Internet-based Customer Service Strategy Research

Since 1990s, with the development of the information technology and application of the Internet in the world, a new-type of marketing that combines Internet technology with marketing together — — the cybermarketing arises. It becomes a current, even future, great and new developing trend in the field of marketing, and causes the attention of a great deal of scholars and enterprises. It has been put into the study course of the latest " marketing management "by professor Philip Kotler, and it has been practised by a lot of domestic and international enterprises with strategic vision. The so-called cybermarketing means a kind of marketing that the enterprises or the sellers realize the goal of marketing through the Internet,the communication of the computer and the function of the digital interactive media, and someone calls it online marketing too. The cybermarketing is not only the application of a kind of technological means, but also an idea revolution. The global Internet technology represented by Internet and electronic data interchange has had been greatly developed. It has changed people's life, work,study and the way of communication, and also makes the traditional commercial activities changed enormously. The cybermarketing is a new thing that is created by the development of the Internet technology and the change of the society in information age, and it will become a main kind of marketing in the 21st century. In a great deal of subjects involved in the cybermarketing, why I choose this subject of customer service is that the core of cybermarketing and that of traditional marketing are unanimous, namely all for realizing exchanging. Therefore, if enterprises want to be successful in cybermarketing, they should be customer-oriented. The customer is the foundation of cybermarketing, and the foundation of cybermarketing is to understands, attracts and keeps consumers, only in this way, enterprises could survive and develop. If enterprises want to attract and keep the customers, then they should offer more value to customers. Through this way they can promote the customer's satisfaction and loyalty, and the service is the essential means to realize this purpose. On one hand, the homogeneity of the products is remarkable day by day, so the service becomes one of the sources of most important difference and the uniqueness. Offering good service is the marrow to implement the customer-oriented strategy. On the other hand, as a new-type marketing media, Internet has a kind of characteristic, namely two-way and interdynamic, so the method that can play this kind of characteristic most is online customer service. The characteristic of interdynamic makes the online customers have the initiative of consuming, and the individualized trend of online consumers' demand is remarkable day by day. As to this, enterprises will take full advantage of the interdynamic and flexible and swift of the Internet in the cybermarketing, and offer good customer service through implementing the interactive marketing strategy, this is exactly key point that cybermarketing succeeds. The basic tools of the online customer service contain E-mail,virtual community of Internet,FAQ and so on. On this basis, enterprises should go still one step further, set up customer's database, carry on the customer relationship management, and implement one-to-one marketing service, so can satisfy the online customers' individualized demand better. Through offering high-efficient and high-quality services to online customers, enterprises could obtain the competition advantage in the fierce competition of online selling, thus succeed in implementing the cybermarketing. According to present various kinds of documents and materials, the research to this subject of customer service in the cybermarketing is still actually rare. This subject has theoretical research value and important practice directive significance, so I select this subject to researchThe research approach of this subject includes the analysis of theory,following up dynamically,a...