网络营销中的顾客忠诚研究毕业论文.docVIP

PAGE PAGE I 摘 要 互联网的飞速发展，为网络营销的开展提供了前提。在激烈的竞争中,顾客是企业生存的前提和基础,对于那些以网络营销为主的企业尤为重要。企业以追求顾客满意为经营战略,努力营造顾客完全满意,建立顾客忠诚度. 顾客忠诚的形成与维持问题一直都是市场营销理论界与企业界关注的一个焦点，尤其是随着市场竟争日趋加剧和顾客争夺成本提高的情况下更是如此。而网络技术的迅猛发展，网络营销在企业中的迅速应用，为顾客忠诚的形成与维持提供了一个崭新的话题。 本文首先从网络顾客忠诚的概念和特点出发，分析了网上顾客忠诚对企业的重要意义和网络营销环境中驱动顾客忠诚的因素以及形成机理，最后在此基础上，又归纳了培育网上顾客忠诚的方法。通过本文的研究，得到以下主要结论： 1, 网络顾客忠诚不仅可以为企业带来利润，降低企业成本和经营风险，还可以为企业提供有价值的信息，帮助企业利用口碑进行宣传，提高企业竞争力。 2，影响顾客忠诚的因素包括：顾客满意、转换成本、关系信任、产品经验，利益相关性和替代选择性。 3，网络营销环境中培育顾客忠诚，公司首先要建立可靠的信誉以提高顾客信任，其次企业要聚焦目标客户群，注重个性化消费，还要提高客户转换成本，加强企业与顾客的交流，增强顾客忠诚。 关键词：网络营销 顾客忠诚 情景调节模型 Title The Research of Customers’ Loyalty Under The Environment of E—Marketing Abstract The rapid development of internet sets up premise for the E-marketing. In the fierce market competition, customer is a company’s everything, especially for the on line enterprises. Enterprises take the customer satisfaction as the business strategy, and build the customer loyalty by create customers’ perfect satisfaction. Because the competition becomes more and more furious, the formation and maintaining of customer loyalty has always being a focus among marketing specialists and enterprisers. The fast development of website and the perspective implementation of E-marketing create a new subject for the customer loyalty under the E-marketing environment. Beginning with the conceptions and features of customers’ loyalty of E-marketing, the paper analyses the importance of the customers’ loyalty to the enterprises and the mechanism of customer loyaltys formation in E-marketing environment. On this basis, the paper discusses emphatically the fundamental strategy about how Internet enterprise develops the customer loyalty. Through the research of this paper, we can get conclusion as follows: First, Customers’ loyalty of E-marketing can not only bring profits to enterprises, reduce business costs and business risks, can also provide valuable information to help en