文档介绍：摘要
北京老字号的品牌忠诚研究一以“稻香村刀为例
摘要
现代企业的竞争,不仅仅表现为产品与服务上的竞争,还表现在企业品牌等多个方面。据调查结果显示,企业20%的忠诚顾客群体为企业带来了80%以上的收益,而企业维系一个老客户的成本又远低于开发一个新客户的成本。因此,研究如何提升顾客的品牌忠诚度就显得具有非常重要的现实意义。
北京老字号是指经营历史悠久、拥有自己独特的产品与服务、具有鲜明文化背景与文化底蕴的企业。随着时代的变迁,许多北京老字号企业在经营上出现了各种各样的困境,有些老字号甚至已经破产倒闭。基于这一研究背景,本文以品牌忠诚研究为主线,以顾客满意为基点,以稻香村这一具体北京老字号企业为个案对北京老字号品牌忠诚进行深入的研究。本文首先结合相关的文献,探讨了品牌忠诚的测评指标,然后从消费者层面和企业营销层面两个角度详细探讨了影响北京老字号品牌忠诚的因素,在此基础上,结合“稻香村”这一具体北京老字号品牌,采用问卷调查的形式,运用结构方程模型的分析方法进行了实证分析。并结合实证分析结果,找出了影响北京老字号企业的相关因素,并提出了有针对性的品牌管理建议。
关键词: 北京老字号,品牌,品牌忠诚
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北京化工大学硕士学位论文
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摘要
THE BRAND LoYALTY STUDY oN BEIJING
ENTERPIUSE
..TAKE“DAoⅪANGCUN’’AS A CASE
ABSTRACT
In the modem petition of enterprises is not just showed on the area of products and services,but also performed in the brand and other to a survey,the 80%of the corporate es from the 20%ofthe loyal customer ofthe ,the cost of maintaining an old customer are far lower than the cost of developing a new ,study on how to promote consumer brand loyalty es a very important task which have practical significance.
Beij ing time-honored firms are canpanies which have a long operating history and unique products and services of their owns.
Generally,Beij ing time-honored firms have distinct cultural backgrounds
and culture.
difficulties,
background, papertake D case,researc
北京化工大学硕士学位论文
affecting brand loyalty of Beij ing time—honored brand are discuss from two aspects,one is sumer characteristic,the other is the enterprise the empirical study of the‘‘Daoxiangcun'’brand loyalty,we use the questionnaire to get the survey data,and use the structural equation model to analysis factors affecting brand loyalty of Beijing time—honored
bined results of the research,we find out the relevant affecting factors of Beijing time—honored enterprises and made mendations for brand management.
KEY WORDS:beijing time-honored brand,brand,brand loyalty
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第一章绪论
目录
第一章绪论 1
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