网络营销策略:消费者行为黑箱与客户满意度

电子商务的快速发展给网络营销提供了商业平台,同时也要求网络营销采取面向客户关系、网络营销成本与风险管理以及提升客户满意度等方面的营销策略。在分析网络营销特性基础上,通过对消费者行为模式和购买过程以及消费者行为黑箱分析,提出了相应网络营销策略。最后指出,网络营销应结合传统营销策略、虚实结合、差异营销,“一对一”客户交流等措施,以提升网络客户满意度。

Cyber Marketing Strategy:Consumer Black Box and Customer Satisfaction

The e-business' rapid development provides a platform for cyber marketing and demands such strategies as facing customer relationship, cyber marketing cost and risk management in order to improve customer satisfaction. Based on the analysis of cyber marketing's feature, according to the analysis of customer behavior mode, purchase decision-making process and consumer black box, the article brings up correspondent cyber marketing strategy. Finally, it points out that cyber marketing should be combined with conventional marketing strategy, to improve cyber customer satisfaction by means of virtuality-realiry integration, diversity marketing and face-to-face customer communication.