& lt Discussion on Customer Loyalty Training Strategy in E-commerce Environment >
Abstract: In the rapidly changing and developing era of e-commerce, how to cultivate loyal customers has become the key to the success of e-commerce. Connecting with the present situation of e-commerce in China, this paper analyzes the obstacles and driving factors of customer loyalty in e-commerce environment, and expounds the strategies for cultivating customer loyalty in e-commerce environment. Keywords: e-commerce; Loyalty; Customer Loyalty China Library Classification Number: F7 13 Document Identification Number: A Document Number:1672-3198 (2009) 23-0264-01.
The arrival of e-commerce era provides a new marketing environment for enterprises. In the e-commerce market environment, it is necessary to form and expand the customer base of enterprises, and cultivating loyal customers will be the key to e-commerce operation.
1 characteristics of e-commerce
Because the internet can be freely connected, the information flow is unrestricted, and it has multimedia functions such as words, sounds, images and animations, e-commerce has incomparable advantages over traditional business methods; Personalized internet is more convenient to collect users' information, so as to better find and meet users' needs. Through information provision and interactive communication, one-to-one personalized service can be realized, promotion is more targeted, and it is easier to establish long-term good relations with consumers. All kinds of sales information of enterprises will exist on the network in digital form, which can be sent at a very low cost and can be modified at any time as needed, thus saving huge promotion expenses.
2 e-commerce under the connotation and characteristics of customer loyalty
Customer loyalty refers to the loyalty of online customers to electronic retail enterprises or their website brands in the electronic retail environment in the network economy era, and also refers to the behavior of customers repeatedly choosing the website of electronic retailers to buy a specific product or some products. From the customer's point of view, only when they are interested in the website, love it, trust it, and are willing to establish a stable relationship with it, that is, to establish the so-called "customer loyalty", will they visit the website repeatedly and buy products.
Because in the online market space, online customer loyalty is more difficult to establish and maintain than the traditional business model. However, because network technology provides great technical support for products on the website, it is convenient for enterprises to manage customer data. In addition, enterprises can communicate with anyone anytime, anywhere, whether it is original customers or potential customers, and the website is unimpeded. In this respect, it is easier to establish and manage customer loyalty in the network age than before.
3 e-commerce environment, customer loyalty training strategy
3. 1 Establish a customer database to fully understand the consumer demand and consumer psychology of e-commerce customers.
With the help of network technology, enterprises can establish customer data databases. Store the relevant information of customers who have bought enterprise products and potential customers who may buy enterprise products in the future into the database of the enterprise, and use data mining and other technologies to mine consumer demand and consumption psychology and understand customers' purchasing motives. Then, according to the main purchase motives of most customers or high-quality customers, adjust the products, services or publicity strategies of the enterprise, so that the products and services of the enterprise can truly meet the needs of customers.
One of the advantages of e-commerce is that enterprises can improve customer loyalty without spending a lot of money. With the help of network technology, enterprises can establish customer data databases. The relevant data of customers who have purchased enterprise products and potential customers who may purchase enterprise products in the future are stored in the database of the enterprise, and the consumer demand and psychology of customers are mined through data mining and other technologies. This way. A good partnership can be formed between enterprises and customers. Promote the customers of enterprises to become loyal customers.
3.2 Establish a good image and reputation
3.2. 1 Ensure the quality, timeliness and consistency of the goods provided.
The quality of goods directly affects the loyalty of customers. Online goods should be consistent with the goods actually provided. The consistency here is not general consistency, but very precise consistency, including shape, color, model, production date and so on. If there are inconsistent products, you must first discuss with the customer and distribute them when the customer agrees to buy them. Otherwise, customers will feel cheated and their loyalty will decrease. Timely delivery is also related to customer loyalty.
3.2.2 The domain name of an online marketing enterprise must be clear and concise.
As an online marketing enterprise, it is a positive way to attract customers to familiarize themselves with their domain names and easily find their own websites to buy goods on the vast Internet. Without its own distinct and concise domain name, enterprises cannot attract a large number of customers, let alone ensure to retain customers. Therefore, if enterprises want to attract and retain customers, they should start with domain names.
