品牌忠诚培养问题研究毕业论文

大纲： 1、什么是客户忠诚度，培养客户忠诚度的重要性和意义 2、电力行业在客户忠臣度上出现了什么问题，引发这些问题的原因在那里 3、针对以上原因提出策略如 1加强电网的基础建设，普及电力公司电网覆盖面 2减少电网故障，努力保障客户利益，不无故断电，无故停电等 3从市场出发，公布成本，和价格，让顾客了解实际情况 4提高客户服务，不定期的进行客户回访，采纳顾客意见，及时维修客户使用过程当中出现的故障 5…………

忠诚度是指一个人对其所属社会团体的目标、象征、宗旨等方面的坚信不疑的品质.高忠诚度的员工是企业发展的效率、竞争力的重要基础。下面是我为大家整理的企业员工忠诚度的培养论文，供大家参考。

摘要:企业员工忠诚度的培养历来受到企业的重视,本文论述了企业员工忠诚度主要受企业自身因素和员工个人因素两方面的影响,其中企业自身因素是关键因素。在企业做好自身的各项工作后,企业在根据员工自身的特点,对员工进行忠诚度方面的培训,员工的忠诚度才有可能培养起来。

关键词:忠诚度 培养 职业发展规划 薪酬福利制度

近年来,笔者经常对企业员工进行忠诚度方面的培训,笔者认为仅对员工单方面进行忠诚度的培训,收效甚微,很难达到企业培训的最终目标。这是因为忠诚是相对的、双向的,企业要想获得员工的忠诚,企业就要先对自己的员工负责。现代社会是一个合作共舞的时代,领导和员工之间实际上也是一种合作关系。既然是合作,就要求双赢。只有双赢,企业才能获得员工的忠诚,才能让员工真正成为企业发展的内在动力。

1 企业本身的因素是影响员工忠诚度的关键因素

在当今的企业中,有许许多多的员工一开始工作时怀着积极的热情为企业奉献自己的才能,可是由于企业等方面的原因,导致员工对企业的热心及信心逐渐降低,也就是说企业对员工的凝聚力越来越弱,以至于使得一位原本忠心耿耿的员工最终没有了工作的积极性,甚至走上了 离职 之路。

那么作为一个企业,要想让员工忠诚,我认为首先企业应该为员工做好以下几方面的工作:

帮助员工制定完善的职业发展规划,重视员工个人发展

职业发展规划是除工作安全之外最重要的员工忠诚的培养 措施 。当新员工进入一个新的组织以后,他们是想在这个新的环境寻找一个适合自己长远发展的平台,并且可以从这个新的环境中发现继续给自己充电的机会。为此员工进入企业后,企业根据员工的个人条件和背景,由员工和企业人力资源部门共同协商,为员工在企业的发展制定计划和路线,帮助员工开发各种知识与技能,提供实现个人专长的机会,铺设职业发展的阶梯,使员工在了解自己所拥有的技能、兴趣、价值取向的基础上,尽量使其所长与公司所需一致,使员工有明确的发展方向。了解员工的个人计划,并努力使之达成目标,就必然使员工产生成就感,没有人会愿意离开一个能不断使自己获得成功的组织。良好的职业生涯计划会促进企业和员工的共同发展,实现企业与员工的良性互动,采用多样化的职业发展模式,增强员工的自我能力,提高的内在动力,如为专业技术人员和管理人员提供两类不同的职业发展阶梯。创造互动式的内部劳动力市场,以便员工调整自己的职业发展道路。采取员工参与管理,丰富员工工作内容的工作岗位设计等方式,调动员工的创业积极性。将员工自己的个人目标、个人成长、个人价值实现、个人社会认同期望与企业经营目标有机结合起来,实现人才和企业的共同发展,形成个人与企业远景追求的良性互动,给员工以自我最大人生价值的体现,给予他们展示才华的足够空间,帮助他们实现自己的目标,使其能够和企业长期的合作,达到个人与企业双赢的目的。

