【作者】 杨勇；

【导师】 顾颖；

【作者基本信息】 西北大学 ， 企业管理， 2007， 硕士

【摘要】 对于“顾客忠诚”问题的研究，现已成为当今营销学研究的热点。顾客忠诚的主要特征表现为忠诚顾客的重复购买和推荐销售行为。许多学者认为忠诚顾客提供给企业的价值主要体现在重复购买行为给企业带来的利润。而本文的研究切入点是忠诚顾客的推荐销售行为，认为忠诚顾客的推荐销售行为相对于其重复购买行为对企业具有更深远的商业意义。有鉴于此，企业可将推荐销售作为一种新的营销方式，充分挖掘其价值。此外，从人际传播的角度分析，推荐销售在其宣传的针对性、深度和有效性方面，明显优于广告和其他营销宣传活动。有利于企业减少成本，树立良好的口碑效应。由此可见，推荐销售是一种值得研究并应得到企业重视的营销方式。本文从忠诚顾客推荐传播的角度，通过在经济学、营销学、传播学、心理学等多学科、多层面展开研究，深入剖析推荐销售的发展历程。在此基础上，提出了较为严密的推荐销售实施策略。从而对企业运用这一销售方式提供帮助。本文首先界定了顾客忠诚的概念，分析了顾客忠诚的影响因素及对企业的重要意义，阐明了顾客忠诚与推荐销售之间的关系。在对大量关于推荐销售相关文献阅读的基础上，对推荐销售相关理论的发展进行了梳理，进一步说明了其在顾客忠诚价值中占有相当重要的地位。本文还引入成本、消费者行为及人际传播的理论，对推荐销售进行了可行性分析，构建起了本文的研究对象及理论基础。本文在前期主要采取调查研究的方法，把握了推荐销售在实际运用过程中出现的问题。后期则采用书面材料收集、整理和分析的方法对推荐销售进行了深入研究。本论文主要内容共分为5个部分。第一部分阐述顾客忠诚的概念、影响因素及其意义；第二部分引入推荐销售的概念、以及其价值在顾客忠诚价值中的地位、并辨析了有关与推荐销售容易混淆的概念；第三部分分析推荐销售的可行性，从推荐销售的发展优势及环境、消费者行为和人际传播网络等多角度进行了深入剖析；第四部分是建立在前面各章节研究的基础之上，进而探讨如何实施推荐销售，并构建了推荐销售流程图，详细说明了流程图各个部分的简略操作；第五部分展望了推荐销售在中国的发展前景。通过本研究，得出结论，推荐销售目前尚存在以下问题：(1)人际传播网络过于复杂，对忠诚顾客的有效控制成了最大难题。(2)推荐销售作为一种营销方式，需要企业其他营销活动的配合，才能发挥其最大的作用。本论文的创新点在于，对推荐销售提出了一些有益的对策建议：(1)寻找忠诚顾客尤其是忠诚顾客中的“关键人物”，对其进行培养，奖励，促进他们推荐的积极程度。(2)控制忠诚顾客的传播内容和负面信息，使得推荐销售行为更有效。更多还原

【Abstract】 Nowadays, the research on customer loyalty is the key point of marketing research. The customer loyalty’s main characteristics are the loyal customers’ repeating purchase and recommendation to others. A lot of scholars think that the value brought by the loyal customers to the company is the profit made by their repeating purchase. The thesis is mainly about the loyal customers’ recommendation behavior, which is more profitable than the loyal customers’ repeating purchase. And the company also can make the recommendation sale as a means of marketing to explore its potential value. From the dissemination, the recommendation sale is more superior than the advertisement and other marketing activity on the focusing, depth and efficiency, which also plays an important role on the cost reduction and making public praise. In a word, recommendation sale is a marketing means worth the attention of the company.The thesis mainly makes the deep analysis of development the recommendation sale through the economics, marketing, dissemination, psychology and so on, and gives the thorough implementing methods of recommendation sales.The analyzing process of the thesis is divided into five parts. The first part is mainly about the concept, influencing factors and the significance of the customer’s loyalty; the second part mainly tells the concept and value of the recommendation sale, and make the distinction between the concept and other relative concepts; the third part analyzes the feasibility of the recommendation sale from the angles of its developing advantages and environment, consumer’s behavior, interpersonal dissemination network; the fourth part mainly discusses how to carry out the recommendation sale based above analysis; the five part discusses the prospective of recommendation sale development in china according to the reality. The author thinks there still exists many problems about the recommendation sale:(1) Because the interpersonal dissemination network is too complicated, it is difficult to control the loyal customers efficiently(2) As a marketing means, the recommendation sale can do its best only if it is cooperated with other marketing means.Though existing a lot of problems, the author proposes some countermeasures:(1) Find some key figures in the loyal customers and train and praise them to make them more active in recommendation.(2) Control the dissemination content and negative information of the loyal customers to make the behavior of recommendation sale more efficiently.更多还原