云南小粒咖啡边贸的跨国顾客忠诚度研究
摘要：随着现代社会商品经济的快速发展，咖啡已经成为我国体闲消费饮品的主流之一。小粒咖啡以其独特的栽种环境、企业加工技术和特定营养价值活跃在世界咖啡产业的云南产区，成为其中最具优势的新兴特色农产品。近年来，国内咖啡消费市场发展迅猛，顾客需求不断变化，企业竞争激烈，迫使云南小粒咖啡产业发展不再只是单一的关注产品质量和价格，更多的开始重视云南边贸市场顾客价值所带来的潜在利益。面对口趋多变的产业生态环境，提高顾客满意度是增强云南小粒咖啡产业核心竞争力和市场生命力的必然途径，对于提高云南边贸客户对于云南小粒咖啡产业的发展是非常的重要的。
本文通过在绪论部分对于本文的研究背景和研究的意义进行了分析，然后在第二章对于跨国顾客对于小粒咖啡的满意满意度现状进行了分析，然后对云南小粒咖啡边贸顾客满意度存在的主要问题然后在本文的最后对如何更好的提升云南边贸客户的满意度提出了相关的建议，希望本文的研究的成果对于云南小粒咖啡产业的发展有一定的指导的意义。
关键词：云南边贸；顾客忠实度；边贸客户；影响研究
Abstract: with the rapid development of commodity economy in modern society, coffee has become one of the mainstream Chinese leisure consumption. Arabica coffee with its unique planting environment, enterprise processing technology and specific nutritional value in the world’s coffee industry in Yunnan, has become one of the most advantageous features of the new agricultural products. In recent years, the rapid development of the domestic coffee market, customer demand changing, enterprise competition, forcing the development of coffee industry in Yunnan is no longer a small single focus on product quality and price, more potential benefits attached to the Yunnan border trade market customer value. In the face of more industrial ecological environment, improve the customer satisfaction is the inevitable way to enhance the Yunnan coffee industry’s core competitiveness and market vitality, to improve the Yunnan border trade customers for the development of Yunnan coffee industry is very important.
This article in the introduction to the background and research significance are analyzed, and then in the second chapter for multinational customers satisfied with the current situation for the satisfaction of Arabica coffee is analyzed, then the main problems of Yunnan coffee trade customer satisfaction exist and then at the end of this paper on how to improve the customer satisfaction of Yunnan border trade the relevant suggestions, I hope this research results have some guidance for the development of Yunnan coffee industry significance.
Key words: Yunnan border trade; customer loyalty; border trade customers; impact study
1.绪论……………………………………………………………………………………………………… 1
1.1研究背景…………………………………………………………………………………….. 1
1.2研究意义…………………………………………………………………………………….. 1
2.1云南小粒咖啡产品质量及种类…………………………………………………….. 2
2.2云南小粒咖啡品牌………………………………………………………………………. 2
2.3云南小粒咖啡企业服务体系………………………………………………………… 3
2.4云南小粒咖啡的宣传…………………………………………………………………… 3
2.5云南小粒咖啡配送是不是配送及时……………………………………………… 3
3云南小粒咖啡边贸顾客满意度存在的主要问题……………………………………… 4
3.1精深加工能力不足，产品结构单一……………………………………………… 4
3.2品牌经营管理混乱，缺少知名度…………………………………………………. 4
3.3企业服务体系滞后，忽视顾客交流……………………………………………… 5
3.4信息宣传推广机制缺乏……………………………………………………………….. 5
3.5物流配送基础设施不健全……………………………………………………………. 6
4提升云南边贸客户满意度建议………………………………………………………………. 6
4.1促进精深加工，优化产品结构…………………………………………………….. 6
4.2加快品牌建设，塑造知名形象…………………………………………………….. 7
4.3把握顾客期望，提升服务水平…………………………………………………….. 8
4.4扩大信息宣传推广，挖掘顾客价值……………………………………………… 8
4.5完善物流配送体系，减少顾客抱怨……………………………………………… 9
参考文献……………………………………………………………………………………………….. 10
辞谢………………………………………………………………………………………………………. 11
