【作者】 刘艳秋；

【导师】 孟斌；

【作者基本信息】 内蒙古大学 ， 企业管理， 2005， 硕士

【摘要】 互联网的飞速发展,为网络营销的开展提供了前提,而在网络营销中如何培育忠诚的顾客成为网络企业竞争的焦点。本文运用理论与实际相结合的方法,对网络营销环境下的顾客忠诚进行了深入的研究,重点论述了网络营销环境下顾客忠诚的价值、顾客忠诚的衡量及顾客忠诚的培育等问题。 文章首先从网络营销的概念和特点出发,介绍了网络营销与电子商务的联系与区别,提出了本文所要研究的问题—网络营销环境下的顾客忠诚;接下来文章对顾客忠诚的有关研究进行了回顾,论述了网络营销环境下的顾客忠诚研究的重要性;在此基础上,文章结合网上顾客的新特点及购买行为过程,分析了顾客忠诚对网络企业的价值,并进一步从顾客的行为忠诚和情感忠诚两个维度进行分析,分别给出了行为忠诚和情感忠诚的测量方法,从而得出网络企业顾客忠诚的综合测量方法;最后本文从建立公司网站的可靠信誉提高顾客对企业的信任、充分利用顾客数据库和卓越的顾客关系管理系统、充分发挥网络优势、运用网络体验营销、利用电子邮件营销和网络社区营销等六个方面重点探讨了网络企业培育顾客忠诚的基本方略。更多还原

【Abstract】 The rapid development of internet sets up a sound base for the internet marketing. How to foster loyal customers in the internet marketing turns out to be the focal point in the competitions among enterprises. This paper studies into depth the customers’ loyalty under the environment of internet marketing by the means of combining theory with practice, with emphases on such issues as the value of the customers’ loyalty, the measurement of the customers’ loyalty, and how to foster the customers’ loyalty under the environment of internet marketing.First, beginning with the conceptions and features of internet marketing, the article not only states the differences and connections between internet marketing and electronic commerce, but also introduces the subject of this research, i.e., the customers’ loyalty under the environment of internet marketing. Then the relevant researches done about customer loyalty are reviewed and the importance of such researches is demonstrated. On this basis, this paper, through combining the new characteristics of on-line customers and the process of purchasing action, analyzes the value of the customers’ loyalty to internet enterprises. Furthermore, by analyzing the psychological characteristics of on-line customers and behaviors, it puts forward the methods to measure of thebehavioral loyalty and psychological loyalty. Hence, the description of the comprehensive methods to measure the loyalty of internet enterprises’ customer. At last, this paper discusses emphatically the fundamental strategy about how Internet enterprise develops the customer loyalty from such six respects as follows: establishing reliable reputation of the enterprise’ s website to enhance the customers’ faith in the enterprise, making full use of the data base of customers and the excellent customer relations Management System, giving full scope to the advantages of internet, practicing the experience marketing through internet, utilizing the e—mail marketing and applying internet community marketing.更多还原