The Research Of Customers' Loyalty Under The Enveronment Of Internet Marketing

The rapid development of internet sets up a sound base for the internet marketing. How to foster loyal customers in the internet marketing turns out to be the focal point in the competitions among enterprises. This paper studies into depth the customers' loyalty under the environment of internet marketing by the means of combining theory with practice, with emphases on such issues as the value of the customers' loyalty, the measurement of the customers' loyalty, and how to foster the customers' loyalty under the environment of internet marketing.First, beginning with the conceptions and features of internet marketing, the article not only states the differences and connections between internet marketing and electronic commerce, but also introduces the subject of this research, i.e., the customers' loyalty under the environment of internet marketing. Then the relevant researches done about customer loyalty are reviewed and the importance of such researches is demonstrated. On this basis, this paper, through combining the new characteristics of on-line customers and the process of purchasing action, analyzes the value of the customers' loyalty to internet enterprises. Furthermore, by analyzing the psychological characteristics of on-line customers and behaviors, it puts forward the methods to measure of thebehavioral loyalty and psychological loyalty. Hence, the description of the comprehensive methods to measure the loyalty of internet enterprises' customer. At last, this paper discusses emphatically the fundamental strategy about how Internet enterprise develops the customer loyalty from such six respects as follows: establishing reliable reputation of the enterprise' s website to enhance the customers' faith in the enterprise, making full use of the data base of customers and the excellent customer relations Management System, giving full scope to the advantages of internet, practicing the experience marketing through internet, utilizing the e—mail marketing and applying internet community marketing.