Customer Relationship Management Of ECommerce Web Site

Customers are the ultimate elements of all business ploys to enterprises, and customerrelationship management (CRM) directly affects their competitiveness. Based on investigatingand collecting an amount of reference literature and combined with the development status ofrelated websites all over the world, the principles, strategies, methods and processes which to manage the CRM systems of Ecommerce websites are studied thoroughly and systemically in this thesis. The main Contents are summarized as follows:(1) Related theory to ecommerce. After the basic knowledge and application background involved introduced briefly in chapter 2, the ecommerce market system is analyzed detailedly by divided it into two parts: core market system and macro-environment. The former comprises the end market, intermediation, competition and supplier, and the macro-environment of EC markets is involved with a series of elements such as economic, politics, law, technique, finance and culture.(2) Theory related to CRM. After the definition of CRM in chapter 3 and discussed the characteristic of eCRM introduced briefly, an in-depth study of the differences and relations is made through comparing the conception and features of customer satisfaction with those of customer loyalty. Then a deep investigation on customer Lifetime Value (CLV) is processed quantitatively through building customer lifetime value model, subdividing customer value and customer costs and calculating the CLV of objective customers. Finally some analyses of CRM strategies are presented on the former basis.(3) The marketing managements of EC websites. The discuss and study to marketing managements of EC websites is the emphasis of this article, and the analyses are expanded through the four-Ps managements such as product, price, place and promotions. Main principles, strategies and methods of EC marketing management are discussed penetratingly based on the theory of marketing and the experience of related successful or failed companies, some new marketing viewpoints, innovation methods and developing trends are put forward finally.(4) The sales force management of EC websites. How to establish an effective purchase-guiding or purchase-helping system is discussed at first, then the definition, main function and trend of Sales Force Automation (SFA), together with the sales funnel is investigated thoroughly.(5) The service management and technology support. This part included definition and characteristic of service, combination of service marketing, service quality model, and some technique such as call center/contact center and data warehouse.