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MBA硕士论文_大庆市大商新玛特超市顾客忠诚度研究DOC

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文本描述
摘要
在经济全球化发展的背景下,市场经济不断发展,市场竞争也进一步加剧,买方市
场逐步取代卖方市场成为市场格局趋势。因此,顾客成为决定企业利润的关键所在。随
着人民生活水平的提高,顾客的消费理念也发生了很大的变化,对产品和服务都提出了
更高的要求。在经济社会发展的同时,中国的零售业也取得了显著的发展,超市这种零
售业的作用日益明显,各个超市之间的竞争也在升级,顾客资源的争夺也越来越重要,
企业竞争的焦点不断从吸引顾客向维护顾客转移。因此,顾客忠诚对企业显得尤为重要,
顾客忠诚度的研究也越来越受到人们的关注。
随着永辉、大润发等大型连锁超市陆续进入大庆市场,大庆市大商新玛特超市(本
文特指纬二路店)面临越来越激烈的竞争,提升大庆市大商新玛特超市顾客忠诚度直接
影响该超市经济效益的提高和长远发展。本文在查阅国内外研究现状和相关理论的基础
上,结合大庆市大商新玛特超市实际,确定了顾客忠诚度的主要影响因素,即商品特性、
服务质量、品牌价值、购物环境和转换成本。根据顾客忠诚度及其影响因素的的测量指
标,设计调查问卷和访谈提纲;通过问卷调查和访谈,了解大庆市大商新玛特超市顾客
忠诚度现状。通过分析发现,大庆市大商新玛特超市存在顾客让利少、购物体验欠佳、
品牌影响力弱和天狗网利用率低等影响顾客忠诚度的主要问题。针对存在的问题并结合
实际,新玛特超市可以通过加大优惠力度、增加顾客让利,注重顾客购物体验、营造良
好的购物氛围,塑造企业形象、提升品牌影响力和提高天狗网利用率、实现超市和顾客
双赢等策略提升顾客忠诚度。通过提升大庆市大商新玛特超市顾客忠诚度,促进大庆市
大商新玛特超市的发展。
关键词:大庆市大商新玛特超市;顾客忠诚度;商品特性;品牌价值东北石油大学 MBA 学位论文
III
Daqing Merchants New Smart Supermarket Customer Loyalty
Research
ABSTRACT
Under the background of economic globalization, the development of market
economy, market competition has intensified, buyer&39;s market gradually replaced seller&39;s
market as market trends. Therefore, customer is becoming a key factor to corporate
profits. Based on the improvement of people&39;s living standard, customer&39;s consumption
concept is changing, they demand higher quality of products and services. With the
economic and social development, China&39;s retail sales have also made remarkable
development, supermarket is becoming an essential part of retail; the competition
among supermarkets is upgrading, customer resources contest is becoming more and
more important; the focus of enterprise competition is continuously transferred from
attract customers to maintain customers. Customer loyalty is particularly important to
enterprise, the attention to related research is growing accordingly.
As Yonghui, RT-mart and other large supermarket chains entering to Daqing
market, Daqing Merchants New Smart Supermarket (specifically means the shop on
Weier Road in this thesis) facing increasingly fierce competition, its improvement of
economic benefits and long-term development will be influenced directly by customer
loyalty promotion. Based on the research inside and outside China and relevant theories,
combining the reality of Daqing Merchants New Smart Supermarket, the main influence
factors of customer loyalty were found as: product features, service quality, brand value,
shopping environment and switching costs. Based on the measurement of customer
loyalty and its influence factors, designed the questionnaire and interview outline.
Through questionnaire and interview results, acquired the customer loyalty status of
Daqing Merchants New Smart Supermarket. After analysis, some problems of customer
loyalty were found: the margin of preference is low, shopping experience is not so good,
brand influence is weak, utilization ratio of ecommerce is low. Against the existing
problems and combined with the actual, Daqing Merchants New Smart Supermarket
can create win-win strategy and promote the customer loyalty by enlarging discount rate,
increasing customer benefit; paying more attention to the customer experience, creating
better shopping environment; remolding the corporate image, enhancing brand influence
and improving the ecommerce utilization. The promoting customer loyalty will drive
the development of Daqing Merchants New Smart Supermarket.东北石油大学 MBA 学位论文
IV
Key Words: Daqing Merchants New Smart Supermarket; Customer loyalty;
Product features; Brand value东北石油大学 MBA 学位论文
V
目 录
摘要........................................................................................................................................II
ABSTRACT..............................................................................................................................III
第 1 章 绪 论...........................................................................................................................1
1.1 研究背景......................................................................................................................1
1.2 研究目的和意义..........................................................................................................2
1.2.1 研究目的...........................................................................................................2
1.2.2 研究意义...........................................................................................................2
1.3 国内外研究现状..........................................................................................................3
1.3.1 国外研究现状...................................................................................................3
1.3.2 国内研究现状...................................................................................................4
1.3.3 研究现状评价...................................................................................................5
1.4 研究思路和方法..........................................................................................................5
1.4.1 研究思路...........................................................................................................5
1.4.2 研究方法...........................................................................................................6
第 2 章 相关基本理论...............................................................................................................7
2.1 大型超市相关理论......................................................................................................7
2.1.1 超市定义...........................................................................................................7
2.1.2 大型超市标准...................................................................................................7
2.1.3 大型超市发展现状...........................................................................................7
2.2 顾客忠诚度相关理论..................................................................................................8
2.2.1 顾客相关概念...................................................................................................8
2.2.2 顾客忠诚的概念...............................................................................................9
2.2.3 顾客忠诚度的概念...........................................................................................9
2.3 顾客忠诚度影响因素..................................................................................................9
2.3.1 顾客忠诚度影响因素的确定...........................................................................9
2.3.2 顾客忠诚度各影响因素的定义.....................................................................10
第 3 章 大庆市大商新玛特超市顾客忠诚度现状调查....................