建立个性化的薪酬福利制度,增强企业凝聚力

员工对于薪酬的要求因工作岗位不同而不同,不同的工作岗位,薪酬福利的设计应有所区别。在我国目前整体的收入水平还比较低的情况下,作为薪酬福利的激励不可忽视,根据亚当斯的“公平理论”,员工一旦认为其收入低于其参照数,就会产生不满。当薪酬福利不能充分反映各类人员的劳动特点与付出,员工自然认为薪酬缺乏公平性及充分的导向性。当他们觉得自己没有受到应有的重视,其所产生的内部不公平感会令他们难以接受,薪酬福利作为员工实现其自身价值、追求自我发展的物质基础具有不可替代的作用,因此企业应建立个性化的薪酬福利制度,来增强企业凝聚力。

个性化薪酬福利制度是指薪酬福利制度按照各岗位特点、员工管理层次的不同,以企业经营业绩、员工承担工作责任的轻重、业绩的好坏、素质的高低为考核因素确定企业员工薪酬福利的一种制度。对高层管理者采取年薪制和期权奖励相结合的办法,合理确定期权的行权期限,做到既有激励又有约束,对技术创新者,施以一次性重奖,或者按技术含量折股。对一般员工在不断提高工资及生活待遇的基础上,可将其工资中的一部分拿出来变为活工资,与奖金捆在一起考核浮动。要开展好个性化薪酬福利制度,必须制定一套完善而切实可行的绩效考核方案,通过设立能够反映员工实际工作绩效的评价标准和考核指标,尽可能把员工的日常表现以量化的考核指标体现出来,以使绩效得到公正的评价,使薪酬福利发挥应有的激励作用,真正调动员工积极性,吸引和留住员工,降低企业员工流失率,增强企业凝聚力。另外,企业高薪留人掌握的水准是,在企业外部,员工的薪资高于或大致相当于同行业平均水平,在企业内部适当拉开薪资分配的差距。

充分授权,让员工参与决策

授权与员工忠诚有高度正相关关系。通过合理授权,给员工搭建发挥才干、展示能力的舞台,不仅有利于发现人才、使用人才、锻炼人才,而且可以作到责任分解、压力下传,激发员工的责任感和使命感。当然,授权不是简单的放权。首先,授权必须以信任为基础,饱含信任的授权,这就意味着员工能够对其部分或全部工作拥有掌控权,并且使员工树立起主人翁意识,使员工感受到自身的价值所在,激励员工充分发挥自己的才能,自动自发地完成好工作。其次,授权并不是不闻不问,放任不管。管理者必须时刻关注员工履行职责的情况,及时给予指导,帮助员工解决难以解决的问题。

员工参与决策能够使员工更加投入工作,并创造一个良好的工作氛围,这样不仅能够使员工对企业忠诚,而且还能为公司培养后备力量。员工参与企业决策的范围越广泛,程度越大,员工对自己在企业中的地位和重要性的评价就越高,其归属感就越强烈,能够使员工更加忠诚于企业。

创建良好的 企业 文化 ,营造良好的组织气氛

在 企业管理 中,制度管理强制人达到最低标准,文化管理引导人达到最高标准。因此,提升员工的忠诚度最根本的是要从忠诚文化建设入手,通过文化的传承性和延续性,使忠诚意识内化于心、外化于行,生生不息。

企业文化是企业全体员工在长期的生产经营活动中培育形成的共同遵循的最高目标、价值标准、基本信念和行为规范,它影响和决定着全体员工的 思维方式 和行为模范。良好的企业文化可以带动企业的各项管理工作,使员工真正感受到自身身处的是一个充满活力、公平竞争、严谨自律的工作环境。企业应通过提高员工的公平感,建立“共识式”领导方式,推行“知识管理”,确立鲜明的企业宗旨等方式,来营造良好的组织气氛、创建良好的企业文化,从而对留住员工起到重要作用。

