顾客忠诚营销管理研究

On Customer Loyalty Marketing Management

顾客忠诚管理理论方面的研究,主要体现为顾客忠诚含义和顾客忠诚价值两个方面。随着研究者不断深入研究,发现顾客满意和顾客忠诚之间以及顾客忠诚和企业利润之间并不是在所有企业中存在正相关关系,顾客满意不能够保证企业长期赢利。本文研究目的旨在阐述顾客忠诚理论基础上如何制定正确的市场营销策略。

The theoretical study of customer loyalty management involves the meaning and value of customer loyalty. A deeper probe reveals that customer satisfaction is not equivalent to customer loyalty, neither is customer loyalty to enterprise profits. Customer satisfaction can＇t guarantee that enterprises make profits permanently. The thesis aims to discuss how to make correct marketing strategies on the basis of customer loyalty theory.