网络营销环境下的顾客忠诚度管理  

Customer loyalty management in the environment of internet marketing

作　　者：刘玲[1] 

机构地区：[1]湘潭大学商学院,湖南湘潭411105

出　　处：《农业网络信息》2009年第2期70-72,77,共4页Agriculture Network Information

摘　　要：营销大师菲利普.科特勒教授曾说:"仅仅满足顾客是不够,你还必须取悦他们。"在竞争普遍存在而且逐年激烈的情况下,企业赢得顾客战胜竞争对手的关键就在于满足顾客需要,创造高水平的顾客满意。而在网络营销环境下顾客忠诚度管理比传统营销方式困难得多。通过阐述网络营销的内涵和顾客忠诚度的内涵及重要性,分析网络营销环境下的顾客忠诚度管理的困难,提出在网络营销环境下提高顾客忠诚度的策略。Marketing master Philip.KOTLER once said: "it is not enough merely to satisfy customers.You must also please them." With the ubiquitous and fiercer competition circumstances,the key to overcome rivals is to meet customer needs,and create a high level of customer satisfaction.Customer loyalty management is more difficult in the internet marketing environment than traditional marketing methods.We propose the strategy that enhances the customer loyalty under the network marketing environment according to expat...

关 键 词：网络营销 顾客忠诚度 管理 

分 类 号：F274[经济管理—企业管理]