企业管理人员要率先垂范,从战略高度确保队伍稳定

要求员工对企业忠诚同时,员工也在要求企业对员工的忠诚。企业的发展需要一支高忠诚度的员工队伍,首先需要一支高忠诚度的管理人员队伍。要求普通员工做到的,管理人员必须带头做到。管理人员应首先在提高“五种能力”上下功夫,即发扬学而不厌、学以致用的精神,不断提升学习能力;发扬与时俱进、标新创异的精神,不断提升创新能力;发扬科学民主、奋发有为的精神,不断提升决策能力;发扬精益求精、巨细无遗的精神,不断提升管理能力;发扬求真务实、竭力虔心的精神,不断提升服务能力。管理人员要积极做好企业各项 规章制度 的贯彻落实,及时发现和解决改革发展稳定中的突出矛盾、员工的实际困难和干部作风中存在的具体问题,多办得人心、暖人心、稳人心的好事实事,用人格的力量去感染员工,以求真务实的形象感动员工,保持员工队伍的稳定。

2 员工个人因素影响对企业的忠诚

影响员工对组织忠诚的个人因素包括年龄、性别、婚姻状况、 教育 程度、工龄、技术水平等。研究发现人口统计特征如年龄、工龄以及受教育程度等对员工忠诚度有显著影响。一般来说,随着员工年龄的增长,其对组织的忠诚度有增加的趋势,刚离校的学生更偏向于职业忠诚,而工作年龄长的员工则更偏向于企业忠诚。而员工受教育的程度越高,对组织的忠诚度就越低。这是由于个人受教育程度越高,其期望值就越高,使企业难以满足其期望,因此与员工忠诚度呈现负相关,也可能是受教育程度高的个体,其工作机会也多,不太可能停留于一个职位或企业。公司工龄是一个影响组织忠诚度的重要维度,组织忠诚度随着员工在组织中年限的增长而上升。另外从技术层面讲,技术水平越低的员工,越偏向于企业忠诚,反之则倾向于职业忠诚。鉴于此,企业可作好以下两个方面工作:

把好招聘关

不同的应聘者具有的特点会不一样,因而他们到组织后的忠诚行为表现会有所差别。成功的招聘可以使组织从诸多候选人中选出个人发展目标与组织目标趋于一致的,并愿与组织共同发展的员工。因此企业要有鉴别、有选择地招聘高忠诚度的员工,这就要求企业在招聘工作中采取科学有效的测量 方法 。企业应当通过严格的招聘活动来提高员工忠诚度,雇主应该通过全面策略寻找行为模式来提问问题,提高招聘质量,增加员工忠诚度。在招聘过程中应当招聘最合适的员工,因为最优秀的员工不一定适合企业,最后只能导致员工对组织忠诚度的降低。

有计划培训员工

加强对员工的培训和教育,激发员工的潜在素质,使员工的文化价值体系与组织的文化体系尽快融合。培训的内容主要有专业技能培训、企业文化培训、团队精神培训和价值观培训四方面。一般来说,培训员工完成某项具体工作所需的技能不难,困难的是训练员工与团队成员之间的合作能力和与客户打交道的能力,以及将自身的综合素质表现出来并且被团队其他成员所认同的能力。最难的是价值观培训,它是企业培训的最高境界,关键在于如何将企业的价值观与员工的价值观统一起来。

现就企业加强和改善员工培训工作,提出如下建议:

(1)企业应重视员工素质的提高。不仅要掌握所招聘、吸纳员工的具体情况,而且应建立员工培训手册,使重点与普遍、定期与不定期、脱产与在岗培训相结合,明确列出培训经费年度预算,具体安排有关管理人员负责。

(2)企业应转变人才观念,积极为各类人才的成长提供各种培训服务。企业应从标榜“本企业有多少博士、硕士、学士、大学学历的员工”转变为重视“本企业有多少职工经过持续不断的专业知识更新与技能培训,使企业生产效益得到了增长”。

(3)企业应正确引导员工重视自身素质的提高,强化岗位技能的精益求精,树立终身学习的观念,主动谋求不断接受教育培训的机会,特别是要借助现代信息技术、网络媒体资源,把家庭电脑作为学习的载体,建立学习型家庭。

综上所述,一个企业只有把以上两方面的工作都做好,员工的忠诚度才可能真正的培养起来。

参考文献

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[2] 张黎.浅谈如何培养和提升现代企业员工忠诚度.商场现代化,2008(2).

[3] __,颜曦.影响员工忠诚的因素及其培养措施.人力资源开发,2007(8).

