浅析网络营销条件下顾客忠诚度的培养

摘要

With the fast development of the Internet technology, enterprises begin to shift from the traditional market to cyber market. As a result, Internet-based marketing has become the mainstream in marketing, and it plays an active role in enterprise's development by reducing its cost, promoting its publicity, increasing its income, and nurturing customer's loyalty, which should be regarded as the purpose in its marketing. An analysis is made of the customer's loyalty and some measures are proposed for an enterprise to nurture more loyalty from its customers so as to gain more economic and social benefits.%随着互联网技术的高速发展和广泛运用，现代信息技术实现了网络化和全球化，企业信息化成为大势所趋。企业的生存竞争空间也逐步从传统市场转向网络空间市场。以Internet为核心支撑的网络营销正在成为现代市场营销的主流。网络营销能够使企业在节约成本、宣传企业形象、增加营业收入等方面起到积极作用。忠诚的顾客对于企业发展是至关重要的。忠诚的顾客是企业利润的主要来源，企业应该把提高顾客忠诚度作为经营目标，因此，在网络营销条件下，如何培养并保持住忠诚的顾客就成为企业的当务之急。我们通过研究顾客忠诚度的内涵，分析其重要作用，提出相应的提升策略，以期能够有效地提高顾客的忠诚度，从而使企业培育出更多的忠诚顾客，取得良好的经济效益与社会效益，在激烈的市场竞争中立于不败之地。