基于产品维度的零售电商客户强关系建设--以某化妆品零售电商为例

摘要

Marketing relationship (very w eak relationship) is the m ost difficult issue for E-business retailers w ho are com m only facing to. T rying to build up an engaging relationship (very strong relationship ) is a right w ay to solve the problem . T aking a cosm etics E-business retailer as an exam ple, it starts from the m arket survey on defining the target consum ers. Focusing on product dim ension and the indicators of engaging relationship, it explains w hy and how to build up an engaging relationship on reform of the organization structure,control of SK U ,supply channel,screening by trial usage,and advertising context.%客户弱关系困境是电子商务中众多平台内零售电商共同面临的最大问题。以某化妆品平台零售电商企业为例，从目标客户人群调查着手，确定平台内模式的化妆品电商在强客户关系建设中的目标客户人群。从产品维度和客户强关系衡量指标及提升“权威信赖”得分的角度，提出组织架构创新、SK U 控制、选品渠道、试用筛选、产品表达页面等客户强关系建设方案，以强化平台内模式化妆品电商客户强关系建设。