本文關(guān)鍵詞： B2C網(wǎng)上商店 網(wǎng)絡(luò)營銷手段 顧客滿意 顧客忠誠　出處：《廣東工業(yè)大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：互聯(lián)網(wǎng)的蓬勃發(fā)展造就了電子商務(wù)在全球的廣泛應(yīng)用。隨著信息技術(shù)的不斷進(jìn)步以及消費者對互聯(lián)網(wǎng)的熟知程度進(jìn)一步提高,各種電子商務(wù)應(yīng)用模式應(yīng)運而生。近幾年,我國的B2C網(wǎng)上商店空前發(fā)展。龐大的網(wǎng)絡(luò)用戶形成了巨大的消費群體,讓網(wǎng)絡(luò)營銷逐漸成為企業(yè)營銷戰(zhàn)略的重要組成部分。B2C網(wǎng)上商店通過網(wǎng)絡(luò)營銷手段可以方便的和顧客進(jìn)行溝通,顧客也可以通過網(wǎng)絡(luò)營銷平臺實現(xiàn)和B2C網(wǎng)上商店的信息互動,直接獲取相關(guān)的信息,隨時反饋意見和建議,這樣既能幫助B2C網(wǎng)上商店完善售后服務(wù)體系,還能為B2C網(wǎng)上商店準(zhǔn)確分析顧客構(gòu)成、提供制定市場營銷策略的信息來源。網(wǎng)絡(luò)營銷手段已經(jīng)成為B2C網(wǎng)上商店與顧客溝通和交流的重要途徑。但是,筆者在對網(wǎng)絡(luò)營銷文獻(xiàn)進(jìn)行梳理時發(fā)現(xiàn),很少學(xué)者把B2C網(wǎng)上商店網(wǎng)絡(luò)營銷手段結(jié)合顧客滿意和顧客忠誠進(jìn)行研究,而顧客作為B2C網(wǎng)上商店的最重要的資源,維持與顧客之間的長期關(guān)系、最大化的實現(xiàn)顧客滿意和顧客忠誠,與B2C網(wǎng)上商店的可持續(xù)發(fā)展息息相關(guān)。因此,本文選取了B2C網(wǎng)上商店網(wǎng)絡(luò)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(wǎng)絡(luò)營銷、顧客滿意、顧客忠誠等研究文獻(xiàn)進(jìn)行回顧,提出網(wǎng)絡(luò)營銷手段對顧客滿意與顧客忠誠的調(diào)節(jié)模型,基于模型之上提出本文的研究假設(shè),并對假設(shè)中的研究變量進(jìn)行操作性定義與衡量,依據(jù)變量的操作性定義與衡量設(shè)計出調(diào)查問卷,并對問卷進(jìn)行試調(diào)查,明確抽樣設(shè)計與問卷收集方法,利用SPSS統(tǒng)計軟件對問卷調(diào)研數(shù)據(jù)進(jìn)行信度和效度分析、相關(guān)分析、回歸分析等,得出B2C網(wǎng)上商店網(wǎng)絡(luò)營銷手段均會對顧客滿意和顧客忠誠產(chǎn)生正面的影響效果,并提出相關(guān)營銷建議,在最后的結(jié)論部分探討與總結(jié)實證結(jié)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(xiàn)在以下兩個方面：第一是將新穎的網(wǎng)絡(luò)營銷手段引入到對顧客滿意和顧客忠誠的研究當(dāng)中,將網(wǎng)絡(luò)營銷、顧客滿意和顧客忠誠三個熱點研究進(jìn)行了整合,研究角度比較新穎；第二是提出了B2C網(wǎng)上商店的網(wǎng)絡(luò)營銷手段對顧客滿意和顧客忠誠的影響模型和假設(shè),并用實證分析的方法驗證假設(shè)的結(jié)果,在得出假設(shè)結(jié)果均為正向影響的基礎(chǔ)上,提出了相關(guān)建議和方法為B2C網(wǎng)上商店開展網(wǎng)絡(luò)營銷活動提供參考,同時,也對B2C網(wǎng)上商店如何通過網(wǎng)絡(luò)營銷手段實現(xiàn)顧客滿意和顧客忠誠提供了相關(guān)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(xué)位授予單位】：廣東工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F49

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本文編號：1456409