[4] 魏晓妮,白小宁.企业员工流失的成因分析及对策.技术与创新管理,2008(1).

[5] 骆风,蔡兴勇.广东省企业员工培训的现状分析与改进建议.职业教育研究,2007(12).

[6] 梁多.试述提高员工素质与实施诚信经营的关系.广西农村金融研究,2006(5).

[摘要] 企业员工忠诚度是反映一个企业 人力资源管理 水平的重要指标，也是制约企业健康发展的一个重要因素，如何培养和提升员工忠诚度，加强员工忠诚度的管理，是每一个企业必须面对的课题。

[关键词] 员工忠诚 企业文化

员工忠诚分为两种类型：主动忠诚和被动忠诚。主动忠诚是指员工在主观上有强烈的忠诚于企业的愿望，这种状态是一种主动的状态，是一种高水平的忠诚。被动忠诚是指员工本身不愿意长期在该企业工作，然而由于一些客观上的约束因素，导致其不得不继续留在该企业。因此，企业需要培养与提升的是员工的主动忠诚度。本文提到的忠诚均指的是主动忠诚。

一、员工忠诚对现代企业的重要意义

1.员工忠诚决定了员工的工作绩效。员工是企业的基本成分，他们的热情代表企业的士气,他们的工作自觉性于潜移默化中体现企业的实力。员工忠诚将大大激发员工的主观能动性和创造力,使员工潜在能力得到充分发挥。忠诚是效率，员工的忠诚度提高与客户满意度的提高存在着促进的作用。企业每名员工的忠诚度提高了，企业竞争实力也就得到了提升。

2.员工忠诚增强企业的核心竞争力。在所有的资源中，人力资源是最具活力的资源，科学地使用人力资源能帮助组织赢得竞争优势，企业员工的创造性思维和劳动是企业发展的根本驱动力。组织的创新能力最终体现在员工的创新能力，但是这种能力的发挥还取决于员工的忠诚度。

3.员工忠诚减少组织的人员置换成本。当员工的忠诚度降低时，就会对其为之服务的企业不满，甚至选择离开，从而引起员工流失。而企业为了填补员工离职的空白，又将重新招募、培训新的员工，这期间还要冒着可能的生产率降低、新进员工无法胜任工作的风险,这样就会形成置换和交替成本。

二、影响员工忠诚度的因素

笔者认为造成员工忠诚度下降的原因主要有三个方面:

1.企业本身因素

(1)企业文化。强有力的企业文化可以使员工形成共同的目标和价值观,从而产生强大的凝聚力和整合力。许多企业不重视企业文化的建设,没有营造出忠诚的企业氛围以引导和鼓励员工忠诚。

(2)发展机会。良好的发展条件,如培训和晋升、较为宽松的发展空间，几乎是所有员工所关心和追求的目标,很多企业没有把培训看作是促进员工发展和提高劳动生产率的一种必要的人力资本投资,从而限制了员工的发展和能力的晋升。

(3)薪酬福利。较高的收入水平和良好的福利条件是吸引和留住人才的必要条件。

(4)工作环境。工作环境包括硬环境和软环境。舒适、卫生、安全的工作环境是保证员工身心健康和工作顺利进行的基础性必要条件。此外,融洽的同事、上下级之间的关系和畅通的信息沟通 渠道 也是增加员工满意度、激励员工发挥智力和潜能所必不可少的。

2.外部环境因素

(1)观念的变化。随着社会的发展,人们的思想观念发生了很大的变化。工作只是其追求实现自我价值的一个途径，员工在流动中觅机遇,于变化中求发展。(2)经济的发展。市场经济的发展激起了人们希望实现个人价值的渴望,以个人发展为宗旨,这种个人利益的追求,会引起忠诚度的降低。另一方面,随着经济的发展,新企业的崛起给员工流动提供了肥沃的土壤,另外还有一些企业采取不正当的手段挖其他企业的人才,这也会影响员工的忠诚度。

3.员工个人因素

(1)个性特点。不同的个性特点会影响人们的行为方式,如内控性较强、富于创新性、愿意冒险的员工流动率较高，相反，胆量小、爱面子和“循规蹈矩”的他控型人员的流动率较低。另外，不同的忍耐力、需要、动机水平和价值观等因素对行为发生的时间、方式、强度等都有影响。

