网络环境下的消费者品牌忠诚度研究-以京东商城为例.doc

经典专科、本科、硕博、研究生、期刊毕业论文 仅供参考 精心整理 仅供参考 勿用作商业用途 经典专科、本科、硕博、研究生、期刊毕业论文 仅供参考 精心整理 仅供参考 勿用作商业用途 网络环境下的消费者品牌忠诚度研究 以京东商城为例 摘要：伴随着网络经济的发展，电子商务成为新兴的企业形式，如淘宝、京东、当当网等。品牌忠诚并不因为经济环境形式的变化而变质，依然适用于网络购物这个特殊的经济发展形式。但电子商务企业并不能完全的套用传统经济的品牌忠诚发展策略，应该准确的认识到网络环境下的品牌忠诚特殊性，采取准确的发展策略，培养消费者的忠诚度，提升企业的核心竞争能力。 经过12年的发展，成为了中国最大的自营电商的京东商城，应该如何保持初心，不断维护消费者的忠诚度呢？本文就以京东商城为例，研究消费者对于京东商城的忠诚度将会受到哪些因素的影响。利用问卷调查、文献综述以及实证研究等方法，论证消费者的忠诚影响因素，对京东商城的采取的各种策略进行评价和建议。 关键词：网络环境 忠诚 京东商城 Consumer brand loyalty research under the network environment Jingdong mall, for example Abstract: With the development of network economy, electronic commerce become a new form of enterprise, such as taobao, jingdong, dangdang, etc. Brand loyalty is not because of the change of the economic environment in the form of metamorphism, still apply to network shopping this particular form of economic development. But the electronic commerce enterprise cannot fully to use the brand loyalty of traditional economic development strategy, under the network environment should be accurate to realize the brand loyalty of particularity, adopt accurate development strategy, cultivate customer loyalty, promote enterprises core competitive ability. After 12 years of development, has become Chinas largest proprietary electricity jingdong mall, how should keep in mind, maintain customer loyalty? In this paper, the jingdong mall, for example, research for jingdong mall consumer loyalty will be affected by what factors. Using questionnaire survey, literature review and empirical research method, demonstrate the consumer loyalty factors, evaluate the jingdong mall adopt various strategies and Suggestions. Key Words：The network environment Loyalty Jingdong mall 目　录 一、引言.........................................................................................................................................................1 （一）选题背景及意义................................................................................................................