耐克公司电子商务环境下顾客忠诚度的培养.docVIP

PAGE 19 PAGE 19 1 耐克公司电子商务环境下顾客忠诚度的培养 内 容 摘 要 随着互联网的发展与科技的进步，人们的需求升级促进了电子商务的蓬勃发展。传统的销售与贸易环境，因为电子化业务的产生，发生了许多变化。为应对这一变化，企业考虑如何在电子商务环境中占据一席之地，则十分必要。因此，本文的研究电子商务与顾客忠诚度的关系，并以耐克公司为例分析了其客户忠诚度的现状以及客户忠诚度培养中存在的电商产品问题、线上投诉问题、企业文化局限性、品牌形象、网络销售溢价等问题。 针对耐克线上培养客户忠诚度所存在的问题，本文结合“清华顾客满意度指数模型”(Tsinghua Customer Satisfaction Index model，后文缩写为CCSI)，提出了相应的优化思路，以提高客户忠诚度，提高企业竞争力，达到新时期企业发展的目标。具体的培养顾客忠诚度对策如下：通过对电商产品质量与价格管控，提高顾客的满意度，并给予顾客超预期的感知质量；将线上销售与线下门店相结合，增强对售后服务以及投诉处理的跟进；提高顾客转化品牌所需的成本，根据顾客需求进行产品细分，尽可能的降低顾客消费成本以提高转化成本；利用Nike成熟的网络社区对企业文化进行宣传，并加强与顾客的沟通，深入了解客户的需求以及充分解决客户的问题；为耐克公司在培养顾客忠诚度提出部分建议。 关键词：电子商务；顾客忠诚度；耐克公司 The Cultivation of Customer Loyalty Under the E-Commerce Environment of Nike Company Abstract With the development of Internet and the progress of science and technology, the upgrading of peoples demand promotes the vigorous development of e-commerce. The traditional sales and trade environment, because of the emergence of electronic business, has changed a lot. In order to cope with this change, it is necessary for enterprises to consider how to occupy a place in the e-commerce environment. Therefore, this paper studies the relationship between e-commerce and customer loyalty, and takes Nike Company as an example to analyze the current situation of customer loyalty, as well as the problems of e-commerce products, online complaints, corporate culture limitations, brand image, online sales premium and so on. In view of the problems existing in the cultivation of customer loyalty on Nike online, this paper proposes the corresponding optimization ideas based on‘the Tsinghua customer satisfaction index model’(Abbreviated as CCSI) , in order to improve customer loyalty, enhance the competitiveness of enterprises, and achieve the goal of enterprise development in the new era. The specific measures to cultivate customer loyalty are as follows: improve customer satisfaction and give customers unexpected perceived quality by controlling the quality and price of e-commerce products;