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1、AbstractAbstractAsaresultoftheaccelerationofeconomicglobalizationprocessandthefiercecompetitioninthemarket,itisdifficultfortheenterprisestorelyontheirownsingleproductandbrandtofacekindsofchallenges.Asamodeofwinandwin,collaborativemarketingcanhelpenterprisestotakeadvantageofpartern
2、er’ssuperiorresourcestocovertheirshortage,thismodeisrespectedbymoreandmoreenterprises.However,collaborativemarketingisadouble-edgedsword,ifimplementedproperly,itwillnotonlybringbenefitsandsavecostfortheenterprise,butalsohelpcustomerstoenjoyhigh-qualityproductsandservice,gethighsat
3、isfaction，andfinallygethighloyalty；ifnot，theenterprise’smarketsharewillnotbepromoted,what’smore,theyevenmaylosttheiroriginalones,theirfaithfulcustomersandpotentialcustomers.Accordingtothecustomers’view,studyandsummarizerelatedliterature,combiningwiththecharacteristicsofcollaborati
4、vemarketing,basingonthetourismmarketofYunNanprovince,analysetheprocessofcustomers’satisfactioninfluencingoncustomers’loyalty;Inthispaper,customers’satisfactionwasdividedintosevenparts:hotelandtransportationvalue、environmentvalueofscenedistrict、attitudevalueofscenedistrict、entertai
5、nmentvalueofscenedistrict、servicevalueoftravelagency、cateringandshoppingvalue、collaborativescenedistrictvalue;Setrevisitwillingnessandrevisitbehaviorastwovariablefactorsofcustomers’loyalty;accordingtoempiricalanalysis,findoutthestrongfactorsinfluencingcustomers’satisfactionandcust
6、omers’loyalty，andgivesomerationalizationproposals.Thefirstchapterofthispaperwasconsistedofresearchbackground、significance、thecurrentsituationofYunNantourismmarketdevelopment、researchideasandmethods、innovationpoints；thesecondchaptergivesstatementsandanalysisoncollaborativemarketing
7、、bundlingsale、customers’satisfactionandcustomers’loyalty，theanalysisisincludingtheconcept、theclassification、theIIAbstractpremiseanddrivingfactors;thethirdchaptersetthemultidimensionalvariableandbuildthetheoreticalmodel,getoriginaldataintheuseofquestionnairesurvey,maketheoreticalpr
8、eparationforempiricalanalysis.the
