D公司零售渠道顾客忠诚度研究
发布时间：2018-10-31 07:47
【摘要】：在PC行业,D公司曾以传统的直销模式,加上低成本、高效率优势,成为行业的领头羊之一。然而,随着行业间的竞争越来越日趋激烈,新的产品不断涌出,D公司的效益不断受到挑战,产生严重的影响。在经历了零售渠道的转型后,D公司虽取得了巨大的成功,绩效显著改善,但同时也依然面临着严峻的考验。为持续保持公司的竞争力,D公司决定将提高顾客忠诚度放到公司的战略层面。如何提高顾客的忠诚度,成为D企业战略优先需要考虑的因素。 本文以提高顾客满意度为研究目标,结合D公司的零售渠道现状,研究如何建立提高顾客忠诚度的体系。本文首先介绍了顾客忠诚度的相关理论概述；接着介绍了零售渠道在D公司的发展以及客户忠诚度现状；其次,介绍NPS的理论以及在D公司的应用情况；最后,笔者通过NPS的测评与分析,并结合工作经验,提出建议和对策,以进一步提高客户的忠诚度。 通过分析,本文为D公司提供如何在零售渠道提高顾客忠诚度的建议,包括提高店面的销售能力、建立智能管理体系等。
[Abstract]:In PC industry, D Company has become one of the industry leaders with traditional direct selling mode, low cost, high efficiency advantage. However, with the competition between industries becoming more and more fierce, new products are constantly pouring out, the benefit of company D is constantly challenged, which has a serious impact. After going through the transformation of retail channels, company D has achieved great success and significantly improved its performance, but at the same time, it still faces a severe test. To keep the company competitive, company D has decided to put customer loyalty at the strategic level. How to improve customer loyalty has become a strategic priority for D enterprises. In order to improve customer satisfaction, this paper studies how to set up a system to improve customer loyalty according to the current situation of D company's retail channels. This paper firstly introduces the related theories of customer loyalty, then introduces the development of retail channel in company D and the current situation of customer loyalty, secondly, introduces the theory of NPS and its application in D company. Finally, through the evaluation and analysis of NPS, combined with the work experience, the author puts forward suggestions and countermeasures to further improve customer loyalty. Through the analysis, this paper provides D company with suggestions on how to improve customer loyalty in retail channels, including improving the sales ability of stores, establishing intelligent management system, and so on.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.671
本文编号：2301430
[Abstract]:In PC industry, D Company has become one of the industry leaders with traditional direct selling mode, low cost, high efficiency advantage. However, with the competition between industries becoming more and more fierce, new products are constantly pouring out, the benefit of company D is constantly challenged, which has a serious impact. After going through the transformation of retail channels, company D has achieved great success and significantly improved its performance, but at the same time, it still faces a severe test. To keep the company competitive, company D has decided to put customer loyalty at the strategic level. How to improve customer loyalty has become a strategic priority for D enterprises. In order to improve customer satisfaction, this paper studies how to set up a system to improve customer loyalty according to the current situation of D company's retail channels. This paper firstly introduces the related theories of customer loyalty, then introduces the development of retail channel in company D and the current situation of customer loyalty, secondly, introduces the theory of NPS and its application in D company. Finally, through the evaluation and analysis of NPS, combined with the work experience, the author puts forward suggestions and countermeasures to further improve customer loyalty. Through the analysis, this paper provides D company with suggestions on how to improve customer loyalty in retail channels, including improving the sales ability of stores, establishing intelligent management system, and so on.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.671
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，本文编号：2301430
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