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Assignment代写:亚马逊信息系统策略研究

时间:2018-05-16 09:18来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
Amazon现在已经成为提供世界上最多样化产品的在线零售商。亚马逊致力于成为世界上最具“客户至上”的公司,使其客户能够在公司网站上找到并发现他们想要的任何东西,并努力为客户提供价格最低的产品。尽管亚马逊现在是世界上最大的在线零售商之一,但随着互联网2.0时代的到来和许多强大的竞争者如阿里巴巴、易趣网、亚马逊的出现,亚马逊在其发展中面临着一些挑战。由于在线购物中的顾客转换成本较低,消费者往往不集中在单一网站购物,亚马逊如何保持顾客忠诚度,让消费者在亚马逊上花费很长时间是一个巨大的挑战。正如图1所示,随着顾客对某些产品的忠诚度的提高,消费者也将增加在线产品上的花费,这对于电子商务企业的盈利能力非常重要。虽然亚马逊一直坚持以客户为中心的战略,但随着竞争的加剧,过去的策略还不足以应对挑战,亚马逊在Amazon推广单一时间消费并不重要,而是要保持一个长期的关系。MeS和Amazon,以满足消费者的需求,增加消费者的忠诚度。基于此,亚马逊开始进行营销策略升级,基于关系营销的4R营销策略是其未来营销策略的选择之一。
 
1.0 Introduction 简介
 
Figure 1 Customer life-cycle economics in e-commerce (Reichheld and Schefter, 2000)
 
Amazon has now become the online retailer that provides the most diversified products in the world (Faulds, Mangold, Raju and Valsala, 2018). Amazon strives to be the most "customer-focused" company in the world, enabling its customers to find and discover whatever they want on the company's website, and it works hard to provide customers with products with the lowest prices (Farah and Ramadan, 2017). Although Amazon is now one of the largest online retailers in the world, with the advent of the Internet 2.0 era and the emergence of many powerful competitors such as Alibaba, eBay, Amazon faces some challenges in its development (Kumar, 2017). Because there are low customer switching costs in online shopping, consumers tend not to concentrate on shopping at a single website, how Amazon maintains customer loyalty to allow consumers to spend long on Amazon is a big challenge. As it was shown in Figure 1 that with the improvement of customer loyalty towards certain products, consumers will also increase the amount of money spent on the products online, which is very important for the profitability of e-commerce business. Although Amazon has always insisted on customer-centric strategy, as the competition intensifies, the past strategy is not enough to meet the challenge, it is not important for Amazon to promote consumers’ a single time consumption in Amazon, but to maintain a long-term relationship between consumers and Amazon, so as to meet the needs of consumers to increase consumer loyalty. Based on this, Amazon starts a marketing strategy upgrade, 4R marketing strategy based on relationship marketing is one of the options of its future marketing strategy.(责任编辑:cinq)


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