当前形式,零售业如何建立顾客忠诚度.doc

题 目： 当前形式下，零售业如何建立顾客忠诚度 学生姓名 罗贤升 学 号 201120910614 分 院 经贸管理分院 专业班级 营销1102班 2014年月 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。据中国互联网信息中心（CNNIC）统计资料显示，我国通过网上商店购买过商品或服务的消费者数量已由2006年的3233.2万人上升至2007年的4641万人，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 electronic commerce technologys development and the application, the retail trade gets rid of the original regional limit gradually, makes great strides forward to the network direction, network shopping rapidly expand.According to the Chinese Internet message center (CNNIC) the statistical data demonstrated that our country has purchased the commodity 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 escalation.Under electronic commerce retail trades fast development contains many factors, the customer loyaltys importance also obvious reveals.At present, the retail trade competitions 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 become the focal point which day by day loyally the people pay attention.But also therefore displayed many insufficiencies, for example electronic commerce applied improper causes the customer to lose to the retail trade the trust, the commercial 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 electronic commerce the retail trade customer loyalty was worth studying. Keywords electronic commerce; retail trade; customer loyalty  目 录 摘要 I Abstract II 第1章绪论 1 1.1 零售业定义： 1 1.2 我国零售业所面临的国内外宏观经济情况及其影响 1 1.3 我国零售业的行业结构 2 1.4 我国整个零售行业综合分析 3 1.4.1供应商与购买者的议价能力 3 1.4.2 实际与潜在的竞争以及替代品的威胁 4 第2章 顾