本文選題：食品企業(yè) + 網(wǎng)絡(luò)營銷�。� 參考：《長(zhǎng)沙理工大學(xué)》2013年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)的發(fā)展，網(wǎng)絡(luò)營銷成為了一種新型的營銷模式。越來越多的企業(yè)也開始嘗試?yán)镁W(wǎng)絡(luò)營銷來壯大企業(yè)規(guī)模。網(wǎng)絡(luò)營銷對(duì)于與民眾生活密切相關(guān)的民生企業(yè)—食品企業(yè)而言，既帶來了機(jī)遇又充滿著挑戰(zhàn)。對(duì)于食品企業(yè)而言，如何有效地培養(yǎng)網(wǎng)絡(luò)顧客忠誠，是企業(yè)樹立品牌形象、創(chuàng)造更多經(jīng)濟(jì)效益的必要手段。雖然顧客忠誠一直都是市場(chǎng)營銷領(lǐng)域研究的熱點(diǎn)，但是目前對(duì)于網(wǎng)絡(luò)顧客忠誠度的研究還處于起步探索階段，還沒有形成系統(tǒng)性的研究體系。而針對(duì)食品企業(yè)的網(wǎng)絡(luò)顧客忠誠度的研究更是極少涉及。因此對(duì)于食品企業(yè)的網(wǎng)絡(luò)顧客忠誠的研究是具有重要的理論和現(xiàn)實(shí)意義。 本文在對(duì)國內(nèi)外學(xué)者關(guān)于顧客忠誠和網(wǎng)絡(luò)顧客忠誠相關(guān)研究成果進(jìn)行梳理的基礎(chǔ)上，，結(jié)合食品工業(yè)和食品企業(yè)的發(fā)展現(xiàn)狀，提出了食品企業(yè)網(wǎng)絡(luò)顧客忠誠的驅(qū)動(dòng)模型。指出食品企業(yè)網(wǎng)絡(luò)顧客忠誠是由顧客滿意、顧客信任、服務(wù)質(zhì)量、顧客個(gè)人特征這四個(gè)方面所驅(qū)動(dòng)影響。本文運(yùn)用相關(guān)分析和回歸分析對(duì)所提出的假設(shè)進(jìn)行驗(yàn)證，然后根據(jù)實(shí)證研究的結(jié)果對(duì)所提出模型進(jìn)行了驗(yàn)證以及修正，并且對(duì)于所得到的實(shí)證結(jié)果進(jìn)行了相關(guān)的分析與說明。進(jìn)而根據(jù)實(shí)證結(jié)果對(duì)食品企業(yè)如何培養(yǎng)網(wǎng)絡(luò)顧客忠誠給予切實(shí)可行的策略指導(dǎo)。本文的創(chuàng)新之處就在于以食品企業(yè)為切入點(diǎn)，研究網(wǎng)絡(luò)顧客忠誠度，這樣具有針對(duì)性的研究，使得網(wǎng)絡(luò)客戶忠誠的理論更加豐富。由于受到客觀和主觀條件的約束，對(duì)于本研究所提出的問題探討還不夠深入，但是希望能對(duì)食品企業(yè)網(wǎng)絡(luò)營銷的開展提供有效的指導(dǎo)。
[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.
【學(xué)位授予單位】：長(zhǎng)沙理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.82

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