电子商务时代顾客忠诚度培养的挑战与对策

Challenges and Strategies of Cultivating Customer loyalty in the Era of E-commerce

顾客忠诚度是顾客由于对某一企业或某种产品的特别偏好而出现经常性重复购买的程度。在电子商务环境下,由于顾客忠诚度的培育更加困难、失去速度加快,以及传统消费理念与网络安全环境的影响,企业在培养顾客忠诚度方面遇到了前所未有的挑战。企业必须积极应对,通过建立顾客数据库、注重企业信誉,树立企业形象、重视差异化营销等方式,重新制定培养顾客忠诚度的策略。

Customer loyalty is a degree of the customer＇s repeated purchase because of the prefer- ence for a particular enterprise or a product. In the e- commerce environment, enterprises have encoun- tered unprecedented challenges in the cultivation of customer loyalty due to getting more difficult to cul- tivate customer loyalty, faster to lose the loyalty, as well as the environmental impact of the traditional concept of consumption and network security. Therefore, companies must take active actions to create a customer database, focus on corporate reputation, build corporate image, lay emphasis on differentiated marketing and re- enact strategies of cultivating customer loyalty.