l消费者行为与客户关系管理.ppt

思考：举例说明目标市场策略如何影响企业其他营销策略？ Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 3. 电子商务中的个性化，忠诚度，满意度和信任度 个性化：是指服务，产品以及广告内容和消费者偏好相匹配。这一匹配过程是基于企业对其消费者的了解，这种了解通常就是指客户资料。 忠诚度：在未来的一段时间里持续性重复购买或者支持一项偏爱的产品，服务的深度承诺，因此会引起重复新采购相同品牌或者相同品牌配置。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 信息质量： 内容准确性 内容更新 内容完整性 信息显示方式 系统质量： 隐私和安全 设计简洁 导航清晰 使用便捷 网页连贯性 服务质量： 适应性（账单和送货） 订单送达及时性 订单送达准确性 产品接收条件 政策或程序公平性 感情投入 消费者对网购满意度 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 信任度 Benevolence, integrity and ability Ability is that group of skills, competencies, and characteristics that enable a party to have influence within some specific domain. Benevolence is the extent to which a trustee is believed to want to do good to the trustor, aside from an egocentric profit motive. The relationship between integrity and trust involves the trustors perception that the trustee adheres to a set of principles that the trustor finds acceptable. An integrative model of organizational trust Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 电子商务信任度 对互联网销售商的信任 对互联网作为购物渠道的信任 对公司和受规章限制环境的信任 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 第五章 消费者行为与客户关系管理 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 5.1 消费者在线行为模型 5.2 电子商务模式下的消费者行为特点 5.3 网络消费者决策过程 5.4 市场细分与目标市场 5.5 中国的国家文化与消费者行为 5.6 客户关系管理与CRM软件 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 消费者在线行为模型 书上 Page129, figure 4-1 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 电子商务模式下的消费者行为特点 1. 消费市场更加细分化 在传统模式下，进行市场细分和市场定位