市场营销-美妆品牌顾客忠诚影响因素研究——以完美日记为例论文.doc

美妆品牌顾客忠诚影响因素研究——以完美日记为例 【摘要】随着人们消费支出的不断增加以及消费观念的不断转变，消费者对于美妆产品的需求逐渐扩大，消费习惯逐渐被培养起来，美妆消费者人群范围得以扩大。研究美妆品牌顾客忠诚影响因素，有利于把握消费升级下美妆企业的发展诀窍，促进美妆品牌的发展。 本文以美妆品牌顾客忠诚影响因素为研究主题，以消费者为研究视角，对美妆品牌——完美日记的顾客忠诚影响因素进行研究，选取产品质量、顾客价值、顾客体验以及转换成本作为影响因素指标，构建了美妆品牌顾客忠诚影响因素模型。 研究结果表明，产品质量、顾客价值、顾客体验以及转换成本都对美妆品牌的顾客忠诚度具有显著的正向影响，其中转换成本因素对美妆品牌顾客忠诚度的影响最大。 最后，本文根据研究结果，对提高美妆品牌顾客忠诚度提出了四个方面的对策建议，并对全文进行了总结。 【关键词】美妆；顾客忠诚；顾客价值 The customer loyalty influencing factors analysis of Beauty brands——Based on Prefect Dairy 【Abstract】With the increase of peoples consumption expenditure and the change of consumption concept, consumers’ demand for beauty products is expanding, consumption habits are gradually cultivated, the range of beauty consumers is expanding. Therefore, to study the influencing factors of customer loyalty of beauty brands is beneficial to grasp the development secrets of beauty enterprises and promote the development of beauty brands under the consumption upgrading. The paper takes the influencing factors of customer loyalty of Beauty brands as the research topic, studies the influencing fators of customer loyalty of Perfect Dairy from the perspective of comsumers. Product quality, customer value, customer experience, switching costs are selected as indicators of influenceing factors and influencing factors model of customer loyalty in Perfect Dairy was constructed. The research results show that product quality, customer value, customer experience, switching costs are the main influencing factors of brand loyalty of Beauty brands. These influencing factors have a positive impact on customer loyalty. The influence of switching costs is the deepest. Finally, based on the research results, this paper puts forward four measures and suggestion for improving customer loyalty of beauty brands and summarizes the whole paper. 【Keywords】Beauty; Customer loyalty; Customer value 目 录 1 前言 1.1 研究背景1 1.2 研究目的和意义1 1.2.1研究目的1 1.2.2研究意义2 1.3 研究内容和方法2 1.3.1研究内容2 1.3.2研究方法3 2 美妆品牌顾客忠诚影响因素的相关概述