企业网上构建品牌忠诚度的问题及对策.doc

PAGE 企业网上构建品牌忠诚度的问题及对策 第 1 页 共 NUMPAGES 24 页 - PAGE 16 - 企业网上构建品牌忠诚度的问题及对策 摘　　要 在全球化竞争越发激烈的当今社会，各企业在市场竞争中均发现，单纯地追求市场份额的做法已经不能适应当前的形式。有时，尽管占有很高的市场份额，但企业的赢利能力却在不断下降。所以，品牌忠诚度作为构成品牌资产的重要组成部分，得到了越来越广泛的重视，特别是建立网上企业的忠诚度得到了很多网民的认可。不少企业开始使用忠诚份额来代替原有的市场份额，即用品牌忠诚者的数量来考察企业的赢利能力。品牌忠诚度的重要性在理论界和企业界已经达成了广泛共识。因此，一个品牌如何能吸引消费者，并最终形成一定的品牌忠诚度，是每个企业网上追求的最高目标。忠诚的消费者是企业网上收入和利润的最主要来源。忠诚消费者的再次购买行为和对企业网上产品和服务的宣传，使企业拥有了一个稳定的、持久的消费者群，这不但提高了企业网上的市场占有率，而且降低了企业网上的经营成本。因此，那些拥有较高忠诚度消费者的网上企业比拥有高市场占有率但消费者流失率高的网上企业更具有竞争优势。本文的研究目的是构建并提高企业网上品牌忠诚度。 构建品牌忠诚度是企业网上营销战略的一个重要组成部分。在新经济条件下,市场环境发生了巨大变化，消费者的消费日益呈现出不稳定性，品牌忠诚度愈来愈低。对于企业网上构建品牌忠诚度，在收集、整理、分析大量材料的基础上，本文首先分析了企业网上构建品牌忠诚度的重要作用，其次分析了影响企业网上品牌忠诚度的因素，再次提出了现在企业网上构建品牌忠诚度中存在的问题，进而对企业网上如何创建和提高企业的品牌忠诚度提出了几条实用性的对策。 关键词：品牌忠诚度；消费者忠诚度；公益营销 Construction of the corporate brand loyalty and Countermeasures Abstract In the increasingly fierce global competition in todays society, Internet enterprises in market competition have found that simply the pursuit of market share has been the practice can not meet the current form. In some cases, despite a high market share, profitability of business was declining. Therefore, brand loyalty as a brand equity constitutes an important part of gaining more widespread attention. Many Internet enterprises have started to replace the original loyalty share of the market, that brand loyalty with the number of visits to corporate profitability. The importance of brand loyalty in theory and the business community has reached broad consensus. As a result, a brand of how to attract consumers, and ultimately the formation of a certain degree of brand loyalty, every Internet enterprise is the pursuit of the ultimate goal. Consumer loyalty is the corporate income and the most important source of profit. Once again to buy the loyalty of consumers and businesses for products and services to promote the companies have a stable, durable consumer group, which not only increased their market share and reduce the operating costs of Internet