沃尔玛提高顾客忠诚度的策略研究.doc

沃尔玛提高顾客忠诚度的策略研究 PAGE  PAGE 12 摘要 在过去的20年中，全社会消费品零售总额以每年15%的速度增长，我国已成为仅次于美国和日本的第三大零售市场，零售业也获得了长足的发展，超市和大卖场日益成为购物者首选的零售终端。连锁超市最早出现在上世纪九十年代初，经过了快速的导入期和成长期，现在已经步入了成熟的发展阶段。随着国外各零售巨头纷纷进入中国，市场竞争日趋激烈，我国连锁超市面临着前所未有的挑战，有的连锁超市在激烈的竞争中几乎销声匿迹。连锁超市只能在便利店和大卖场的夹缝中寻求发展，连锁超市面临着利润率下降、顾客流失率上升等问题。连锁超市主要以分布式的网点深入到居民小区，提供比大卖场便利的购物条件和比便利店全面的商品、低廉的价格来获取市场，顾客来源相对比较固定，顾客忠诚度对连锁超市的生存和发展至关重要。找出影响顾客忠诚的因素并提高顾客忠诚度成为了连锁超市零售业需要解决的问题。因此，研究我国连锁超市零售业的顾客忠诚度的影响因素有着极为重要的理论研究价值和现实意义。 关键词：沃尔玛，顾客忠诚度，策略，研究； Abstract In the past 20 years, total retail sales of consumer goods to grow 15% annually, China has become second only to the United States and Japans third-largest retail market, the retail trade also has been considerable development, the growing supermarket and hypermarket become the preferred retail end shoppers. Supermarket chains first appeared in the early nineties of last century, after growing rapidly in period and has now entered a mature stage of development. As foreign retail giants have entered the China market, increasing competition, Chinas supermarket chain is facing unprecedented challenges, and some supermarket chains in the fierce competition in almost disappeared. Supermarket chain in the convenience stores and supermarkets can only be caught between seeking to develop, supermarket chains faced with declining margins, increased customer churn rate and other issues. Supermarket chain outlets mainly distributed deep into the residential area, providing convenient than shopping malls conditions and comprehensive than the convenience store goods, low prices to gain market and customer sources is relatively fixed, the survival of loyalty to the supermarket chains and development. Identify the factors that affect customer loyalty and increase customer loyalty has become a retail supermarket chains need to be resolved. Therefore, the study of retail supermarket chains factors of customer loyalty has a very important theory value and practical significance. Key words: Wal-Mart, customer