【摘要】：在PC行業(yè),D公司曾以傳統(tǒng)的直銷模式,加上低成本、高效率優(yōu)勢,成為行業(yè)的領(lǐng)頭羊之一。然而,隨著行業(yè)間的競爭越來越日趨激烈,新的產(chǎn)品不斷涌出,D公司的效益不斷受到挑戰(zhàn),產(chǎn)生嚴(yán)重的影響。在經(jīng)歷了零售渠道的轉(zhuǎn)型后,D公司雖取得了巨大的成功,績效顯著改善,但同時(shí)也依然面臨著嚴(yán)峻的考驗(yàn)。為持續(xù)保持公司的競爭力,D公司決定將提高顧客忠誠度放到公司的戰(zhàn)略層面。如何提高顧客的忠誠度,成為D企業(yè)戰(zhàn)略優(yōu)先需要考慮的因素。 本文以提高顧客滿意度為研究目標(biāo),結(jié)合D公司的零售渠道現(xiàn)狀,研究如何建立提高顧客忠誠度的體系。本文首先介紹了顧客忠誠度的相關(guān)理論概述；接著介紹了零售渠道在D公司的發(fā)展以及客戶忠誠度現(xiàn)狀；其次,介紹NPS的理論以及在D公司的應(yīng)用情況；最后,筆者通過NPS的測評與分析,并結(jié)合工作經(jīng)驗(yàn),提出建議和對策,以進(jìn)一步提高客戶的忠誠度。 通過分析,本文為D公司提供如何在零售渠道提高顧客忠誠度的建議,包括提高店面的銷售能力、建立智能管理體系等。
[Abstract]:In PC industry, D Company has become one of the industry leaders with traditional direct selling mode, low cost, high efficiency advantage. However, with the competition between industries becoming more and more fierce, new products are constantly pouring out, the benefit of company D is constantly challenged, which has a serious impact. After going through the transformation of retail channels, company D has achieved great success and significantly improved its performance, but at the same time, it still faces a severe test. To keep the company competitive, company D has decided to put customer loyalty at the strategic level. How to improve customer loyalty has become a strategic priority for D enterprises. In order to improve customer satisfaction, this paper studies how to set up a system to improve customer loyalty according to the current situation of D company's retail channels. This paper firstly introduces the related theories of customer loyalty, then introduces the development of retail channel in company D and the current situation of customer loyalty, secondly, introduces the theory of NPS and its application in D company. Finally, through the evaluation and analysis of NPS, combined with the work experience, the author puts forward suggestions and countermeasures to further improve customer loyalty. Through the analysis, this paper provides D company with suggestions on how to improve customer loyalty in retail channels, including improving the sales ability of stores, establishing intelligent management system, and so on.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.671

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本文編號(hào)：2301430