基于手机市场的顾客资产与顾客忠诚的关系研究

基于手机市场的顾客资产与顾客忠诚的关系研究11基于手机市场的顾客资产与顾客忠诚的关系研究22谨以此论文献给我敬爱的导师和母校——刘旭基于手机市场的顾客资产与顾客忠诚的关系研究33基于手机市场的顾客资产与顾客忠诚的关系研究44基于手机市场的顾客资产与顾客忠诚的关系研究55基于手机市场的顾客资产与顾客忠诚的关系研究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。关键词：顾客资产;顾客忠诚;价值资产;品牌资产;关系资产基于手机市场的顾客资产与顾客忠诚的关系研究66ThestudyontherelationshipbetweencustomerequityandcustomerloyaltybasedonthemobilephonemarketAbstractWiththedevelopmentofeconomyandsociety,marketcompetitionbecomesincreasinglyintense,andcustomersturntobethemostvaluableassetsforfirms.Thegoalofafirmistoimprovethecustomerequityandcustomerloyalty.Therefore,basedonthethreedrivingfactorsofcustomerequityandcustomerloyalty,theresearchonmarketingmanagementisofgreattheoryandrealitysignificance.Throughconsumption,contactwithenterprisesandotheractivities,customersmayformacertainattitudeandbehavior,anditaffectsthevalueprofitsoftheenterprises.Customerequityistheresourceswhichareinfluencedbyenterprisesandhiddeninthecustomers.Customerequitycanbringtheexpectedvaluetoenterprises.Customerequityincludesvalueequity,brandequityandrelationshipequity.Customerloyaltyincludesattitudeloyaltyandbehaviorloyalty.Customerloyaltyisdirectlyinfluencedbycustomerequity,andaccordinglycustomerloyaltyiscloselyrelatedtothefurtherformationofcustomerequity.Byasamplesurveyofmobilephoneconsumers,wecanobtainthefollowingconclusionsfromthedataanalysis:valueequityandbrandequityhaveapositiveimpactonbehaviorloyalty,andrelationshipequityhasapositiveimpactonattitudeloyalty.Meanwhilecustomerloyaltyhasapositiveimpactonbrandequityandrelationshipequity,butcustomerloyaltyhasn’tapositiveimpactonvalueequity.Domesticmobilephoneenterprisesshouldstartfromthethreedrivingfactorsofcustomerequity,andformulateperfectplantoimprovecustomerloyalty.Firstofall,domesticmobilephoneenterpriseshavetoimprovethequalityofproductorservice,effectivelyusevariouspricestrategy,andthoughtfullyprovideconveniencetocustomerstoincreasethevalueequitytoimprovecustomerloyalty.Secondly,domesticmobilephoneenterpriseshavetoactivelycommunicatewithcustomers,buildbrandawareness,improvetheattitudetowardthebrand,increasebrandassociationandfulfillthesocialresponsibilitytoincreasethebrandequitytoimprovecustomerloyalty.Finally,domesticmobilephoneenterpriseshavetoimplementthecustomerrelationshipmanagementstrategyandincreasetherelationshipequitytoimprovecustomerloyalty.Keywords:Customerequity,Customerloyalty,Valueequity,Brandequity,Relationshipequity基于手机市场的顾客资产与顾客忠诚的关系研究77目录1绪论...................................................81.1研究背景............................................91.1.1手机行业的背景研究...............................91.1.2理论背景.......................................101.2全文结构............................................31.3研究意义及主要创新点..................................122文献综述与概念界定.....................................142.1顾客资产理论综述.....................................142.1.1顾客资产的定义..................................142.1.2顾客资产的流派..................................152.1.3顾客资产的驱动因素...............................182.2顾客忠诚理论综述.....................................202.2.1顾客忠诚的定义..................................202.2.2顾客忠诚的分类..................................212.2.3顾客忠诚的结果..................................223理论框架及研究假设.....................................253.1顾客资产与顾客忠诚的理论框架...........................253.1.1顾客资产及其驱动因素.............................253.1.2顾客忠诚及其构成.................................253.1.3顾客资产与顾客忠诚的关系模型......................253.2相关研究假设.........................................193.2.1顾客资产驱动因素对顾客忠诚的影响作用..............2793.2.2顾客忠诚对顾客资产的影响作用......................284研究设计与分析讨论.....................................304.1研究设计............................................304.1.1问卷设计.......................................304.1.2样本的选取与数据收集.............................324.1.3数据分析工具与方法...............................334.2分析与讨论..........................................344.2.1样本描述性分析..................................344.2.2信度与效度分析..................................354.2.3研究假设分析....................................394.2.4对假设检验结果的讨论.............................405提高手机行业顾客忠诚的措施.............................445.1从顾客资产的三大驱动因素入手，全面提高顾客忠诚...........445.1.1改进质量、价格和便利性，增加价值资产来提高顾客忠诚...445.1.2加强品牌意识，改善品牌态度，增加品牌资产提高顾客忠诚..465.1.3积极地实施顾客关系管理策略，增加关系资产提高顾客忠诚..495.2树立顾客导向理念，研究顾客需求来提高顾客忠诚.............525.2.1真正树立顾客导向理念.............................525.2.2充分研究手机市场顾客需求..........................52基于手机市场的顾客资产与顾客忠诚的关系研究885.3密切关注手机行业竞争模式的转变，把握行业未来的发展趋势.....535.3.1在利用传统的社会渠道基础上，充分发挥运营商渠道的作用..535.3.2借助新的营销手段，创造独有的商业模式............