【正文】 to be earned over a period of time .In the real world, trust is gained both by observing the physical structure of the anization as well as by third party remendations. Trust brings in repeat business on essential ingredient for success. First, the customer’s loyalty still has important significance in the context on emerce panies for the panies. In today39。 enterprises can properly handle customer plaints. Customer plaints because customers dissatisfied with the goods or services, businesses such as a correct view of customer plaints, and a positive attitude in the handling of plaints, will be affected to a great extent on the level of customer satisfaction, thereby affecting customer loyalty. Conversion costs. Conversion costs consumers reselect a new service provider at the cost of traditional business with different work customers simply click of the mouse, can very easily from one enterprise switch to another enterprise. But if emerce enterprises to use special methods to increase customer awareness of the study cost, delay interest from customers, and establish the structural link between the customer or customers to make some positive mitment, then customers will experience performance at the exit barriers out of loyalty to a particular enterprise. Trust security. To get customer loyalty, we must first gain their trust. An online shopping for the anonymous survey, driven by customers shopping in a particular site is not the most important driving force for the low prices and wide choice of goods, but that the trust of a web site. And the emerce business customers primarily from the trust of the enterprise security factors, including product quality and safety, pay process safety, personal privacy confidentiality. When consumers are worried about the security risks enterprises have the mitment and performance, they will be the establishment of a relationship of trust, which enables enterprise customers are willing to share more personal information, enhance the sense of corporate loyalty. Customer personal characteristics: Customer39。同時(shí) ,為在競(jìng)爭(zhēng)中取得優(yōu)勢(shì) ,企業(yè)必須能夠比 競(jìng)爭(zhēng)對(duì)手更多地為其顧客創(chuàng)造價(jià)值。 4 信任安全。在現(xiàn)今 “眼球經(jīng)濟(jì) ”的時(shí)代，如何第一時(shí)間引起消費(fèi)者的注意，無(wú)論對(duì)傳統(tǒng)商務(wù)或電子商務(wù)企業(yè)，都是至關(guān)重要的。這樣他的搜尋成本很低 ,品牌轉(zhuǎn)換成本也很低 ,就可以輕而易舉地、頻繁地轉(zhuǎn)換品牌。美國(guó) Bain amp。只有解決了這個(gè)問(wèn)題才能是顧客真正的成為忠誠(chéng)顧客，網(wǎng)絡(luò)營(yíng)銷才會(huì)真正的發(fā)展起來(lái)。 顧客感知的購(gòu)買風(fēng)險(xiǎn) 。主要包括 :社會(huì)風(fēng)險(xiǎn)、財(cái)物風(fēng)險(xiǎn)、時(shí)間風(fēng)險(xiǎn)、心理風(fēng)險(xiǎn)、身體風(fēng)險(xiǎn)。顧客忠誠(chéng)水平的高低往往取決于公司所提供的服務(wù)水平，而服務(wù)質(zhì)量是影響顧客行為意向的一個(gè)重要決定性 因素（ Cronin， 2021）?，F(xiàn)代營(yíng)銷學(xué)理論 認(rèn)為 ,關(guān)系營(yíng)銷策略是保留老顧客與增強(qiáng)顧客忠誠(chéng)感的有效策略。s products or services, and this is a lowcost fruit good advertising. (4) Enterprises get price concessions, because according to marketing research findings, new customers pared to the old customers of the pany39。 customers buy the perception of risk。筆者認(rèn)為 ,在網(wǎng)絡(luò)營(yíng)銷條件下 ,關(guān)系營(yíng)銷策略的重點(diǎn)應(yīng)放在結(jié)構(gòu)層次上 ,即與顧客建立深層次的合作關(guān)系 ,彼此深入了解 ,在此基礎(chǔ)上采取定制化措施 ,為顧客提供全方位解決方案。合理的送、退貨政策，交易完成后的訂單確認(rèn)服務(wù)，及時(shí)、準(zhǔn)確、安全的送貨服務(wù)以及商品的包裝服務(wù)都是影響顧客滿意的重要因素；企業(yè)能否為顧客提供個(gè)性化和定制化服務(wù)；企業(yè)能否妥善處理客戶投訴。因此 ,從這個(gè)角度分析 ,消費(fèi)者為降低購(gòu)買風(fēng)險(xiǎn) ,很有可能購(gòu)買以前曾經(jīng)消費(fèi)過(guò)的品牌產(chǎn)品 ,這樣就傾向于對(duì)某個(gè)品牌忠誠(chéng) ,容易增強(qiáng)品牌忠誠(chéng)感?；谶@一分析框架 ,筆者認(rèn)為 ,在網(wǎng)絡(luò)營(yíng)銷 條件下 ,顧客忠誠(chéng)具有雙重特征。顧客忠誠(chéng)或品牌忠誠(chéng)指消費(fèi)者對(duì)某個(gè)企業(yè)產(chǎn)品或個(gè)品牌的一種較持久偏愛(ài)心理 ,其可以界定為 : (1) 有傾向性的行為即非隨意性的 )； (2) 行為上的反應(yīng) (即購(gòu)買 )； (3) 長(zhǎng)時(shí)間對(duì)品牌偏愛(ài) ； (4) 是某個(gè)決策單位的行為 ； (5) 涉及選擇域中的一個(gè)或多個(gè)品牌 ； (6)心理過(guò)程 (作出決策、評(píng)價(jià) )的函數(shù)。忠誠(chéng)的顧客對(duì)企業(yè)來(lái)說(shuō)意義重大 ,主要體現(xiàn)在幾個(gè)方面 ： 1. 增強(qiáng)顧客忠誠(chéng)感可提高企業(yè)生產(chǎn)率。在傳統(tǒng)商業(yè)模式下 , ,消費(fèi)者的轉(zhuǎn)移成本是很大的。在某種程度上，域名就是網(wǎng)站的品牌，而要讓顧客在廣闊無(wú)際的互聯(lián)網(wǎng)中輕易地找到自己的網(wǎng)站，一個(gè)鮮 明、簡(jiǎn)潔、易記的域名是培育忠誠(chéng)顧客的先決條件。轉(zhuǎn)換成本是消費(fèi)者重新選擇一 家新的服務(wù)提供商時(shí)的代價(jià)，與傳統(tǒng)商務(wù)不同，網(wǎng)絡(luò)顧客只需點(diǎn)擊鼠標(biāo)，便能很容易地從一家企業(yè) “跳槽 ”到另一家企業(yè)?？偸找娉^(guò)總成本越多 ,顧客所獲的價(jià)值就越大。 customers can be improved logistics and distribution services. Reasonable d