网络环境下的消费者品牌忠诚度研究以京东商城为例摘要：伴随着网络经济的发展，电子商务成为新兴的企业形式，如淘宝、京东、当当网等。品牌忠诚并不因为经济环境形式的变化而变质，依然适用于网络购物这个特殊的经济发展形式。但电子商务企业并不能完全的套用传统经济的品牌忠诚发展策略，应该准确的认识到网络环境下的品牌忠诚特殊性，采取准确的发展策略，培养消费者的忠诚度，提升企业的核心竞争能力。经过12年的发展，成为了中国最大的自营电商的京东商城，应该如何保持初心，不断维护消费者的忠诚度呢？本文就以京东商城为例，研究消费者对于京东商城的忠诚度将会受到哪些因素的影响。利用问卷调查、文献综述以及实证研究等方法，论证消费者的忠诚影响因素，对京东商城的采取的各种策略进行评价和建议。关键词：网络环境忠诚京东商城ConsumerbrandloyaltyresearchunderthenetworkenvironmentJingdongmall,forexampleAbstract:Withthedevelopmentofnetworkeconomy,electroniccommercebecomeanewformofenterprise,suchastaobao,jingdong,dangdang,etc.Brandloyaltyisnotbecauseofthechangeoftheeconomicenvironmentintheformofmetamorphism,stillapplytonetworkshoppingthisparticularformofeconomicdevelopment.Buttheelectroniccommerceenterprisecannotfullytousethebrandloyaltyoftraditionaleconomicdevelopmentstrategy,underthenetworkenvironmentshouldbeaccuratetorealizethebrandloyaltyofparticularity,adoptaccuratedevelopmentstrategy,cultivatecustomerloyalty,promoteenterprise'scorecompetitiveability.After12yearsofdevelopment,hasbecomeChina'slargestproprietaryelectricityjingdongmall,howshouldkeepinmind,maintaincustomerloyalty?Inthispaper,thejingdongmall,forexample,researchforjingdongmallconsumerloyaltywillbeaffectedbywhatfactors.Usingquestionnairesurvey,literaturereviewandempiricalresearchmethod,demonstratetheconsumerloyaltyfactors,evaluatethejingdongmalladoptvariousstrategiesandSuggestions.KeyWords：ThenetworkenvironmentLoyaltyJingdongmall目录一、引言.........................................................................................................................................................1（一）选题背景及意义.............................................................................................................................1（二）选题的意义......................................................................................................................................1（三）研究对象..........................................................................................................................................2（四）研究内容..........................................................................................................................................2（五）研究方法..........................................................................................................................................2（六）创新点..............................................................................................................................................3二、国内外研究现状.........................................................................................................................4（一）网络购物、品牌忠诚..................................................................................................................5（二）国内外研究现状评论...................................................................................................................6三、京东商城品牌忠诚度假设......................................
