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随着互联网的快速发展,越来越多的消费者开始进行网络购物。对网络零售企业而言,如何获取并维持一定数量的忠诚顾客是网络零售企业生存与发展的前提与基础。在以顾客为核心的企业中,顾客不仅是营销的目标和对象,而且是营销的参与者,并且是启动和控制营销的决定者。因此企业既要不断争取新顾客,开辟新市场,提高市场占有率,又要努力保持现有顾客,培育忠诚顾客,稳定市场占有率。本文首先回顾了顾客忠诚的内涵,其次,结合中国网络购物的特点,构建出网络购物环境下影响顾客忠诚的影响因素,最后为网络零售企业提供一些建议。
With the rapid development of the Internet, more and more consumers begin to conduct online shopping. For online retailers, how to acquire and maintain a certain number of loyal customers is the precondition and foundation of the survival and development of online retailers. In a customer-centric enterprise, the customer is not only the target and the object of marketing but also the participant in marketing and is the determinant of starting and controlling the marketing. Therefore, enterprises should not only strive for new customers, open new markets, increase market share, but also strive to maintain existing customers, nurture loyal customers and stabilize market share. This paper first reviews the connotation of customer loyalty, and secondly, constructs the influencing factors of customer loyalty in the online shopping environment by combining the characteristics of Chinese online shopping. Finally, it provides some suggestions for online retailers.