论蒂芙尼品牌忠诚度的建立与推广

在高科技发达、信息快速传播的今天，产品、技术及管理方式等都容易被竞争对手模仿，难以成为竞争优势，而一旦树立品牌，则不但有价值还不可模仿。品牌的顾客忠诚度决定着品牌的市场地位，与企业利润有着直接的关系。本论文的初衷就是分析蒂芙尼品牌的建立与推广。首先，作者对本文的整体做出了简单介绍其中包括对蒂芙尼公司做了简单的介绍，分析了以往关于此项研究的研究程度及研究层面。之后从顾客为中心、长期以来的高质量、提供满意服务、建立公司形象四个方面分析了该公司品牌的建立与推广。最后一部分总结论文陈述主题。本文从品牌忠诚度的建立与推广出发，论述了通过品牌忠诚战略打造品牌的可行性和必要性。

关键词：品牌价值；顾客满意度；顾客忠诚度
Abstract

     In the current society with the developed high-tech and the rapid spread of information，technology and management methods are all easily imitated by competitors, and it is difficult to become a competitive advantage, but once the company sets up the brand, it not only has value but also cannot be imitated. The customer loyalty of brand determines the brand’s market position, which has a direct relationship with the profit of enterprise. This paper is designed to analyze Tiffany & Co. Brand Loyalty Building and Promotion. The author first gives a brief introduction to the Tiffany & Co., and analyzes the culture, the previous literature and the research level. Then it introduces the importance of building up the idea that put clients into center, ensures products quality for long-term, offers satisfied service to the customers creates a good corporate image and puts forward relevant suggestions for improvement. At last, the author summarizes the thesis statement. In terms of the significance of brand loyalty, and of values, the paper discusses strategies for building brand loyalty through the feasibility and necessity of the brand.
 

Key Words: Brand value; Customer satisfaction; Consumer loyalty 

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