基于大数据的体育用品网络服务营销方案设计研究——以X企业为例

服务在营销活动中是客户的一种购买决策。大数据具有很高的经济价值。本文针对B2C小型体育用品企业网络营销的优势与不足,在大数据的基础上设计客户需求的网络服务营销方案,对提升客户整体满意度具有重要意义。

“互联网+”企业营销策略研究

在网络经济时代,企业发展面临各种新机遇,同时也遇到了很多挑战。因此,企业要加强市场营销策略的优化和创新,利用多元化的、更为先进的技术手段塑造企业形象,使企业走上可持续发展道路。随着生活节奏的加快,互联网已渗入人们的生活,成为大众必不可少且十分重要的一部分,市场上大大小小的网络运营公司众多,导致顾客的流动性很强。本文以红豆企业为例,分析了红豆企业在服务营销中存在的问题,并从公司发展、人员服务、管理制度等不同的角度,对红豆企业网络服务营销水平如何提升给出了相关建议,以期助力于企业良性发展。

Contextual Influences＂ Online Service Failure and Recovery Strategies

In recent years, service failure and recovery strategies have generated considerable interest among both researchers and marketers. The Internet environment has transformed the concepts of service failure and recovery strategies from a dyadic customer-provider focus into a multidimensional web quality scope. In traditional encounters, the research spectrum of service failure and recovery strategies is very much developed from a customer service approach and the responsibility of recovery has been traditionally assumed to be something that is assigned to the marketer. Studies pay little or no attention to the multidimensional nature of service failures contingent to recovery strategies in developing countries. To date, empirical studies have focused on service failures and recovery strategies in developed countries. This paper aims to provide some insights on the need for a context-specific development of recovery programmes and strategies suitable for developing countries.