毕业论文(设计）--浅析中国移动通信营销策略与客户忠诚.doc

毕业论文（设计） 题 目 浅析中国移动通信营销策略与客户忠诚 　 浅析中国移动通信营销策论与客户忠诚度 【摘要】消费的日益成熟以及市场竞争的日益激烈，产品的同质化和价格战愈演愈烈。在较长一段时间内对企业的铲平或服务保持的悬着偏好与重复性购买高忠诚度的顾客不仅能给企业带来高额的利润，还可以帮助企业降低成本赢得核心竞争优势。忠诚度不不仅可以可企业直接带来高额的利润，还可以为其也节约成本，还来口碑效应，并且还会为其也增加溢价收入。一般企业的客户可分为忠诚客户、潜在忠诚、虚假忠诚、不忠诚四个类别。客户忠诚度的关键影响因素：顾客满意、感知质量、客户感知价值、转移成本……而在中国移动通信集团这一前提下客户忠诚的关键因素是：服务、质量、价格三个方面。企业经营过程中的产品策略、价格策略、渠道策略、促销策略等营销策略直接或间接的影响顾客对企业的忠诚度。而企业如何通过制定合理的营销策略来提高客户忠诚度？本文采用定性分析的方法并以中国移动通信集团为例，分析其营销策略对其客户忠诚的影响，对其存在的问题进行分析并提出解决方案。本文通过对移动通信营销策略和客户忠诚的影响因素进行分析发现：企业的营销则略主要分别作用于客户忠诚的影响因素的两个层次，即因素层、作用层。 【关键字】： 4P 客户忠诚 营销策略 Analyses China mobile marketing CeLun and customer loyalty 【Abstract】The increasingly mature and consumption of the increasingly fierce market competition, the same kind of product and price war intensified. In a relatively long period of time the flattened or services for enterprises to maintain the hanging preference and repeatability buy high loyalty customers can not only brings to the enterprise high yields, still can help enterprises to reduce the cost to win the core competitive advantage. Loyalty dont can not only can enterprise directly bring high yields, can also be for its also cost saving, also to public effects, and it would also increase premiums for their income. General enterprise customers can be divided into a loyal customers, potential loyalty, false loyalty, not loyal four categories. The key factors influencing customer loyalty: customer satisfaction, perception quality, customer perceptive value, transfer cost... While in China mobile communications group this premise is the key element of the customer loyalty: service, quality, price three aspects. Enterprise management in the process of product strategy, price strategy, channel strategy, promotion strategy marketing strategy direct or indirect impact on customer to enterprises loyalty. And how the enterprise by formulating rational marketing strategies to improve customer loyalty? This paper adopts the method of qualita