基于烟草品牌资产价值的企业流失顾客赢回管理研究

【作者】 梁武超；

【导师】 顾幼瑾；

【作者基本信息】 昆明理工大学 ， 管理科学与工程， 2013， 博士

【摘要】 顾客作为构建企业核心竞争力的最宝贵资源,在企业生存、竞争和发展中起到了越来越重要的作用。现有研究成果发现：要赢回一个流失顾客比获得一个新的顾客可能性更高。顾客的流失会给企业带来重大的损失,顾客忠诚能够为企业带来各种直接和间接的效益,如何赢回流失的顾客并积极规避流失损失是现代企业亟需解决的重要问题之一。因此,企业流失顾客赢回管理已成为国内外客户关系管理研究的前沿问题。尽管目前学术界已经认识到企业流失顾客赢回管理的重要性,并有不少文献对此进行了探讨,但目前尚未建立完整的理论体系,基于严谨理论框架展开的实证研究则更少。而且现有的文献中缺乏对于流失顾客赢回管理与企业品牌资产价值的研究,仅有对企业品牌资产价值的单一研究。因此,本文通过对国内外流失顾客赢回管理理论的梳理,借助品牌资产价值、流失顾客赢回管理、顾客生命周期、顾客价值、顾客满意度理论构建基于品牌资产价值的企业流失顾客赢回管理的模型及研究假设,并以云南红塔山卷烟品牌的实证研究对象,从不同视角对研究假设分别进行验证。为了结合实践深入探讨流失顾客赢回策略与企业品牌资产价值的具体作用管理,本研究采用了不同的流失顾客赢回策略与企业品牌资产价值的不同要素进行直接影响关系的假设,在基于324份有效问卷调查及深度访谈的基础上,对上述研究假设分别进行了验证。实证分析结果显示,在提出的27个假设中,得到验证22个,未得到验证5个。研究结果显示,可以通过直接和间接两种方式对企业品牌资产价值进行影响：一种是通过流失顾客赢回策略、顾客生命周期对企业品牌资产价值直接作用,另一种是顾客价值、顾客关系价值、顾客终身价值等要素可以通过流失顾客赢回策略及信息传递策略、有形展示策略、人际沟通策略、服务补救策略对企业品牌资产价值进行间接影响,本研究主要做了以下几方面工作：首先,目前国内外学术界在这方面的研究尚处于探索阶段,流失顾客赢回管理是客户关系管理领域一个重要的组成部分及崭新的研究领域,研究通过建立流失顾客赢回管理模型,丰富和完善了客户关系管理领域流失顾客赢回管理的研究。其次,本研究通过梳理流失顾客赢回管理、品牌资产价值、顾客生命周期、顾客价值、顾客满意度理论,结合实证深入探讨流失顾客赢回策略与企业品牌资产价值的相互关系,从流失顾客赢回策略与企业品牌资产价值的不同要素进行直接影响关系的假设与验证研究,以及顾客生命周期不同阶段、顾客满意度及流失原因对企业品牌资产价值的关系的假设与验证研究,为流失顾客赢回管理研究开辟了新的思路。第三,目前,我国学者流失顾客赢回管理的实证研究仅限于保险、酒店、电信等行业,本研究首先对卷烟领域进行了研究,并将云南烟草红塔山卷烟品牌作为实证研究对象。基于本文的实证研究结果,可以为烟草企业实施科学的营销策略提供理论依据,同时也可以为其它行业研究流失顾客赢回管理提供借鉴。第四,研究发现,企业实施信息传递策略对其品牌定位、品牌忠诚度、品牌认知度、品牌联想的提升具有正向直接影响作用；企业实施有形展示策略对其品牌定位、品牌忠诚度、品牌联想的提升具有正向直接影响作用；企业实施人际沟通策略对其品牌定位、品牌忠诚度、品牌认知度的提升具有正向直接影响作用；企业实施服务补救策略对其品牌忠诚度、品牌认知度、品牌联想的提升具有正向直接影响作用。最后,研究发现,流失顾客在形成期、稳定期、衰退期对企业品牌资产价值具有显著正向作用；企业实施有效的信息传递策略可以重新赢得流失顾客对企业的信任,同时间接影响企业品牌资产价值；顾客满意度对企业品牌资产价值的影响作用受到其流失赢回策略的调节,且随着企业营销中心良好的运营模式的发展,顾客满意度对企业品牌资产价值的影响越弱。更多还原

