文档介绍：摘要
从20世纪90年代开始,市场营销已从产品销售发展到品牌营销这一高级阶段。现在,品牌已经成为一种新的国际语言进入全世界的千家万户,成为人们经济生活中一个不可缺少的重要组成部分。在产品日益同质化的今天,产品可以很快被竞争对手模仿、超越,产品的物理属性已经相差无几。但品牌却是独一无二的。它不仅可以为企业赢得稳定的利润,有效带动和吸引新的消费者,缓解竞争带来的压力,还可以满足消费者的情感和精神寄托。
随着我国经济的快速发展和社会的全面进步,人民的生活水平得到了很大程度的提高,人民的消费观念开始改变。对消费品的要求从追求实用到追求知名度、社会声誉等方面转变,品牌效应愈发明显。
本文从品牌忠诚度的理论入手,通过对浙商证券品牌忠诚度现状的分析,总结了其中存在的问题:管理制度不健全,缺乏执行力;工作人员缺乏经验,影响办事效率;福利待遇不高,不利激励员工。进而对浙商证券品牌忠诚度塑造提出了建议:制定详细的日常管理法则并且严格执行;对工作人员的能力和经验进行相关考核;重视客户经理并提高福利待遇。
关键词:品牌忠诚;因素;浙商证券
Abstract
Since the 1990s,marketing had developed from product sales to the advanced stage of Brand Marketing. Now, brand has been a new international language to everyone in the world, and an indispensable part of economic life. Nowadays, with increasing homogenization of the products, products can be quickly imitated petitors, and beyond, the physical properties of the product has almost the same. But the brand is unique. It can not only win the steady profits for the enterprise, effectively promote and attract new consumers to ease the pressure brought about petition, but also meet the consumer's emotional and spiritual sustenance.
With China's rapid economic development and social progress, people's living standards have improved to a great extent, people's consumer attitudes began to change. Requirements for consumer goods change from the pursuit of practical to the pursuit of fame, social reputation, etc. the brand ing increasingly apparent.
Starting from the theory of the brand loyalty, I analyse brand loyalty by the status of the securities of Zheshang, which summarized the problems: the administration system is unsound, and is alack of execution; staff is alack of experience that it will influence efficiency; benefits are not high detrimental to motivate staff. And then, the mendations for Zheshang Securities' brand loyalty has been made: to develop detailed rules and strict implementation of daily management; the ability of staff and experience related to assessment; attention to client man