摘 要:顾客一直是企业赖以生存的根本保证，也是企业竞争的焦点。忠诚的顾客是企业获得利润的有利保障，电子商务企业也不例外。但是几乎所有的电子商务企业把更多的精力放在了吸引新顾客上。企业流失了大量老顾客和忠诚顾客，导致企业的经营经营成本升高，因为企业需要花费更多的经费进行营销推广吸引新顾客。研究表明，服务一个新顾客要花费的成本和精力要比服务老顾客大得多，但是企业却忽略了对老顾客特别是忠诚顾客维护的重视，导致老顾客流失，顾客忠诚度降低。
在电子商务快速发展的今天，提高顾客顾客忠诚度成为电子商务企业追求的目标。因为忠诚的顾客可以为企业带来更多的价值，例如增加营业收入，提升企业的竞争优势，提高品牌忠诚度等。但是电子商务企业对顾客忠诚度培养的认识不够，没能采取确实可行的措施来提高顾客忠诚度，对顾客忠诚度的研究还仅仅局限于顾客满意，因此电子商务企业因该跳出“满意陷阱”，完善产品和服务质量，提高顾客忠诚度。本文通过对我国电子商务企业现状分析，结合影响顾客忠诚度的因素、电子商务企业在维系顾客忠诚度存在的问题以及电子商务环境顾客的消费心理分析，总结出培养顾客忠诚度策略。
关键词：电子商务；顾客忠诚度；客户关系管理
Abstract:Customer has been the fundamental guarantee to the survival of enterprises, Customer is the focus of enterprises competition. Loyal customers are the assurance of acquiring Profit. E-commerce enterprises are the same. But almost all of the E-commerce enterprise put more attention on attracting new customers. Enterprises drift away a lot of regular customers and loyal customers,leading to the Operating costs rising, because companies need to spend more money on marketing promotion to attract new customers.However, studies have shown that servicing a customer spend more cost and energy than an old custoumer. Enterprise attach less importance to the regular customers, especially loyal customers, leading to the loss of loyal customers, and the loyalty of customer reduce.
With the rapid development of E-commerce, it is the goal to improve customer loyalty that E-commerce enterprise pursue. Because loyal customers can bring much value for enterprises, such as increasing revenues, improving enterprise's competitive advantage and brand loyalty etc. But E-commerce enterprise lack of awareness on cultivation of customer loyalty, and do ont take action to improve customer loyalty, only limited to the customer satisfaction. So E-commerce enterprise should get rid of the trap of customer satisfaction , improve quality of products and services,and customer loyalty.Based on the analysis about the present situation of China's e-commerce enterprises, combining with the factors of customer loyalty which influence them，as well as the problems that exist in the E-commerce enterprise in sustaining customer loyalty, summary up the strategy to cultivate customer loyalty.
Keywords：E-commerce Enterprise；Customer Loyalty；Customer Relationship Management
