工程咨询行业口碑传播的决定因素分析  

Analysis of Decisive Factors in Public Praise of Engineering Consultation Industry

作　　者：袁晓毅[1] 

机构地区：[1]中国瑞林工程技术有限公司,江西南昌330002

出　　处：《有色冶金设计与研究》2011年第1期47-49,共3页Nonferrous Metals Engineering & Research

摘　　要：结合实例对工程咨询行业顾客感知价值、顾客忠诚与口碑传播意愿相关机理进行分析,认为口碑传播能够有效地降低经营成本,顾客忠诚对口碑传播意愿、价格敏感性和重复购买意图正面影响较大,企业应制订以市场需要为导向、以顾客至上为服务理念的市场营销策略,建立以忠诚客户为主的营销网络。Relevant mechanism of customer appreciated value,loyalty and public praise in engineering consultation industry is analyzed based on examples.It is believed that public praise can effectively reduce business cost and customer loyalty has great positive influence on public praise willingness,price sensitivity and repeated buy intention.The company shall make marketing strategies with market demand as the guidance and customer as the service concept and establish the marketing network mainly with loyal customers.

关 键 词：口碑传播 顾客感知价值 顾客忠诚 正面影响 工程咨询公司 

分 类 号：F270[经济管理—企业管理]