目 录
中文摘要…………………………………………………………………………………2
英文摘要………………………………………………………………………………3
一、引 言…………………………………………………………………………4
(一)问题的提出………………………………………………………………………4
(二)品牌忠诚度研究的意义…………………………………………………………4
1、品牌忠诚度研究对消费者的意义…………………………………………4
2、品牌忠诚度研究对企业的意义……………………………………………5
二、品牌忠诚度的相关理论………………………………………………………5
(一)品牌忠诚度的内涵……………………………………………………………………5
(二)品牌忠诚的结构及测量………………………………………………………6
1、行为忠诚测量…………………………………………………………………………6
2、态度忠诚测量…………………………………………………………………………6
(三)消费者品牌忠诚的心理分析及其品牌忠诚度的建立 ……………………………7
1、诱因阶段：品牌忠诚度的识别和建立……………………………………………7
2、强化阶段：品牌忠诚度的巩固与发展………………………………………………7
3、消退抑制阶段：品牌忠诚度的忠诚与持久…………………………………………7
三、提高顾客满意度的措施…………………………………………………………8
(一)人性化地满足消费者要求…………………………………………………………8
(二)组织顾客参与企业活动，提高顾客的满意度………………………………………8
(三)制定合理的价格并保持一定的稳定性………………………………………………9
(四)塑造稳定的品牌个性，维护良好的品牌与企业形象……………………………9
(五)提高消费者对品牌的认知，塑造良好的品牌知名度………………………………10
(六)优化品牌体验，提高品牌体现价值…………………………………………………11
四、结 论…………………………………………………………………………12
致 谢……………………………………………………………………………………12
参考文献…………………………………………………………………………………13
摘 要：目前我国已经进入品牌竞争时代，企业竞争由产品主导逐渐转向品牌主导，企业在产品品质、资源占有及技术等方面均难绝对超越对手，而强大的品牌却可以为企业取得巨大的竞争优势。品牌经营成为提高企业竞争力的重要手段，并受到越来越多的企业的重视。培育消费者的品牌忠诚度，赢得消费者的信任和支持，从而提高企业竞争力、获得竞争优势已成为企业营销工作中共同关注的热点问题。
随着市场经济的发展，商品的销售已由卖方市场转入买方市场。消费者的消费选择和消费层次等方面也在发生着巨大变化。商家因此不断地以各种促销方式去迎合消费者，但是消费者对某个品牌、某个商店形成品牌忠诚的却是一件难事。不仅需要从商品的质量、包装和性能等方面去研究，同时也需要从企业形象、企业文化和消费者本身特性去入手。消费者个人因素对品牌的独特态度，是消费者选择商品的首要因素。研究消费者本身特性对于研究品牌忠诚度的形成能够起到事半功倍的作用。
本文以消费者品牌忠诚度的相关理论的研究为出发点，通过分析消费者品牌忠诚度的相关理论，及对品牌忠诚度的心理分析。最后，文章提出了品牌忠诚度的提高途径及其方法。
关键词：品牌建设 品牌忠诚度 客户满意度
Abstract：At present, China has entered the era of brand competition, business competition to gradually shift from product-led to brand-led company in product quality, resources and technology and so possession is absolutely ahead of the competition are difficult, but it can be a powerful brand for the company tremendous competitive advantage. Brand management to improve the competitiveness of enterprises as an important means, and by the growing number of companies to survive. Foster consumer loyalty and win consumer confidence and support, thereby enhancing the competitiveness of enterprises, enterprises gain a competitive edge marketing has become a hot issue of common concern.
With the development of market economy, sales of goods from a seller’s market into a buyer’s market. Consumer choice and consumer spending levels so also is undergoing tremendous change. Business so constantly to meet various consumer promotions, but consumers a brand, a store house brand loyalty formation is difficult. Not only from the quality of goods, packaging and performance aspects to study, but also need to improve the corporate image, corporate culture and consumers to start their own characteristics. Consumers a unique personal factors on brand attitude is the primary factor in consumer choice of goods. Characteristics of the consumers themselves for the formation of brand loyalty can play a multiplier role.
In this paper, the theory of consumer brand loyalty research as a starting point, through the analysis of relevant theories of brand loyalty, and the psychological analysis of brand loyalty. Finally, the paper proposes ways and methods to improve brand loyalty.
Key words：Brand loyalty，Customer satisfaction，Consumer brand loyalty
