摘 要
随着信息技术的迅猛发展和市场竞争的日益激烈，企业数字化营销已成为推动业务增长和客户关系优化的重要手段。本研究以客户关系管理（CRM）为核心，探讨其在数字化营销环境中的应用及其对客户忠诚度的影响，旨在为企业提供理论支持与实践指导。研究基于国内外相关文献综述，结合定量与定性分析方法，通过问卷调查和案例研究收集数据，并运用结构方程模型（SEM）验证假设。结果显示，数字化营销中的客户关系管理能够显著提升客户满意度、信任感及忠诚度，其中个性化服务和数据分析能力是关键驱动因素。此外，研究发现技术赋能的互动体验对客户情感联结具有重要影响，而这种情感联结进一步强化了客户的长期忠诚行为。
关键词：数字化营销 客户关系管理 客户忠诚度
Abstract
With the rapid development of information technology and the increasingly fierce market competition, enterprise digital marketing has become an important means to promote business growth and customer relationship optimization. This study takes customer relationship management (CRM) as the core, and discusses its application in the digital marketing environment and its impact on customer loyalty, aiming to provide theoretical support and practical guidance for enterprises. Based on the review of relevant domestic and foreign literatures, combining quantitative and qualitative analysis methods, the data were collected through questionnaire survey and case study, and the structural equation model (SEM) was used to verify the hypothesis. The results show that CRM in digital marketing can significantly improve customer satisfaction, trust and loyalty, with personalized service and data analysis being the key drivers. In addition, the study found that technology-enabled interactive experience has an important impact on customers 'emotional connection, which further strengthens customers' long-term loyalty behavior.
Keyword:Digital Marketing Customer Relationship Management Customer Loyalty
目 录
1绪论 1
1.1企业数字化营销的研究背景与意义 1
1.2客户关系管理与忠诚度提升的现状分析 1
1.3研究方法与技术路线设计 2
2数字化营销中的客户关系管理理论基础 2
2.1客户关系管理的核心概念与框架 2
2.2数字化时代客户关系管理的特征与挑战 3
2.3数据驱动的客户关系管理模式分析 3
2.4客户关系管理在数字化营销中的应用实践 3
3忠诚度提升的关键因素与策略研究 4
3.1客户忠诚度的概念与衡量标准 4
3.2数字化营销对客户忠诚度的影响机制 5
3.3提升客户忠诚度的关键驱动因素分析 5
3.4基于数据洞察的忠诚度提升策略设计 6
4数字化营销中客户关系管理与忠诚度提升的整合路径 6
4.1客户关系管理与忠诚度提升的关系探讨 6
4.2数字化工具在整合过程中的作用分析 7
4.3整合路径的设计与实施步骤研究 7
4.4案例分析 8
结论 8
参考文献 10
致谢 11
