E-commerce marketing strategy on the basis of customer value and customer loyalty

The enterprise e-commerce marketing strategy is developed on the basis of a scientifically-based segmentation of its customers, and the key way to its profits is to try to build and maintain the customer loyalty. Therefore this paper brings together customer-value and customer-loyalty to segment e-commerce customers, and then establishes a customer-segmentation-matrix of customer-value and customer-loyalty, and finally it explores the respective characteristics of different types of customers and proposes that enterprises should take different e-commerce marketing strategies to different types of customers.