浅谈如何维护网店老客户.docVIP

PAGE 3 工商管理专业 毕业论文 题目：浅谈如何维护网店老客户 作者： 二零一三年五月 摘 要 随着中国市场经济和互联网的不断深化，商业竞争日趋激烈，网店老客户作为最具活力、最具发展前景、最具收益的战略资源，成为企业参与竞争和谋求发展非常重要的因素。网店老客户是企业最重要的竞争资源。本文通过定量调查、定性分析等方式对互联网企业对网店老客户的挖掘、培养、维护等问题进行了调查分析，认为互联网企业在网店老客户管理方面仍处于传统初期阶段，专业管理团队专业性不强，企业重视度不足，维护链资金投入不足，且缺乏有效的激励机制。导致的原因有互联网企业对老客户管理重视程度不够，加上受传统实体行业的影响，互联网营销的目标不清，各种管理手段效果不佳。要解决这一问题，不仅要提高认识，而且要不断完善专业售后管理的体系，在营销方式、目标战略和企业文化建设等方面下功夫。 关键词：互联网；客户忠诚；淘宝；沟通技巧 目 录 TOC \o 1-3 \h \z \u 一、引言···························································· 1 二、 什么是客户忠诚 ·················································1 三、客户忠诚对淘宝网店的重要性·······································1 （一）对网店的影响················································1 （二）对客户的影响················································2 四、淘宝网店客户忠诚度分析···········································2 五、提高客户忠诚度的对策·············································2 （一）重视客户忠诚度··············································2 （二）真心推荐····················································3 （三）敢于承诺承诺················································3 （四）货品包装认真················································3 （五）具备沟通技巧················································4 （六）礼物情结····················································4 （七）售后服务····················································4 （八）顾客记录····················································5 六、总结·····························································5 参考文献：····························································5 PAGE PAGE 1 PAGE PAGE 1 一、引言 在实体商品销售中，客户忠诚度是保持客户，提高销售的一个关键，网店也不例外。随着互联网的发展，如今上网购物已经成为了时代的潮流，在淘宝网，网店越来越多，网店的增加，增加了客户选择的机会，因此培养客户的忠诚度也就显得更加重要了，提高客户对淘宝店的客户忠诚度也是每个淘宝卖家所关注的问题。结合笔者做淘宝的经验，在对淘宝客户忠诚度分析的基础上，提出了一些提供客户忠诚度的建议，希望能对其他淘宝卖家有一定的借鉴。 二、 什么是客户忠诚 客户忠诚是指客户对企业的产品或服务的依恋或爱慕的感情，它主要通过客户的情感忠诚、行为忠诚和意识忠诚表现出来。其中情感忠诚表现为客户对企业的理念、行为和视觉形象的高度认同和满意；行为忠诚表现为客户再次消费时对企业的产品和服务的重复购买行为；意识忠诚则表现为客户做出的对企业的产品和服务的未来消费意向。这样，由情感、行为和意识三个方面组成的客户忠诚营销理论，着重于对客户行为趋向的评价，通过这种评价活动的开展，反映企业在未来经营活动中的竞争优势。 建立客户忠诚是实现持续