E-Commerce Marketing Strategy on the Basis of Customer Value and Customer Loyalty

摘要：

The enterprise ecommerce marketing strategy is developed on the basis of a scientificallybased segmentation of its customers, and the key way to its profits is to try to build and maintain the customer loyalty. Therefore this paper brings together customervalue and customerloyalty to segment ecommerce customers, and then establishes a customersegmentation matrix of customervalue and customerloyalty, and finally it explores the respective characteristics of different types of customers and proposes that enterprises should take different ecommerce marketing strategies to different types of customers.

关键词： customervalue customerloyalty e-commerce marketing

作者: Gang Fang Xiongjian Liang

作者单位: Department of Economics and Management Beijing University of Posts and Telecommunications Beijing, 1 Department of Economics and ManagementBeijing University of Posts and TelecommunicationsBeijing, 100

会议类型: 国际会议

会议名称: 2011 International Conference on Business Management and Electronic Information(2011商业管理与电子信息国际学术会议 BMEI2011)

会议地点: 广州

会议语种:英文

页码: 1-4

在线出版日期: 2011-05-13（万方平台首次上网日期，不代表论文的发表时间）