The Research On The Influence Of Precision Marketing On Customer Loyalty Under The O2O E-commerce Model

With the rapid development of mobile Internet technology, the Online to Offline e-commerce model covers the field of life and service which B2 B, B2 C, C2 C and other business model does not involve. The "2014 O2 O Mobile Application Industry Report" is issued in January 30, 2015. The report shows that in 2014 in the O2 O mobile application,the number of O2 O application increased 32 and there is 16 areas covering catering,automotive, medical, tourism etc. Among them, the most number of O2 O application is catering, followed by the application of automobile, community, tourism, and mother and child etc. According to each application’s own characteristics, they accumulates a large number of customers, there is a high level of field coverage, location coverage and active users rate. At present, for O2 O mode, the research of users’ loyalty still inadequate. This article intends to answer the following questions: How to better develop customers and retain customers, and then perform precision marketing; How to improve the online customer loyalty and ensure its sustainable consumption.To solve these problems, this paper is based on management principle, electronic commerce and other classic multidisciplinary theory. On the basis of the literature review,taking We Chat as an example, we discusses the relationship between switching cost,customer delivered value, precision marketing, customer relationship, customer loyalty and customer satisfaction with the help of related theory. Then we construct model and do the empirical research. The empirical research mainly uses questionnaire survey to collect data and the data are analyzed by SPSS and AMOS. Finally, modify the model and get the final result. The results show that: the precision marketing positively impact customer delivered value; customer delivered value positively impact customer satisfaction; customer satisfaction positively impact customer loyalty; precision marketing positively improve the switching cost; switching cost doesn’t impact customer loyalty; precision marketing doesn’t impact customer loyalty; precision marketing positive impact customer relationship quality; customer relationship quality positively impact customer satisfaction.Finally, according to the empirical research results of the article, this paper do a summary for the precision marketing strategies, methods, significance and role of the 020 electronic commerce mode. This paper proposed operational comments and suggestions on the user’s introduction and development, low operating cost, product or service safety, high value, reliability and other aspects, which has both theoretical significance and practical significance.