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《網(wǎng)絡(luò)營銷條件下的顧客忠誠度分析——以團(tuán)購網(wǎng)站為例》由會(huì)員上傳分享,免費(fèi)在線閱讀,更多相關(guān)內(nèi)容在行業(yè)資料-天天文庫。
1、網(wǎng)絡(luò)營銷條件下的顧客忠誠度分析——以團(tuán)購網(wǎng)站為例摘要:顧客忠誠度,通俗來講就是顧客忠誠的程度,是一個(gè)量化概念。顧客忠誠度是指由于商品質(zhì)量、價(jià)格、服務(wù)等諸多客觀因素的影響,使顧客對(duì)某一企業(yè)的產(chǎn)品或服務(wù)產(chǎn)生感情,形成偏愛并長期重復(fù)購買該企業(yè)產(chǎn)品或服務(wù)的程度。團(tuán)購這一新興的購物形式,近幾年來廣泛流行于我國的城市當(dāng)中,指認(rèn)識(shí)或不認(rèn)識(shí)的顧客聯(lián)合起來,加大與商家的談判能力,以求得最優(yōu)價(jià)格的一種購物方式。但在團(tuán)購與團(tuán)購的主要載體——團(tuán)購網(wǎng)站蓬勃發(fā)展的同時(shí),也出現(xiàn)了一些問題,直接影響到了顧客對(duì)于團(tuán)購網(wǎng)站的忠誠度。本文緊緊圍繞網(wǎng)絡(luò)營銷這一大的背景,從釋義網(wǎng)絡(luò)營銷與團(tuán)購的基本內(nèi)容出發(fā),對(duì)其進(jìn)行了介紹;并對(duì)顧客忠
2、誠度的相關(guān)概念以及顧客忠誠度與團(tuán)購網(wǎng)之間的聯(lián)系進(jìn)行了闡述;同時(shí),深刻剖析了團(tuán)購網(wǎng)站顧客忠誠缺失的原因;本文的最后,對(duì)團(tuán)購網(wǎng)如何提升自身的顧客忠誠度進(jìn)行了研究,并提出了合理化的建議。通過本文,對(duì)于在網(wǎng)絡(luò)營銷條件下團(tuán)購網(wǎng)站如何提升顧客忠誠度具有一定的理論意義與參考價(jià)值。關(guān)鍵詞:網(wǎng)絡(luò)營銷;團(tuán)購;顧客忠誠度;顧客價(jià)值UndertheconditionsofthenetworkmarketingcustomerloyaltyanalysisAbstract:Customerloyalty,asisthepopularcustomerloyaltydegree,isaquantitativeconcep
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5、oyalty.Thispapertightlyaroundthenetworkmarketingthisbigbackground,startingfromthebasiccontentofnetworkmarketingandthedefinitionofgrouppurchase,itsareintroduced;andtheconceptsrelatedtocustomerloyaltyandcustomerloyaltyandthegrouppurchasenetworkconnectionareelaborated;atthesametime,aprofoundanalysisof
6、thecausesofgrouppurchasewebsitecustomerloyaltyismissing;intheend,studiedhowtoimprovetheircustomerloyaltytothegrouppurchasenetwork,andputforwardreasonablesuggestions.Throughthispaper,thegrouppurchasewebsiteinthenetworkmarketingconditionshowtoenhancecustomerloyaltyhastheoreticalsignificanceandreferen
7、cevalue.Keywords:Networkmarketing;buy;customerloyalty;customervalue畢業(yè)設(shè)計(jì)(論文)原創(chuàng)性聲明和使用授權(quán)說明原創(chuàng)性聲明本人鄭重承諾:所呈交的畢業(yè)設(shè)計(jì)(論文),是我個(gè)人在指導(dǎo)教師的指導(dǎo)下進(jìn)行的研究工作及取得的成果。盡我所知,除文中特別加以標(biāo)注和致謝的地方外,不包含其他人或組織已經(jīng)發(fā)表或公布過的研究成果,也不包含我為獲得及其它教育機(jī)構(gòu)的學(xué)位或?qū)W歷而