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摘要随着中国移动互联网的快速增长以及4G的普及，智能终端在人们生活休闲娱乐中起到了越来越重要的作用。移动网民规模增长，对移动服务的需要也在不断增强。移动商务企业的现有客户和潜在客户群逐渐增加，企业在移动商务上的商机不可错失。而消费群体虽然数量巨大，但是移动商务企业若想要稳定自己的客户群就需要着重于对消费者忠诚度的培养。这样即使在自己的产品或服务与其他同类企业产品相差无几的情况下，消费者也愿意选择本企业产品或服务。44258
本文以美团网移动端为例，列举出美团现有的16项服务进行问卷调查，从被调查对象的有效回答中进行数据收集，根据调查得到的数据运用软件对其进行分析检验，得出各个服务内容对消费者忠诚度以及对细分的行为忠诚和态度忠诚的影响。最后针对得出的结论对移动商务线上团购服务提出改进建议，并且对移动商务线上团购服务的发展趋势进行简要的说明。
With the rapid growth of China Mobile Internet and the popularity of 4G, intelligent terminal has played a more and more important role in people’s entertainment and leisure life. With the scale of mobile internet users increased, the need of mobile services is creasing too.The mobile business enterprise’s scale of the reality and potential customers increased gradually ,and the business opportunity not to be missed.Although it is a huge number of consumer groups, the mobile e-commerce want to stabilize their customers will need to focus on the cultivation of customers’ loyalty. So even in the case of their products or services is similar to other peers, consumers are still willing to choose the enterprise’s products or services.
In this paper, we choose the mobile terminal of Meituan as an example, list 16 existing services about Meituan to carry on the questionnaire survey, collected data from respondents in their effective answers. And using the data analysis software to analysis the data from questionnaire in order to get the effects of various services to consumer’s loyalty as well as the subpision of the behavior loyalty and attitude loyalty. Finally, according to the conclusion I put forward the improvement proposal to mobile commerce online group buying service and put a brief description of the development trend of mobile commerce online group purchase service.
毕业论文关键词：移动商务 团购 客户忠诚 服务
KEYWORD: mobile commerce, group purchase, customer loyalty, service
目录
1. 引言 4
1.1研究背景及意义 4
1.2研究方法 4
1.3技术路线 4
2.1影响客户忠诚度的分析 5
2.2 移动商务服务的价值与传统电子商务相比对客户忠诚度影响 5
2.3沟通服务的重要性 6
2.4国外研究现状 6
3.基本概念 6
3.1移动商务定义与特点 6
3.2客户忠诚度的定义与特点 7
3.3客户忠诚度对企业的意义 7
3.4美团网移动客户端的特点 7
3.5美团网移动客户端的服务内容 7
4.美团网移动客户端用户忠诚度分析