a公司客户忠诚度的提升策略分析word格式论文.docxVIP

优秀毕业论文 精品参考文献资料 Abstract With China having the largest population in the world, the market of Medical instruments enterprises is so giant and attractive. More and more domestic and overseas medical instruments providers are absorbed in the competition under the highest profit. It’s the root of market competition to fighting for customer resources, in order to pursue the quality of market share (The Number of Loyal Customers) instead of market share (Market Occupancy). It’s the most important for the enterprises to improve customer loyalty in the fierce competition environment. In this paper，first of all, it analyzes market conditions, features, competitive situation and development trend of medical device industry at home and abroad taking A Company as an example, makes a clear at business strengths, weaknesses, opportunities and challenge and puts forward the need to enhance customers loyalty .Secondly, based on customer loyalty theory, it analyzes the value of customer loyalty, reviews its customer loyalty status ,and then finds the four factors impacting on customer loyalty which are brand influence, internal value, customer satisfaction and switching costs. Third, base on the four influence factors of customer loyalty of A Company, the external implementation strategies of improving customer loyalty include the brand strategies, improving the quality of product and service, enhancing customers’ satisfaction and improving conversion cost. Finally, it gives some advice to implement and carry out the external strategies of A Company. Keywords: Medical instrument； Customer Loyalty； Core Competency  PAGE 4 目 录 摘 要 I Abstract II 1 绪论 1.1 研究背景 (1) 1.2 研究意义 (2) 1.3 论文内容与方法 (3) 2 A 公司的经营现状及挑战 2.1 国内外医疗器械市场发展现状 (5) 2.2 A 公司的经营现状分析 (11) 2.3 A 公司提升客户忠诚度的必要性 (15) 3 A 公司客户忠诚度现状及影响因素分析 3.1 A 公司客户的特征与分类 (18) 3.2 A 公司客户忠诚度的现状分析 (20) 3.3 A 公司客户忠诚度影响因素分析 (25) 4 A 公司提升客户忠诚度的外部策略实施 4.1 品牌实施策略 (30) 4.2 提高产品和服务质量 (31) 4.3 了解客户需求提高客户满意度 (3