互联网时代下零售企业客户体验管理模型建构--以新兴SOLOMO消费群为研究对象

互联网时代的到来使传统零售企业正面临着巨大的挑战,如何在当今时代提升客户体验管理的效果和效率,并在此基础上赢得市场竞争,成为零售企业亟待解决的紧迫问题。本文以当前互联网时代作为研究背景,基于客户体验管理理论研究成果,以SOLOMO消费群作为研究对象,从客户体验需求识别、体验系统设计和体验系统整合三方面,研究零售企业客户体验管理模型的建构方式,并提出零售企业要在互联网时代赢得客户青睐,则需要进一步加强信息化管理能力、建立企业内部信息的共享机制以及提升市场反应能力。

In the Internet era, the traditional retail enterprises are facing enormous challenges. How to improve the effectiveness and efficiency of customer experience management and how to gain a larger share of the market are the urgent and crucial problems for retail enterprises. In the background of the Internet era, with reference to relevant literatures about customer experience management and on the basis of domestic and foreign researches, this paper analyzes SOLOMO consumers, and then constructs customer experience management model which includes identifying customer experience needs, designing experience system and integrating experience system in retailing. In the end, this paper recommends retail enterprises who want to win modern customers should strengthen information processing and management, build the share system of internal information and increase the ability to adapt to the market in the Internet era.