快速消费品行业的顾客忠诚度影响因素探析(1)

1快速消费品行业的顾客忠诚度影响因素探析——以伊利牛奶为例摘要本文结合快速消费品行业的特征，选取价格促销、负面口碑、品牌形象和广告4个变量，研究其对顾客忠诚度的影响。在乳饮料市场上，有以伊利、蒙牛为代表的领跑者，此外还包括其他一些品牌。“据尚普咨询发布的《2010-2013年中国含乳饮料和植物蛋白饮料市场分析调查报告》显示：到2030年，我国人均奶类占有量将达到25公斤左右，总产量达到4250万吨左右。这无疑地显示了我国含乳饮料市场巨大的发展潜力。而且根据该报告，在今后的五年里，我国国内含乳饮料产品消费会骤增，其中液态奶年增量率预估达到30%左右”。随着市场的发展，会吸引着更多的竞争者。所以，企业有必要从顾客满意，顾客感知价值，企业形象，顾客转换成本这四个维度着手，来培育忠诚的顾客。因此在本文中笔者将研究范围聚焦在快速消费品行业，并以伊利牛奶为例，试图探讨在如今越来越多的竞争者涉足乳饮料市场的情况下，企业如何通过培育和提高顾客忠诚来占领市场以及研究顾客忠诚及其各个维度的作用机理。通过实证分析，得出结论，并结合这些结论得出营销启示。论文运用实证分析的方法，把价格促销、负面口碑、品牌形象和广告作为外生潜在变量即自变量，把顾客忠诚作为内生潜在变量即因变量。并通过顾客忠诚，价格促销、负面口碑、品牌形象和广告这五个维度来进行问卷的编制，运用SPSS19.0统计软件对所收集的数据进行相关的分析和处理，得出研究结论。论文一共有五个部分：第一部分是绪论，包括研究背景，研究目的，研究问题和一些关键性的名词解释；第二部分是文献探讨，主要是针对顾客忠诚的一些国内外学者的研究文献进行阅读与述评；第三部分是研究方法，主要包括研究中样本的选取、研究架构、研究步骤、数据处理；第四部分是结果与讨论；第五部分是结论与建议；论文研究得出的结论是：价格促销、负面口碑、品牌形象和广告都对顾客忠诚有正的影响。关键词：顾客忠诚价格促销负面口碑品牌形象广告ABSTRACTAccordingtocustomerloyalty,theauthorcollectandreadrecentyearsdomesticandforeignliterature,extractedfourdimensionsofcustomerloyaltyfromthem:pricepromotion,negativewordofmouth,brandimage,advertisement.Inthedairybeveragesmarket,haveleaderlikeErieyoghurt,andYiliMilk,inadditiontoanumberofotherbrands.Accordingto《2010-2013Chinadairybeveragesandvegetableproteinbeveragemarketanalysisreport》releasedbyShangPuconsulting:until2030,China'spercapitamilkquantitywillachieve25kilograms,totaloutputachieves42500000tons.ThisfullydemonstratesChina'smilkbeveragemarketdevelopmentpotentialistremendous,foregroundisveryattractive.Thenextfiveyears,thedomesticmilkbeverageproductsconsumptionwillgreatlyincrease,especiallyliquidmilkannualincrementrateforecasttoreacharound30%.Withthedevelopmentofthemarket,willattractmorecompetitors.Therefore,enterprisesneedfrompricepromotion,negativewordofmouth,brandimage,advertisementofthesefouraspects,tocultivateloyalcustomers.Inthispapertheauthorfocusedonthefastconsumergoodsindustry,andtakeYiliMilkforexample,triestoanswerthequestion:enterpriseshouldhowtocultivateandenhancecustomerloyaltyt,aswellasthestudyofthemechanismbetweencustomerloyaltyanditsvariousdimensions.Throughempiricalanalysis,gettheconclusion.Thepaperusesthewayofempiricalanalysis,pricepromotion,customerperceivedvalue,advertisement,brandimageasanexogenouslatentvariables,thecustomerloyaltyasendogenousvariables.Andthroughthecustomerloyalty,pricepromotion,customerperceivedvalue,advertisementandbrandimageofthefivedimensionstocarryoutquestionnaire,useSPSS19.0statisticsoftwaretoanalyzedandprocessedthedata,thenwedrawaconclusion.Thepaperconsistsoffiveparts:thefirstpartisintroduction,includingresearchbackground,researchpurpose,researchquestionsandsomekeynounexplanation;thesecondpartistheliteraturediscussion,ismainlydirectedagainstthecustomerloyaltyofsomescholarsathomeandabroadtostudyliteratureinthereadingandcommentary;thirdpartistheresearchmethods,includingthestudyofsampleselection,researchframework,researchprocedures,dataprocessing;thefourthpartistheresultsanddiscussion;thefifthpartistheconclusionandsuggestion;Theconclusionis:pricepromotion,negativewordofmouth,brandimage,advertisementhaspositiveeffectsoncustomerloyalty.Keywords:customerloyalty,pricepromotion,negativewordofmouth,brandimage,advertisement3目录第一章绪论..................................................................51.1研究背景.................................................................51.2企业简介.................................................................61.3研究目的.................................................................71.4研究意义.................................................................7第二章基础概念与相关文献研究................................................82.1顾客忠诚.................................................................82.1.1顾客忠诚的概念和维度........................................................................................82.1.2顾客忠诚的测量指标............................................................................................92.1.3顾客忠诚的影响因素..........................................................................................112.2价格促销................................................................122.3负面口碑................................................................132.4品牌形象................................................................142.5广告....................................................................14第三章研究假设和研究模型...................................................153.1各变量与顾客忠诚的关系..................................................153.1.1价格促销与顾客忠诚..........................................................................................153.1.2负面口碑与顾客忠诚..........................................................................................153.1.3品牌形象与顾客忠诚..........................................................................................163.1.4广告与顾客忠诚..................................................................................................163.2测量指标和量表..........................................................163.2.1顾客忠诚量表......................................................................................................163.2.2价格促销量表...