Internet marketing and customer loyalty: Perfect Diary, as an example

• Autor(a) principal: Wang Mengjie
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/22312
• topic: Internet marketing; Customer loyalty; Relationship with consumers; Marketing na internet; Fidelização do cliente; Relação com os consumidores

Customer loyalty is an eternal topic for companies to improve marketing performance. With the development of the Internet and the application of e-commerce, more and more companies have begun to conduct online marketing. China's cosmetics market is rising day by day, and major brands have also joined the Internet market war. In the era of network economy, the key to competition is no longer to own products, but to own customers. Market competition is essentially a competition for customer resources. Owning customers means owning the market, and losing customers means that the company's property has lost value. Therefore, taking the customer as the center, continuously satisfying customer needs and creating value for customers, establishing and maintaining a long-term and good cooperative relationship with customers, winning customer trust, forming and expanding the company's customer base, and enhancing customer loyalty become The key to the success of online marketing. In-depth research on this issue will help companies grasp the key points of network marketing strategy implementation when implementing network marketing strategies to improve their core competitiveness. This paper summarizes a large number of relevant domestic and foreign literatures through study, combined with the analysis of the factors affecting online customer loyalty, and analyzes the results of the questionnaire, and proposes specific strategies to improve online customer loyalty.