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摘要：市场经济条件下，经济一体化，市场竞争越来越激烈，原先的企业经营管理模式越来越不能满足市场需求，为了提高市场占有率企业把目光集中在顾客忠诚度上，提高顾客忠诚度也是企业在激烈的竞争中获得市场占有率和站稳脚跟的前提和保障。企业的存在就是为了利润，只有利润才是驱动企业的动力，而顾客才会会企业带来利润，所以稳定的顾客群才是企业争取的目标，顾客忠诚度对企业的发展至关重要。现在企业的核心就是顾客，顾客不仅仅是企业的目标对象，更是整个营销活动的参与者和交易的决策者。所以企业的任务是不断的开发新顾客，开发新市场，增加市场占有率，同时，企业的最重要任务是文护好老顾客，稳定市场占有率。但是对于顾客忠诚度的定义、顾客忠诚度影响因素、顾客忠诚度的作用等的确切含义还是很模糊。本文根据这些不确定因素对顾客忠诚度进一步研究，分析影响意尔康顾客忠诚度的因素和意尔康对提高顾客忠诚度做法。40585
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毕业论文关键词：顾客，忠诚度，原因，分析
Er kang customer loyalty factor analysis
Under the condition of market economy, economic integration, market competition is more and more fierce, the original enterprise management mode is more and more cannot satisfy the market demand, in order to improve the market share of enterprise focusing on the customer loyalty, this also is enterprise gain a foothold in the competition of guarantee and premise. The existence of the enterprise in order to profit, only profit is the driving power of the enterprise, and customers to meet the enterprise profit, so the stability of the customers that enterprises strive for goals, customer loyalty is very important to the development of the enterprise. Now the core of the enterprise is the customer, the customer is not only the target of the enterprise, but also the whole marketing activities of the participants and trade policymakers. So the enterprise's mission is to continuously develop new customers, develop new market, increase market share, at the same time, the enterprise one of the most important task is to maintain good old customer, stabilize the market share. But for the definition of customer loyalty, factors affecting customer loyalty, the exact meaning of the role of customer loyalty, or blurry. So, in this paper, based on these uncertain factors on the further research on customer loyalty and analyze factors affecting meaning er kang customer loyalty and er kang to improve customer loyalty.
Keywords: customer loyalty, reason, analysis
目录
一、引言 1
二、顾客忠诚度的概述 2
（一）意尔康公司概述 2
（二）顾客忠诚度的涵义 2
（三）顾客忠诚度的形态分类 3
三、顾客忠诚度对零售行业的意义 3
（一）降低运营成本 4
（二）提高边际利润 4
（三）产生良好的企业形象及新品的推广 5
（四）企业可集中精力抓管理 5
四、意尔康对顾客忠诚度的因素分析 6
（一）品牌形象 6
（二）顾客的消费经历及满意度 6
（三）产品的内在价值 7
（四）其他替代品吸引力 8
（五）转换成本的高低 8
五、意尔康在提升顾客忠诚度采取的策略 8
（一）提高顾客满意度 9
（二）不断提高产品和服务质量 9
（三）合理定制价格 10
（四）意尔康致力建立负责高效的零售人员队伍 10