本文選題：顧客忠誠 + 市場細分　； 參考：《北京交通大學(xué)》2013年碩士論文

【摘要】：隨著客運市場競爭的日益加劇,鐵路運輸企業(yè)面臨的競爭壓力越來越大。如何在復(fù)雜多變的市場競爭環(huán)境中制定行之有效的營銷策略,發(fā)揮自身優(yōu)勢,求得長期穩(wěn)定發(fā)展,是鐵路運輸企業(yè)亟待解決的問題。而市場細分是進行有效市場營銷的前提條件,它通過將整個市場劃分為不同的消費群體,根據(jù)不同的消費特征,幫助企業(yè)有針對性的制定服務(wù)管理措施。 以往開展的鐵路旅客市場細分工作,大都是基于旅客人口統(tǒng)計特征、地理環(huán)境因素等進行的,很少涉及到旅客的消費心理及消費行為,而基于顧客忠誠的鐵路旅客市場細分,將從這個角度出發(fā),幫助鐵路運輸企業(yè)識別有價值的旅客群體,了解不同群體的個性化需求,提升服務(wù)質(zhì)量,培養(yǎng)顧客忠誠,為企業(yè)帶來持久的經(jīng)濟效益。 本文首先通過研究顧客忠誠的相關(guān)文獻,明確了影響顧客忠誠的相關(guān)因素包括顧客滿意、顧客信任、轉(zhuǎn)換成本等,在此基礎(chǔ)上,結(jié)合結(jié)構(gòu)方程模型理論,確定了顧客忠誠相關(guān)因素的各指標變量,構(gòu)建出顧客忠誠結(jié)構(gòu)方程模型,將此模型作為量化顧客忠誠的依據(jù)。然后,根據(jù)市場細分的相關(guān)理論知識,以顧客滿意、顧客忠誠、客戶價值為細分變量,以K-Means聚類分析法為市場細分的統(tǒng)計方法,構(gòu)建鐵路旅客市場細分的流程模型。最后,以海南東環(huán)客運通道作為實證分析對象,利用SPSS、AMOS統(tǒng)計分析軟件,進行基于顧客忠誠的旅客市場細分研究,通過市場細分,將旅客群體劃分為五個不同的細分子市場：忠誠型旅客、風(fēng)險型旅客、潛力型旅客、不穩(wěn)定型旅客以及無關(guān)緊要型旅客,并對不同細分子市場上的旅客群體進行相關(guān)分析,有針對性的提出了常旅客計劃、票種多樣化以及差異化服務(wù)管理等提升顧客忠誠的相關(guān)建議。
[Abstract]:With the increasing competition in passenger transport market, railway transport enterprises are facing more and more competition pressure. How to make effective marketing strategy in the complex and changeable market competition environment, give play to its own advantages and obtain long-term stable development, is the urgent problem to be solved by railway transportation enterprises. Market segmentation is the precondition of effective marketing. It can help enterprises to formulate service management measures according to different consumption characteristics by dividing the whole market into different consumer groups. In the past, most of the railway passenger market segmentation work is based on the demographic characteristics of passengers, geographical environment factors and other factors, rarely involving the consumer psychology and consumer behavior, but based on customer loyalty of railway passenger market segmentation. From this point of view, it will help railway transportation enterprises identify valuable passenger groups, understand the individual needs of different groups, improve service quality, cultivate customer loyalty, and bring lasting economic benefits for enterprises. First of all, by studying the relevant documents of customer loyalty, this paper clarifies the related factors that affect customer loyalty, such as customer satisfaction, customer trust, conversion cost and so on. On this basis, combined with structural equation model theory, The index variables of the related factors of customer loyalty are determined, and the structural equation model of customer loyalty is constructed, which is regarded as the basis for quantifying customer loyalty. Then, according to the relevant theoretical knowledge of market segmentation, taking customer satisfaction, customer loyalty and customer value as subdivision variables, and taking K-Means cluster analysis as the statistical method of market segmentation, the process model of railway passenger market segmentation is constructed. Finally, taking Hainan East Ring passenger Passage as the empirical analysis object, using SPSS Amos statistical analysis software to carry on the passenger market segmentation research based on customer loyalty, through the market segmentation, The passenger group is divided into five different fine molecular markets: loyalty type passenger, risk type passenger, potential type passenger, unstable type passenger and insignificant type passenger, and the correlation analysis is carried out on the different fine molecular market passenger groups. Some suggestions on how to improve customer loyalty, such as frequent passenger plan, ticket diversification and differentiated service management, are put forward.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F532.6;U293.1

【參考文獻】

相關(guān)期刊論文 前10條

1 陽林;;服務(wù)業(yè)顧客忠誠的驅(qū)動因素研究[J];商業(yè)研究;2006年24期

2 唐秋生;張洋;李萍;;基于層次分析與灰關(guān)聯(lián)分析的公路貨運市場細分方法[J];重慶交通大學(xué)學(xué)報(自然科學(xué)版);2008年02期

3 桑輝;井淼;;顧客轉(zhuǎn)換成本與營銷策略[J];當(dāng)代財經(jīng);2006年10期

4 閻實;;淺淡顧客滿意與服務(wù)質(zhì)量管理[J];黑龍江對外經(jīng)貿(mào);2010年11期

5 陳明亮;;基于全生命周期利潤的客戶細分方法[J];經(jīng)濟管理;2002年20期

6 耿斌;;轉(zhuǎn)換成本與顧客忠誠[J];經(jīng)濟論壇;2009年17期

7 陳雪陽;劉建新;;顧客忠誠的形成機理與培育策略[J];經(jīng)濟問題探索;2006年07期

8 閆相斌;李一軍;葉強;;基于購買行為的客戶分類方法研究[J];計算機集成制造系統(tǒng);2005年12期

9 蔣寧;吳春旭;;基于區(qū)間值數(shù)據(jù)動態(tài)聚類算法的客戶市場細分[J];計算機應(yīng)用與軟件;2007年12期

10 萬廣圣;柏靜;;事前與事后市場細分方法的比較研究[J];價值工程;2008年08期

相關(guān)碩士學(xué)位論文 前1條

1 張文欣;航空公司常旅客細分研究[D];南京航空航天大學(xué);2009年

，

本文編號：1934596