电商中“降价”和“会员制”对顾客忠诚度的影响研究

发布时间：2018-05-01 11:04

本文选题：“降价” + “会员制”　；参考：《上海外国语大学》2017年硕士论文

【摘要】：互联网的快速发展及普及、科技的进步使得世界各个子市场联系越来越紧密,产品越来越丰富化,顾客争夺成本不断提高。发展和维护忠诚客户群体是各企业维系发展壮大的制胜策略,是让自己屹立于市场之林大生态环境的基石。现代企业竞争就是顾客的竞争、顾客忠诚度的竞争,研究显示企业80%的利润来源于老顾客,换言之是比较忠诚的顾客。在网络购物逐步成为人们生活习惯这样的大背景之下,如何留住老顾客,如何维护顾客忠诚度,让老顾客建立品牌忠诚,重复性购买企业产品或者服务显得尤为重要。本文主要研究的是“降价”和“会员制”对品牌忠诚度的影响,理论上基于对营销方式和顾客忠诚度的文献研究,加入购买意愿、感知质量和感知价值三个中介变量,提出“降价”和“会员制”两种顾客营销方式的结构方程模型;介绍了模型中相关变量的界定和释义,实证上利用SPSS和AMOS对理论模型进行检验和修正,分析了消费者对“降价”和“会员制”的反应,并比较了二者之间的差异。结果表明:“降价”和“会员制”均对感知质量、感知价值和购买意愿有正向的影响,其中二者对购买意愿和品牌忠诚度之间有较明显的差异,“降价”对购买意愿的正向影响显著性大于“会员制”,对品牌忠诚的影响显著性小于“会员制”。根据实证分析结论以及“降价”和“会员制”对品牌忠诚和购买意愿表现出的差异性特征,为了更好地发挥营销策略对企业发展的促进作用,本文相应地提出了几个建议对策。(1)明确营销目的,针对性制定促销策略;(2)善用电子商务充分利用“会员制”,提升品牌忠诚度;本文主要的创新之处在于以下两点:(1)通过建立了相关的网络购物的顾客忠诚度模型,探讨了促销模型在网络购物环境下的适用性,丰富网络购物顾客忠诚度模型的研究。(2)本文探讨比较了电商环境下促销和“会员制”两种促销方式对顾客忠诚度的影响,创新性地将“降价”和“会员制”二者放在一起做比较,具有一定的实际意义。
[Abstract]:With the rapid development and popularization of the Internet and the progress of science and technology, each sub-market in the world is more and more closely linked, the products are becoming more and more abundant, and the cost of competing for customers is increasing. The development and maintenance of loyal customer groups is the winning strategy for enterprises to maintain their growth and growth, and is the cornerstone of the ecological environment in which they stand in the market. Modern enterprise competition is customer competition, customer loyalty competition, research shows that 80% of the profits of enterprises come from regular customers, in other words, more loyal customers. Under the background that online shopping gradually becomes people's living habits, how to keep old customers, how to maintain customer loyalty, how to make old customers establish brand loyalty, and how to repeatedly purchase enterprise products or services is particularly important. This paper mainly studies the influence of "price reduction" and "membership system" on brand loyalty. Theoretically, it is based on the literature research on marketing mode and customer loyalty, adding purchase intention, perceived quality and perceived value. This paper puts forward the structural equation model of "reducing price" and "membership system", introduces the definition and definition of relevant variables in the model, and empirically uses SPSS and AMOS to test and revise the theoretical model. This paper analyzes the consumers' reaction to "price reduction" and "membership system", and compares the difference between them. The results show that both "price reduction" and "membership system" have positive effects on perceived quality, perceived value and purchase intention, and there are obvious differences between them on purchase intention and brand loyalty. The positive effect of "reducing price" on purchase intention is more significant than that of "membership system", and the influence on brand loyalty is less significant than "membership system". According to the conclusion of empirical analysis and the different characteristics of "price reduction" and "membership system" to brand loyalty and purchase intention, in order to better play the role of marketing strategy to promote the development of enterprises. Accordingly, this paper puts forward several suggestions and countermeasures. (1) make clear the marketing aim, and make the promotion strategy to make good use of electronic commerce to make full use of "membership system" to enhance brand loyalty; The main innovation of this paper lies in the following two points: 1) through the establishment of the related customer loyalty model of online shopping, the applicability of the promotion model in the online shopping environment is discussed. This paper discusses and compares the influence of two kinds of promotion methods on customer loyalty under the environment of ecommerce and "membership system". It is of practical significance to creatively compare the price reduction and membership system.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6

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