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1、摘要题目：基于体验营销下的华润雪花顾客忠诚度研究学生姓名：学号：指导教师：专业年级：所在学院和系：完成日期：答辩日期：1摘要基于体验营下的华润雪花顾客忠诚度研究摘要随着全球经济一体化和知识经济的到来，企业之间的竞争归根结底是对顾客的竞争。忠诚的顾客是企业赢利的源泉和成长的基石，对企业实现可持续发展起着积极的作用。建立顾客忠诚度不仅有利于满足顾客的需要，提高顾客的满意度，而且有利于提高市场占有率，增加企业的收入，加快企业的发展脚步，提高企业的生命周期，最终促使企业的蓬勃发展。本文认为，随着体验经济的来临，人们的消费不再仅仅满足于获得更多的物质产品与
2、获得产品本身，而是更多地考虑产品的象征意义和象征功能，更加注重通过消费获得个性的满足，维持顾客对企业的忠诚度成为企业面临的一个十分严峻的问题。文章提出，体验营销下顾客忠诚度除了受消费情感、转换成本、关系信任和竞争替代者吸引力等因素影响外，还与企业体验需求的准确识别、顾客的参与程度及企业与顾客之间的沟通情况有关。企业要想获得竞争优势，必须认真分析顾客心理，采用体验营销组合策略，通过品牌营销、情感营销、顾客体验管理来提高顾客忠诚度。关键词:忠诚度,顾客,满意度,体验营销1摘要Basedonexperienceunderthesnowcampautog
3、raphofcustomerloyaltyAbstractAstheglobaleconomicintegrationandthecomingofknowledgeeconomy,thecompetitionbetweentheenterprisesinthefinalanalysis,itistothecustomer'scompetition.Loyalcustomersisthesourceofenterpriseprofitgrowthandthefoundationoftheenterprise,torealizethesustaina
4、bledevelopmentplaysanactiverole.Establishcustomerloyaltyisnotonlybeneficialtosatisfytheneedsofourcustomers,andimprovingcustomersatisfaction,butalsoimprovetheshareofmarket,increasetheincomeoftheenterprise,tospeedupthedevelopmentoftheenterprisesteps,enhancestheenterprisethelife
5、cycle,andfinallypromotetheenterprisedevelopment.Thispaperarguesthat,withtheadventoftheexperienceeconomy,people'sconsumptionwillnolongersatisfiedwithjustgetmorematerialproductsandgettheproductitself,butmoretoconsidercommodityofsymbolismandsymbolicfunction,paymoreattentiontothr
6、oughtheconsumptionofpersonality,maintainobtainsatisfycustomersforenterprise'sloyaltytobecometheenterprisefacesaveryseriousproblem.Thearticleputsforwardthat,undertheexperiencemarketingcustomerloyaltybyemotion,exceptconsumptionconversioncost,relationshiptrustandimpactoffactorss
7、uchasthereplacementforthecompetitionappeal,butalsotothedemandoftheenterpriseexperienceaccuratelyidentify,customerparticipationandenterpriseandcustomerstothecommunicationbetweenthesituation.Enterprisetoobtaincompetitiveadvantage,mustbecarefulanalysiscustomerpsychology,theexper
8、iencemarketingmixstrategy,brandmarketing,emotionthroughmarketing,cus
