| In recent years, as the internet applications deepening constantly, our country’s internet economy is also advancing accelerated. Electronic commerce boom as bamboo shoots after a spring rain. The trade of online retailer is growing and expanding. Though some shopping websites like the 1st shop and Tao Bao competing with each other, they promote the whole internet economics prosper. To online retailers, internet is a double-edged sword exactly. It can give the company much passenger flow, but it also can result in customer churn. So the most important method to lock customers is taking the network marketing to online customers.Based on the above issues, this paper examine and read a lot of related literature. We found that the research of network marketing haven’t formed a complete system. The traditional marketing theories are still it’s basics. So relationship marketing is a key part of network marketing. Purchase and repeating purchase can influent the company’s survival and development. So it’s network marketing front face online customers. Online Retailers’relationship marketing to customers is an important means to it. Therefore, this paper select relationship marketing theory as the research basics. In 2001, Schultz put forward the newest 4R marketing mix according to the constant mature market and increasing competition, which focused on the interaction and win-win between company and customers. The 4R theory expound what company should do to keep relationship with consumers. And it provide theoretical basics for online retailer’s relationship marketing with the small world network model raised by Duncan-Watts and Strogatz.In the Qualitative part of the text, we take the way of document arrangement, and collect some materials of the theories of the network marketing, the relationship marketing,4R marketing combination and the consumer loyalty. We find that the research of network marketing focus on strategy and pattern. Theories about the relation between online retailers’network marketing and consumer loyalty is so few. This paper card relevant literatures and combine the characteristic of internet, also analysis the means of relationship marketing taking by the 1st Shop Online Supermarket. We clear and definite that consumer relation, service reaction, emotional connection and interest returns are the four dimensions of online retailers’relationship marketing, and determine that consumer loyalty is formed by repeat purchase intention, cross buying intention and customer recommendation intention.In order to further proving the nexus between relationship marketing and consumer loyalty, we use the means of empirical study. First, we examine 200 exceed college students and young office workers by questionnaire investigation, and get 192 shares of effective data. Then we use Excel and SPSS to arrange and analysis the data. The result of the study indicate that retail electricity supplier strengthening the consumer relation, improving service reaction, deepening emotional connection and providing interest returns can significantly effect consumer loyalty.Finally, we propose four suggestions pointed at how to enhance the consumer loyalty by relationship marketing. The first one is location accurately and locking target customers. The second one is combating cooperative with various devices and promoting the quality of service. The third one is strengthening consumer relation and increasing transfer cost. The fourth one is boosting customer reaction and establishing good relationship. At the winding-up stage of the article, we also point out the shortcomings and prospect to this research. |
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