【正文】 量表 .............................................................................................. 19 廣告量表 ..................................................................................................... 20 ............................................................... 20 第四章 研究工具和方法 ..................................................... 21 ............................................................... 21 文獻研究 ..................................................................................................... 21 問卷調查 ..................................................................................................... 21 統(tǒng)計分析 ..................................................................................................... 21 訪談法 ......................................................................................................... 22 和框架 ...................................................... 23 樣本選取與問卷的發(fā)放、回收 ............................................. 23 第五章 研究結果與不足 ..................................................... 24 ........................................................... 24 信度與效度分析結果 ................................................................................... 24 樣本的社會人口統(tǒng)計結果 ............................................................................ 26 顧客忠誠度分析結果 ................................................................................... 27 價格促銷對顧客忠誠度的影響 .................................................................... 27 負面口碑對顧客忠誠度的影響 ................................................................... 28 品牌形象對顧客忠誠度的影響 .................................................................... 30 廣告對顧客忠誠度的影響 ............................................................................ 31 ........................................................... 32 ............................................................... 33 第六章 結論討論與建議 ..................................................... 33 結論與討論 ......................................................................................................... 33 價格促銷對顧客忠誠的影響 ........................................................................ 33 負面口碑對顧客忠誠的影響 ........................................................................ 34 品牌形象對顧客忠誠的影響 ........................................................................ 34 廣告對顧客忠誠有正的影響 ........................................................................ 35 建議 .................................................................................................................... 35 科學進行價格促銷手段 ............................................................................... 35 針對顧客滿意的口碑管理 ........................................................................... 36 重視質量為主的品牌形象重塑 .................................................................... 36 多組合的宣傳策略 ...................................................................................... 37 第七章 參考文獻： ......................................................... 37 附錄一：基于伊利牛奶的顧客忠誠度調查問卷 ................................... 39 7 第 一章 緒論 隨著經濟的發(fā)展，科技的進步和社會的變遷，不論是對產品本身，還是對營銷手段，同質化的現(xiàn)象都越來越嚴重。本人授權 大學可以將 本學位論文的全部或部分內容編入有關數(shù)據(jù)庫進行檢索，可以采用影印、縮印或掃描等復制手段保存和匯編本學位論文。本人完全意識到本聲明的法律后果由本人承擔。除了文中特別加以標注引用的內容外，本論文不包含任何其他個人或集體已經發(fā)表或撰寫的成果作品。 作 者 簽 名： 日 期： 指導教師簽名： 日 期： 使用授權說明 本人完全了解 大學關于收集、保存、使用畢業(yè)設計（論文）的規(guī)定，即：按照學校要求提交畢業(yè)設計（論文）的印刷本和電子版本；學校有權保存畢業(yè)設計（論文）的印刷本和電子版，并提供目錄檢索與閱覽服務；學?？梢圆捎糜坝?、縮印、數(shù)字化或其它復制手段保存論文；在不以贏利為目的前提下，學?？梢怨颊撐牡牟糠只蛉績热荨１M我所知，除文中特別加以標注和致謝的地方外，不包含其他人或組織已經發(fā)表或公布過的研究成果，也不包含我為獲得 及其它教育機構的學位或學歷而使用過的材料。 the fifth part is the conclusion and suggestion。 third part is the research methods, including the study of sample selection, research framework, research procedures, data processing。s milk beverage market development potential is tremendous, foreground is very attractive. The next five years, the domestic milk beverage products consumption will greatly increase, especially liquid milk annual increment rate forecast to reach around 30%. With the development of the market, will attract more petitors. Therefore, enterprises need from price promotion, negative word of mouth, brand image, advertisement of these four aspects, to cultivate loyal customers. In this paper the author focused on the fast consumer goods industry, and take Yili Milk for example, tries to answer the question:enterprise should how to cultivate and enhance customer loyalty t,as well as the study of the mechanism between customer loyalty and its various dimensions. Through empirical analysis, get the conclusion. The paper uses the way of empirical analysis, price promotion, customer perceived value, advertisement, brand image as an exogenous latent variables, the customer loyalty as endogenous variables. And through the customer loyalty, price promotion, customer perceived value, advertisement and brand image of the five dimensions to carry out questionnaire, use statistic software to analyzed and processed the data, then we draw a conclusion. The paper consists of five parts: the first part is introduction, including research background, research purpose, research questions and some key noun explanation。 關鍵詞：顧客忠誠 價格促銷 負面口碑 品牌形象 廣告 ABSTRACT According to customer loyalty, the author collect and read recent years domestic and foreign literature , extracted four dimensions of customer loyalty from them: price promotion, negative word of mouth, brand image, advertisement. In the dairy beverages market, have leader like Erie yoghurt, and Yili Milk, in addition to a number of other brands. According to 《 2020 2020 China dairy beverages and vegetable protein beverage market analysis report》 released by Shang Pu consulting: until 2030, China39。并通過顧客忠誠， 價格促銷、負面口碑、