本科论文摘 要21 世纪的世界，各个企业之间的主要竞争力在于品牌的竞争，企业在市场竞争中主要采取的策略是，努力打造自身品牌，利用品牌优势，提升口碑。品牌忠诚度的建立是品牌建设的核心问题。但是目前很多品牌在维护客户忠诚度方面还存在很多问题。本文以苹果公司为例，首先对国内外品牌忠诚度的打造进行分析，为本文奠定理论基础。其次对苹果当前消费者行为进行分析，包括购买方式，购买过程以及购买目的等。再者从客户重复购买以及客户对于价格敏感程度等方面对苹果客户忠诚度进行分析，并且说明影响客户忠诚度的因素。最后基于品牌建设以及品牌忠诚度的理论提出苹果应该从提高客户信任度，完善产品的售后服务以及塑造品牌价值等方面完善品牌建设。 关键词：品牌忠诚度，品牌建设，苹果公司本科论文AbstractThe 21st century is the century of brand competition, and the world has entered the era of brand competition. It has become one of the main strategies of enterprises in market competition to use brands to build their own brand advantages. Among them, the core problem of brand construction is to build brand loyalty, but many brands still have many problems in maintaining customer loyalty. Taking apple as an example, this paper firstly analyzes the building of brand loyalty at home and abroad, laying a theoretical foundation for this paper. Secondly, the current consumer behavior of apple is analyzed, including purchase method, purchase process and purchase purpose. In addition, it analyzes apple customer loyalty from the aspects of customer repeat purchase and customer price sensitivity, and explains the factors influencing customer loyalty. Finally, based on the theory of brand building and brand loyalty, it is proposed that apple should improve brand building from the aspects of improving customer trust, improving product after-sales service and building brand value.Key words：Internet listed company, Financial merger risk, Alibaba, Eleme...
