基于顧客價(jià)值的品牌忠誠(chéng)度研究——以手機(jī)行業(yè)為例.pdf

1、河北大學(xué)碩士學(xué)位論文基于顧客價(jià)值的品牌忠誠(chéng)度研究——以手機(jī)行業(yè)為例姓名：楊威威申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：楊立杰20100501AbstractIIAbstractThe21stcenturyisthecenturyofcompetitivebrsthewldhasenteredtheeraofcompetitivebrs.Ithasbecomeamainstrategyinmarketingcompetitionfent

2、erprisestobuildbrsloyaltynurturetheircompetitiveadvantage.Howtomaketheirproductsstoutinanumberofcompetitsbeacceptedbyconsumershasbeenanimptantissuewhichrelatetothesurvivalofcompany.Amongofthemtheceissueofbrbuildingistobu

3、ildmaintaincustomerbrloyalty.ComparingwithfeigncompaniesChinesecompaniesstillhavemanydeficienciesintheaspectsofnurturesustainconsumerbrloyalties.Fexamplehowtobuildmeasuremaintainenhancecustomerloyaltyhascausedthedomestic

4、enterprises’commonattentionisbecomingaurgentproblemwhichneedsthemtosolvequickly.Thusresearchonbrloyaltyhasextremelypracticalsignificance.Thisarticlebasesoncustomervalueintegratescustomervaluebrloyaltydoesaindepthanalysis

5、aboutthefmattingprocessinfluencingfactsofbrloyaltythroughreviewanalysisdomesticfeignscholars’relevanttheeticalresearchoncustomervaluebrloyalty.Asabasisofthisproposeatheeticalassumptionofbrloyaltywhichbasesoncustomervalue

6、establishedacrespondingevaluationindexsystemofbrloyaltytakesthemobilephonefexampleverifiesthereasonablenessoftheseassumptions.Finallydrawconclusionsinfourareas:FirstlyBrloyaltyfmationprocessisdividedintofourstages:Consum

7、erawarenessCustomervalueassessmentConsumeremotionalattachmentBrloyalty.Secondlycustomervalueistheonlykeydriversofbrloyaltybrloyaltyplayakeyroleinthefmation.Thirdlyfcollegestudentsthefactswhichimpactbrloyaltyofmobilephone

8、includesixaspects:advertisementfunctionpricebrlenovoreputationquality.Finallythisarticlegivessomesuggestionabouthowtonurtureenhancemobilephonebrloyaltycontrarytocollegestudentsinthehopeofprovidingcertainreferencevaluefth