摘要伴随着互联网时代的迅速发展，消费者的购买方式、购买渠道和信息获取渠道发生了翻天覆地的变革。由于交易形式的多样性，企业的品牌信息传播的方式变得十分丰富，消费者行为也发生了巨大变化。这种变化不仅仅包括消费者信息获取渠道的多样化，消费者需求的个性化和差异化，还反映在消费者对于品牌的偏好程度增加了更多的不确定性。这些变化使得消费者在目前的消费环境下，在品牌的喜爱和选择上增加了很多不稳定因素，使消费者对于某品牌难以形成长期和高度的忠诚。51788

本文通过对消费环境变化的观察，分析了网络环境下影响消费者品牌忠诚的影响因素，在此基础上分析了目前网络环境下消费者品牌忠诚的现状、主要问题及原因。最后，通过案例分析，对企业如何在网络环境下提高消费者品牌忠诚提出建议，希望给企业就如何在网络环境提高消费者品牌忠诚提供参考。

毕业论文关键词：网络环境；消费者品牌忠诚；现状；问题；建议

The research of Consumer Brand Loyalty in network environment

Abstract  With the rapid development of the Internet economy, tremendous changes in consumer buying patterns, purchase channels and access to information has occurred. Due to the persity of the transaction, information dissemination brand the way business has become very rich, consumer behavior has changed dramatically. This change includes not only the persity of consumer access to information channels, consumer demand for personalized and differentiated, also reflected in consumer brand preference adds more uncertainty. These changes make consumers in the current consumer environment, love for the brand and the choice becomes more unstable, thus affecting the formation of long-term customers for a brand and a high degree of loyalty.Through the observation of changes in the consumer environment, it analyzes the influencing factors of loyalty under the network environment influence consumer brand, based on analysis of the current status of the network environment consumer brand loyalty, the main problem and reason. Finally, case studies of how companies increase consumer brand loyalty in a network environment to make recommendations on how to improve the business want to give consumers brand loyalty in a network environment to provide a reference.

Key Words: Network environment；  Consumer Brand Loyalty；  Current situation；  Issue；  Suggestion

 目  录

摘 要 I

Abstract II

目 录 III

一  绪论 1

（一）研究背景 1

（二）研究目的 1

（三）研究方法 2

（四）研究技术路线 2

（五）创新点 3

二  网络环境下消费者品牌忠诚影响因素的新的变化 3

（一）更全面的品质认知 3

（二）更多元化的品牌体验 3

（三）网络口碑 4

（四）品牌信任更加脆弱 4

（五）品牌满意度 5

三  网络环境下消费者品牌忠诚的现状分析 5

（一）品牌忠诚度普遍较低 5

（二）不稳定的品牌忠诚