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1、網(wǎng)絡(luò)營銷條件下的顧客忠誠度分析——以團購網(wǎng)站為例摘要:顧客忠誠度,通俗來講就是顧客忠誠的程度,是一個量化概念。顧客忠誠度是指由于商品質(zhì)量、價格、服務(wù)等諸多客觀因素的影響,使顧客對某一企業(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)識或不認(rèn)識的顧客聯(lián)合起來,加大與商家的談判能力,以求得最優(yōu)價格的一種購物方式。但在團購與團購的主要載體——團購網(wǎng)站蓬勃發(fā)展的同時,也出現(xiàn)了一些問題,直接影響到了顧客對于團購網(wǎng)站的忠誠度。本文緊緊圍繞網(wǎng)絡(luò)營
2、銷這一大的背景,從釋義網(wǎng)絡(luò)營銷與團購的基本內(nèi)容出發(fā),對其進行了介紹;并對顧客忠誠度的相關(guān)概念以及顧客忠誠度與團購網(wǎng)之間的聯(lián)系進行了闡述;同時,深刻剖析了團購網(wǎng)站顧客忠誠缺失的原因;本文的最后,對團購網(wǎng)如何提升自身的顧客忠誠度進行了研究,并提出了合理化的建議。通過本文,對于在網(wǎng)絡(luò)營銷條件下團購網(wǎng)站如何提升顧客忠誠度具有一定的理論意義與參考價值。關(guān)鍵詞:網(wǎng)絡(luò)營銷;團購;顧客忠誠度;顧客價值UndertheconditionsofthenetworkmarketingcustomerloyaltyanalysisAbst
3、ract:Customerloyalty,asisthepopularcustomerloyaltydegree,isaquantitativeconcept.Customerloyaltyisduetotheimpactofproductquality,price,serviceandotherobjectivefactors,sothatcustomersofacompany'sproductsorserviceshavefeelings,theformationofpreferenceandlong-term
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6、rketingandthedefinitionofgrouppurchase,itsareintroduced;andtheconceptsrelatedtocustomerloyaltyandcustomerloyaltyandthegrouppurchasenetworkconnectionareelaborated;atthesametime,aprofoundanalysisofthecausesofgrouppurchasewebsitecustomerloyaltyismissing;intheend,
7、studiedhowtoimprovetheircustomerloyaltytothegrouppurchasenetwork,andputforwardreasonablesuggestions.Throughthispaper,thegrouppurchasewebsiteinthenetworkmarketingconditionshowtoenhancecustomerloyaltyhastheoreticalsignificanceandreferencevalue.Keywords:Networkma
8、rketing;buy;customerloyalty;customervalue畢業(yè)設(shè)計(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(論文),是我個人在指導(dǎo)教師的指導(dǎo)下進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構(gòu)的學(xué)位或?qū)W歷而