《电子商务环境下顾客忠诚度的建立和管理本科毕业论文设计》.doc

电子商务环境下顾客忠诚度的建立和管理 摘 要 近年来，电子商务在我国乃至全球贸易市场上异军突起，并已经深入到经济社会中的各个角落。由于电子商务的迅猛发展，经济学中盛行的“二八定律”得到了很好的验证，很多经济学家认为，创造企业利润80%的这20%顾客就是企业客户忠诚度的真正价值所在。顾客是企业利润的真正源泉。在当今经济发展趋势下，建立和提高顾客忠诚度是企业生存和发展的根本所在。许多企业的管理经验和研究表明，开发一个新客户比维持一个老客户要付出更多的成本In recent years, the electronic commerce as a new force suddenlu rises in our country and even the global trade market ,it have already make a profound influence on every corner of social economy. Due to the rapid development of e-commerce, the prevailing in economics to get a good verification, many economists believe that the 80% profits created by the people who only account to 20%.And as a fact, the 20% customers is the key to the true value of customer loyalty. Customers are the real source of corporate profits. In todays economic development trend, establish and improve the customer loyalty is the enterprise survival and development. Many enterprise management experience and the research shows that the development of a new customer than keep an old customer to pay more energy and cost, so, foster loyal customers will is the key to enterprise success. In this paper, it explains the concept of customer loyalty under the e-commerce environment, analyzes the obstacle factors influencing customer loyalty and driving factors, and put forward the strategy to cultivate customer loyalty in e-commerce environment, and all of this embodied the value in the cultivation of customer loyalty. Key words：E-commerce; Customer Loyalty 顾客忠诚度指的程度，是一个量化概念。顾客忠诚度是指由于等诸多因素的影响，使顾客对某一企业的产品或服务产生感情，形成偏爱并长期重复购买该或服务的程度。美国资深营销专家Jill Griffin认为,顾客忠诚度是指顾客出于对企业或品牌的偏好而经常性重复购买的程度。客户对某一特定产品或服务产生了好感，形成了“依附性”偏好，进而重复购买的一种趋向。客户忠诚度是营销活动中的中心结构，是消费者对产品感情的量度，反映出一个消费者转向另一品牌的可能程度，尤其是当该产品要么在价格上，要么在产品特性上有变动时，随着对企业产品忠诚程度的增加，基础消费者受到竞争行为的影响程度降低了。所以忠诚度是反映消费者的忠诚行为与未来利润相联系的产品财富组合的指示器，因对企业产品的忠诚能直接转变成未来的销售。 建立客户忠诚是实现持续的利润增长的最有效方法。企业必须把做交易的观念转化为与消费者建立关系的观念，从仅仅集中于对消费者的争取和征服转为集中于消费者的忠诚与持久。 Tab 4.1 Compare Customer Loyalty with Satisfaction 区别 顾客忠诚度 顾客满意度 自身内涵 （一）部分中已经详细阐述 顾客对企业以及企业产品或者服务