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    5. 大師輕鬆讀 NO.923 經營電商更要懂顧客怎麼想

    大師輕鬆讀 NO.923 經營電商更要懂顧客怎麼想

    5.0分,2 ratings
    Publisher 大師輕鬆讀 /大師輕鬆讀股份有限公司
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    2023/05/31
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    NO.923 經營電商更要懂顧客怎麼想|中英對照
    The Soul of the New Consumer
    The Attitudes, Behaviors and Preferences of E-Customers

    原書作者:蘿莉.溫德姆(Laurie Windham)、肯.歐頓(Ken Orton)

    ★《出版者周刊》等媒體好評推薦
    ★亞馬遜網路書店排行榜暢銷書
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    重點導讀 經營電商更要懂顧客怎麼想
    企業必須將電子商務發展視為設計新產品或服務的方式,理解新消費者的需求和偏好。將顧客的回饋融入策略當中,才可能開發出更好的服務。

    Chapter 1 誰是「新消費者」?
    新一代消費者透過網路,擁有比以往任何時代更多的選擇。因此,他們知道得更多、行動更果斷,並且比以往任何時候更不受地理限制。

    Chapter 2 6大新興網路顧客市場區隔
    網路顧客逐漸將自己劃分為6個獨特的市場區隔:
    1 講究便利性的消費者
    2 對價格敏感的消費者
    3 貨比三家的消費者
    4 忠於品牌的消費者
    5 專注型消費者
    6 厭惡店面購物的消費者

    Chapter 3 網路世界的顧客忠誠度
    新一代消費者認為電子商務必須透過提供某種驚人的報價才能「贏得」他們的生意,因而創造了無法持續的期望。因此,所有電子商務面臨的挑戰,是找到一種不涉及價格激勵的有效方法,促使消費者再次惠顧。

    Chapter 4 關於顧客隱私的真實顧慮
    電子商務成長的主要挑戰──從消費者的角度來看──是他們個人資料的隱私以及避免這些資料被基進的網路行銷人士利用。愈來愈多消費者將要求對所有機密資訊的使用具有完全控制權。

    Chapter 5 提升網路顧客的體驗
    阻礙電子商務市場持續成長與擴張的最大障礙,是有以下情況的電子商務:
    1 產品缺貨,卻未能立即通知。
    2 網站速度緩慢。
    3 使用不可靠的貨運公司。
    4 花很長時間回應客服問題。
    5 在網路上不容易購買。
    6 擁有不切實際的退貨政策。

    Chapter 6 網路對其他消費者偏好的影響
    隨著消費者在網路上進行愈來愈多的交易,現有的銷售管道承擔的業務逐漸減少。然而,仍有一些產業在網購方面存在明顯不利的因素。在這些情況下,提供一個網購的替代方案可能是很好的商業機會。

    Chapter 7 企業型網路顧客概述
    企業型網路顧客(代表公司在網路購買產品和服務的人)是另一個重要的市場區隔。企業型網路顧客希望:
    • 網站與傳統系統無縫接軌。
    • 自動化且精密的採購流程。
    • 必要時能夠與真人互動。

    Chapter 8 發展電子商務策略
    將發展電子商務視為設計新產品或服務的方式,把對新消費者需求和偏好的理解納入考量。透過直接將顧客回饋融入策略當中,可以開發出更好的服務。

    Chapter 9 電子商務發展浪潮
    隨著最近大眾和較落後的人開始在網路上活動,最成功的公司將是那些具備全球思惟(服務國際市場),但採取在地行動,使網站體驗滿足個別消費者需求的企業。

    延伸閱讀 別讓客戶不開心
    事業成功的關鍵歸結於你有沒有能力。持續發掘一個關鍵問題的答案:「人們究竟喜歡什麼?」,只要你每個禮拜持續回答這個問題,並根據客戶喜好調整你的業務,你便能找到成功的待客之道。
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    Released
    2023/05/31
    Language
    Traditional Chinese
    File format
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    大師輕鬆讀

    忠誠度

    顧客體驗

    電子商務

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    大師輕鬆讀 NO.1024 創意加速度

    大師輕鬆讀 NO.1023 雙贏職場

    大師輕鬆讀 NO.1022 要富不要稅

    大師輕鬆讀 NO.1021 不說廢話的網路創業指南

    大師輕鬆讀 NO.1020 21招練出領導魅力

    大師輕鬆讀 NO.1019 致富其實很簡單

    大師輕鬆讀 NO.1018 GTM進入市場全攻略

    大師輕鬆讀 NO.1017 原始碼

    大師輕鬆讀 NO.1016 向上管理

    大師輕鬆讀 NO.1015 預測企業未來

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