影响顾客忠诚度因素的探析.doc

影响顾客忠诚度因素的探析影响顾客忠诚度因素的探析Error!Nobookmarknamegiven.Error!Nobookmarknamegiven.影响顾客忠诚度因素的探析摘要随着区域经济一体化、世界经济全球化的发展，企业竞争环境正在发生前所未有的剧烈动荡和变化,顾客忠诚度以其对企业经营绩效产生的巨大贡献而日益成为人们关注的焦点.因为企业产生的根源是利润的驱动,利润是企业存在的前提，而顾客则是利润的源泉。在以顾客为核心的企业中，顾客不仅是营销的目标和对象，而且是营销的参与者，并且是启动和控制营销的决定者。因此企业既要不断争取新顾客，开辟新市场，提高市场占有率，又要努力保持现有顾客，培育忠诚顾客,稳定市场占有率。然而，对于顾客忠诚度的确切含义、顾客忠诚度的影响因素、顾客忠诚度影响因素的作用等问题，仍存在较大的争议。基于此，本文将在界定顾客忠诚度内涵的基础上对顾客忠诚度的影响因素和提升策略作一定的探析。关键词：顾客，忠诚度，原因，分析，经验AbstractJapanintotheworld'sfirsthigh—speedrailway，theworldexperiencedthreehigh—speedraildevelopmentclimax,themostrepresentativecountriesareJapan,France,Germany，Italyandsoon。High—speedrailwayinChinastartedlate,butthehighstartingpoint,rapiddevelopment,throughtheintroductionofforeigncoretechnologyabsorptionandinnovation，theinitialhigh—speedrailwaywiththecapacitybuilding，usheredinaneweraofhigh-speedrailwayconstruction。High-speedrailisasetofthemostadvancedrailwaytechnology,advancedoperationsmanagement,marketingandfinancing,includingcomplexsystemsengineering，withahighlyefficientoperatingsystem,whichincludestheconstructionofinfrastructure,rollingstockconfiguration，stationandtrainoperatingrulesandotheraspectsoftechnologyandmanagement.Thishigh-speedrailwayconstructionanddevelopmentfromthestartofChina，summedupthedefinitionofhigh—speedrailwayandthemaintypesofhigh-speedrailwayconstructionanddevelopmentofChina'sstatusandtrends，forreference。Keywords：high—speedrailway;development;building;high—speedpassengerline目录TOC\o”1-3"\h\uHYPERLINK\l_Toc293721引言PAGEREF_Toc293721HYPERLINK\l_Toc170672顾客忠诚度的概述PAGEREF_Toc170671HYPERLINK\l_Toc169042.1顾客忠诚度的涵义PAGEREF_Toc169041HYPERLINK\l_Toc292172.2顾客忠诚度的分类PAGEREF_Toc292172HYPERLINK\l_Toc92742.3顾客忠诚度的作用PAGEREF_Toc92743HYPERLINK\l_Toc81782。3。1降低企业运营成本PAGEREF_Toc81783HYPERLINK\l_Toc110572.3。2口碑效应PAGEREF_Toc110573HYPERLINK\l_Toc125232.3.3提高边际利润PAGEREF_Toc125234HYPERLINK\l_Toc3343影响顾客忠诚度的因素分析PAGEREF_Toc3344HYPERLINK\l_Toc91233。1企业品牌PAGEREF_Toc91234HYPERLINK\l_Toc6550