有关苹果手机顾客忠诚度的毕业论文

编号信息职业技术学院

毕业论文

学生王莉

学号54011102

院系商学院

专业市场营销

班级540121

指导教师万薇

顾问教师

二0一四年十月

摘要

手机如今是人们必不可少的通讯工具，本次就针对苹果手机顾客忠诚度做一个深度的调查研究分析，希望发现其不足之处加以改善，让苹果手机成为大家购机的首选。本次调研我们决定使用调查问卷的方式，针对人们使用苹果手机的情况进行一手资料的收集并且进行分析。希望对苹果手机以后在市场中占据更大的市场提供依据，并且提高客户对苹果手机的忠诚度。本文的研究我们发现的问题有苹果手机市场占有率不高，品牌知名度和顾客体验度不够，价格太高和顾客对于其顾客满意度不够等问题，针对这些问题本文提出了几点建议，就提高市场占有率、提高品牌知名度、提高售后服务和完善自身品质这四个方面进行了改善。坚持以消费者为本的原则，留住客户，服务客户。

现如今重视顾客的忠诚度是一个企业发展的必然需求，也是企业未来能否更好发展的必经之路。

关键词：顾客忠诚度苹果手机问卷调查

Abstract

Mobile phone is now an indispensable communication tool, this time against Apple mobile phone customer loyalty analysis done a depth investigation and study, hope to find their deficiencies to be improved, let Apple mobile phone as you purchase the preferred. This investigation we decided to use the questionnaire, according to the people Huaian District, apple mobile phone use the situation to carry on the collection of first-hand information and analysis. It would provide the basis for Apple mobile phone later occupy larger market in the market, and enhance customer loyalty to Apple's mobile phone. This paper studies problems we found a mobile phone market Apple share is not high, the brand awareness and customer experience is not enough, the price is too high and the customer for the customer satisfaction is not enough problems, aiming at these problems, this paper puts forward some suggestions, to improve market share, enhance brand awareness, improve service and customer service the improvement of their own quality of these four aspects. Adhere to the consumer oriented principle, retain customers, customer service.

Nowadays, the importance of customer loyalty is the inevitable demand of the development of an enterprise, but also the only way for the future development of enterprises can better.

Keywords: Customer loyalty I phone Questionnaire investigation

摘要..................................................................................................... I 关键词.................................................................................................. I Abstract ............................................................................................. II 第一章绪论.. 0

1.1论文研究的背景 0

1.2 论文研究的目的及意义 0

1.3 国外研究现状 (1)

1.4 论文研究容与方法 (2)

第二章顾客忠诚度理论简介 (4)

2.1 顾客忠诚度的概念 (4)

2.2 影响顾客忠诚度的因素 (4)

2.2.1企业品牌 (5)

2.2.2服务质量 (5)

2.2.3顾客的满意度 (6)

2.2.4购物的方便性 (6)

2.3 提高购买苹果手机顾客忠诚度的意义 (6)

第三章苹果手机顾客忠诚度现状分析 (9)

3.1 苹果手机简介 (9)

3.2 苹果手机顾客忠诚度问卷调查概述 (9)

3.3 问卷数据分析 (9)

3.3.1调查对象的个人信息分析 (10)

3.3.2 苹果手机市场占有率分析 (11)

3.3.3苹果手机知名度的数据分析 (13)

3.3.4 苹果手机价格分析 (14)

3.3.5 苹果手机顾客重复购买现象分析 (15)

3.3.6 苹果手机售后满意度数据分析 (15)

3.3.7 苹果手机优势的分析 (17)

3.4 苹果手机存在的问题 (18)

3.4.1、市场占有率有限 (18)

3.4.2、苹果手机品牌知名度与体验度不够 (19)

3.4.3、苹果定价高 (19)

3.4.4、顾客售后满意度不高 (19)

第四章苹果手机提高顾客忠诚度的优化方案 (21)

4.1 提高市场占有率 (21)

4.2 提高售后服务 (21)

4.3 提高品牌知名度 (22)

4.4 完善自身品质 (23)

第五章总结与展望 (25)

致 (26)

参考文献 (27)

附录问卷调查 (28)