(2)社会特征。婚姻、年龄和文化程度等也是引起员工流动的影响因素,员工对满意的感知和周围人员,如同事、家人和熟人的忠诚状况,以及各种信息的获知情况也会直接影响其忠诚程度。

三、培养和提升员工忠诚度的途径

1.重视员工个体，开展职业生涯管理

职业生涯管理是企业为了不断增强员工的满意感并使其能与企业组织的发展和需要统一起来而制定和协调有关员工个人成长、发展与组织需求和发展相结合的计划的过程。通过为员工进行职业生涯的规划,一方面增强员工的工作成就感、工作满意度及对组织的忠诚度,防止组织内优秀人才的外流;另一方面也带动组织自身的发展和壮大。

2.情感管理

尊重员工是情感管理的本质。对员工尊重换来的将是员工对企业的忠诚和信赖。关心是人不可或缺的精神需要,从大的方面着眼就是关心下属事业上的进步,对他们的未来进行 职业规划 ,帮助他们实现自己的抱负。管理者可通过赞美员工,授权给员工,采用感人的薪酬福利等措施提升员工的幸福感。情感管理将企业目标与员工个人心理目标有机结合起来，在企业目标实现的同时，员工个人心理目标也得到实现。

3.营造以人为本的企业文化，建立共同愿景

企业文化是企业在发展过程中形成的核心价值观，是一个企业的灵魂。企业文化可以使员工确立共同的价值观和行为准则，增强员工的归属感和满意度，在企业内部形成强大的凝聚力和向心力,使员工产生一种自我约束和自我激励。“以人为本”的企业文化强调以人为中心的管理,即尊重人、理解人、关心人、依靠人、发展人和服务人。

忠诚是双向的,企业要想获得员工的忠诚,管理者就要先对自己的员工负责。现代社会是一个合作共舞的时代,领导和员工之间实际上也是一种合作关系,既然是合作,就要求双赢,只有双赢,企业才能获得员工的忠诚，才能让员工真正成为企业发展的内在动力。

参考文献:

