网络营销条件下顾客忠诚度分析.docxVIP

网络营销条件下的顾客忠诚度分析摘要： 互联网络的即时双向互动、自由、非干扰性等特点, 使得在网络营销的环境下, 人们对产品的感知、评估的难易程度发生了相应的变化。在这样一个全新的网络营销环境下, 企业如何针对不同特性的产品来获取并维系顾客忠诚, 是企业在激烈的竞争中获胜的重要因素。企业对于顾客忠诚度的培养应该集中于：采用网络技术实行关系营销策略；从顾客角度设计业务流程满足顾客个性化需求和购物体验；网络营销过程中以信任为前提；利用虚拟社区，提高顾客忠诚度；为顾客创造更多价值，增强顾客满意感；提高网上顾客服务网络为顾客提供全天候、即时、互动等全新概念的工具；正确及时处理顾客异议，树立良好的口碑。关键词： 网络营销；顾客忠诚；关系营销；虚拟社区；顾客服务网络Under the condition of the network marketing customer loyalty analysisStudent majoring inlogistics engineeringYoulinling Tutor Zhang jingweiAbstract：Internet instant two-way interaction, free, non interference etc, under the environment of network marketing, the product of perception, assessment of vulnerability to the corresponding changes have taken place. In such a new network marketing environment, enterprise how to according to different characteristics of products to obtain and maintain customer loyalty, is the enterprise in the fierce competition to win one of the important factors. Enterprises to cultivate customer loyalty should be focused on: the network technology implement relationship marketing strategy; From the perspective of the customer design the business process to meet customers personalized needs and shopping experience; In the process of network marketing on the premise of trust; Use of virtual communities, improve customer loyalty; Create more value for customers, enhance customer satisfaction; Improve the online customer service network to provide customers with all-weather, real-time, interactive and other new concepts of tools; Customers timely and properly, to set up good reputation.Key words: The network marketing; Customer loyalty; Relationship marketing; Virtual community; Customer service network引言网络营销是指企业以电子信息技术为基础, 以计算机网络为媒介和手段而进行的各种营销活动(包括网络调研、网络新产品开发、网络促销、网络分销、网络服务等)的总称. 随着科学技术的发展、消费者价值观的变革、以及市场竞争的日趋激烈, 网络营销这一营销形式日益受到各类企业的关注和重视. 网络营销的最大特点在于以消费者为主导, 顾客将拥有比过去更大的选择自由, 他们可根据自己的个性特点和需求在全球范围内找寻满足品, 不受地域限制。而企业则可借助于计算机网络有效地实施“ 关系营销”,“关系营销”使企业能与顾客保持经常性的双向沟通, 和顾客建立起互惠互利的长期合作关系。因此这种以顾客为焦点的营销方式使企业间的竞争更趋激烈。企业在网络营销中如