食品企业网络营销的顾客忠诚度影响因素研究

发布时间：2018-05-01 13:43

本文选题：食品企业 + 网络营销　；参考：《长沙理工大学》2013年硕士论文

【摘要】：随着互联网的发展，网络营销成为了一种新型的营销模式。越来越多的企业也开始尝试利用网络营销来壮大企业规模。网络营销对于与民众生活密切相关的民生企业—食品企业而言，既带来了机遇又充满着挑战。对于食品企业而言，如何有效地培养网络顾客忠诚，是企业树立品牌形象、创造更多经济效益的必要手段。虽然顾客忠诚一直都是市场营销领域研究的热点，但是目前对于网络顾客忠诚度的研究还处于起步探索阶段，还没有形成系统性的研究体系。而针对食品企业的网络顾客忠诚度的研究更是极少涉及。因此对于食品企业的网络顾客忠诚的研究是具有重要的理论和现实意义。本文在对国内外学者关于顾客忠诚和网络顾客忠诚相关研究成果进行梳理的基础上，，结合食品工业和食品企业的发展现状，提出了食品企业网络顾客忠诚的驱动模型。指出食品企业网络顾客忠诚是由顾客满意、顾客信任、服务质量、顾客个人特征这四个方面所驱动影响。本文运用相关分析和回归分析对所提出的假设进行验证，然后根据实证研究的结果对所提出模型进行了验证以及修正，并且对于所得到的实证结果进行了相关的分析与说明。进而根据实证结果对食品企业如何培养网络顾客忠诚给予切实可行的策略指导。本文的创新之处就在于以食品企业为切入点，研究网络顾客忠诚度，这样具有针对性的研究，使得网络客户忠诚的理论更加丰富。由于受到客观和主观条件的约束，对于本研究所提出的问题探讨还不够深入，但是希望能对食品企业网络营销的开展提供有效的指导。
[Abstract]:With the development of Internet, network marketing has become a new marketing mode. More and more enterprises also try to use network marketing to expand the scale of enterprises. Network marketing brings both opportunities and challenges to food enterprises, which are closely related to people's lives. For food enterprises, how to train network customer loyalty effectively is the necessary means for enterprises to set up brand image and create more economic benefits. Although customer loyalty has always been a hot topic in the field of marketing, the research on online customer loyalty is still in the initial stage of exploration, and there is no systematic research system. The research on online customer loyalty of food enterprises is rarely involved. Therefore, the research on online customer loyalty of food enterprises is of great theoretical and practical significance. Based on the research results of domestic and foreign scholars on customer loyalty and online customer loyalty, combined with the current situation of food industry and food enterprises, the driving model of network customer loyalty of food enterprises is put forward in this paper. It is pointed out that the online customer loyalty of food enterprises is driven by four aspects: customer satisfaction, customer trust, service quality and customer's personal characteristics. This paper uses correlation analysis and regression analysis to verify the hypothesis, and then according to the results of empirical research to verify and modify the proposed model, and the empirical results of the obtained analysis and explanation. Then, according to the empirical results, it provides practical strategic guidance on how to cultivate online customer loyalty in food enterprises. The innovation of this paper lies in the research of online customer loyalty with food enterprises as the breakthrough point, which makes the theory of network customer loyalty more abundant. Due to the constraints of objective and subjective conditions, the research on the problems raised in this study is not deep enough, but hope to provide effective guidance for food enterprises to carry out online marketing.
【学位授予单位】：长沙理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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