【摘要】：隨著新技術(shù)、新材料、新應(yīng)用的發(fā)展,智能電視也得到了快速發(fā)展。長虹等傳統(tǒng)家電企業(yè)在發(fā)展智能電視的同時,小米、樂視等互聯(lián)網(wǎng)企業(yè)也參與到了智能電視市場競爭當(dāng)中,并在盈利模式上給傳統(tǒng)企業(yè)帶來了巨大挑戰(zhàn)。同時,智能電視也面臨著產(chǎn)品同質(zhì)化嚴重,市場競爭激烈,顧客忠誠度不高等問題。智能電視企業(yè)要想取得可持續(xù)的競爭優(yōu)勢,就必須重視顧客忠誠度,找到影響智能電視顧客忠誠度的影響因素,并針對公司顧客忠誠存在的問題作出改善。長虹作為國內(nèi)知名的家電企業(yè),在電視行業(yè)有著一定影響力。以長虹為對象來研究智能電視顧客忠誠度面臨的問題、影響因素,并據(jù)此提出提高顧客忠誠度的建議,不僅利于長虹在市場競爭中脫穎而出,還在一定程度上對傳統(tǒng)家電企業(yè)發(fā)展智能電視提供一定的借鑒作用。本文在理論研究的基礎(chǔ)上,對智能電視的行業(yè)和市場進行了分析,包括行業(yè)環(huán)境分析、競爭者分析、產(chǎn)品發(fā)展趨勢、消費者和銷售渠道分析。再從長虹實際出發(fā),分析了長虹顧客忠誠度面臨的問題及原因。接著,探討了影響長虹智能電視顧客忠誠度的影響因素,通過以問卷調(diào)查的方式收集數(shù)據(jù),并對數(shù)據(jù)進行了分析。研究發(fā)現(xiàn),影響顧客忠誠度的五大因素由強到弱分別是產(chǎn)品核心功能價值、智能體驗價值、服務(wù)質(zhì)量、品牌形象、市場競爭狀況。本文的最后根據(jù)面臨的問題及研究結(jié)論,對智能電視顧客忠誠度提升策略提出了建議:(1)提升智能電視的核心功能價值。(2)依靠智能生態(tài)系統(tǒng)維系智能電視顧客忠誠。(3)加強內(nèi)容資源的整合。(4)提升服務(wù)質(zhì)量。(5)提升企業(yè)品牌形象。(6)構(gòu)建智能交易平臺,提升便利性。
[Abstract]:With the development of new technology, new materials and new applications, smart TV has been developed rapidly. While Changhong and other traditional home appliance enterprises develop smart TV, Xiaomi, Letv and other Internet enterprises also participate in the competition of intelligent TV market, and bring great challenge to traditional enterprises in profit mode. At the same time, smart TV also faces the problems of product homogeneity, fierce market competition and low customer loyalty. If smart TV enterprises want to obtain sustainable competitive advantage, they must attach importance to customer loyalty, find out the factors that affect the customer loyalty of smart TV, and improve the problems existing in customer loyalty. Changhong, as a well-known home appliance enterprise in China, has a certain influence in the TV industry. Taking Changhong as an object to study the problems faced by smart TV customer loyalty and the influencing factors, and based on this, the author puts forward some suggestions to improve customer loyalty, which is not only conducive to the emergence of Changhong in the market competition. To a certain extent, it also provides some reference to the development of intelligent TV for traditional household appliances enterprises. On the basis of theoretical research, this paper analyzes the industry and market of smart TV, including industry environment analysis, competitor analysis, product development trend, consumer and sales channel analysis. Based on Changhong's reality, the problems and reasons of Changhong's customer loyalty are analyzed. Then, the paper discusses the factors that affect the customer loyalty of Changhong Intelligent TV, collects the data by questionnaire, and analyzes the data. It is found that the five factors influencing customer loyalty from strong to weak are product core function value, intelligent experience value, service quality, brand image and market competition. Finally, according to the problems and research conclusions, Some suggestions on enhancing customer loyalty of smart TV are put forward: (1) enhancing the core function value of intelligent TV; (2) relying on intelligent ecosystem to maintain customer loyalty of intelligent TV; (3) strengthening the integration of content resources. (4) improve service quality, (5) enhance enterprise brand image, (6) construct intelligent trading platform, Improve convenience.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.6

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相關(guān)期刊論文 前1條

1 周騰;;影響顧客忠誠度因素探析[J];教育教學(xué)論壇;2013年11期

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本文編號：2336745