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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,itis
2、reallythemostvaluableassetofasuccessfulcompany.Keywords:Customercare,Brand,Customerloyalty,Brandloyalty1.BackgroundinformationofcustomerbrandloyaltySincetheworldisaglobalmarketingnow,competitionamongdiversecorporationshasbecomemoredrastic.Inordertoseizeh
3、oldoftheadvantagedpositioninthemarketplace,amassofmarketingspecialistsworkoutmultifariousstrategiestoinsuretheirtriumphforalongtime.Amongtheseadvancedstrategies,developingandmaintainingcustomerbrandloyaltyisconsideredtobeapreferableoptionbymoreandmoreent
4、repreneurs.Nevertheless,therearestilllotsofpeoplewhorefusetoattempttothistechnique.Theyassertthatitisimpossibletoachievetheidealtarget,especiallyinthedevelopedmarketingeconomy.Onecanclearlyseethateventhoughpursuingconsumerreliabilitycoststimeandeffort,it
5、isreallythemostvaluableassetofasuccessfulcompany.1.1ThedefinitionofbrandloyaltyBrandloyaltyisdefinedaskeepingpreferabletoaspecificproductorservice(BNETBusinessDictionary).Torephraseit,faithfulpurchaserstrendtopaymoneyforthesamebrandofmerchandise,andspeak
6、highlyofitsvalues.Whatmore,theybelievethattheirchoiceisbetterthanothers.1.2ThedevelopmentoftheconceptThenotionofpurchasertrustworthinesscamethroughalongtimeandchangedalot.InanarticlebyGonring(2008,p.29),customerbrandwasgiventhedefinitionofproductqualityb
7、eforethe1980s.Duringthelate1980sandnearthebeginning1990s,itsemphasischangedfromqualitytocustomers.Still,withthecompetitorscomingintothemarketinthelate1990s,satisfyingandcaringmuchabouttheclientsbecameamuchmoresignificantobjectofmanycorporations.Sincethen
8、,peoplehavepaidmoreandmoreattentiononcustomertomakemoreprofits.1.3FourtypesofloyaltyCustomerbrandloyaltyhasmanyaspects.Rowley(2005,p.574)concludesthattherearefourtypesofloyalty:captive,convenience-seekers,contentedandcommi