基于手机市场的顾客资产与顾客忠诚的关系研究

发布时间：2018-04-14 19:34

本文选题：顾客资产 + 顾客忠诚　；参考：《中国海洋大学》2013年硕士论文

【摘要】：随着经济社会的发展，市场竞争也变得越来越激烈，顾客已经被视为企业最重要的一项资产，培育和维护忠诚的顾客群体已经成为企业制胜的重要保证。顾客资产和顾客忠诚度的提高成为越来越多企业追求的目标，因而从顾客资产的驱动因素和顾客忠诚的视角来研究企业的营销管理有较大的理论价值和现实意义。顾客通过消费和与企业接触等活动，形成某种态度和行为，进而影响企业的价值收益。这种受企业影响，潜在于顾客之中，并能为企业带来预期价值的资源，称之为顾客资产，包括价值资产、品牌资产和关系资产。顾客忠诚包括态度忠诚和行为忠诚，直接受顾客资产的影响。而顾客忠诚又与进一步的顾客资产的形成密切相关。通过对手机消费者的抽样调查，经数据分析可以获得以下结论：价值资产、品牌资产对行为忠诚有显著的正向影响作用；关系资产对态度忠诚有明显的正相关关系；顾客忠诚对品牌资产、关系资产有显著的正向影响作用，而顾客忠诚对价值资产的影响作用不明显。国产手机厂商应着重从顾客资产的三大驱动因素入手，制定完善的战略规划来提高顾客忠诚。首先，应当提高产品或服务的质量水平，有效地运用多种价格策略，并且周到地为顾客提供便利增加价值资产来提高顾客忠诚；其次，应当积极与顾客进行沟通，建立品牌意识，改善品牌态度，增加品牌联想，并通过积极地履行企业的社会责任增加品牌资产来提高顾客忠诚；最后，应当实施顾客关系管理策略增加关系资产来提高顾客忠诚。
[Abstract]:With the development of economy and society, market competition has become increasingly fierce, the customer has been regarded as the most important asset of enterprises, cultivate and maintain loyal customer has become an important guarantee for the success of enterprises. Improve the customer equity and customer loyalty has become more and more enterprises goal, which has great theoretical value and the practical significance from the driving factors of marketing management and customer loyalty from the perspective of customer assets of enterprise.
Through consumptioncontact with enterprises and other activities, the formation of a certain attitude and behavior, thereby affecting the value of income of the enterprise. This influenced by enterprises in the customer, and can bring the expected value for the enterprise resources, called customer assets, including the value of the assets, brand equity and customer loyalty. The relationship between the assets including attitude loyalty and behavior loyalty, directly affected by the customer asset. And customer loyalty is closely related to the formation of customer assets further.
Through a sample survey of mobile phone consumers, by analyzing the data, we can obtain the following conclusion: the value of assets, assets of brand loyalty behavior has a significant positive effect; the relationship between the assets have a significant positive correlation between the attitude loyalty; brand loyalty relationship between assets, assets have a significant positive effect, and the influence on customer loyalty the value of assets is not obvious.
Domestic mobile phone manufacturers should focus on the three driving factors of customer assets, formulate strategic planning to improve customer loyalty. First of all, should improve the quality level of the product or service, effective use of various pricing strategies, to provide customers with convenient and thoughtful to increase the value of assets to improve customer loyalty; secondly, we should actively communicate with the customer, establish brand awareness, improve brand attitude, increase brand Lenovo, and by actively fulfill the social responsibility of the enterprise to increase the brand equity to improve customer loyalty; finally, the implementation of customer relationship management strategy should increase assets to improve customer loyalty.

【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.63

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