电子商务英语课件8.ppt
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1、电子商务英语课件8Customer Relationship Management solutions help your customers feel in control by being able to access information when,where and how they want to.The result:they have more power,more choices and fewer reasons to turn to your competitors.8.0 Introduction 8.1.1 Segmentation Using Customer Be
2、haviorIn the physical world,businesses can sometimes create different experiences for customers in response to their needs.For example,a company might decide that its mission is to sell prepared meals to hungry customers.A given potential customer responds to hunger in different ways at different ti
3、mes.If a person is hungry in the morning but late for work,that person might drive through a fast food restaurant or grab a quick cup of coffee at the train station.Lunch might be a sandwich ordered and delivered to the office or it could require a nice restaurant if a client needs to be entertained
4、.Dinner could be at a restaurant with friends,take-out food from a neighborhood Chinese restaurant,or a delivered pizza.The point is that the same person requires different combinations of products and services depending on the occasion.In general,the creation of separate experiences for customers b
5、ased on their behavior is called customers behavioral segmentation.When based on things that happen at a specific time or occasion,behavioral segmentation is sometimes called occasion segmentation.Usually businesses that operate in the physical world can meet only one or a few of a customers differi
6、ng behavioral needs.For example,the Chinese restaurant mentioned earlier might offer dining room service and take-out service,but it probably would not offer a drive-through window or a morning coffee kiosk.Very few restaurants are able to offer everything from fast food through a five-course dinner
7、.In the online world it is much easier to design a single Web site that meets the needs of visitors who arrive in different behavioral modes.Thus,a Web site design can include all elements that appeal to different behavioral segments.Remember that a particular person might visit a particular Web sit
8、e at different times and might search for different interactions each time.Customizing visitor experiences to match the site usage behavior patterns of each visitor or type of visitor is called usage-based market segmentation.Researchers have begun to identify common patterns of behavior and to cate
9、gorize those behavior patterns.One set of categories that marketers use today includes browsers,buyers,and shoppers.(1).BrowsersSome visitors to a companys Web site are just surfing or browsing.Web sites intended to appeal to potential customers in this mode must offer them something that inspires t
10、heir interest.The site should include words that are likely to jog the memories of visitors and remind them of something they want to buy on the site.These key words are often called trigger words because they prompt a visitor to stay and investigate the products or services offered on the site.Link
11、s to explanations about the site or instructions for using the site can be particularly helpful to this type of customer.A site should include extra content related to the product or service the site sells.For example,a Web site that sells camping gear might offer reviews of popular camping destinat
12、ions with photos and online maps.Such content can keep a visitor who is in browser mode interested long enough to stay at the site and develop a favorable impression of the company.Once visitors have developed this favorable impression,they are more likely to buy on this visit or bookmark the site f
13、or a return visit.(2).Buyers Visitors who arrive in buyer mode are ready to make a purchase right away.The best thing a site can offer a buyer is certainty that nothing will get in the way of the purchase transaction.For visitors who first choose a product from a printed catalog,many Web sites inclu
14、de a text box on their home pages that allows visitors to enter the catalog item number.This places that item in the sites shopping cart and takes the buyer directly to the shopping cart page.A shopping cart is the part of a Web site that keeps track of selected items for purchase and automates the
15、purchasing process.The shopping cart page should offer a link that takes the visitor back into the shopping area of the site,but the primary goal is to get the buyer to the shopping cart as quickly as possible,even if the buyer is at the site for the first time.The shopping cart should allow the buy
16、er to create an account and log in after placing the item into the cart.To avoid placing barriers in the way of customers who want to buy,the site should not ask visitors to log in until they near the end of the shopping cart procedure.(3).Shoppers Perhaps the ultimate in shopping cart convenience i
17、s the 1-Click feature offered by A,which allows customers to purchase an item with a single click.Any items that a customer purchases using the 1-Click feature within a 90-minute time period are aggregated into one shipment.A has a patent on the 1-Click feature.Remember that a person might visit a W
18、eb site one day as a browser,and then return later as a shopper or a buyer.People do not retain behavioral categories from one visit to the next-even for the same Web site.Although many companies work with these three visitor modes,other researchers are exploring alternative models.Much of Web site
19、visitor behavior is not yet well understood.One study conducted by major consulting firm McKinsey&Company examined the online behavior of 50,000 active Internet users and identified six different groups.Following are the six behavior-based categories and their characteristic traits:Simplifiers are u
20、sers who like convenience.They are attracted by sites that make business easier,faster,or otherwise more efficient than what is possible in the physical world.Surfers use the Web to find information,explore new ideas,and shop.They like to be entertained,and they spend far more time on the Web than o
21、ther people.To attract Surfers,sites must offer a wide variety of content that is attractive,well displayed,and constantly updated.Bargainers are in search of a good deal.Although they make up less than 10 percent of the online population,they make up over half of all visitors to the eBay auction si
22、te.They enjoy searching for the best price or shipping terms and are willing to visit many sites to do that.Connectors use the Web to stay in touch with other people.They are intensive users of chat rooms,instant messaging services,electronic greeting card sites,and Web-based e-mail.Connectors tend
23、to be new to the Web,less likely than other people to purchase on the Web,and actively trying to learn what the Web has to offer them.Routiners return to the same sites over and over again.They usethe Web to obtain news,stock quotes,and other financial information.Routiners like the comfort of worki
24、ng with a user interface that they know well.Sportsters are similar to Routiners,but they tend to spend time on sports and entertainment sites rather than news and financial information sites.Since they view the Web as an entertainment vehicle,Sportsters are attracted by sites that are interactive a
25、nd attractive.Other research studies have identified similar sets of characteristics and groupings.Companies in different industries or lines of business identify somewhat different sets of characteristics and group their Web site visitors using different names.The challenge for Web businesses is to
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