本文選題：“降價” + “會員制”　； 參考：《上海外國語大學(xué)》2017年碩士論文

【摘要】：互聯(lián)網(wǎng)的快速發(fā)展及普及、科技的進(jìn)步使得世界各個子市場聯(lián)系越來越緊密,產(chǎn)品越來越豐富化,顧客爭奪成本不斷提高。發(fā)展和維護(hù)忠誠客戶群體是各企業(yè)維系發(fā)展壯大的制勝策略,是讓自己屹立于市場之林大生態(tài)環(huán)境的基石。現(xiàn)代企業(yè)競爭就是顧客的競爭、顧客忠誠度的競爭,研究顯示企業(yè)80%的利潤來源于老顧客,換言之是比較忠誠的顧客。在網(wǎng)絡(luò)購物逐步成為人們生活習(xí)慣這樣的大背景之下,如何留住老顧客,如何維護(hù)顧客忠誠度,讓老顧客建立品牌忠誠,重復(fù)性購買企業(yè)產(chǎn)品或者服務(wù)顯得尤為重要。本文主要研究的是“降價”和“會員制”對品牌忠誠度的影響,理論上基于對營銷方式和顧客忠誠度的文獻(xiàn)研究,加入購買意愿、感知質(zhì)量和感知價值三個中介變量,提出“降價”和“會員制”兩種顧客營銷方式的結(jié)構(gòu)方程模型;介紹了模型中相關(guān)變量的界定和釋義,實(shí)證上利用SPSS和AMOS對理論模型進(jìn)行檢驗(yàn)和修正,分析了消費(fèi)者對“降價”和“會員制”的反應(yīng),并比較了二者之間的差異。結(jié)果表明:“降價”和“會員制”均對感知質(zhì)量、感知價值和購買意愿有正向的影響,其中二者對購買意愿和品牌忠誠度之間有較明顯的差異,“降價”對購買意愿的正向影響顯著性大于“會員制”,對品牌忠誠的影響顯著性小于“會員制”。根據(jù)實(shí)證分析結(jié)論以及“降價”和“會員制”對品牌忠誠和購買意愿表現(xiàn)出的差異性特征,為了更好地發(fā)揮營銷策略對企業(yè)發(fā)展的促進(jìn)作用,本文相應(yīng)地提出了幾個建議對策。(1)明確營銷目的,針對性制定促銷策略;(2)善用電子商務(wù)充分利用“會員制”,提升品牌忠誠度;本文主要的創(chuàng)新之處在于以下兩點(diǎn):(1)通過建立了相關(guān)的網(wǎng)絡(luò)購物的顧客忠誠度模型,探討了促銷模型在網(wǎng)絡(luò)購物環(huán)境下的適用性,豐富網(wǎng)絡(luò)購物顧客忠誠度模型的研究。(2)本文探討比較了電商環(huán)境下促銷和“會員制”兩種促銷方式對顧客忠誠度的影響,創(chuàng)新性地將“降價”和“會員制”二者放在一起做比較,具有一定的實(shí)際意義。
[Abstract]:With the rapid development and popularization of the Internet and the progress of science and technology, each sub-market in the world is more and more closely linked, the products are becoming more and more abundant, and the cost of competing for customers is increasing. The development and maintenance of loyal customer groups is the winning strategy for enterprises to maintain their growth and growth, and is the cornerstone of the ecological environment in which they stand in the market. Modern enterprise competition is customer competition, customer loyalty competition, research shows that 80% of the profits of enterprises come from regular customers, in other words, more loyal customers. Under the background that online shopping gradually becomes people's living habits, how to keep old customers, how to maintain customer loyalty, how to make old customers establish brand loyalty, and how to repeatedly purchase enterprise products or services is particularly important. This paper mainly studies the influence of "price reduction" and "membership system" on brand loyalty. Theoretically, it is based on the literature research on marketing mode and customer loyalty, adding purchase intention, perceived quality and perceived value. This paper puts forward the structural equation model of "reducing price" and "membership system", introduces the definition and definition of relevant variables in the model, and empirically uses SPSS and AMOS to test and revise the theoretical model. This paper analyzes the consumers' reaction to "price reduction" and "membership system", and compares the difference between them. The results show that both "price reduction" and "membership system" have positive effects on perceived quality, perceived value and purchase intention, and there are obvious differences between them on purchase intention and brand loyalty. The positive effect of "reducing price" on purchase intention is more significant than that of "membership system", and the influence on brand loyalty is less significant than "membership system". According to the conclusion of empirical analysis and the different characteristics of "price reduction" and "membership system" to brand loyalty and purchase intention, in order to better play the role of marketing strategy to promote the development of enterprises. Accordingly, this paper puts forward several suggestions and countermeasures. (1) make clear the marketing aim, and make the promotion strategy to make good use of electronic commerce to make full use of "membership system" to enhance brand loyalty; The main innovation of this paper lies in the following two points: 1) through the establishment of the related customer loyalty model of online shopping, the applicability of the promotion model in the online shopping environment is discussed. This paper discusses and compares the influence of two kinds of promotion methods on customer loyalty under the environment of ecommerce and "membership system". It is of practical significance to creatively compare the price reduction and membership system.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F724.6

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