基于体验营销模式下电商企业顾客忠诚度的研究
摘要电子商务发展迅速，将互联网技术与传统商业结合，商家则获得了更为便捷有力的销售方式，电子商务企业竞争越来越大。电子商务通过互联网达成交易的特点，使得消费者网上购物选择大，渠道宽，有对比，不能亲身体验商品，这些使电商企业很容易流失顾客，顾客忠诚度不高，固有顾客不多，潜在顾客减少，从而市场占有率不高，竞争力下降导致企业面临经营危险。因此，提高顾客忠诚度，留住固有顾客，挖掘潜在顾客也成了各企业提高竞争力的关键。良好的购买体验和服务能够很大程度上提高顾客满意度和忠诚度。本文具体阐述了体验营销和顾客忠诚度，并且基于二者的关系，提出电商企业可以通过优化和完善消费者购买过程的各个环节，为其创造良好的购买体验来实现忠诚度的提高，并且提出了具体的实现策略。61589
Abstract：With the rapid development of e-commerce, the Internet technology combing with the traditional business, the businessman got the more convenient and effective way of selling, so the competition of electronic commerce enterprise becomes increasingly fierce. The characteristics of e-commerce through the Internet to achieve transaction, making consumers who shop online have more choices and wider channel, but they can not personally experience goods, these make business enterprise is easy to lose customers, customer loyalty is not high, inherent customers are not much, potential customers are to reduce, the market share is not high. Declining competitiveness leading enterprises to face dangerous operations. Therefore, to improve customer loyalty, retain the inherent customers, mining potential customers has become the key competitiveness of the enterprise to improve. Good shopping experience and service can greatly improve customer satisfaction and loyalty. The paper illustrates experiential marketing and customer loyalty, and based on the relationship of the two, the business enterprise can optimize and improve the process each link of consumers purchase, to create good shopping experience to achieve loyalty improve, and put forward the specific implementation strategies.
毕业论文关键词：电商； 体验营销； 顾客忠诚度
Keyword: E-commerce; Experiential Marketing; Customer Loyalty
目录
1.1研究背景 4
1.2研究意义 4
2文献综述 4
2.1体验营销模式研究 4
2.1.1体验营销概念 4
2.1.2总结 5
2.2顾客忠诚度研究 5
2.2.1顾客忠诚度的定义 5
2.2.2顾客忠诚度的影响因素 6
2.2.3电商环境下的顾客忠诚度 6
2.2.4国内外电商企业顾客忠诚度的研究 7
3体验营销与顾客忠诚度的关系研究 7
3.1体验营销特征反映出的顾客忠诚度 7
3.2体验营销成为新的市场营销模式 7
3.3体验营销与顾客忠诚度的关系分析 8
3.3.1顾客感知价值 8
3.3.2体验式营销与顾客感知价值的关系 8
3.3.3顾客满意度 8
3.3.4体验式营销与顾客满意度关系