在线销售中的客户忠诚管理
摘要
网络使信息的沟通不受地域、时间限制，为我们提供了低成本、快速的信息交换渠道。利用网络工具，企业加强了同顾客的交流、深化了对顾客的需求和偏好的认识、获得了更快的顾客信息反馈，从而使企业向客户提供个性化服务有了渠道上的可能性。基于这一背景，建立以客户为中心、网络为载体、个性化服务为特色的新型电子商务模式就成为众多企业追求的目标。借助多样的电子手段，电子商务模式经营可以对每个具体客户提供全面的个性化服务，从而更好地获得和提高客户忠诚度，为企业带来收益。本文主要在探讨在网络时代中企业应如何管理客户的忠诚度，从各个方面了解客户忠诚形成的原因，结合网络时代客户忠诚的特点，从而为企业开展电子商务在培养和管理客户忠诚中所遇到的困难提出应对的管理策略和应遵循的相关原则。
关键词：客户忠诚，电子商务，客户关系管理
ABSTRACT
The internet network has enable email to operate in a fashion not bound by location and time. This has drastically reduced the cost but speed up the process as an exchange channel. By using internet as a tool, the enterprise has built up a closer relationship and communication with their customers. Hence, having a deeper understanding of customers' requirements and preferences. At the same time able to access customers' feedback information quickly. Thereafter, there is a possibility that companies and enterprises are able to provide customers with a personal service. Base on this background, establishing customers as the focus, the internet network as a vector carrier, personalized service has been pursuit by many companies as a characteristics and a model trend in the e-commerce industries. With a variety of electronic means, e-commerce business model for each specific customers can provide a full range of personalized services, and better access to and improve customer loyalty, revenue for the enterprise. This paper focus mainly in the era of the network should be how to manage the business customer loyalty, from all understand the causes of customer loyalty, with the Internet age, the characteristics of loyalty to the business development of electronic commerce in the training and management of customer loyalty encountered to deal with the difficulties of management strategy and the relevant principles to be followed.
Key words: customer loyalty, e-commerce, customer relationship management
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