转换成本,进而影响顾客忠诚的实现。本文首先界定顾客忠诚的概念,分析顾客忠诚的影响因素及重要意义,分析顾客忠诚与品牌社区的潜在关系。在对大量品牌社区文献阅读的基础上,确定本文采用的品牌社区的概念,即品牌社区是以某个品牌为主题的社会关系网络,并进一步对品牌社区的模型进行调整,提出品牌社区调整模型。根据此调整模型,概括出品牌社区的层次结构和关系类型,分析品牌社区的三层价值——物质价值、精神价值和体验价值和两类关系——顾客间的关系、顾客与品牌的关系,并分析三种作用机制。然后根据品牌社区的调整模型、层次结构和关系类型分析品牌社区对顾客忠诚的影响机理,即品牌社区的三类价值和两类关系可以通过影响服务质量、顾客价值、顾客满意、关系信任和提高顾客的转换成本影响顾客忠诚的实现。本文还根据品牌社区对顾客忠诚的影响机理,对企业通过品牌社区提高顾客忠诚度提出具体的营销策略。
[Abstract]:The research on customer loyalty has always been the focus area of marketing scholars and entrepreneurs. Previous scholars' research on customer loyalty mainly focuses on the concept of customer loyalty, influencing factors and forming mechanism. This paper studies customer loyalty from the perspective of brand community. Combining the traditional brand community model, triangular relationship model, core consumer model and generalized brand community model, this paper adjusts the concept model of brand community. As a social network with a brand as the theme, brand community should include brand, customer, enterprise, product and other stakeholders, among which the main body is the triangular relationship between brand and customer. Products and other stakeholders participate in the brand community through brand names. Based on the value flow of brand community, this paper divides the brand community into three levels: material value (financial value, service value), spiritual value (social value, image value) and interactive value. These three levels of value can affect the customer perceived service quality, customer value, customer satisfaction, improve the customer switching costs, and service quality, customer value, customer satisfaction and conversion costs will affect the realization of customer loyalty. Therefore, brand community can achieve customer loyalty by improving service quality, customer value, customer satisfaction and customer switching cost. According to the adjustment model of brand community, brand community includes two kinds of relationships: customer and customer, customer and brand. These two kinds of relationships constitute three kinds of action mechanism, that is, the action mechanism between customer and customer, the action mechanism between customer and brand, and the action mechanism between customer and brand. These two types of relationships can not only affect the formation of customer trust in corporate relationships, but also increase the customer's switching costs, thus affecting the realization of customer loyalty. Therefore, brand community, as a social network with brand as its theme, can integrate the material value, spiritual value and interactive value of enterprise, the relationship between customer and customer and the relationship between customer and brand, which affects the improvement of customer loyalty. Enterprises can influence the quality of service, customer value, customer satisfaction, relationship trust, improve the cost of customer conversion, and then affect the realization of customer loyalty by building their own brand community. This paper first defines the concept of customer loyalty, analyzes the influencing factors and significance of customer loyalty, and analyzes the potential relationship between customer loyalty and brand community. On the basis of reading a large number of brand community documents, this paper determines the concept of brand community, that is, brand community is a social network with a brand as the theme, and further adjusts the model of brand community. Put forward the brand community adjustment model. According to the adjustment model, the hierarchical structure and relationship type of brand community are summarized, and the relationship between customer and brand is analyzed, including material value, spiritual value and experience value, relationship between customer and brand. Three mechanisms of action were analyzed. Then according to the adjustment model of brand community, hierarchical structure and relationship type, the influence mechanism of brand community to customer loyalty is analyzed, that is, the three kinds of value and two types of relationship of brand community can affect service quality, customer value, customer satisfaction. Relationship trust and increasing customer switching cost affect the realization of customer loyalty. According to the influence mechanism of brand community to customer loyalty, this paper puts forward specific marketing strategies to improve customer loyalty through brand community.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F273.2

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