B2C购物网站顾客忠诚度的培养——基于“诚实是最好的策略”的思考  

作　　者：庄龙玉[1,2] 龚春明[3,4] 

机构地区：[1]齐齐哈尔大学哲学与法学学院 [2]中国农业大学 [3]南昌航空大学当代世界经济与政治发展研究中心 [4]国家行政学院社会与文化教研部

出　　处：《企业经济》2013年第7期100-103,共4页Enterprise Economy

基　　金：国家社科基金青年项目"伦理学视野下人的尊严研究"(批准号:10CZX039);黑龙江省教育厅人文社会科学项目"现代新儒家对儒经的反思与社会事功问题研究"(批准号:12522330)

摘　　要：随着互联网的普及,网络购物以其便利、价格低廉、配送速度快和商品种类齐全等特性日渐为网民所青睐。目前的网络购物群体多为受教育程度较高的年轻人,他们所具有的独立、平等、理性的精神特质以及很"宅"的生活方式,在很大程度上促成了网络购物的兴起。但是,由于可供选择的购物网站颇多,且在管理和服务等方面还存在诸多不足,B2C购物网站如欲做大做强,就需树立"诚实是最好的策略"这一基本理念,从保持相对低廉的价格、严格控制商品质量和全程保证服务质量等方面持续努力,从而培养顾客忠诚度,以致达到增加产品销量和实现更多利润之目的。With the popularity of the Internet, online shopping has been increasingly favored by Internet use~ for its convenience, low prices, fast delivery and complete product range. At present, online shoppers mostly are young people with higher degree of education, who have the spiritual features of independence, equality and rationality as well as the lifestyle of staying at home. To a certain extent, these characteristics contribute to the rise of online shopping. However, due to lots of selections of shopping websites and imperfections in management and services of shopping websites, in order to make B2C shopping websites bigger and stronger, they have to establish the basic idea of ＂honesty is the best policy＂, and work hard in the as- pects of sustaining relatively low prices, strictly controlling product quality and fully guaranteeing service quality as to cultivate customers＇ loyalty and achieve the purpose of increasing product sales and creating more profits.

关 键 词：B2C 网络购物 消费者体验 顾客忠诚度 

分 类 号：F274[经济管理—企业管理]