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辽宁科技大学毕业设计（论文）第I页电子商务下零售业顾客忠诚度的建立摘要随着电子商务技术的开发与应用，零售业逐渐摆脱原有的地域性限制，向网络化方向迈进，网络购物迅速发展。据中国互联网信息中心（CNNIC）统计资料显示，我国通过网上商店购买过商品或服务的消费者数量已由2006年的3233.2万人上升至2007年的4641万人，呈明显的上升趋势。电子商务下零售业的快速发展包含很多因素,其中顾客忠诚度的重要性也明显的显露出来。目前,零售业竞争的环境发生着剧烈的动荡和变化,顾客忠诚以其对企业经营绩效产生的巨大贡献而日益成为人们关注的焦点。但也因此表现出了很多不足,例如电子商务应用不当而导致顾客失去对零售业的信任,商务信息闭塞所引起的顾客失去了对零售业的忠诚等等,因此对怎样利用电子商务来提高零售业顾客忠诚度是值得研究的话题。关键词电子商务；零售业；顾客忠诚辽宁科技大学毕业设计（论文）第II页AbstractAlongwiththeelectroniccommercetechnology'sdevelopmentandtheapplication,theretailtradegetsridoftheoriginalregionallimitgradually,makesgreatstridesforwardtothenetworkdirection,networkshoppingrapidlyexpand.AccordingtotheChineseInternetmessagecenter(CNNIC)thestatisticaldatademonstratedthatourcountryhaspurchasedthecommodityorserviceconsumerquantitythroughon-linestoreroseby200632,332,000peopleto200746,410,000people,assumestheobvioustrendofescalation.Underelectroniccommerceretailtrade'sfastdevelopmentcontainsmanyfactors,thecustomerloyalty'simportancealsoobviousreveals.Atpresent,theretailtradecompetition'senvironmentishavingthefierceturbulenceandthechange,thecustomermanagesthegreatcontributionwhichbyittotheenterprisetheachievementsproducetobecomethefocalpointwhichdaybydayloyallythepeoplepayattention.Butalsothereforedisplayedmanyinsufficiencies,forexampleelectroniccommerceappliedimpropercausesthecustomertolosetotheretailtradethetrust,thecommercialinformationstopsupthecustomerwhocausedtoloseloyallytotheretailtradeandsoon,thereforehowtoenhancethetopicwhichusingtheelectroniccommercetheretailtradecustomerloyaltywasworthstudying.Keywordselectroniccommerce;retailtrade;customerloyalty辽宁科技大学毕业设计（论文）第III页目录摘要.......................................................................................................................................IAbstarct..................................................................................................................................................II第1章绪论........................................................................................................................11.1课题研究背景...........................................................................................................11.2国内外研究现状.......................................................................................................21.2.1国外研究现状.....................................................................................................21.2.2国内研究现状.....................................................................................................31.3研究内容...................................................................................................................41.4研究方法...................................................................................................................4第2章研究的理论基础....................................................................................................52.1相关概念的界定.......................................................................................................52.1.1电子商务的含义.................................................................................................52.1.2零售业的含义.....................................................................................................52.1.3顾客忠诚度的含义.............................................................................................52.1.4电子商务下零售业顾客忠诚度的含义.............................................................52.2零售业的分类...........................................................................................................62.3建立零售业顾客忠诚度的基础...............................................................................62.4零售业建立顾客忠诚度的步骤...............................................................................72.5零售业顾客忠诚度的建立方法...............................................................................82.6建立电子商务下零售业顾客忠诚度的意义...........................................................9第3章电子商务下零售业顾客忠诚度现状及存在问题..............................................103.1相关概况与现状的介绍.........................................................................................103.1.1电子商务下零售业的概況...............................................................................103.1.2零售业顾客忠诚度建立的现状.......................................................................103.2零售业顾客忠诚度普遍存在的问题.....................................................................113.3电子商务下零售业顾客忠诚度的建立存在的问题.............................................123.3.1商品质量问题导致的顾客忠诚度的降低.......................................................12辽宁科技大学毕业设计（论文）第IV页3.3.2服务问题导致的顾客忠诚度的降低...............................................................123.3.3诚信问题导致的顾客忠诚度的降低...............................................................123.3.4购物环境不便利导致的顾客忠诚度的降低...................................................133.3.5安全问题导致的顾客忠诚度的降低...............................................................133.3.6不重视顾客导致的顾客忠诚度的降低...........................................................14第4章电子商务下零售业顾客忠诚度的建立问题的解决对策..................................154.1注重提高产品的质量...................................