题目:超市顾客流失原因分析及规避策略研究——以郑州市为例院系名称：管理学院专业班级：市场营销0502学生姓名：韩锋学号：20054900810指导教师：杜新丽教师职称：讲师I摘要从我国城市范围来看，超市作为一种服务行业，其所面临的竞争环境越来越严峻，尤其是从2004年底外国零售地域限制被取消，外国大型超市纷纷进驻中国，超市之间展开激烈的竞争，在其交锋中怎样保留原有的客户，减少客户流失则成为超市发展面临的一个非常重要的问题，并且企业发展一个新客户的成本是保留一个老客户成本的5-10倍。对于超市来说，避免顾客流失是实现其利润增长的核心。本文通过对顾客流失的相关理论进行回顾，并结合营销学的相关知识，以郑州市超市顾客流失原因为调查内容，从超市形象及购物环境；商品的质量、价格及种类；员工及超市服务；超市的便利性；超市促销等方面以实地问卷调查的方式得出了顾客流失的重要原因。通过本文的研究得出应对超市顾客流失的策略：优化超市形象及购物环境；保证商品质量的基础上合理定价；强化员工的服务意识；以方便顾客为原则开展经营活动；开展积极有效的促销活动；高度重视并妥善处理顾客抱怨；实施关系营销助于提高顾客的忠诚度。关键词：超市顾客流失规避策略IITitleAnalysisofsupermarketcustomersandtoavoidthelossofresearchstrategy————ZhengzhouCityasanexampleAbstractFromthescopeofChina'scities,thesupermarketindustryasaservice,itfacesincreasinglytoughcompetition,especiallyfromforeigncountriesbytheendof2004wastheabolitionofrestrictionsontheretailarea,foreignlarge-scalesupermarketshavebeenstationedinChina,betweenthefiercesupermarketcompetition,initsbattletokeeptheoriginalinhowcustomersandreducecustomerchurnsupermarketdevelopmenthasbecomeaveryimportantissue,andbusinessdevelopmentcostsofanewcustomeristoretainanoldcustomerof5-10timesthecost.Forsupermarkets,fightingforrepeatbuyersistoachieveitsprofitgrowthinthecore.Inthispaper,thelossofcustomerstoreviewtherelevanttheory,combinedwithknowledgeofmarketingtosupermarketcustomersinZhengzhouCity,thereasonsfortheinvestigationofthelossofthecontentsoftheimagefromthesupermarketandshoppingenvironment;productquality,priceandtypes;supermarketstaffandservices;conveniencestores;supermarketpromotionsandsoontothefieldthewaythesurveyobtainedanimportantreasonforthelossofcustomers.Throughthestudyofthisarticledealwiththelossofsupermarketcustomersstrategy:optimizationofimageandshoppingenvironmentsupermarket,supermarketsshouldIIIbeareasonablepricetoensurethatproductquality,availability,richservicestostrengthenstaffawarenessoftheprincipleofconveniencetoourcustomersfordoingbusiness,carryingoutactiveandeffectivepromotionalactivities,attachesgreatimportancetoandproperlyhandlecustomercomplaints,theimplementationofrelationshipmarketingtoenhancecustomerloyalty.Keywordssupermarketlossofcustomersavoidancestrategy目次1引言.............................................................11.1选题背景...................................................11.2研究的目的和意义...........................................11.3文献综述...................................................11.4研究的方法和内容...........................................42顾客流失概述.....................................................52.1顾客流失的概念.............................................52.2超市顾客流失的内涵.........................................52.3防止顾客流失的重要意义.....................................53超市顾客流失原因研究中调查方案的设计.............................53.1超市顾客流失原因调查抽样方案的设计.........................53.2超市顾客流失...
