【摘要】：隨著互聯(lián)網(wǎng)的迅猛發(fā)展，3G網(wǎng)絡(luò)的普及，為電子商務(wù)的發(fā)展提供了更為廣闊的空間。網(wǎng)絡(luò)營銷受到各大企業(yè)的青睞，利用網(wǎng)絡(luò)傳播的開放性、互動性和快捷性的特點，來拓寬銷售渠道。在這樣的機遇與挑戰(zhàn)并存的環(huán)境下，，面對如此龐大的網(wǎng)絡(luò)零售市場，如何抵御激烈的競爭，獲得競爭優(yōu)勢和穩(wěn)定的客戶資源。根據(jù)顧客特征吸引并留住忠誠顧客，是電子商務(wù)企業(yè)面臨的最為重要的課題。 面對復(fù)雜多變的網(wǎng)絡(luò)環(huán)境，很多企業(yè)盲目地追求顧客滿意，并沒有在滿意的基礎(chǔ)上對顧客的網(wǎng)絡(luò)忠誠進行具體的分析與研究。論文通過對大量文獻的梳理，總結(jié)出電子商務(wù)環(huán)境下顧客滿意及顧客忠誠的內(nèi)涵，分析了滿意度及忠誠度的影響因素及二者之間的關(guān)系。結(jié)合電子商務(wù)環(huán)境下顧客忠誠的特點，明確了滿意情景下顧客忠誠程度評價指標(biāo)的構(gòu)建原則，并分析了各個要素之間的關(guān)系然后得出了網(wǎng)絡(luò)顧客忠誠度的評價指標(biāo)，設(shè)計了可量化的評價指標(biāo)體系。根據(jù)評價指標(biāo)體系，結(jié)合模糊C-均值聚類算法，構(gòu)建了網(wǎng)絡(luò)顧客忠誠度評價測度模型。將滿意情境下的網(wǎng)絡(luò)顧客劃分為不同忠誠度等級。論文選取了十家經(jīng)營日用百貨和零食的C2C電子商務(wù)企業(yè)進行實證，利用企業(yè)的相關(guān)數(shù)據(jù)以進行了實證分析，針對實證分析的結(jié)果，提出了培育和提升滿意情境下網(wǎng)絡(luò)顧客忠誠度的具體策略。
[Abstract]:With the rapid development of Internet and the popularization of 3G network, it provides a wider space for the development of electronic commerce. Network marketing is favored by many enterprises. It uses the characteristics of openness, interactivity and rapidity of network communication to widen the sales channels. In such an environment of both opportunities and challenges, how to resist the fierce competition, obtain competitive advantage and stable customer resources in the face of such a huge online retail market. Attracting and retaining loyal customers according to customer characteristics is the most important subject that e-commerce enterprises face. Facing the complex and changeable network environment, many enterprises blindly pursue customer satisfaction, and do not carry on the concrete analysis and research to customer's network loyalty on the basis of satisfaction. This paper summarizes the connotation of customer satisfaction and customer loyalty under the environment of electronic commerce, and analyzes the influencing factors of satisfaction and loyalty and the relationship between them. Combined with the characteristics of customer loyalty in electronic commerce environment, this paper clarifies the construction principle of customer loyalty degree evaluation index in satisfaction situation, and analyzes the relationship between various factors, and then obtains the evaluation index of network customer loyalty. A quantifiable evaluation index system is designed. According to the evaluation index system and the fuzzy C-means clustering algorithm, the evaluation model of network customer loyalty is constructed. The network customers in the satisfied situation are divided into different loyalty levels. This paper selects ten C2C e-commerce enterprises which are engaged in daily department stores and snacks to carry out empirical analysis, and makes use of the relevant data of the enterprises to carry out empirical analysis, aiming at the results of the empirical analysis. The specific strategies to cultivate and enhance the network customer loyalty under the situation of satisfaction are put forward.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274

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