Dissertation
Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

Chinese home appliance enterprises Loyalty Marketing Research

Author LangGuangJie
Tutor FanXiuCheng
School Fudan University
Course Business Administration
Keywords Customer Loyalty Customer Lifetime Value Customer Relationship Management
CLC F426.6
Type Master's thesis
Year 2008
Downloads 349
Quotes 2
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Through home appliance case study, the article intends to explore how the loyalty marketing strategy influences their market performance in competition environment. The article analyzed the macro and the industrial environment of Chinese market and used SWOT Model to analysis Chinese home appliance industry.The author also used CLV Model to study current customer, so as to define the potential loyal customers. The article also explained how to change the traditional marketing concept to loyalty marketing concept. By using the CLV Model, the author tries to analyze all these cost and benefit of different steps of customer lifetime value management, then draw a conclusion that loyalty marketing can make one company more competitive.The article also tries to analysis the difference between employee loyalty and customer loyalty and sales channel loyalty and how they affect each others. Finally, the author tries to find the influence to the value chain of all aspects.

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