农夫山泉客户忠诚管理方案探究.doc

摘要：饮用水市场的产能远远大于需求，所以竞争异常激烈。饮用水行业由于进入门槛太低，各企业在利益趋使下纷纷进入此行业，导致当前整个行业处于产能大于销量的状态。企业都以牺牲自己的利润来夺取市场空间，赢得客户，低价战略是近几年客户争夺的主要手段。

　　　本文主要采用调查分析法、文献法、整体分析和局部分析相结合以及案例研究法等方法展开研究。本文首先对客户忠诚的定义、客户忠诚的分类、客户忠诚的形成过程以及客户忠诚的关键影响因素等客户忠诚相关理论进行阐释；然后，运用实证分析，从农夫山泉客户的划分、客户管理措施两个方面对农夫山泉客户管理的现状进行了分析，并提出了五个农夫山泉在客户忠诚管理上存在的问题：农夫山泉管理模式落后、农夫山泉客户管理策略单一、农夫山泉与客户缺乏有效沟通、农夫山泉客户成本较低、农夫山泉客户关系管理体系不健全；最后，针对以上存在的问题从农夫山泉实施客户忠诚管理必要性阐述、客户忠诚管理改进对策、农夫山泉客户忠诚管理方案实施步骤以及农夫山泉实施客户忠诚管理方案中应注意的问题四方面提出了适合农夫山泉的客户忠诚管理方案。对于农夫山泉来说，客户忠诚管理方案的研究不仅可以减弱不良事件(如“质量门”事件)的影响，还可以建立其在客户中的良好形象，使农夫山泉的品牌在饮用水行业中长久发展。

关键词：农夫山泉；客户忠诚；管理方案

Abstract：Drinking water market capacity is far greater than demand, so the competition is fierce. Because entering in the threshold of Drinking water industry is too low, lots of enterprises have entered in the industry driven by the interests, which makes the current capacity greater than the sales status in the whole industry. Enterprises have to sacrifice their own profits to win market space, to win customers, so price strategy is the main means in recent years for the customer. 

　　　This paper mainly adopts the literature method, survey analysis, global analysis and local analysis and case study method and other methods of study. Firstly, this paper explains the definitions of customer loyalty, customer loyalty formation classification, the formation process of customer loyalty and the key influencing factors of customer loyalty. Then, using empirical analysis, , this paper analyses the Nongfu Spring’s current situation of its’ customer management from the two aspects of division , and then puts forward existing five problems in customer loyalty management. Finally, the paper proposes the customer loyalty management scheme, which consists of the necessity of carrying out customer loyalty management, the countermeasures of customer loyalty management, the implementation steps of loyalty management scheme of the Nongfu Spring and the problems the company should pay attention to. For the Nongfu Spring, the research on customer loyalty management scheme can not only reduce adverse events’ (such as "quality door" incident) effects, can also establish the good image in the customer, and make the brand of the Nongfu Spring develop in long-term in the drinking water industry.  

Key words: Nongfu Spring    customer loyalty    management scheme