[1]唐筱邢少铭:“浅析国企知识员工忠诚度及其培育”[J].《沿海企业与科技》，2007年第2期

[2]陈金风:如何培养知识型员工忠诚度[J].《经济师》，2007年第1期

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Brand loyalty refers to consumers in the purchase decision-making has shown a certain brand of bias (as opposed to random) behavioral response. It is a course of conduct, but also a psychological (decision-making and evaluation) process. The formation of brand loyalty is not entirely dependent on the quality of their products, reputation, brand association and the spread of consumers it is closely related to the characteristics of their own, rely on the use of consumer products experience. Increase the brand loyalty of a business's survival and development, increase market share is extremely loyalty is the core brand value. It consists of five components:1, no brand loyalty areThis layer of consumers will continue to replace the brand, the brand did not agree with, is very sensitive to price. Low prices on which the election which many低值易耗品, the same habits of industry and consumer goods are of no brand , accustomed to the purchaserThis layer of consumers loyal to a brand or a few brands, the consumption of fixed habits and preferences, a pretty good idea at the time of purchase, our objectives are clear. If there are obvious incentives for competitors, such as price concessions, advertising, unique packaging, sales promotion to encourage consumers to try other means. Continued to purchase or purchase a product, brand switching will be carried out to buy other , satisfied buyersThis is one of the original consumer of the consumer is already quite satisfied with the brand, and brand switching has resulted in the risk of anxiety, that is to buy a new brand, there will be risks, the risks will be effective, the risk adjustment and so , emotional buyersThis level of consumer brand has a love and emotion, some brands is that they rely on emotions and the soul, such as the number of consumers every day with Chinese toothpaste, soap, some children Wahaha drink milk every day, Coca-Cola to incurred by the procession force formula, etc., can be enduring, that is, consumers have become friends, life, essential supplies, and not easily , loyal buyersThis layer is the highest brand loyalty, consumers not only have feelings for the brand, and even pride. Such as the Omega table, BMW cars, Rolls-Royce cars, Montagut clothing, alligator apparel, Nike shoes are in possession of the purchaser of such a value of brand loyalty is mainly reflected in the following aspects:1, lower marketing costs and increase profitsThe value of loyalty to the creation of what is? Loyalty, value, profit is a direct correspondence between the existence of a causal relationship. Marketing in the famous "Second, the eight principles", that is, the performance of 80% from 20% of the regular customers patronage. Of enterprises self-evident the importance of finding new customers, but the maintenance cost of an old customer for the development of only one-seventh of a new customer. In low-profit era, becomes the value of loyalty marketing. Many enterprises in our country most of the focus on finding new customers, but to enhance existing customer satisfaction and loyalty are indifferent. The purpose of an enterprise is to create value,Not just to make a profit. Create value for customers is a basis for establishing successful enterprises. Create superior value in favor of the concept of cultivating customer loyalty, customer loyalty will turn into profit growth and enterprise value, enterprise value and loyalty to create a business together constitute the true meaning of , easy to attract new customersHigh brand loyalty on behalf of each user can become a living advertisement, it will naturally attract new customers. Under the effect of word-of-mouth marketing: a customer satisfaction will lead to potential business 8 T; a dissatisfied customer will affect the purchase of 25 individuals will, therefore, a satisfaction, and are willing to establish long-term stability for the enterprise customers will be considerable profits. Job on behalf of brand loyalty on the consumer is satisfied with the , expansion of sales channels to increase powerWith high brand loyalty and sales channels in members of negotiating the status of a relatively active. Of course, selling to dealers selling profitable products, products with high brand loyalty naturally welcomed by the dealer. In addition, dealers also depends on the self-image of its products sold to raise. Therefore, the high brand loyalty of the products in the development pathway more smooth, easy access to more favorable terms of trade, such as after the delivery shall run, the best location of the , there is greater flexibility in the face of competitionMarketing era of market competition is increasingly reflected in the competitiveness of the brand. When facing the same competition, with high brand loyalty, as consumers slow to change, so can have more time to develop new products, improve the dissemination of offensive strategy to deal with , user-friendly to meet consumer demandEnterprises to enhance brand loyalty, to win the goodwill and trust of consumers, enterprises should focus on all the activities of the consumer to start services to meet consumer demand. To allow customers to purchase products and enjoy the use of services, there are memorable, enjoyable, comfortable feel. Therefore, the process of brand marketing must put the interests of short-term interests and long-term relationship, we must faithfully fulfill their obligations and social responsibility, with practical actions and the integrity of the image to win the trust and support of consumers. With the credibility of the brand, why should we worry there will not be any market, brands do not wang? This is a brand operated by market rules,Loyalty tied to value creation, business customers create more value, in favor of cultivating customer loyalty, and brand loyalty and profits will bring about the growth of tied to value creation, business customers create more value, in favor of cultivating customer loyalty, and brand loyalty and profits will bring about the growth of to enhance brand loyalty, to win the goodwill and trust of consumers, enterprises should focus on all the activities of the consumer to start services to meet consumer demand. To allow customers to purchase products and enjoy the use of services, there are memorable, enjoyable, comfortable feel. Therefore, the process of brand marketing must put the interests of short-term interests and long-term relationship, we must faithfully fulfill their obligations and social responsibility, with practical actions and the integrity of the image to win the trust and