电子商务中品牌忠诚度的构建与维持策略
Strategies for Building and Maintaining Brand Loyalty in E-Commerce

随着电子商务市场的发展，品牌忠诚度已成为企业获取持续竞争优势的关键因素。然而，在市场竞争加剧、消费者行为变化和技术更新换代的背景下，品牌忠诚度的构建与维持面临诸多挑战。通过分析品牌忠诚度的内涵、重要性和形成机制，深入研究影响品牌忠诚度的主要因素，并提出相应的构建与维持策略。品牌忠诚度的构建需要从产品质量、服务质量、品牌认知、客户体验、价格策略和社交媒体等多个方面入手，而维持品牌忠诚度则需要通过会员制度、持续创新、客户关系管理、危机管理和应对市场竞争等措施实现，帮助电商企业更好地应对市场挑战，增强客户粘性，实现可持续发展。
As the e-commerce market booms, brand loyalty has become a key factor for companies to gain sustainable competitive advantage. However, in the context of intensified market competition, changes in consumer behaviour and technological upgrades, the construction and maintenance of brand loyalty face many challenges. The purpose of this paper is to discuss the construction and maintenance strategy of brand loyalty in the e-commerce environment, by analysing the definition, connotation, importance and formation mechanism of brand loyalty, studying the main factors affecting brand loyalty, and proposing corresponding construction and maintenance strategies. It is found that the construction of brand loyalty needs to start from product quality, service quality, brand awareness, customer experience, pricing strategy and social media, etc., while the maintenance of brand loyalty needs to be realised through membership system, continuous innovation, customer relationship management, crisis management and response to market competition. The research in this paper provides theoretical support and practical guidance for e-commerce enterprises to help them better cope with market challenges, enhance customer stickiness and achieve sustainable development.