当前我国网购消费者忠诚度对策研究（毕业学术论文设计）.docVIP

PAGE II PAGE I 摘要 目前,对于许多在网上从事零售的企业来说,他们的营销重心通常放在吸引新的顾客群体,强调顾客流量的增长率,往往忽略了对顾客忠诚度的培养和维系。无论是虚拟环境还是实体环境,培养和维系忠诚的顾客是企业赢利关键的途径之一。因此,商务模式与顾客关系,被誉为电子商务成功的基石。如何吸引新的顾客,留住原有顾客,培育网上购物领域中的顾客忠诚度,是企业要面对的一个重要的问题。随着网上购物的快速发展，逐步提升客户满意度，合理引导和培养网购消费者忠诚度势在必行。 关键词：网上购物；客户；满意度  Abstract At present, A lot of enterprises who engaged in the retail online put their marketing centers on attracting new customers and ignored the culture and maintain customer loyalty. It is a key way of corporate profits for the enterprises to cultivate loyal customers. Which is a key issue for the enterprises , how to attract new customers, and to retain existing customers at the same time. With the rapid development of online shopping ，reasonable to guide and nurture the potential of consumer loyalty has to be done Key words: Online Shopping；Customer；,Satisfaction 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc325550498 摘要 PAGEREF _Toc325550498 \h I HYPERLINK \l _Toc325550499 Abstract PAGEREF _Toc325550499 \h II HYPERLINK \l _Toc325550500 引言 PAGEREF _Toc325550500 \h 1 HYPERLINK \l _Toc325550501 一、当前网购满意度现状 PAGEREF _Toc325550501 \h 1 HYPERLINK \l _Toc325550502 （一）关于网购的相关术语 PAGEREF _Toc325550502 \h 1 HYPERLINK \l _Toc325550503 （二）当前网购整体满意度 PAGEREF _Toc325550503 \h 2 HYPERLINK \l _Toc325550504 （三）影响网购整体满意度的因素 PAGEREF _Toc325550504 \h 2 HYPERLINK \l _Toc325550505 （四）顾客满意与顾客忠诚的关系 PAGEREF _Toc325550505 \h 4 HYPERLINK \l _Toc325550506 二、提高网络顾客忠诚度的意义 PAGEREF _Toc325550506 \h 4 HYPERLINK \l _Toc325550507 （一）减少营销成本、提升营销效果 PAGEREF _Toc325550507 \h 4 HYPERLINK \l _Toc325550508 （二）利于提高产品服务水平、巩固现有市场 PAGEREF _Toc325550508 \h 5 HYPERLINK \l _Toc325550509 （三）排除信息透明化带来的负影响 PAGEREF _Toc325550509 \h 5 HYPERLINK \l _Toc325550510 三、影响网络顾客忠诚度的因素分析 PAGEREF _Toc325550510 \h 5 HYPERLINK \l _Toc325550511 （一）网络消费者忠诚度的特点 PAGEREF _Toc325550511 \h 5 HYPERLINK \l _Toc325550512 （二）产品价值 PAGEREF _Toc325550512 \h 6 HYPERLINK \l _Toc325550513 （三）服务质量 PAGEREF _Toc325550513 \h 6 HYPERLINK \l _Toc325550514 （四）网络环境及竞争