摘要
FH表行品牌忠诚度提升策略研究
摘要
经济的快速发展和网络技术的日益成熟，在社会电商新时代下，腕表行业终
端零售的发展面临很大挑战。顾客消费渠道多样化，增加了渠道间的竞争性。不
同于网络平台和国外代购等新兴购买方式可采取多样化产品展示和营销手段，实
体店零售因具有“守柜待客”的局限性，所以存在营销模式单一等客观问题。在
此现实背景下，国内外学者为探寻适合实体店零售的发展路径，提出了思路与建
议，着重强调提升实体店零售线下体验、加强顾客消费粘性和培养品牌忠诚度。
因此，本文将对 FH表行品牌忠诚度的提升策略进行探究，旨在提高 FH表行顾
客品牌忠诚度，从顾客行为、情感、顾客感知提出相应提升策略，建立 FH表行
企业形象提供新思路。
本文以 FH表行为研究对象，采用 SWOT理论对 FH表行的发展现状进行剖
析。FH表行拥许多奢侈品牌的独家经销权，从而在河南本地市场有很大的市场
优势，但实体经营销售方式单一，并且门店固定费用和维系品牌成本偏高等是它
的主要劣势，同时小规模企业税收优惠也为企业带来了新的机遇，而以智能手表
为代表的智能设备的推出对传统腕表市场带来了新的挑战。为探究 FH表行品牌
忠诚度提升策略，本研究通过顾客感知价值理论、品牌忠诚度理论，对消费者从
行为忠诚、情感忠诚、顾客感知、服务评价和品牌忠诚度五个方面构建问卷调查，
旨在分析 FH表行现有顾客群体以及潜在的顾客群体对品牌腕表的忠诚度，以李
克特7级量表对企业顾客群体进行顾客感知、服务评价的因素分析。收集资料之
后，对样本特征、行为忠诚、情感忠诚进行描述性统计,运用 SPSS 25软件对数
据进行信度和效度分析、差异性分析、线性回归分析，从而量化企业目前客户忠
诚度，并为提升忠诚度策略指明方向。最后针对 FH表行的品牌忠诚度，从行为
忠诚、情感忠诚、顾客感知、服务评价、企业形象等，提出品牌忠诚度针对性的
提升策略。
关键词：品牌忠诚度；顾客感知；服务评价；企业形象
I
ABSTRACT
RESEARCH ON BRAND LOYALTY PROMOTION
STRATEGY OF FH WATCH
ABSTRACT
Traditional watch retail industry are facing new challenges in the era of social
e-commerce, on accountof the rapid development ofeconomy and technical
mecturity of network.The diversfication of consumer channelspromotes stiff
competition among selling channels. Unlike e-commerce or overseas purchasing
agents which provides dicersified product presentaions and marketing methods,
tradional retail industry with a physical store which has many limitations due to “over
the counter”business pattern isfacing many objective problemssuch single
marketing model. Under this background, demostic and foreign scholars put forward
ideas and suggestions to explore the development path suitable for physical retail
store, focusingon the improvingoff-line experience ofphysical retail store,
strengtheningcustomer consumptionstickinessand cultivatingbrandloyalty.
Therefore, this paper explored the promotion strategy of brand loyalty ofFH watch
in order to provide new ideas for improving brand loyalty, give promoting suggestions
from aspects of customer behaviour, customer emotion and customer perception and
establishing the corporate image ofFH watch.
This paper takes FH watch as the research object using SWOT theory to
analysis the development of FH watch. It is found that FH watch has many
exclusive selling rights of some luxury brands which gives a big market advantage
in Henan market.The sales limitation of phsical retail stores and high operating and
brand mantainance cost are its major weakness. The tax incentives policy for small
enterprises gives a new opportunity in the meanwhile smart devices such as
smartwatch introduced new challenges to traditional watch industry. In order to
explore the brand loyalty promotion strategy , this study constructs a five-aspect
questionnaire survey on consumers which are behavioural loyalty, emotional loyalty,
customer perception, service evaluation and brand loyalty. The purpose is to
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华北水利水电大学硕士学位论文
analysis the attitude and loyalty of FH’s existing and potential customer groups to
brand watch and measure the customer perception and loyalty to FH watch using
Likert 7scale Factoranalysis of serviceevaluation. After collectingdata,
descriptive statistics were made on the sample characteristics, behavioral loyalty
and emotional loyalty, and SPSS 25 was used for data reliability and validity
analysis, difference analysis andlinear regression to quantify thedegree of
customer loyalty of FH watch and point out the direction for improving customer
loyalty. As a result this paper puts forward targeted promotion strategies for brand
loyalty from behavior loyalty, emotional loyalty, customer perception, service
evaluation and corporate image.
KEY WORDS: Brand loyalty; Customer perception; Service evaluation;Corporate
image
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