摘要
随着市场竞争日益激烈，企业亟需通过精准的营销策略提升顾客满意度以增强竞争优势。本研究旨在探讨个性化营销在顾客满意度提升中的作用及其机制，为企业的营销实践提供理论支持。研究基于消费者行为理论和关系营销理论，采用问卷调查法收集数据，并运用结构方程模型对数据进行分析。结果表明，个性化营销显著影响顾客感知价值、品牌信任和顾客满意度，其中顾客感知价值在个性化营销与顾客满意度之间起到部分中介作用，而品牌信任则起到完全中介作用。此外，研究发现顾客参与度在个性化营销效果中具有调节作用，高参与度顾客对个性化营销的响应更为积极。本研究的创新点在于首次系统揭示了个性化营销对顾客满意度的影响路径，并引入品牌信任作为中介变量，深化了对个性化营销作用机制的理解。研究为企业实施个性化营销策略提供了明确的方向，即通过提升顾客感知价值和品牌信任来优化顾客体验，从而实现顾客满意度的持续提升。这一成果不仅丰富了个性化营销领域的理论框架，也为企业在数字化时代制定精准营销策略提供了重要参考。
关键词：个性化营销；顾客满意度；品牌信任；顾客感知价值；顾客参与度
Abstract
As market competition becomes increasingly intense, enterprises urgently need to enhance customer satisfaction through precise marketing strategies to strengthen their competitive advantages. This study aims to explore the role and mechanism of personalized marketing in improving customer satisfaction, providing theoretical support for corporate marketing practices. Based on consumer behavior theory and relationship marketing theory, the study collects data using a questionnaire survey method and analyzes the data through structural equation modeling. The results indicate that personalized marketing significantly influences customer-perceived value, brand trust, and customer satisfaction. Among these factors, customer-perceived value partially mediates the relationship between personalized marketing and customer satisfaction, while brand trust plays a full mediating role. Additionally, the study finds that customer engagement moderates the effect of personalized marketing, with high-engagement customers responding more positively to personalized marketing initiatives. The innovation of this research lies in its systematic revelation of the impact pathways of personalized marketing on customer satisfaction and the introduction of brand trust as a mediating variable, thereby deepening the understanding of the underlying mechanisms of personalized marketing. This study provides enterprises with clear guidance for implementing personalized marketing strategies, emphasizing the optimization of customer experience by enhancing customer-perceived value and brand trust to achieve sustained improvements in customer satisfaction. This achievement not only enriches the theoretical fr amework of personalized marketing but also offers critical insights for businesses in formulating precise marketing strategies in the digital era.
Keywords：Personalized Marketing; Customer Satisfaction; Brand Trust; Customer Perceived Value; Customer Engagement
目 录
摘要 I
Abstract II
一、绪论 1
(一) 研究背景与意义 1
(二) 国内外研究现状分析 1
(三) 研究方法与技术路线 1
二、个性化营销的理论基础与顾客满意度的关系 2
(一) 个性化营销的核心概念解析 2
(二) 顾客满意度的定义与衡量标准 3
(三) 个性化营销对顾客满意度的影响机制 3
三、个性化营销在提升顾客满意度中的关键要素分析 4
(一) 数据驱动的个性化策略设计 4
(二) 定制化服务对顾客体验的作用 4
(三) 信任与隐私保护对满意度的影响 5
四、实证研究：个性化营销对顾客满意度的实际效果评估 5
(一) 研究样本与数据收集方法 5
(二) 模型构建与变量分析 6
(三) 实证结果与讨论 7
结 论 8
参考文献 9
