发布时间 : 星期一 文章电子商务下零售业顾客忠诚度的建立更新完毕开始阅读
辽宁科技大学毕业设计（论文） 第I页
电子商务下零售业顾客忠诚度的建立
摘要
随着电子商务技术的开发与应用，零售业逐渐摆脱原有的地域性限制，向网络化方向迈进，网络购物迅速发展。据中国互联网信息中心（CNNIC）统计资料显示，我国通过网上商店购买过商品或服务的消费者数量已由2006年的3233.2万人上升至2007年的4641万人，呈明显的上升趋势。电子商务下零售业的快速发展包含很多因素,其中顾客忠诚度的重要性也明显的显露出来。目前,零售业竞争的环境发生着剧烈的动荡和变化,顾客忠诚以其对企业经营绩效产生的巨大贡献而日益成为人们关注的焦点。但也因此表现出了很多不足,例如电子商务应用不当而导致顾客失去对零售业的信任,商务信息闭塞所引起的顾客失去了对零售业的忠诚等等,因此对怎样利用电子商务来提高零售业顾客忠诚度是值得研究的话题。
关键词 电子商务；零售业；顾客忠诚
辽宁科技大学毕业设计（论文） 第II页
Abstract
Along with the electronic commerce technology's development and the application, the retail trade gets rid of the original regional limit gradually, makes great strides forward to the network direction, network shopping rapidly expand.According to the Chinese Internet message center (CNNIC) the statistical data demonstrated that our country has purchased the commodity or service consumer quantity through on-line store rose by 2006 32,332,000 people to 2007 46,410,000 people, assumes the obvious trend of escalation.Under electronic commerce retail trade's fast development contains many factors, the customer loyalty's importance also obvious reveals.At present, the retail trade competition's environment is having the fierce turbulence and the change, the customer manages the great contribution which by it to the enterprise the achievements produce to become the focal point which day by day loyally the people pay attention.But also therefore displayed many insufficiencies, for example electronic commerce applied improper causes the customer to lose to the retail trade the trust, the commercial information stops up the customer who caused to lose loyally to the retail trade and so on, therefore how to enhance the topic which using the electronic commerce the retail trade customer loyalty was worth studying.
Keywords electronic commerce; retail trade; customer loyalty
辽宁科技大学毕业设计（论文） 第III页
目录
摘要....................................................................................................................................... I Abstarct..................................................................................................................................................II
第1章 绪论........................................................................................................................ 1 1.1 课题研究背景............................................................................................................ 1 1.2 国内外研究现状........................................................................................................ 2 1.2.1 国外研究现状..................................................................................................... 2 1.2.2 国内研究现状..................................................................................................... 3 1.3 研究内容.................................................................................................................... 4 1.4 研究方法.................................................................................................................... 4 第2章 研究的理论基础.................................................................................................... 5 2.1 相关概念的界定........................................................................................................ 5 2.1.1 电子商务的含义................................................................................................. 5 2.1.2 零售业的含义..................................................................................................... 5 2.1.3 顾客忠诚度的含义............................................................................................. 5 2.1.4 电子商务下零售业顾客忠诚度的含义............................................................. 5 2.2 零售业的分类............................................................................................................ 6 2.3 建立零售业顾客忠诚度的基础................................................................................ 6 2.4 零售业建立顾客忠诚度的步骤................................................................................ 7 2.5 零售业顾客忠诚度的建立方法................................................................................ 8 2.6 建立电子商务下零售业顾客忠诚度的意义............................................................ 9 第3章 电子商务下零售业顾客忠诚度现状及存在问题.............................................. 10 3.1 相关概况与现状的介绍.......................................................................................... 10 3.1.1 电子商务下零售业的概況............................................................................... 10 3.1.2 零售业顾客忠诚度建立的现状....................................................................... 10 3.2 零售业顾客忠诚度普遍存在的问题.......................................................................11 3.3 电子商务下零售业顾客忠诚度的建立存在的问题 ............................................. 12 3.3.1 商品质量问题导致的顾客忠诚度的降低....................................................... 12
辽宁科技大学毕业设计（论文） 第IV页
3.3.2 服务问题导致的顾客忠诚度的降低............................................................... 12 3.3.3 诚信问题导致的顾客忠诚度的降低............................................................... 12 3.3.4 购物环境不便利导致的顾客忠诚度的降低................................................... 13 3.3.5 安全问题导致的顾客忠诚度的降低............................................................... 13 3.3.6 不重视顾客导致的顾客忠诚度的降低........................................................... 14 第4章 电子商务下零售业顾客忠诚度的建立问题的解决对策.................................. 15 4.1 注重提高产品的质量.............................................................................................. 15 4.2 改善你的服务.......................................................................................................... 15 4.3 建立可靠的信誉...................................................................................................... 16 4.4 为顾客创造更大的便利.......................................................................................... 16 4.5 加强对客户的责任.................................................................................................. 17 4.6 建立网络社区.......................................................................................................... 17 结论.................................................................................................................................... 19 致谢.................................................................................................................................... 20 参考文献............................................................................................................................ 21 附录.................................................................................................................................... 22