网络营销条件下的顾客忠诚度分析-—以团购网站为例.doc

网络营销条件下的顾客忠诚度分析 ——以团购网站为例 顾客忠诚度，通俗来讲就是顾客忠诚的程度，是一个量化概念。顾客忠诚度是指由于商品质量、价格、服务等诸多客观因素的影响，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企业产品或服务的程度。团购这一新兴的购物形式，近几年来广泛流行于我国的城市当中，指认识或不认识的顾客联合起来，加大与商家的谈判能力，以求得最优价格的一种购物方式。但在团购与团购的主要载体——团购网站蓬勃发展的同时，也出现了一些问题，直接影响到了顾客对于团购网站的忠诚度。本文紧紧围绕网络营销这一大的背景，从释义网络营销与团购的基本内容出发，对其进行了介绍；并对顾客忠诚度的相关概念以及顾客忠诚度与团购网之间的联系进行了阐述；同时，深刻剖析了团购网站顾客忠诚缺失的原因；本文的最后，对团购网如何提升自身的顾客忠诚度进行了研究，并提出了合理化的建议。通过本文，对于在网络营销条件下团购网站如何提升顾客忠诚度具有一定的理论意义与参考价值。 网络营销；团购；顾客忠诚度；顾客价值 Under the conditions of the network marketing customer loyalty analysis Abstract: Customer loyalty,as is the popular customer loyalty degree, is a quantitative concept. Customer loyalty is due to the impact of product quality, price, service and other objective factors, so that customers of a companys products or services have feelings, the formation of preference and long-term repeat purchase the product or service level. Group purchase this new shopping form, in recent years popular in our city, refers to know or do not know the customer together, strengthen and business negotiation skills, in order to obtain the optimal price a shopping way. But in the main group purchase website -- at the same time, the vigorous development of the group purchase group purchase and carrier, there are also some problems, directly affect the customer for the group purchase website loyalty. This paper tightly around the network marketing this big background, starting from the basic content of network marketing and the definition of group purchase, its are introduced; and the concepts related to customer loyalty and customer loyalty and the group purchase network connection are elaborated; at the same time, a profound analysis of the causes of group purchase website customer loyalty is missing; in the end, studied how to improve their customer loyalty to the group purchase network, and put forward reasonable suggestions. Through this paper, the group purchase website in the network marketing condition