摘要
缺乏与顾客面对面的触点，是互联网销售企业的天然缺陷。如何建立互动机制以及加强客户体验，来抹平消费者心中的不安全感？
Using Logistics to Approach Customers
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On March 5,2009,Liu Qiangdong,Chairman of B2C(business-to-consumer)IT produc site 360 buy.com,launched a Name Collection campaign on its website.This activity is to choose a name for a newly founded express company in which Liu invested US$2.9 million.The decision of establishing his own express company was made after a tough Spring Festival,during which the amount of orders far exceeded the company's logistic distribution capability.The consequent delay of delivery provoked consumers' dissatisfaction and criticism.Unlike shopping in a solid shop,customers cannot get their good immediately after making purchases online.But they expect the delivery to be as quick as possible,which poses a huge challenge to e-commerce companies' logistics.'Logistics is the core of B2C companies,and incompetent logistics would be a bottleneck for the increasing of business,'says Liu.A ccording to Liu,360 buy.com will finish the construction of storehouses with an area of 5 0,000 square meters in Beijing,Shanghai and Guangzhou by the end of 2009.He also established a new express company in Shanghai and is planning to incorporate branches in Tianjin,Shenzhen,Hangzhou,Nanjing,and Suzhou,in a bid to cover 40c ities in China.Besides,e-commerce companies have to solve the problems of response speed and interaction with customers.Thus,B2C companies must make efforts to provide customers with enough information and demystify the whole shopping process.Only then can they win more customers.
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