【Abstract】 As the most precious resources of building enterprise core competitive ability, customers play a more and more important role in the enterprise survival, competition and development. Existing research results found that to win back a loss of customers were more likely than to get a new customer. The loss of customers will bring great losses, while the customers’loyalty can bring a variety of direct and indirect benefits for the enterprise. How to win back the lost customers and actively avoid loss damage is an important problem that the modern enterprise needs to be solved. Therefore, the research of the strategy of winning back the loss of customers at home and abroad has been the forefront problem of customer relationship management.At present, although the academic circles have realized the importance of the win back management of the loss customers and there has quite a few literatures discussed the topics, it has not set up complete theoretical system, and the empirical research based on rigorous theoretical framework is less. What’s more, the existing literatures lack of the research between the win-back lost customers management and the, while only made a single study on the enterprise brand asset’s value. Therefore, this article through combing the theory of customers to winning back management at home and abroad at prophase, and with the help of theories such as customers to win back, customer life cycle management, customer value, and customer satisfaction, we construct the customers to win back model based on the brand assets value of the enterprise and the research hypothesis. At last, we take Yunnan hongta cigarette brand for the empirical research object, and verify the above assumptions from the different angle respectively.In order to exploring the specific mechanism of the loss based on our practice win back customers strategy and enterprise brand assets value, this study adopt different customers to win back strategies and different elements of enterprise brand assets value to hypothesis the directly affections. Based on the324valid questionnaires and interviews, we check out the hypotheses above. In the27hypothesis above,22is tested,5is not verified. According to the results, the enterprise brand value of the asset can be functioned by directly and indirectly role ways:one is through the loss of customers to win back strategy, customer life cycle value of enterprise brand assets directly, the other is a customer value, customer relationship value, customer lifetime value elements such as by customers to win strategy and information strategy, visible demonstration strategy, communication strategy, service recovery strategy indirectly affect the value of enterprise brand assets, at the same time, the place of the main conclusions are as follows:First of all, the academic circles at home and abroad in this research is still in the exploratory stage, win back lost customers management is an important part in customer relationship management and a new research field. This research systematically, scientific and more fully establishes customers to win back mechanism model and enrich and improve the customer relationship management (CRM) customers to win back to management in the field of research.Second, this study by analyzing customers to win back, customer life cycle management, customer value, customer satisfaction theory, combined with the empirical studied customers to win back strategy and enterprise brand assets value of the specific mechanism of action, respectively from different customers to win back strategy with different elements of enterprise brand assets value directly affect the relationship between hypothesis and verification, customer life cycle stages, customer satisfaction and the drain causes hypothesis on the relationship between the enterprise brand value of the asset and verification, for customers to win back management research has opened up a new train of thought.Third, this study combined with Yunnan hongta tobacco cigarette brands as the empirical object for empirical research. Loss to win back customers management at present, the scholars of empirical research is limited to insurance, hotels, telecommunications and other industries, for the loss of tobacco empirical win back customers management first, based on the empirical research results, this paper can provide theoretical basis for tobacco enterprises to implement effective marketing strategies, at the same time, this can also provide reference value for other industry researched customers to win back management.Fourth, the information transfer strategy implied by enterprises has a positive direct effect to its brand positioning, brand loyalty, brand awareness, brand association; the physical display strategy has a positive direct effect to its brand positioning, brand loyalty, brand association; the communication strategy has a positive direct effect to its brand positioning, brand loyalty, brand awareness; service recovery strategy has a positive direct effect to its brand loyalty, brand awareness, brand association.Finally, the loss of customers has significant positive effect in the formation, stabilization, decline of enterprise brand assets value; Implying effective information transmission strategy can regain lost the trust of the customer to the enterprise and indirectly affect the enterprise brand value of the asset; Impact of customer satisfaction to the enterprise brand value of the asset by its loss win strategy adjustment, and with the development of the enterprise marketing center’s well operation, the effect of the customer satisfaction to enterprise brand assets value will become weaker.更多还原