随着市场形态从卖方市场向买方市场过渡,营销的重点也从交易转向了关系。如何建立和保持顾客忠诚已经成为顾客关系管理理论界和家电行业界内关注的一个焦点。本文通过对我国家电行业的发展现状分析,与海信自身发展状况相结合,提出一系列帮助海信提升顾客忠诚度的方法。 As the market transitions from the seller’s market to the buyer’s market, the focus of marketing shifts from transaction to relationship. How to establish and maintain customer loyalty has become a focus of customer relationship management theory and appliance industry. Based on the analysis of the development status of China’s home appliance industry and its own development, this paper proposes a series of ways to help Hisense to enhance customer loyalty.