C2C模式下家纺网商顾客忠诚度的提升策略研究毕业论文

 2021-04-07 12:04

摘 要

近年来国内电子商务快速发展,商家间的线上竞争也日益激烈。由于家纺产品是适合电商模式的标准化商品,因此家纺行业的电商大战一触即发。在激烈的电商竞争环境下,如何让网络顾客满意,对网店建立忠诚,并产生重复消费,显得尤为重要。

针对以上现状,结合参考了国内外学者对顾客忠诚度的已有研究分析成果,发现目前就传统线下的顾客忠诚度管理研究,经过多年的实证检验已相当完善。而在电商环境下,由于信息系统的不断完善与创新,各大电商平台、渠道、模式的不断涌现,顾客忠诚度管理的研究还有待继续补充。因此本文汲取已有的传统线下顾客忠诚度管理理论的精髓,加之线上不断完善的各平台、各渠道、各模式的顾客忠诚度管理措施为理论基础,在问卷星网上设计了一份《C2C模式下家纺网商顾客忠诚度调查问卷》,通过线上发放、收集问卷的形式,并对搜集来的数据进行整理、分析,提出了影响电商环境下顾客忠诚度的5大因素,即顾客满意因素、安全可靠性因素、个性化需求、服务质量因素、转换成本因素。并以目前家纺电商中占比最多的C2C模式为例,参考了某家纺淘宝店铺后台顾客关怀类营销效果数据,为家纺这个特殊行业在电商模式下如何开展顾客忠诚度的管理提出了相应的对策。

关键词:顾客忠诚度;家纺;顾客满意;转换成本;个性化需求

The strategy research on promoting the Customer Loyalty for E-businessman who sells textiles under the C2C E-commerce environment

ABSTRACT

In recent years, with the rapid development of the e-commerce,the competition among online businesses is increasingly fierce. Because the standardized textile products are suitable to be sold online, a war among online businesses has just happened. In a highly competitive market environment. It is very important to know how to make network customers satisfied, be trust and loyalty to online store. It is also significant to attract them buying again.

In the light of the situation, based on the review of research achievements of scholars at home and abroad for the theory of customer loyalty, we can find that the current research on traditional offline customer loyalty management has been quite perfect after years of empirical testing. But in the e-commerce environment, due to the constant improvement and innovation of information systems and the emerging major business platform, channels, modes, customer loyalty management research remains to be added. Therefore, this article draws from the traditional offline theory of the essence of customer loyalty management, coupled with the continuous improvement measures of online customer loyalty management of all platforms, channels and modes. And them as the theoretical basis of the online questionnaire" The customer loyalty of textile enterprises under the e-commerce environment". The questionnaire was distributed and collected online. Then puts forward five major factors affecting the e-commerce customer loyalty after data collation and analysis. The five factors are customer satisfaction factor, the safety and reliability factors, demand for personalized, quality of service factors, conversion cost factor. This paper takes the C2C mode what is the largest in the proportion of the textile e-commerce currently for example, and reference to the marketing effectiveness data after doing customer care of a textile Taobao shop. At last, this paper puts forward some countermeasures of how to carry out the management of customer loyalty of the textile e-commerce.

Key words:Customer Loyalty;Textile;Customer satisfaction;Conversion costs;

Individual requirements

目 录

1 绪论 - 1 -

1.1 研究目的与意义 - 1 -

1.1.1 研究的目的 - 1 -

1.1.2 研究的意义 - 1 -

1.2 顾客忠诚度的研究现状 - 2 -

1.2.1 顾客忠诚的定义 - 2 -

1.2.2 忠诚顾客的价值 - 2 -

1.2.3 顾客忠诚度的影响因素 - 3 -

1.2.4 总结 - 3 -

1.3 家纺行业发展现状 - 4 -

1.3.1 家纺电商发展历程 - 4 -

1.3.2 近年发展现状 - 4 -

2 问卷调研 - 7 -

2.1 调查目的 - 7 -

2.2 问卷设计 - 7 -

2.3 数据收集整理 - 7 -

2.3.1 样本特征的描述性统计 - 8 -

2.3.2 问卷详细分析 - 9 -

3 影响顾客忠诚度因素的探讨 - 14 -

3.1 顾客满意因素 - 14 -

3.2 安全可靠性 - 16 -

3.3 个性化需求 - 17 -

3.4 服务质量 - 18 -

3.5 转换成本因素 - 19 -

4 家纺网商提升顾客忠诚度策略 - 21 -

4.1 提高顾客满意度 - 21 -

4.2 加强信息系统管理与安全建设 - 22 -

4.3 满足顾客个性化需求 - 22 -

4.4 完善交易各环节服务 - 23 -

4.5 提高转换成本 - 23 -

结 论 - 25 -

致 谢 - 26 -

参考文献 - 27 -

附录 1 - 28 -

C2C模式下家纺网商顾客忠诚度调查问卷 - 28 -

1 绪论

1.1 研究目的与意义

1.1.1 研究的目的

进入经济全球化以来,社会生产力水平大大提高,生产能力相对过剩,导致商品过剩,因此市场环境已经逐渐由卖方市场转向为买方市场,企业之间的竞争也从单单的商品竞争转变为对顾客服务的争夺,如何争取和保持顾客已经成为企业生存和发展的根本。

李霞在《影响C2C电子商务网站客户忠诚因素分析——以淘宝网站为例》中指出:C2C型电子商务网站市场机会较多,网商之间竞争激烈。如何让网络顾客满意、对网店建立信任和忠诚;如何挽留网络顾客、吸引其重复消费,成为大部分网店的目标[1]。电商环境下,忠诚的顾客在增强口碑效应、价值创造等方面都起到重要的作用。因此,电商企业在客户关系管理中就必须加强顾客的忠诚度管理。

本文基于目前在传统领域已经相当完善的顾客忠诚度影响因素及管理策略,讨论出在电商环境下,提升顾客忠诚度的方法,并以家纺电商为例,以C2C模式为切入点,为家纺电商找到影响顾客忠诚的因素,并提供相应的解决提升策略,以提高整个家纺C2C电商卖家的核心竞争力,在日益激烈的市场竞争环境下找到自己的生存之道。

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