研究华润超市如何提高顾客忠诚度VIP免费

摘要华润万家（钦州）超市是目前钦州市最为成功的商业超市之一，但是随着沃尔玛超市的到来，让华润万家自身原有的不足更明显地暴露出来了。沃尔玛超市凭着其极大的规模成本优势和先进的管理理念将会抢走华润万家超市大量的市场份额，如何应对这场来势汹汹的挑战是华润万家超市当下最棘手的问题。笔者认为，华润万家超市要应对这场战争，最首要的就是降低顾客对价格的敏感度和增加其它吸引顾客的因素，而要做到这一点关键就是要提高顾客的忠诚度，从而牢牢地占领住市场，防御沃尔玛超市对其市场份额的抢占。本论文所要研究的内容就是华润超市应该如何做才能提高顾客忠诚度。采取理论分析和实证研究相结合的方法，对如何提高顾客忠诚度在华润的实际应用问题进行探索。综合分析顾客忠诚度理论的研究成果，辅以在华润超市实践应用的理论验证。既运用消费者行为学、消费者心理学和市场营销学的理论进行分析，也使用了丰富详实的资料给予说明，并结合调查情况来进行深入的研究和探讨。关键词:顾客忠诚度华润沃尔玛超市ResearchTheQinzhouHuarunSupermarketHowToImproveCustomerLoyaltyAbstractHuarunisoneoftheQinzhoumostsuccessfulsupermarket,butthearrivalofWal-MartResourcesowntheoriginallackofclearlyexposed.Wal-MartwilltakeawayHuarunalotofmarketsharewithitscostadvantagesofscaleandadvancedmanagementconceptsandhowtodealwiththischallengeiscurrentlythemostdifficultproblemsofQinZhouHuarunSupermarket.TheauthorbelievesthatHuarunSupermarkettodealwiththewar,firstandforemostistolowerthecustomerpricesensitivityandincreasetheotherfactorsthatattractcustomers,andtodothis,thekeyistoimprovecustomerloyalty,thusfirmlyoccupiedlivemarket,defense,Wal-Marttoseizeitsmarketshare.ThecontentsofthispaperistostudytheHuarunSupermarketshoulddoinordertoimprovecustomerloyalty.TakeacombinationofmethodsoftheoreticalanalysisandempiricalresearchtoexplorehowtoimprovethepracticalapplicationofcustomerloyaltyintheHuarun.Comprehensiveanalysisofcustomerloyaltytheory,research,supplementedbypracticalapplicationofthetheoryofHuarunSupermarketverification.Boththeuseofconsumerbehavior,consumerpsychologyandmarketingtheory,analysis,andarichanddetailedinformationtoprovideanexplanation,andcombinedwiththeinvestigationtoconductin-depthstudyandexploration..KeyWords:Wal-MartCustomerloyaltysupermarketHuarun目录一、绪论........................................................1（一）课题研究背景及目的....................................1（二）研究现状..............................................1（三）研究方法..............................................1（四）研究内容..............................................1二、华润超市提高顾客忠诚度的紧迫性...............................2（一）华润超市的经营环境分析................................2（二）华润超市的竞争对手分析................................4（三）高顾客忠诚度将给华润超市带来的功能效应................6三、华润超市目前导致顾客忠诚度不高的因素.........................7（一）硬件因素..............................................7（二）软件因素..............................................9（三）制度因素.............................................11四、华润超市提高顾客忠诚度的策略................................12（一）建立与顾客沟通的渠道.................................12（二）满足顾客硬件方面的需求...............................13（三）完善售后服务.........................................14（四）改革员工的绩效考核...................................15（五）设计更吸引人的会员制度...............................15（六）采取情感营销策略................................