电商企业利用退货物流提升客户忠诚度策略研究

Research on Utilizing Returned Logistics Strategy of E-commerce Enterprises to Boosting Customer Loyalty

文章阐述了电商企业退货逆向物流的发展现状,分析了退货逆向物流中存在的问题,如退货物流激增,客户满意度下降;实施退货逆向物流难度大,成本高等。在此基础上提出了电商企业应充分重视退货逆向物流的价值;设计简单、便捷的客户退货流程;选择合适的渠道建立退货集散中心;打造高效的供应链物流体系以及创建O2O线上线下协同商业模式等策略,以期以上策略的实施对电商企业提升客户忠诚度有一定的借鉴意义。

This paper describes the development status of the returned logistics of E-commerce enterprises, and analyzes some of the problems existing in the returned logistics, for example, the returned logistics growth rapidly lead to customer satisfaction decline; E-commerce enterprises face more difficulties and higher cost in implementation of returned lo- gistics. On this basis, the paper presents the E-commerce enterprises, strategy which pay more attention to the value of returned logistics, the simple design and convenient return process, particularly focus on selecting the appropriate channels to establish a return distribution center and building effi- cient supply chain logistics system and creating O2O business model, etc. I expect that above viewpoints have a certain ref- erence value to enhance customer loyalty for E-commerce enterprises.