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The e-business' rapid development provides a platform for cyber marketing and demands such strategies as facing customer relationship, cyber marketing cost and risk management in order to improve customer satisfaction. Based on the analysis of cyber marketing's feature, according to the analysis of customer behavior mode, purchase decision-making process and consumer black box, the article brings up correspondent cyber marketing strategy. Finally, it points out that cyber marketing should be... The e-business' rapid development provides a platform for cyber marketing and demands such strategies as facing customer relationship, cyber marketing cost and risk management in order to improve customer satisfaction. Based on the analysis of cyber marketing's feature, according to the analysis of customer behavior mode, purchase decision-making process and consumer black box, the article brings up correspondent cyber marketing strategy. Finally, it points out that cyber marketing should be combined with conventional marketing strategy, to improve cyber customer satisfaction by means of virtuality-realiry integration, diversity marketing and face-to-face customer communication. 电子商务的快速发展给网络营销提供了商业平台,同时也要求网络营销采取面向客户关系、网络营销成本与风险管理以及提升客户满意度等方面的营销策略。在分析网络营销特性基础上,通过对消费者行为模式和购买过程以及消费者行为黑箱分析,提出了相应网络营销策略。最后指出,网络营销应结合传统营销策略、虚实结合、差异营销,“一对一”客户交流等措施,以提升网络客户满意度。 The key factor of an enterprise's existence and development is to provide good product and service for customers. Therefore, the basic development tendency of an enterprise is the construction of management concept and model of facing customers. The article tries to discuss the human resource management model of facing customers and its construction from the viewpoint of human resource management. 为顾客提供良好的产品和服务是企业生存和发展的关键,因此,企业构建"面向顾客"的管理理念和管理模式是企业管理发展的基本趋势。本文试图从人力资源管理的角度探讨直接面向顾客的人力资源管理模式及其构建。 In the fast-developing tourism electronic business, e-commerce in travel services, especially B2C network promotion facing customers, is not in good financial shape. An important factor leading to this situation is that the present products on the net do not possess superiority in terms of net promotion. It only takes effect of limited publicity. The paper makes an analysis of common product tactics based on internet, compares the network promotional characteristics of several main tourism products, offers... In the fast-developing tourism electronic business, e-commerce in travel services, especially B2C network promotion facing customers, is not in good financial shape. An important factor leading to this situation is that the present products on the net do not possess superiority in terms of net promotion. It only takes effect of limited publicity. The paper makes an analysis of common product tactics based on internet, compares the network promotional characteristics of several main tourism products, offers some designing views of products based on internet. It also discusses some major tactics of products design on internet for travel services. 在迅猛发展的旅游电子商务中,旅行社电子商务,特别是面对顾客的B2C网络营销却境况不佳,造成这种局面的一个重要因素便是,旅行社目前仅停留在将现有产品上网,而这些产品并不具备网络营销的优势。本文分析了基于互联网的一般产品策略,比较了几类主要旅游产品的网络营销特性,提出了旅行社基于互联网的产品设计观点,探讨了旅行社基于互联网产品设计的几种主要策略。
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