客户体验对网络营销的影响研究+文献综述
体验消费是随经济的发展出现的一种新兴的消费方式，而网络体验消费是互联网经济发展的产物。网络设备的完善，网络信号的覆盖，家用电脑的普及等等网络技术与通讯技术的发展，使得现阶段网络体验营销得以实现。
客户的需求变化是企业进行网络营销的基础，市场营销的本质在于探讨需求，生产，发展和传递的规律。以次为出发点，本文探讨了客户体验的特征和网络营销消费群体的特征。
在此基础之上，本文着重挖掘客户体验带来的客户满意度，品牌忠诚度的影响，通过提升客户体验的影响因素，来促进网络营销的发展。
本文首先从理论研究表明了客户体验在网络营销中的可行性，然后从市场营销的角度限定了客户体验的根本内涵和网络营销的特征。
网络营销的特征是制定客户体验过程的根本依据。本文针对客户体验的对客户满意度的影响，对品牌忠诚度的影响，网络体验营销的心理行为特征进行了深入的理论探讨，并在此基础上提出了优化客户体验解决网络营销问题的方案。
关键字：客户体验 网络营销 客户满意度 品牌忠诚度4887
Customer experience of network marketing impact study
Abstract：In today's world, the rapid development of the Internet, more and more Internet-enabled was familiar with people. The Internet has become a platform which indispensable with communication, work, entertainment and shopping in people's daily life. Where there was exchange, the Internet is not only a place of exchange of information, it has also become the platform of today's world of business activities. With this series of business activities, the era of network marketing has quietly come.
Consumer experience with the development of the economic emergence of a new consumption patterns, and consumption of network experience is the product of the development of the Internet economy. Improve the network equipment, network signal coverage, the popularity of home computer network technology and the development of communication technology, network experiential marketing at this stage can be achieved.
Changes in customer demand is the basis of network marketing companies, the essence of marketing is to explore the law of demand, production, development, and delivery. Inferior race as a starting point, this paper discusses the characteristics of the customer experience and network marketing consumer groups.
On this basis, this paper focuses on mining customer experience to bring customer satisfaction, the impact of brand loyalty, by influencing factors enhance the customer experience, to promote the development of network marketing.
Firstly, from the theoretical studies have shown the feasibility of the customer experience in the network marketing from a marketing point of view, and then defining the fundamental meaning of the customer experience and network marketing characteristics.
The characteristics of the network marketing is the fundamental basis for the development of customer experience process. In this paper, the customer experience, customer satisfaction, loyalty, psychological and behavioral characteristics of the network experiential marketing in-depth theoretical discussion, and on this basis, optimized customer experience program to address the issue of network marketing.
Keywords: customer experience；network marketing；Customer satisfaction；Brand loyalty
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