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1、毕业论文（设计）外文翻译题 目： 论客户关系管理在市场营销中的运用 一、外文原文标题：CustomerBrandLoyalty原文：AbstractWiththeappearanceofdeceptivesales,poorcustomercareandcrookedpromotion,keepingloyalcustomersbecomesevenmoredifficult.Eventhoughpursuingconsumerreliabilitycoststimeandeffort,itisreallythemostvaluableassetofa
2、successfulcompany.Keywords:Customercare,Brand,Customerloyalty,Brandloyalty1.BackgroundinformationofcustomerbrandloyaltySincetheworldisaglobalmarketingnow,competitionamongdiversecorporationshasbecomemoredrastic.Inordertoseizeholdoftheadvantagedpositioninthemarketplace,amassofmarketin
3、gspecialistsworkoutmultifariousstrategiestoinsuretheirtriumphforalongtime.Amongtheseadvancedstrategies,developingandmaintainingcustomerbrandloyaltyisconsideredtobeapreferableoptionbymoreandmoreentrepreneurs.Nevertheless,therearestilllotsofpeoplewhorefusetoattempttothistechnique.They
4、assertthatitisimpossibletoachievetheidealtarget,especiallyinthedevelopedmarketingeconomy.Onecanclearlyseethateventhoughpursuingconsumerreliabilitycoststimeandeffort,itisreallythemostvaluableassetofasuccessfulcompany.1.1ThedefinitionofbrandloyaltyBrandloyaltyisdefinedaskeepingprefera
5、bletoaspecificproductorservice(BNETBusinessDictionary).Torephraseit,faithfulpurchaserstrendtopaymoneyforthesamebrandofmerchandise,andspeakhighlyofitsvalues.What’more,theybelievethattheirchoiceisbetterthanothers.1.2ThedevelopmentoftheconceptThenotionofpurchasertrustworthinesscamethro
6、ughalongtimeandchangedalot.InanarticlebyGonring(2008,p.29),customerbrandwasgiventhedefinitionofproductqualitybeforethe1980s.Duringthelate1980sandnearthebeginning1990s,itsemphasischangedfromqualitytocustomers.Still,withthecompetitorscomingintothemarketinthelate1990s,satisfyingandcari
7、ngmuchabouttheclientsbecameamuchmoresignificantobjectofmanycorporations.Sincethen,peoplehavepaidmoreandmoreattentiononcustomertomakemoreprofits.1.3FourtypesofloyaltyCustomerbrandloyaltyhasmanyaspects.Rowley(2005,p.574)concludesthattherearefourtypesofloyalty:captive,convenience-seeke
8、rs,contentedandcomm
