對澳門居民蘋果手機顧客的忠誠度分析摘要近些年來，隨著我國電子科技產業的迅猛發展，手機等產品的市場佔有率不斷提升，各大品牌之間競爭愈發激烈。手機企業想要在競爭激烈的市場競爭中確保優勢、發展壯大，在不斷提升產品品質、加強產品創新外，還應關注與消費者的關係維護。全面研究消費者的品牌忠誠度情況，從客戶關係入手，提升市場佔有率才是企業的生存之道。蘋果手機是我國眾多手機品牌的組成部分，與三星手機平分進口手機天下。本文以澳門地區的消費者為例，以蘋果手機為研究物件，通過對澳門居民蘋果手機品牌忠誠度的研究，分析市場，全面瞭解澳門地區居民對蘋果手機的忠誠度情況，並在此基礎上全面分析影響消費者購買蘋果手機忠誠度的相關因素，從而給出蘋果手機維護客戶關係、提升顧客忠誠度的對策建議，希望其對提升蘋果手機市場佔有率、實現蘋果手機的可持續發展有所裨益。關鍵字：蘋果手機；澳門居民；品牌忠誠度；市場調研AnalysisoftheloyaltyofMacauresidents'mobilephonecustomersABSTRACTInrecentyears,withtherapiddevelopmentofChina'selectronictechnologyindustry,themarketshareofmobilephonesandotherproductshascontinuouslyincreased,andthecompetitionamongmajorbrandshasbecomeincreasinglyfierce.Mobilephonecompanieswanttoensuretheirstrengthsanddevelopmentinthefiercecompetitioninthemarket,andcontinuetoimproveproductqualityandproductinnovation.Theyshouldalsopayattentiontomaintainingrelationshipswithconsumers.Acomprehensivestudyofconsumerbrandloyalty,startingwithcustomerrelationshipsandincreasingmarketshareisthecompany'ssurvivalpath.Apple'smobilephoneispartofChina'smanymobilephonebrands,andSamsungmobilephonesareequallydividedintoimportedmobilephones.ThisarticletakestheconsumersinMacaoasanexample,takestheApplemobilephoneastheresearchobject,analyzesthemarketthroughtheresearchonthebrandloyaltyoftheMacaoresidentsoftheApplemobilephone,andfullyunderstandstheloyaltyoftheresidentsoftheMacauareatotheApplemobilephone,andonthisbasisAcomprehensiveanalysisofthefactorsthatinfluenceconsumers’loyaltyofbuyingApple’smobilephoneswillbegiven.ThiswillgiverecommendationsonhowApple’smobilephonescanmaintaincustomerrelationshipsandincreasecustomerloyalty.IthopesthatitwillincreaseApple’smobilephonemarketshareandachievesustainabledevelopmentofApple’smobilephones.benefit.Keywords:Applemobile;Macauresidents;brandloyalty;marketresearch目錄第一章緒論.....................................................................................................................................11.1研究背景與意義................................................................................................................11.2國內外研究現狀................................................................................................................11.2.1國外研究現狀........................................................................................................11.2.2國內研究現狀........................................................................................................21.3研究現狀述評....................................................................................................................3第二章顧客忠誠度理論概述.........................................................................................................42.1相關概念的界定................................................................................................................42.1.1品牌..................................................................................................
