长虹智能电视顾客忠诚度研究
发布时间：2018-11-17 06:28
【摘要】：随着新技术、新材料、新应用的发展,智能电视也得到了快速发展。长虹等传统家电企业在发展智能电视的同时,小米、乐视等互联网企业也参与到了智能电视市场竞争当中,并在盈利模式上给传统企业带来了巨大挑战。同时,智能电视也面临着产品同质化严重,市场竞争激烈,顾客忠诚度不高等问题。智能电视企业要想取得可持续的竞争优势,就必须重视顾客忠诚度,找到影响智能电视顾客忠诚度的影响因素,并针对公司顾客忠诚存在的问题作出改善。长虹作为国内知名的家电企业,在电视行业有着一定影响力。以长虹为对象来研究智能电视顾客忠诚度面临的问题、影响因素,并据此提出提高顾客忠诚度的建议,不仅利于长虹在市场竞争中脱颖而出,还在一定程度上对传统家电企业发展智能电视提供一定的借鉴作用。本文在理论研究的基础上,对智能电视的行业和市场进行了分析,包括行业环境分析、竞争者分析、产品发展趋势、消费者和销售渠道分析。再从长虹实际出发,分析了长虹顾客忠诚度面临的问题及原因。接着,探讨了影响长虹智能电视顾客忠诚度的影响因素,通过以问卷调查的方式收集数据,并对数据进行了分析。研究发现,影响顾客忠诚度的五大因素由强到弱分别是产品核心功能价值、智能体验价值、服务质量、品牌形象、市场竞争状况。本文的最后根据面临的问题及研究结论,对智能电视顾客忠诚度提升策略提出了建议:(1)提升智能电视的核心功能价值。(2)依靠智能生态系统维系智能电视顾客忠诚。(3)加强内容资源的整合。(4)提升服务质量。(5)提升企业品牌形象。(6)构建智能交易平台,提升便利性。
[Abstract]:With the development of new technology, new materials and new applications, smart TV has been developed rapidly. While Changhong and other traditional home appliance enterprises develop smart TV, Xiaomi, Letv and other Internet enterprises also participate in the competition of intelligent TV market, and bring great challenge to traditional enterprises in profit mode. At the same time, smart TV also faces the problems of product homogeneity, fierce market competition and low customer loyalty. If smart TV enterprises want to obtain sustainable competitive advantage, they must attach importance to customer loyalty, find out the factors that affect the customer loyalty of smart TV, and improve the problems existing in customer loyalty. Changhong, as a well-known home appliance enterprise in China, has a certain influence in the TV industry. Taking Changhong as an object to study the problems faced by smart TV customer loyalty and the influencing factors, and based on this, the author puts forward some suggestions to improve customer loyalty, which is not only conducive to the emergence of Changhong in the market competition. To a certain extent, it also provides some reference to the development of intelligent TV for traditional household appliances enterprises. On the basis of theoretical research, this paper analyzes the industry and market of smart TV, including industry environment analysis, competitor analysis, product development trend, consumer and sales channel analysis. Based on Changhong's reality, the problems and reasons of Changhong's customer loyalty are analyzed. Then, the paper discusses the factors that affect the customer loyalty of Changhong Intelligent TV, collects the data by questionnaire, and analyzes the data. It is found that the five factors influencing customer loyalty from strong to weak are product core function value, intelligent experience value, service quality, brand image and market competition. Finally, according to the problems and research conclusions, Some suggestions on enhancing customer loyalty of smart TV are put forward: (1) enhancing the core function value of intelligent TV; (2) relying on intelligent ecosystem to maintain customer loyalty of intelligent TV; (3) strengthening the integration of content resources. (4) improve service quality, (5) enhance enterprise brand image, (6) construct intelligent trading platform, Improve convenience.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6
本文编号：2336745
[Abstract]:With the development of new technology, new materials and new applications, smart TV has been developed rapidly. While Changhong and other traditional home appliance enterprises develop smart TV, Xiaomi, Letv and other Internet enterprises also participate in the competition of intelligent TV market, and bring great challenge to traditional enterprises in profit mode. At the same time, smart TV also faces the problems of product homogeneity, fierce market competition and low customer loyalty. If smart TV enterprises want to obtain sustainable competitive advantage, they must attach importance to customer loyalty, find out the factors that affect the customer loyalty of smart TV, and improve the problems existing in customer loyalty. Changhong, as a well-known home appliance enterprise in China, has a certain influence in the TV industry. Taking Changhong as an object to study the problems faced by smart TV customer loyalty and the influencing factors, and based on this, the author puts forward some suggestions to improve customer loyalty, which is not only conducive to the emergence of Changhong in the market competition. To a certain extent, it also provides some reference to the development of intelligent TV for traditional household appliances enterprises. On the basis of theoretical research, this paper analyzes the industry and market of smart TV, including industry environment analysis, competitor analysis, product development trend, consumer and sales channel analysis. Based on Changhong's reality, the problems and reasons of Changhong's customer loyalty are analyzed. Then, the paper discusses the factors that affect the customer loyalty of Changhong Intelligent TV, collects the data by questionnaire, and analyzes the data. It is found that the five factors influencing customer loyalty from strong to weak are product core function value, intelligent experience value, service quality, brand image and market competition. Finally, according to the problems and research conclusions, Some suggestions on enhancing customer loyalty of smart TV are put forward: (1) enhancing the core function value of intelligent TV; (2) relying on intelligent ecosystem to maintain customer loyalty of intelligent TV; (3) strengthening the integration of content resources. (4) improve service quality, (5) enhance enterprise brand image, (6) construct intelligent trading platform, Improve convenience.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6
【参考文献】
相关期刊论文 前1条
1 周腾;;影响顾客忠诚度因素探析[J];教育教学论坛;2013年11期
，本文编号：2336745
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