本文關鍵詞： B2C網上商店 網絡營銷手段 顧客滿意 顧客忠誠　出處：《廣東工業(yè)大學》2012年碩士論文　論文類型：學位論文

【摘要】：互聯網的蓬勃發(fā)展造就了電子商務在全球的廣泛應用。隨著信息技術的不斷進步以及消費者對互聯網的熟知程度進一步提高,各種電子商務應用模式應運而生。近幾年,我國的B2C網上商店空前發(fā)展。龐大的網絡用戶形成了巨大的消費群體,讓網絡營銷逐漸成為企業(yè)營銷戰(zhàn)略的重要組成部分。B2C網上商店通過網絡營銷手段可以方便的和顧客進行溝通,顧客也可以通過網絡營銷平臺實現和B2C網上商店的信息互動,直接獲取相關的信息,隨時反饋意見和建議,這樣既能幫助B2C網上商店完善售后服務體系,還能為B2C網上商店準確分析顧客構成、提供制定市場營銷策略的信息來源。網絡營銷手段已經成為B2C網上商店與顧客溝通和交流的重要途徑。但是,筆者在對網絡營銷文獻進行梳理時發(fā)現,很少學者把B2C網上商店網絡營銷手段結合顧客滿意和顧客忠誠進行研究,而顧客作為B2C網上商店的最重要的資源,維持與顧客之間的長期關系、最大化的實現顧客滿意和顧客忠誠,與B2C網上商店的可持續(xù)發(fā)展息息相關。因此,本文選取了B2C網上商店網絡營銷手段對顧客滿意和顧客忠誠的影響作為主要的研究方向。 本文通過對網絡營銷、顧客滿意、顧客忠誠等研究文獻進行回顧,提出網絡營銷手段對顧客滿意與顧客忠誠的調節(jié)模型,基于模型之上提出本文的研究假設,并對假設中的研究變量進行操作性定義與衡量,依據變量的操作性定義與衡量設計出調查問卷,并對問卷進行試調查,明確抽樣設計與問卷收集方法,利用SPSS統(tǒng)計軟件對問卷調研數據進行信度和效度分析、相關分析、回歸分析等,得出B2C網上商店網絡營銷手段均會對顧客滿意和顧客忠誠產生正面的影響效果,并提出相關營銷建議,在最后的結論部分探討與總結實證結果,闡明本文研究的不足以及后續(xù)的研究方向。 本研究的創(chuàng)新點主要體現在以下兩個方面：第一是將新穎的網絡營銷手段引入到對顧客滿意和顧客忠誠的研究當中,將網絡營銷、顧客滿意和顧客忠誠三個熱點研究進行了整合,研究角度比較新穎；第二是提出了B2C網上商店的網絡營銷手段對顧客滿意和顧客忠誠的影響模型和假設,并用實證分析的方法驗證假設的結果,在得出假設結果均為正向影響的基礎上,提出了相關建議和方法為B2C網上商店開展網絡營銷活動提供參考,同時,也對B2C網上商店如何通過網絡營銷手段實現顧客滿意和顧客忠誠提供了相關建議。
[Abstract]:The rapid development of the Internet has created a wide application of e-commerce in the world. With the advances in information technology and consumers are more familiar with the Internet, e-commerce application model came into being. In recent years, China's B2C online store. The unprecedented development of the vast network of users formed a huge consumer groups, make the network marketing the enterprise marketing strategy has gradually become an important part of the.B2C online store through the network marketing tools can easily communicate with customer information, customer interaction can also through the network marketing platform and B2C online store, direct access to relevant information, feedback and suggestions at any time, so as to help improve the B2C online store customer service service system also, for the B2C online store provides accurate analysis of customer composition, marketing strategy of network marketing in the sources of information. Section B2C has become an important way of online stores and customer communication and exchange. However, the author found in the sort of network marketing literature, few scholars take the B2C online store network marketing means with customer satisfaction and customer loyalty of customers as the most important resource in the B2C online store, to maintain long-term relationships with customers the implementation of customer satisfaction and customer loyalty of the maximum sustainable development and is closely related to the B2C online store. Therefore, this paper selects the B2C online store network marketing tool, customer satisfaction and customer loyalty as the main research direction.
This article through to the network marketing, customer satisfaction, customer loyalty research literature review, proposed the network marketing means to regulate the model of customer satisfaction and customer loyalty, based on the model is proposed based on the assumption, and operational definition and measurement of variables in the research hypothesis, based on the operational definition of variables and measure of design a questionnaire, the questionnaire survey test, questionnaire design and clear sampling collection methods, correlation analysis, reliability and validity of the questionnaire data using SPSS statistical software, regression analysis, the B2C online store network marketing means both will have a positive effect on customer satisfaction and customer loyalty, and puts forward the related in the discussion of marketing proposals, the last part is the conclusion and summary of the empirical results, this paper studies the problems and the direction of the follow-up study.
The innovation of this study is mainly reflected in the following two aspects: the first is the new marketing method is introduced into the research of customer satisfaction and customer loyalty, network marketing, three focus on customer satisfaction and customer loyalty for the integration, the research perspective is relatively novel; the second is to put forward the B2C Online store network marketing on customer satisfaction and customer loyalty model and hypothesis verification method and empirical analysis of the results obtained in the basic assumptions, assumptions have a positive impact, put forward relevant suggestions and methods to provide a reference for the B2C online store network marketing activities carried out at the same time, but also on how to through the B2C online store network marketing means to achieve customer satisfaction and customer loyalty and provide the relevant suggestions.

【學位授予單位】：廣東工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F49

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本文編號：1456409