文档介绍：题目: 中国网店顾客流失研究

摘要
网店顾名思议就是网上开的店铺,作为电子商务的一种形式,是一种能够让人们在浏览的同时进行实际购买,并且通过各种支付手段进行支付完成交易全过程的网站。我国网店尚处于刚刚发展阶段,存在着诸多问题,进而导致顾客流失现象尤为严重。本文采用文献综述法和案例分析法对网店顾客流失的原因及顾客的保持做了分析研究。首先,介绍了网店的历史发展及其现状,即顾客流失现状;其次,论文进行了对案例的分析并找出顾客流失的原因,得出顾客对服务质量不满、店铺营销手段缺乏吸引力、竞争对手夺走客户、重“新顾客”轻“老客户”等问题都会在不同程度造成网店顾客的流失。最后,针对几种常见的顾客流失的原因提出了解决问题的对策。
关键词:网店,顾客流失,顾客保持
The research of China's online customers loss of customers and keep strategy
Abstract: It is publically believed that shops online is a form of merce field as consumers can purchase what they want after getting information of the product. As a matter of fact, the phenomenon that loads of shops on online lost their markets due to the fact that the online purchasing system in China has not been developed significantly. This paper analyzes the main reasons of losing market of online shops as well as plans the strategies keeping market for them. At first, the current development status of web shops is discussed as the start of the paper. Then, the reasons of customer defection are also introduced based on exact cases. Consequently, the dissatisfaction of consumers, lack of marketing strategies, competitors and more attention on VIP consumers reduce the amount of customers to some extend. Lastly, some strategies toward these problems are introduced at the end of the easy.

Keywords: online-shop,the customer drains, keeping strategy
目录
一、引言 1
二、中国网店的发展历史及其现状 1
(一)网店的产生及发展 1
(二)网店的现状 2
(三)网店存在的问题 2
三、网店顾客流失的原因 2
(一)顾客忠诚对网店的重要作用 2
3
3
3
3
(二)网店顾客流失的主要原因 3
3
4
4
5
5
“新顾客”,轻“老顾客” 5
四、案例分析 5
(一)燕莎运动专营店概况 5
(二)顾客流失的原因分析 7
五、减少网店顾客流失的顾客保持策略 8
(一)积极寻找好的货源 8
(二)制定吸引顾客的新奇策略 9
(三)建立顾客让渡价值系统 10
(四)保证优质的服务质量 10
(五)开展积极有效的促销活动 10
(六)增加售后服务的感情投入 11
六、结束语 11
参考文献 13
一、引言
20世纪90年代以来,随着互联网以及各项相关技术的日趋成熟,电子商务在社会经济领域得到了广泛应用。网店作为电子商务的一种形式,以其快捷、时尚的特点吸引了越来越多的消费者。近年来,开网店的人越来越多。据某著名C2C网站统计,去年9月以来,每个