在线零售商业模式的顾客关系研究

An Exploratory Study on CRM in Business

在线零售商业模式即使解决了分拣和配送两个成本瓶颈,还是会面对市场和顾客需求的问题。本文认为目前 E-grocery Business 市场的需求仍不足,必须加强对 E-grocery Business 市场和目标顾客的研究。在此基础上本文提出了 E-grocery Business 现阶段发展的三步走战略,即首先识别目标消费者,然后通过与这些目标消费者建立和维持良好的顾客关系,从而推进 E-grocery Business 向顾客持续忠诚方向发展。

Reducing the cost of the two main logistics processes:picking up and home distribution is not enough for the success of E-grocery.The market and consumers needs are also problems.As the demand of the E-grocery market is deficient,we can't invest firstly on the hardware,but should focus on studying the E-grocery market and the prime prospect.This paper brings forward a three-step strategy on the base of CRM theory,that is recognizing the prime prospect firstly,then setting up a good relationship with them,and strengthening this relationship continuously,so at last E-grocery Business can gain consumers with continuous loyalty.