毕业设计（论文）电子商务下零售业顾客忠诚度的建立.doc

电子商务下零售业顾客忠诚度的建立
摘要
随着电子商务技术的开发与应用,零售业逐渐摆脱原有的地域性限制,向网络化方向迈进,网络购物迅速发展。NIC)统计资料显示,,呈明显的上升趋势。电子商务下零售业的快速发展包含很多因素,其中顾客忠诚度的重要性也明显的显露出来。目前,零售业竞争的环境发生着剧烈的动荡和变化,顾客忠诚以其对企业经营绩效产生的巨大贡献而日益成为人们关注的焦点。但也因此表现出了很多不足,例如电子商务应用不当而导致顾客失去对零售业的信任,商务信息闭塞所引起的顾客失去了对零售业的忠诚等等,因此对怎样利用电子商务来提高零售业顾客忠诚度是值得研究的话题。
关键词电子商务;零售业;顾客忠诚
Abstract
Along with the merce technology's development and the application, the retail trade gets rid of the original regional limit gradually, makes great strides forward to work direction, network shopping rapidly to the Chinese message center (CNNIC) the statistical data demonstrated that our country has purchased modity or service consumer quantity through on-line store rose by 2006 32,332,000 people to 2007 46,410,000 people, assumes the obvious trend of merce retail trade's fast development contains many factors, the customer loyalty's importance also obvious present, the retail petition's environment is having the fierce turbulence and the change, the customer manages the great contribution which by it to the enterprise the achievements produce to e the focal point which day by day loyally the people pay also therefore displayed many insufficiencies, for example merce applied improper causes the customer to lose to the retail trade the trust, mercial information stops up the customer who caused to lose loyally to the retail trade and so on, therefore how to enhance the topic which using the merce the retail trade customer loyalty was worth studying.
Keywords merce; retail trade; customer loyalty
目录
摘要 I
Abstarct..................................................................................................................................................II
第1章绪论 1
课题研究背景 1
国内外研究现状 2
国外研究现状 2
国内研究现状 3
研究内容 4
研究方法 4
第2章研究的理论基础 5
相关概念的界定 5
电子商务的含义 5
零售业的含义 5
顾客忠诚度的含义 5
电子商务下零售业顾客忠诚