E-retail Websites' E-loyalty Marketing & Strategies Analysis

This paper focused on the e-retail websites how to establish and manage online customers' e-loyalty under Internet environments. After analyzing the dilemmas and obstacles for further developments of global e-retail websites, this note put forward the subject of this research, i.e. e-loyalty and e-loyalty marketing of e-retail websites, and analyzed their great marketing values. Also, this paper framed e-loyalty of e-retail websites, including e-loyalty action-emotion model, dynamic forming process, dimension and method of e-loyalty measurement, and integrated model of e-loyalty drivers, and also pointed out the steps of e-loyalty establishment and the factors for successful management. Moreover, after analyzing the characters of online customers' psychologies and behaviors, this paper put forward 4R strategies for e-retail websites' e-loyalty marketing, and also discussed their applications with foreign successful experience as examples. Furthermore, using these successful examples as reference and putting e-loyalty marketing strategies into practice of domestic e-retail websites were also discussed.