摘要随着电子商务在我国的蓬勃发展，电子商务的发展瓶颈也逐渐凸显出来，有限的用户资源成为各电商平台争夺的流量来源，而平台内的商家享受平台带来指数增长流量的时光已成为过去式，如何基于有限的流量产出更大的利益是每个商家思考的严肃问题。客户忠诚度的维护和提升策略无疑是商家们渴望的。61281

无论基于商家心理层面，还是基于现实理论方面，维护与提升客户忠诚度确实可以帮助商家在有限的流量下产出更大的利益。在这样的形式下，电商企业就十分有必要的针对客户忠诚的影响因素进行研究分析从而获取维护和提升客户忠诚度策略，为电商企业在失去流量红利的情况下，基于现有的流量基础提升自己的利益。本文基于一家年销售额达到1.6亿人民币的电子商务公司的部分销售数据以及其CRM系统数据，客户电话回访记录，得出客户忠诚度影响因素。针对影响因素，设计问卷，分析问卷，最后得出结论。

With the development of e-commerce in China, the bottleneck of its development has been emerged gradually. Users with limited resources have become the traffic sources fighting by the e-commerce platforms. However, it is the past time that businesses in the platform enjoy the exponential growth of traffic by the platform, and how to output more profit based on limited traffic is the serious problem for each business. It is undoubtedly that businesses are eager to maintain customer loyalty and upgrade the strategy.

Whatever business psychology or the theory of reality, maintaining and enhancing customer loyalty can help businesses produce greater profits in limited traffic. In this situation, it is necessary for business enterprises to obtain the strategy which can maintain and enhance customer loyalty by analyzing its influencing factors. In this way, enterprises also can enhance their own interests based on the existing traffic.

The thesis has worked out the factors that influence customer loyalty by analyzing part of sales data, CRM system, and customer telephone records of an e-commerce company whose annual sales can arrive at 160 million RMB.

毕业论文关键词：网络环境；客户忠诚度；维护和提升策略

Keywords: network environment； customer's loyalty；Maintenance and promotion strategy

 目录

1. 引言 7

1.1. 研究背景及意义 7

1.1.1 电子商务发展态势凶猛 7

1.1.2 研究的目的与意义 7

1.2. 研究目标 8

1.3. 研究内容 8

1.4. 研究方法 8

1.4.1. 文献研究 8

1.4.2. 问卷调查 8

1.4.3. 综合评价法 9

1.5. 技术路线 9

1.6. 本文的创新点 9

2. 文献综述 10

2.1. 关于客户忠诚度的相关文献研究 10

2.2.