support of consumers. With the credibility of the brand, why should we worry there will not be any market, brands do not wang? This is a brand operated by market rules,1, user-friendly to meet consumer demandOperation is also a universal law, but also the best way to increase brand loyalty. Brand should spare no effort to do it carefully, to avoid short-term interests in pursuit of aggressive impetuosity committed an error, otherwise, no way will inevitably lead to brand and eventually move toward is to meet consumer demand for a real understanding of the consumer. Only domestic brand to provide the vast majority of the product value and function of the main, but far from being refined to meet the demand can not be compared to foreign brands. China's superior nutrition ham flavor, easy to carry out, but the food did not open the hole must be cut to find a pair of scissors. . Gillette razor handle manually is not only convex pattern with a circle to increase friction to prevent slip razor hand and scratch the face, and think on the convex pattern onto a layer of rubber to allow customers to use when in the hands of a more fitting skin, more comfortable,Convex pattern in the wear layer of rubber so that when customers use more fitting in the hands of the skin, more comfortable,2, product innovation3, to provide value-added productsThe quality of the product is brand loyalty from customers on the basis of. Many brands of the world history tells us that consumer brand loyalty, in a sense can also be said that the loyalty of the quality of their products. Only excellent quality products in order to truly establish in people's eyes the "brand" by consumers. Product innovations so that consumers feel the quality has been increasing 's air-conditioning, washing machine, there will be new features every year, the introduction of new technology products; Nokia, Motorola unveiled a new handset every year; P & G Oil & Ulan,海飞丝products such as modified from time to time the introduction of new formulations of its new products excitement, to make people feel that business has been working to improve product quality for can provide consumers with additional value-for-money interests who will be able to win , effective communicationThe quality of products by consumers to judge the satisfaction of truly consumer-centric done; not only have to pay attention to the core product and tangible products, but also to provide more additional products. Haier not only the maintenance staff time to fix the refrigerator, air-conditioning; customers can get more, maintenance staff courtesy warm greetings to the people, bring their own drinks do not drink a water user, the user sets of plastic shoes to avoid fouling the floor at home and so on Haier's Because after-sales service provided to consumers the benefits of an unexpected and greatly improve the consumer's brand evaluation and acceptance. Homogenization in the product of the times,Enjoy convenient, practical and full of interesting communication experience. At the same time, the club provided by Nokia is the world's fascinating photos. Club Nokia choose a series of international famous brands, including Hallmark, Sanrio, EMI, Universal, and so on, Nokia users can personalize their mobile through effective communication with consumers to maintain and enhance brand loyalty, such as the establishment of customer database, regular visits, public relations, advertising and so on. The establishment of customer database, choose the right customers, customer classification, choose to retain the value of customers to develop customer loyalty program; understanding of customer needs and effectively meet customer requirements; with customers to establish long-term stable and mutual need and mutual assistance relationship. Mainly to the dissemination of advertising, advertising can enhance consumer brand familiarity, trust, so that consumers love the brand and loyalty.(A) the purchase of the number of repeat customersA certain period of time, customers of a brand product of the number of repeat purchase more on the brand loyalty of the higher, the lower the contrary. Should be noted that this indicator in determining the limits of the reasonable, it must be based on different products be treated differently.(B) the length of the customer toAccording to the law of consumer psychology, customer purchases of goods, especially the purchase of goods, must go through the selection process of comparison. However, due to differences in the degree of trust for different products, customers to buy the length of the selection are different. In general, the shorter the time to select customers that he formed a preference for branded goods, the higher the brand loyalty, on the contrary that he is the brand loyalty of the lower. In the use of this standard to measure brand loyalty, it is important to remove the product structure, use of the impact of differences.(C) customers of the price sensitivity of theConsumer prices are very important, but this does not mean that all kinds of products consumers the same degree of price-sensitive. Facts have proved that love and trust for the products, consumers bear the price changes of their ability, that is, low degree of sensitivity; and who do not like the product, consumer price changes on their ability to bear, that is highly sensitive. Which can also be a measure of consumer brand loyalty. Applying this standard, the customer should pay attention to the extent necessary for the products, product supply and demand situation and market competition of three factors. In practical application, the measure of price sensitivity and the relationship between brand loyalty,To exclude these three factors.(D) the customer's attitude to the competitive productsOf a change in brand attitude, and more competitive products by comparison with the generated. Products according to customer's attitude to the competitors, customers can determine the products of other brands of high and low loyalty. If customers are interested in strong competitor products, goodwill, and on the description of a low brand loyalty. If customers are not other good brand, a low level of interest on the notes of a high brand loyalty.(E) the quality of products the customer's attitudeAny one enterprise may occur due to various reasons the issue of product quality, even if the brand is also inevitable. If a customer's impression of a good brand, high loyalty, the problems of enterprises will be tolerant and sympathetic attitude, I believe that businesses will soon be addressed. If the customer brand loyalty of a low quality issues once the products, customers will be very sensitive, very likely no longer purchase the product. 中文再这个网址