淘宝网店的客户关系管理研究.pdfVIP

摘要 随着互联网的飞速发展和日益激烈的市场竞争，以客户为中心已成为越来越多企业推 崇的经营理念，而客户关系管理在企业发展过程中也扮演着越来越重要的角色。电子商务 作为近年发展最为迅速的行业之一，针对其客户关系管理的研究一直受到各界的关注。在 这些研究当中，成果主要是以企业或电子商务平台为具体的研究对象，而面向C2C 模式下 网络零售店的成果却并不丰富。作为电子商务中主导长尾的C2C 网店，虽然在单体的经济 规模和产品规模中不及具有企业背景的B2C 网店或平台，貌似缺乏研究的价值，但正因为 其经济及人员实力不足，优秀、独特的客户关系管理策略反而能使其突围而出，壮大规模， 并逐步从C2C 向B2C 发展。 为此，本文在查阅大量文献资料的基础上，采用案例法及实证研究等多种方法，对客 户关系管理、电子客户关系管理及网络营销等相关理论进行梳理，以国内最大的C2C 平台 淘宝网为例，对淘宝网店的客户关系管理进入深入的分析，归纳出其客户关系管理的特点， 并在此基础上整理出淘宝网店的客户关系管理构成，从而得出适用于其中的实施策略，望 能为广大C2C 网店经营者提供一些思路和借鉴。 关键词：客户关系管理 C2C 电子客户关系管理 淘宝网店 I 万方数据 Abstract With the great development on Internet and increasingly fierce market competition, customer relationship management (CRM) plays the more and more important role in the enterprises which approve the idea of customer-centric. The researches around CRM on E-commerce, which as one of the industry grows fastest, are pay great attention by many researchers and entrepreneur, but there’s only few research about online-retailers of C2C. The C2C online-retailer which as the long tail in E-Commerce, are although far behind the B2C’s with enterprise background while comparing in singular economic scale and product scale, that it is likely to have less value for research; however, due to the lacking power in terms of its economy and people, the outstanding and unique customer relationship management strategies could stand out and enlarge the scale, enabling the gradual development from C2C to B2C. For this purpose, this study which based on poring over the literatures will tease the theory and idea of CRM, e-