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摘要：21世纪是全球化的时代，也是互联网的时代。新生代员工走上社会，成为这一新时代的主力军，承担着社会的各项工作与责任。他们的成长环境、学习氛围、生活经历等与上几代人有所不同，拥有着独特的个性特征：喜爱自由、自我、张扬等，这些鲜明的个性也使得他们的喜好、生活习惯、消费习惯等影响着整个时代的潮流趋势。随着互联网在人类日常生活中的广泛运用，企业的商业模式、人们的沟通方式甚至是购物方式都发生了翻天覆地的变化。电子商务的快速发展，成为了新的研究领域热点。24137
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目前，我国企业大多把注意力放在吸引更多新消费者身上，通过促销、路演等方式让更多的消费者了解企业的产品或服务，而忽视了现有消费者对企业自身品牌忠诚度的文护。而今，产品的本身或价格已不再是吸引消费者的唯一法则，消费者，特别是新生代员工消费者，其对于品牌体验、售后服务等一些感官体验更能吸引他们的眼球。
随着互联网的普及，我国的电子商务正在不断地发展壮大，网络购物已经成为不可忽视的一种新型购物方式。在电子商务环境下，特别是C2C（Customer to Customer）网络购物模式下普遍较低的顾客忠诚度问题成为了一个备受关注的问题。因此，研究我国网络购物模式下顾客忠诚度的影响因素有着极为深远的理论研究价值和时间意义。
本文主要分为四个部分：第一部分陈述研究背景、研究目的与意义、论文框架以及国内外的研究现状。第二部分通过查阅相关文献，将新生代员工、网络购物、网络品牌忠诚度等概念、相关理念进行系统的梳理。第三部分通过问卷调查，对新生代员工网络品牌忠诚度进行分析，并深入探索制定提高网络品牌忠诚度的策略。第四部分，基于上述分析及策略的提出，对未来网络品牌忠诚度的发展趋势进行展望。
本文研究结论如下：第一，无论是传统购物或是网络购物，产品/服务的质量依旧是新生代员工产生品牌忠诚度的关键因素。第二，对于新生代员工，相比实惠的价格，酷炫、华丽的外观更能吸引他们的眼球，产生购物欲望。第三，由于网络购物缺乏人与人之间面对面的沟通，因而拥有良好的售前/售后服务能够提升新生代员工对其品牌的忠诚度。
毕业论文关键词： 新生代员工；品牌忠诚度；品牌体验；网络购物
Research on Network Brand Loyalty for New Generation
Abstract：21st century is both the era of globalization and the era of internet. The new generation took to the community, and become the main force in this new era, bear all the work and responsibility to society. Their growth environment, learning environment, and other life experiences are differ from previous generations, have a unique personality traits: love of freedom, self-assertive, etc., which also makes them distinctive personality preferences, habits, consumption habits and other trends affecting the entire era. As the Internet is widely used in our daily life, mood of business, the way people communicate and even shopping patterns have undergone a sea change. The rapid development of e-commerce has become a new area of research focus.
Recently, Enterprise in China put much emphasis on attracting new consumers by promotions, to make more consumers know the products or services of the enterprises, which neglect the maintenance of existing consumers for their own brand loyalty. However, the product or service itself is not the only principle to attract consumers. Consumers would be more attracted by some sensitive experience such as brand experience and after-sales services, especially the new generation of employees.
With the popularization of Internet in China, online shopping has become a new and inconsiderable way of shopping due to the fast development of E-commerce. The low customer loyalty in online shopping becomes a concerned problem in this E-commerce environment, especially customer to customer. Therefore, it has the theoretical value and time significance to research the consumer loyalty effectiveness under the online shopping model.