品牌是企业的一种无形资产。品牌化是赋予产品和服务一种品牌所具有的能力。自

中国加入WTO后,各种国外品牌纷纷踏入中国领土。有些企业迅速扩大,品牌形象经

过各种媒体及活动迅速植入老百姓的脑中,例如国外汽车品牌大众、丰田、快速消费品

联合利华、可口可乐等。而有些品牌则由于其特殊性,并不能通过大量的广告、媒介、

宣传活动及自身产品让普通大众所熟知,例如制造业工业用品。客户往往对制造商的印

象、对企业品牌的认知非常模糊,所以制造企业也相应的釆用“价格战”。但是价格战”

并非长久之计,虽然会给客户带来了眼前的实惠,但也同时培养了用户的“非忠诚度”,

一旦对方的价格又比你低了,他就会转向另一边。因为客户对制造业的印象是,工业产

品并没有明显的品牌差异,只要能达到我的标准就行。这样长久之后,除了少数几个公

司品牌能给客户留下一点印象之外,大多数品牌还无法在用户的心中扎根。

而与品牌有关的五大因素中最为重要的就是客户,而产品存在的价值就是为目标客

户创造价值。理解客户的需求有助于成功地建立和管理品牌,从而建立起品牌的忠诚度。

而客户不满意是客户流失的根本原因。菲利普科特勒(1995)说过:“满意是指一个人通

过对一个产品的可感知效果与他的期望值相比较后,所形成的愉悦或失望的感觉状态。“

本文通过J公司的客户满意度的调查表进行定性与定量分析,理论和实地调查问卷

相结合的方法,并把J公司客户满意度的调查数据做回归分析,在此基础上研究J公司

的客户满意度提升方法并找出J公司在品牌忠诚度方面存在的问题,之后在分析的基础

上提出解决建议。

关键词:客户满意度;品牌忠诚度;品牌认知;品牌;品牌形象

第II页
华东理工大学硕士学位论文

Base on the Customer Satisfaction to Increase J Brand Loyalty

Abstract

Brand is an invisible asset of the company. Branding is ability of brand which gives it to

products and services. Since China joined World Trade Organization, there are various foreign

brands coining into the Chinese market. Some of them have expanded their business

extremely; their brand image was implanted into people's brain via variety of media source

and events. For example, German brand Volkswagen, Toyota from Japan, fast moving

consumer goods Unilever and Coca-Cola from America etc. However, some brands have their

special character and cannot be known by people via large quantity of advertisement, media,

promotion event even its own products. For instance, products from manufacturing industry.

Normally, customers have not clearly image for manufactory and their brand knowledge.

Therefore a lot of companies use Price War. But Price War is not long-term strategy.

Though reducing price will bring immediate benefits to customers, it also reduces customer

loyalty. When the competitor has lower price, then your customer will choose them. Because

of customers think it is OK when the products can be used. After long time, there are only few

brands can leave good image to customers.

There are five main effect elements of brand. And the most important is client. The values of

products is to create the values for customers. The import point to establish and manage the

brand is to understand what are customers exactly needed. Customer unsatisfied is the basic

reason of losing customers. Philip Kotler (1995) said,Satisfaction refers to a person feeling

status of a product by the perceived effect of the comparison with his expectations, the

formation of pleasure or disappointment.

This diploma through customer's satisfaction questionnaire for qualitative and quantitative

analysis, theory and method of combining way as well as regression analysis of J company's

customer satisfaction's survey data, solve the problem and raise a brand loyalty for J

company via how to develop customer satisfaction.

Keywords: Customer satisfaction; Brand loyalty; Brand knowledge; Brand; Brand image