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The Value of Online Community to the Brand Loyalty of Shopping Website

Author: LiuXing
Tutor: JiangGenYuan
School: Zhejiang University of Technology
Course: Communication
Keywords: Virtual Community Brand Loyalty Shopping Website JD.com
CLC: G206
Type: Master's thesis
Year: 2013
Downloads: 21
Quote: 0
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Abstract


With the popularization of internet and the development of network technology,it has changed the way people used to socialize and also changed how people used to purchase. Because of the world wide web people can now socialize beyond the limit of time an d space.and because of the E-commerce people can now buy things online without go out to the street.The core value of marketing communication is to build and support the brand,he company will stay healthy and flourish after carefully cultivating the customers’ brand loyalty. Along with the coming of the network area,the business environment changs dramatically,but the value of brand still exist.It is still very important for the company to build a brand and cultivate the brand loyalty.It is just that we must change the way to do it in the new business environment.The online community is a new platform for interaction communication, as a new marketing communication tool,it helps the company to cultivate the brand loyalty in the internet area.There are lots of study on the brand loyalty. But there are a few which take the angle of online community to study the brand loyalty.And fewer about the brand loyalty of the shopping website.So the theoretical significance of this study is to make up to that. And practical significance of this study is to help JD.com to retain customers and cultivate their brand loyalty after the cut-throat competition among the B2C e-commerce,and give JD.com some advice on that.The method of this study is literature research,case study and qualitative and quantitative research. There are six chapter totally.The first chapter is introduction,it is about the background,purpose,method,meaning of the study.the second chapter is a review about the theory of the brand loyalty. the third chapter reviews the theory of online community and shopping website.The fourth and fifth chapter are the main part of the study,it is the empirical research.And the last chapter is the ending.

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