本文選題：客戶生命周期理論 + 汽車�。� 參考：《武漢理工大學(xué)》2013年碩士論文

【摘要】：維系忠誠(chéng)的顧客作為企業(yè)取得競(jìng)爭(zhēng)優(yōu)勢(shì)的源泉,是企業(yè)持久發(fā)展的基礎(chǔ)。汽車作為使用壽命較長(zhǎng)、技術(shù)復(fù)雜的耐用消費(fèi)品,在銷售及售后服務(wù)方面具有一定的行業(yè)特殊性,針對(duì)這類耐用消費(fèi)品的顧客維系需要建立有針對(duì)性的維系策略。而類似于產(chǎn)品生命周期,顧客在購(gòu)買及使用產(chǎn)品的過程中也存在生命周期,依據(jù)顧客生命周期的不同,相應(yīng)的顧客保持策略也應(yīng)作相應(yīng)調(diào)整。因此,研究汽車消費(fèi)者在汽車購(gòu)買和消費(fèi)過程中的各個(gè)階段顧客忠誠(chéng)的主要影響因素有哪些、各影響因素對(duì)顧客忠誠(chéng)的影響程度如何具有一定的現(xiàn)實(shí)意義。 根據(jù)汽車購(gòu)買對(duì)象的不同可將汽車消費(fèi)者分為汽車私人消費(fèi)者與集團(tuán)消費(fèi)者,本文選取汽車私人消費(fèi)者為研究對(duì)象,以國(guó)內(nèi)外已有的客戶生命周期理論、客戶忠誠(chéng)理論為基礎(chǔ),開展顧客深度訪談。結(jié)合汽車行業(yè)銷售和服務(wù)特點(diǎn),劃分了汽車私人消費(fèi)者生命周期,并建立了汽車私人消費(fèi)者忠誠(chéng)的靜態(tài)模型。通過實(shí)施問卷調(diào)研,輔以SPSS17.0對(duì)預(yù)試問卷的測(cè)量量表進(jìn)行了修正與分析,以此編制了正式問卷。利用結(jié)構(gòu)方程建模軟件AMOS7對(duì)各階段的汽車私人用戶樣本進(jìn)行分析,對(duì)已建立的靜態(tài)忠誠(chéng)模型展開實(shí)證研究,構(gòu)建了動(dòng)態(tài)的顧客忠誠(chéng)模型,以了解消費(fèi)者在顧客生命周期的各個(gè)階段的忠誠(chéng)驅(qū)動(dòng)機(jī)理。依據(jù)實(shí)證研究結(jié)果,提出汽車企業(yè)客戶保持和資源配置策略的建議,研究過程及結(jié)論為汽車企業(yè)及經(jīng)銷商在保持客戶資源方面帶來(lái)啟示。 本文的創(chuàng)新之處在于緊密結(jié)合汽車行業(yè)私人消費(fèi)者購(gòu)買與使用的特性,將顧客生命周期理論與顧客忠誠(chéng)理論結(jié)合起來(lái),以汽車行業(yè)的私人消費(fèi)者為樣本,構(gòu)建了動(dòng)態(tài)的顧客忠誠(chéng)模型,彌補(bǔ)了以往研究中有理論而無(wú)實(shí)證、或有實(shí)證但實(shí)證行業(yè)不是耐用消費(fèi)品行業(yè)的局限,進(jìn)一步擴(kuò)展了客戶關(guān)系管理中基礎(chǔ)理論的應(yīng)用。
[Abstract]:Maintaining loyal customers as a source of competitive advantage is the basis for the sustainable development of enterprises. As the durable consumer goods with long service life and complicated technology, the automobile has certain industry particularity in sales and after-sales service. In order to maintain the customers of this kind of durable consumer goods, it is necessary to establish a targeted maintenance strategy. Similar to the product life cycle, the customer also has a life cycle in the process of purchasing and using the product. According to the different customer life cycle, the corresponding customer retention strategy should be adjusted accordingly. Therefore, it is of practical significance to study the main influencing factors of customer loyalty in each stage of automobile purchase and consumption, and how these factors affect customer loyalty. Automobile consumers can be divided into automobile private consumers and group consumers according to the different purchase objects. This paper selects automobile private consumers as the research object, based on the existing customer life cycle theory and customer loyalty theory at home and abroad. Conduct in-depth customer interviews. Combined with the characteristics of auto industry sales and service, the life cycle of automobile private consumers is divided, and the static model of automotive private consumer loyalty is established. Through carrying out questionnaire investigation and SPSS17.0, the measurement scale of pre-test questionnaire is revised and analyzed, and the formal questionnaire is compiled. The structural equation modeling software AMOS7 is used to analyze the samples of automobile private users in various stages, and the established static loyalty model is studied empirically, and the dynamic customer loyalty model is constructed. To understand the customer loyalty driving mechanism at all stages of the customer life cycle. According to the results of empirical research, this paper puts forward some suggestions on customer maintenance and resource allocation strategy of automobile enterprises. The research process and conclusions bring enlightenment to automobile enterprises and dealers in maintaining customer resources. The innovation of this paper is to combine the characteristics of purchasing and using of private consumers in automobile industry, and combine the theory of customer life cycle with the theory of customer loyalty, taking the private consumers of automobile industry as a sample. This paper constructs a dynamic customer loyalty model, which makes up for the limitations of the previous researches that there are theories but no empirical studies, or empirical industries are not durable consumer goods industry, further expand the application of the basic theory in customer relationship management.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.471

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本文編號(hào)：1908315