摘 要
随着数字化技术的迅猛发展，品牌与消费者之间的互动方式发生了深刻变革，这为品牌忠诚度的构建与维护带来了新的机遇与挑战。本研究旨在探讨数字化营销环境中品牌忠诚度的形成机制及其关键影响因素，并提出相应的优化策略。研究采用混合研究方法，通过问卷调查收集定量数据，结合深度访谈获取定性洞见，最终分析了消费者行为特征与品牌忠诚度之间的关系。结果表明，数字化营销环境中的品牌忠诚度不仅受到传统因素如产品质量和服务体验的影响，还显著依赖于个性化推荐、社交互动以及数字内容的质量等新兴因素。此外，研究发现品牌在数字化平台上的透明度和真实性对消费者信任的建立至关重要，而这种信任是品牌忠诚度的核心驱动力。本研究的创新点在于将数字化营销的技术特性与消费者心理深度融合，提出了基于多维度互动的品牌忠诚度构建模型。这一研究成果为品牌管理者提供了理论支持与实践指导，有助于其在复杂多变的数字化环境中更有效地吸引和留住消费者。
关键词：品牌忠诚度；数字化营销；消费者信任
Abstract
With the rapid development of digital technology, the interaction between brands and consumers has undergone profound changes, presenting new opportunities and challenges for the construction and maintenance of brand loyalty. This study aims to explore the formation mechanism of brand loyalty and its key influencing factors in a digital marketing environment, while proposing corresponding optimization strategies. A mixed-methods approach was employed, collecting quantitative data through questionnaires and obtaining qualitative insights via in-depth interviews, to analyze the relationship between consumer behavior characteristics and brand loyalty. The findings indicate that brand loyalty in a digital marketing context is not only influenced by traditional factors such as product quality and service experience but also significantly depends on emerging factors like personalized recommendations, social interactions, and the quality of digital content. Additionally, the research reveals that transparency and authenticity of brands on digital platforms are critical for establishing consumer trust, which serves as the core driver of brand loyalty. The novelty of this study lies in its integration of the technical features of digital marketing with consumer psychology, leading to the proposal of a multidimensional-interaction-based model for constructing brand loyalty. This research provides theoretical support and practical guidance for brand managers, enabling them to more effectively attract and retain consumers in the complex and ever-changing digital landscape.
Keywords: Brand Loyalty；Digital Marketing；Consumer Trust
目 录
一、绪论 1
（一）研究背景与意义 1
（二）国内外研究现状分析 1
二、数字化营销环境中的品牌忠诚度理论基础 1
（一）品牌忠诚度的核心概念解析 2
（二）数字化营销对品牌忠诚度的影响机制 2
（三）相关理论框架的构建与应用 3
三、品牌忠诚度在数字化营销中的构建策略 3
（一）用户体验优化与品牌忠诚度提升 3
（二）数据驱动的个性化营销策略设计 4
（三）社交媒体互动对品牌忠诚度的作用 4
四、品牌忠诚度在数字化营销中的维护机制 5
（一）客户关系管理在忠诚度维护中的作用 5
（二）危机应对与品牌信任修复策略 5
（三）长期价值创造与忠诚度可持续发展 6
结 论 6
致 谢 8
参考文献 9
