Research On The Impact Of Price Reduction And Membership Based On Customer Loyalty In E-commerce

As the rapid development and popularization of the Internet,the progress of science and technology makes all sub-markets in the world more and more closely linked,more and more rich products appeared,at the same time,the competition of cost for seizing customers increasingly.Development and maintenance of loyal customer is the enterprise winning strategy,is to stand in the market of the forest ecological environment cornerstone.In short,the modern enterprise competition is customer competition,customer loyalty competition,research shows that enterprises' 80%profit comes from regular customers,in other words is loyal customers.How to retain regular customer,how to maintain customers' loyalty,let regular customers to establish brand loyalty,repeat purchasing of products or services is particularly important in the context of online shopping has gradually become people's living habits.This paper mainly studies the influence of "price reduction" and "membership" on brand loyalty.Theoretically,based on the literature study of marketing strategies and customer loyalty,the paper adds three mediating variables: purchase intention,perceived quality and perceived value.And builds two kinds of customer marketing methods------"price reduction" and "membership" of structural equation model;introduced the definition of the relevant variables in the model,and interpretation of the empirical use of SPSS and AMOS on the theoretical model to test and amend the analysis of the consumer " price reduction" and Membership,and compare the differences between them.The results show that both "price reduction" and "membership" have positive effects on perceived quality,perceived value and willingness to buy.There is a significant difference between purchase intention and brand loyalty.The positive effect of willingness is greater than that of "membership system",and the influence of brand loyalty is less significant than that of "membership system".According to the conclusion of empirical analysis and the different characteristics of "price reduction" and "membership" on brand loyalty and willingness to buy,in order to give full play to the promotion of marketing strategy and enterprise development,this paper puts forward several suggestions:(1)clear marketing strategy objectives,establish promotion strategy(2)make full use of “membership” in e-commerce toenhance brand loyalty.The main innovation of this paper lies in the following points:(1)through establishment of the relevant online shopping customer loyalty model,this paper discusses the applicability of the promotion model in the online shopping environment,and enriches the research of online shopping customer loyalty model.(2)and also compared the impact of promotion and membership of two kinds of promotion on customer loyalty in e-commerce,innovativelinked price and membership to compared with,this has certain practical significance.