3.2.3 Provide personalized service
Using the customer's data database, we can provide personalized service for customers. Personalized service is an effective way to improve customer relationship and cultivate customer loyalty. Provide the goods they need in the way customers want, and also "tailor-made" the goods they like according to the different preferences of different customers. Personalized service plays a very important role in online marketing. This personalized service can make customers more emotionally loyal, which is undoubtedly an important gold mine for online marketing enterprises.
3.2.4 Enhance corporate reputation.
Reputation is very important at any time, which is related to the development of enterprises. It is an intangible asset of an enterprise, which is particularly important in online marketing. Network marketing is a method of selling through the Internet by high-tech means. It is not a direct exchange of money and goods. If the enterprise does not have a very good reputation, customers will not easily use this transaction method. A good network marketing enterprise, backed by good reputation, can attract more loyal customers.
3.3 Use the Internet to communicate with customers in time. 3.3. 1 Create an online community for customers, which should include chats, bulletin boards, discussion groups, etc. An enterprise can be a host, regularly know customers' comments and opinions on its own business, accept suggestions, release solutions to minor problems that are often encountered, and strengthen communication between buyers and sellers. 3.3.2 Provide customers with free online goods, which can be free e-books and product descriptions.
Books, etc. In return, they are asked to fill out a short questionnaire about the enterprise website, goods or services, customer service, etc. , you can get a lot of valuable information to help enterprises adjust their product structure and marketing strategies in time to meet the needs of consumers.
3.3.3 Keep in touch with customers on a regular basis.
E-commerce enterprises can contact customers regularly through e-mail and other communication methods to understand their satisfaction.
3.3.4 Make it easy for customers to contact you.
Provide as many contact information as possible, such as e-mail, toll-free telephone number, fax number, etc., so as to facilitate customers to express their opinions and communicate with customers in time and quickly, and change passive service into active service, which can not only solve customers' problems, but also timely understand users' demand for goods, grasp market trends, and improve the functions and quality of goods. Effectively grasp customer information and win more customer loyalty.
3.4 the use of online experience marketing to cultivate customer loyalty
(1) Establish a virtual environment for using products and services on the Internet and organize customers to participate in e-commerce enterprise activities. E-commerce enterprises need to provide a similar environment on the Internet so that customers can get as many physical and personalized impressions of their products as possible. In order to make customers happy and loyal, e-commerce enterprises need to enrich the personal experience of customers using products such as product catalogues and product introductions, and create a cultural atmosphere of life on the Internet. A spiritual world can help customers find potential psychological needs and stimulate their desire to buy. With a pleasant online shopping experience, customers will regard e-commerce enterprises as indispensable good friends around them, thus maintaining their loyalty to the enterprises.
(2) The excellent service of enterprises can make customers happy. Good service should be active service, not passive assumption that everything is arranged properly. Give customers a good consumption experience from beginning to end. In order to ensure that customers have a satisfactory consumption experience, enterprises can provide simple online self-service and let customers solve possible problems themselves. Provide sufficient information and tools for customers' reference to promote the procurement process. In addition, in order to better cultivate customers' loyalty, many websites will contact and communicate with customers by phone or fax after the online transaction is confirmed, or inform customers of the order processing through formal e-mail. In this way, we can keep customers happy while waiting. The network speed determines the landing time of the website. It also determines the time for consumers to get services. This is actually equivalent to the distance between the sales outlets of traditional retailers and consumers. We all know that this is the key factor for traditional retailers to win customers. Enterprises should do a good job in customer demand investigation and provide customers with what they want, not what the company wants them to see. Enterprises should regularly maintain and update the content of web pages. Only by updating the content regularly can we attract customers to browse continuously.
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Modern commerce and trade, Qiu Pan, 23rd issue, 2009.