网络零售中顾客关系营销策略研究.docVIP

网络零售中的顾客关系营销策略研究 目录 摘要 1 Abstract 2 一、网络营销和顾客关系营销相关概念 3 （一）网络营销的定义 3 （二）顾客关系营销的定义 3 （三）顾客关系营销的层次 3 二、网络零售中顾客关系营销存在的问题 3 （一）竞争意识不强，顾客关系营销认识不清 4 （二）盲目建立“客户关系”，无限度承诺 4 （三）网络利用率不高，销售策略水平低 4 三、存在上述问题的原因分析 5 （一）缺乏顾客关系销售中的服务理念 5 （二）网络虚拟的购物空间，诚信不足 6 四、完善顾客关系营销的对策 7 （一）大力提升网络信用，树立网络诚信现念 7 （二）制定有效的客户关系管理方案 8 （三）充分利用数据库，进行顾客数据库管理 8 （四）开展一对一定制营销，推行个性化服务 9 （五）保持紧密，做顾客终身伙伴 9 五、结论 9 参 考 文 献 10 谢辞 11 摘要 所谓关系营销，是指从系统、整体的观点出发，对企业生产经营活动中涉及的各种关系加以整合、利用，来构建一个和谐的关系网，并以此为基础展开的营销活动。好的销售策略，将极大的增加顾客的忠诚度，拉近商家与顾客之间的关系，从而推动销售额的上升；而不当的销售策略，不仅不能拉到销售额的上升，反而会因此流失大量客户。 近年来随着电子商务在B2B、B2C领域不断的发展，顾客关系营销被摆到了电子商务发展的一个新的战略高度。本文先对网络营销和顾客关系营销相关概念进行而来概述，然后归纳了我国网络零售中的顾客关系营销的现状及存在问题，针对现状问题进行了原因分析，文章最后在前面问题的基础上给出了我国网络零售中的顾客关系营销的相关发展对策。 关键词：网络营销；顾客关系营销；策略 Abstract The so-called relationship marketing, is starting from the overall point of view, the system, the various relationships involved in enterprise production and operating activities to integrate, use, to build a harmonious relationship, and based on the marketing activities. A good marketing strategy, will greatly increase the customer loyalty, the close relationship between businesses and customers, so as to promote the sales rise; but improper marketing strategy, not only can not pull to the sales rise, but will therefore lose many customers. In recent years, with the electronic commerce in B2B and B2C field continual development, customer relationship marketing were placed in electronic commerce development of a new strategic height. This paper points out that the start of this topic research purpose, significance and the domestic and foreign research status; Next to the network marketing and customer relationship marketing related concept and to outline, the third chapter summarizes the retail customer relationship in our network of marketing of present situation and problems in the fourth chapter in view of the present situation problems on the cause analysis, finally problems in front is presented on the basis of Chinas network of retail customer