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Consumer Loyalty ——A Ca Study of
Apparel Stores on Taobao
Abstract:During recent years, China’s on-line shopping business has bloomed tremendously. Taobao, as the largest Chine online auction company at prent, shares twice as large market as eBa y’s, which ud to be dominant in the Chine market. And the consumer to consumer (orC2C) apparel stores, which have taken up the largest part of all e-shops on Taobao, have attracted more and more customers every minute. The on-line shopping, which provides a new transaction method between the llers and the customers. To manage this wholly new mode of transaction, it ems to be necessary for all the C2C e-store clothes llers to understand the advantages and disadvantages of apparel stores operation on Taobao and discover the cret for successful operation. To keep and have customer’s l oyalty is becoming the most important for tho apparel stores on Taobao. Becau of the differences between traditional commerce environment and the on-line commerce environment, it is more demanding and complex for the owners of apparel stores on Taobao to rai and retain customer loyalty. This article aims to introduce the features and the determinant factors of customer loyalty, and t机械专业英语
ries to suggest some effective countermeasures of successful customer loyalty management through a ca study of a reprentative apparel store on Taobao.
Key words: E-commerce, Taobao, C2C, Consumer Loyalty, Consumer satisfaction
顾客忠诚度——对淘宝服饰店的案例研究
曾思嘉国家商务英语学院 2005级英语（国际贸易）
摘要：伴随着国际网络的迅猛发展，近年来网上购物也蓬勃发展起来。淘宝是当前中国最大的网上购物中介公司，而服装店在所有淘宝店铺中占了最大的比重，并且每分钟都有越来越多的消费者在淘宝购买衣服。C2C网上购物给了消费者一种新的交易模式。为了更好的利用这种新兴的经营模式，从事服装的C2C卖家有必要清楚知道网上交易的优劣势以及明白成功的经营淘宝服装店的奥秘所在。因为传统购物环境和网上购物环境有着许多的不同之处，淘宝上的服饰经营者们也就更难提高和保持顾客的购物忠诚度。这篇文章目的就在于介绍顾客忠诚的特点及其决定因素并且通过对一家具有代表性的服饰店的案例分析对成功的顾客忠诚管理提出有效的方法及建议。
关键字：电子商务淘宝消费者对消费者电子商务顾客忠诚度客户满意度
CONTENTS
Abstract: ............................................................................................................................................ I 摘要................................................................................................................................................ II
1. Introduction (1)individually
2. Definition of Key Concepts (1)
2.1 Definition of E-commerce and C2C E-commerce (1)
2.2 Definition of Consumer Satisfaction (2)
2.3 Definition of Consumer Loyalty (2)
2.4 Distinction between Customer Satisfaction and Customer Loyalty (3)
3. Related Theory and Decisive Factors in Consumer Loyalty Evaluation (4)
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3.1 Social Network Theory (4)
3.2 Consumers’ Behavioral Intention Theory (5)
4. A Ca Study of the Specific Apparel Store on Taobao (9)
4.1 Brief Introduction to Taobao and its Status Quo (9)
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4.2 Brief introduction to the specific apparel store (10)
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4.3 Reasons for Choosing the Apparel Store and How it Succeeds (10)
4.4 Secret to the Success of this Apparel Store through Analysis (12)
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5. Advantages and disadvantages of apparel store operation on Taobao (12)
5.1 Advantages (12)
5.2 Disadvantages (15)
6. Measures for improvement of Consumer Loyalty of the apparel stores on Taobao (17)
7. Conclusion (19)
gmoReference (20)
ACKNOWLEDGEMENTS (21)
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1. Introduction
药剂师是什么初三数学教案With the rapid growth of intern ational network, China’s C2C electronic market has been flourishing in recent years. Taobao shares twice as large market as eBay’s, which ud to be dominant in the Chine market. People can buy whatever they want on Taobao from article for daily u, clothes to luxury goods. In today's competitive marketplace, customer loyalty is rious business. And apparel stores, as the largest component of the whole Taobao and the main profit contributors, have to spare no effort to rai and maintain customer loyalty under the unique electronic commerce environment. In this article, the author first explains the definition of key concept of the paper, and then introduces related theory which will be ud in the article and offer detailed information about the decisive factors in customer loyalty evaluation. To further analyze the importance of customer loyalty in the operation of apparel stores on Taobao, a ca study of a specific and reprentative apparel store help to find out the cret to the success of the specific apparel store. Later, through the detailed analysis of the advantages and disadvantages of apparel store operation on Taobao, suggested measures for the improvement of consumer loyalty is provided for the apparel stores on Taobao.
2. Definition of Key Concepts
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2.1 Definition of E-commerce and C2C E-commerce
Electronic commerce, commonly known as e-commerce or ecommerce, consists of the buying and lling of products or rvices over electronic systems such as the Internet and other computer networks.1A large of variety of commerce is conducted on line including supply chain management, Internet marketing, online transaction processing, electronic data interchange (or EDI), inventory management systems, and automated data collection systems. And electronic commerce trade has been growing extraordinarily during the years with wide-spread Internet popularity. Modern electronic commerce typically us the World Wide Web at least at some point in the
1en.wikipedia/wiki/E-commerce
