-I- 摘要 近年来，烟草行业内外部环境发生一系列深刻变化，行业上下正经历一次严 峻的考验。烟草工商业企业已逐渐进入服务营销时期，意识到客户忠诚度已成为 最重要的资源，并将客户服务营销作为重点工作之一。客户积分管理系统是常见 的客户服务营销方式，如何通过客户积分管理系统，提升客户忠诚度，建立稳定 和谐的客户关系，进而提升烟草公司销售额，是当前烟草企业尚未深入研究但却 具有重要意义的课题。 本文立足于H烟草公司，基于该公司当前的营销现状与客户现状，借助问 卷调查法、访谈法、图表分析法对H烟草公司的三大客户群体进行了忠诚度的 调研与分析，发现这三类客户的忠诚度均存在较大提升空间，且大部分客户积极 支持H烟草公司客户积分管理系统的建立。通过分析，本文发现H烟草公司具 备建立客户积分管理系统的基础，且可通过客户积分管理系统提高客户忠诚度与 销售量。根据市场需求，本文设计了H烟草公司客户积分管理系统，对于在营 销活动中扮演的不同角色设置了不同的系统功能。最后，本文阐述了该积分管理 系统的分步实施计划以及保障措施。 本文基于客户忠诚度、客户积分相关理论与H烟草公司的实际情况，提出 了Ｈ烟草公司客户积分管理系统的设计方案与实施方案，为Ｈ烟草公司提高客户 忠诚度与销售业绩提供了切实可行的工作方向。同时，本文的研究结果和方法也 可以试用于同行业其他烟草公司，对同行业的其他企业客户管理具有借鉴和参考 意义。 关键词：客户忠诚度；客户积分管理；积分回报；H烟草公司 Abstract -III- Abstract Inrecentyears,thetobaccoindustryhasundergoneaseriesofprofoundchanges intheexternalenvironment,andtheindustryisundergoingaseveretest.Tobacco businessenterpriseshavegraduallyenteredtheservicemarketingperiod.Theyrealize thatcustomerloyaltyhasbecomethemostimportantresourceandtakecustomer servicemarketingasoneofthekeytasks.Customerpointsmanagementsystemisa commonmethodofcustomerservicemarketing.Howtoimprovethecustomerloyalty, establishastableandharmoniousrelationshipbetweencustomersandtobacco companieswiththehelpofthecustomerpointsmanagementsystem,andthen increasethesalesoftobaccocompaniesisameaningfultopicthathasnotyetbeen deeplystudiedbytobaccocompanies. BasedonthecurrentmarketingstatusandcustomerstatusofHTobacco Company,thispaperinvestigatesandanalyzestheloyaltyofthethreemajorcustomer groupsofHTobaccoCompanybymeansofquestionnairesurvey,interviewmethod, andgraphanalysismethod.Itisfoundthatthereisgreatroomforimprovingthe loyaltyofthesethreetypesofcustomers.Andmostcustomersactivelysupportthe establishmentoftheCustomerPointsManagementSystemofHTobaccoCompany. Throughtheanalysis,thispaperfindsthatHTobaccoCompanyhasthefoundationof establishingcustomerpointsmanagementsystem,andcanimprovecustomerloyalty andsalesthroughcustomerpointsmanagementsystem.Accordingtothemarket demand,thispaperdesignsthecustomerpointsmanagementsystemofHTobacco Company,andsetsupdifferentsystemfunctionsfordifferentrolesinmarketing activities.Finally,thispaperexpoundsimplementationplanofthesystemandthe guaranteemeasures. Basedoncustomerloyalty,customerpointsrelatedtheoryandtheactual situationofHTobaccoCompany,thispaperputsforwardthedesignand implementationplanofHTobacco'scustomerpointsmanagementsystem.Itprovides apracticaldirectionforHTobaccoCompanytoenhancecustomerloyaltyandsales performance.Atthesametime,theresearchresultsandmethodscanalsobeusedin othertobaccocompaniesinthesameindustry,whichhasreferencesignificancefor servicecustomermanagementinthesameindustry. Keywords:Customerloyalty,Customerpointsmanagement,Pointsreturnplan,H TobaccoCompany 目录 -V- 目录 摘要.................................................................................................................................I Abstract........................................................................................................................III 第1章绪论................................................................................................................1 1.1研究背景与意义.................................................................................................1 1.1.1研究背景....................................................................................................1 1.1.2研究意义....................................................................................................2 1.2研究内容与方法.................................................................................................3 1.2.1研究内容....................................................................................................3 1.2.2研究方法....................................................................................................4 1.3研究技术路线.....................................................................................................5 第2章相关理论及研究综述......................................................................................7 2.1客户忠诚度相关理论与研究综述.....................................................................7 2.1.1客户关系理论............................................................................................7 2.1.2客户价值理论............................................................................................7 2.1.3客户满意度理论........................................................................................8 2.1.4客户忠诚度理论及研究综述..................................................................10 2.2积分管理相关理论与研究综述.......................................................................13 2.2.1客户积分管理内涵..................................................................................13 2.2.2客户积分管理的应用研究综述..............................................................14 2.2.3客户积分对客户忠诚度的影响研究综述..............................................15 2.3本章小结............................................................................................................16 第3章H烟草公司客户忠诚度现状分析................................................................17 3.1H烟草公司基本情况介绍................................................................................17 3.1.1H烟草公司的简介....................................................................................17 3.1.2H烟草公司的烟草品牌介绍....................................................................17 3.1.3H烟草公司的市场表现............................................................................18 3.2烟草行业的营销环境分析...............................................................................21 3.2.1宏观环境分析..........................................................................................21 3.2.2市场行业发展现状分析..........................................................................25 北京工业大学工商管理硕士专业学位论文 -VI- 3.3H烟草公司客户忠诚度调查............................................................................27 3.3.1调查方式..................................................................................................28 3.3.2问卷设计..................................................................................................28 3.3.3问卷回收..................................................................................................30 3.3.4客户忠诚度分析......................................................................................31 3.4H烟草公司客户积分管理系统提升客户忠诚度的可行性分析....................36 3.4.1从H烟草公司的角度分析......................................................................37 3.4.2从客户的角度分析..................................................................................38 3.4.3从行业发展的角度分析..........................................................................39 3.5本章小结............................................................................................................40 第4章H烟草公司客户积分管理系统设计............................................................41 4.1系统设计目的与原则.......................................................................................41 4.1.1设计目的..................................................................................................41 4.1.2设计原则...................................................