The E-retailing website should pay attention to most valuable customers, throw in limited resources in the loyal cultivation and valuable customers, and set up the long-term win-win relation with those.
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.