| With the popularization of computers, e-commerce got a rapid development, primarily to B2C, C2C models, but after a period of rapid development, these two models encountered in the bottleneck of development, this study attempts to using the website operators and the viewpoint of customers face to explore the characteristics after the catalyst through the Internet, a comprehensive customer relationship management system should contain. In addition, the research and tried to use the characteristics of the network book store business, physical and network co-exist and pure Net Style Enterprises as well as the related basic environment of China and the United States affect this several variables, to explore in every levels, the same and differences by using customer relationship management, in order to provide the reference for industry and researchers to do follow-up analysis and comparison.Academic, customer relationship management and more countries from the United States and other e-commerce, Its concepts and theories can migrate to other countries and cultural environment remains to be tested. B2C e-commerce-based mechanism of the formation of customer loyalty, Domestic science and empirical studies are rare,Many studies are only based on lessons learned and preliminary investigation of the perceptual judgments, Therefore, The existing research results from abroad, In the context of Chinese culture scientific study of the formation mechanism of the network and driv-e customer loyalty factor, Summed up the network in the context of general consumer law loyal behavior, The online bookstore industry to develop the right marketing strategy and promote the prosperity and development of sh-opping the market of great significance.In the instance of the use of comparison and analysis of the final dra-w, online bookstore, Making customer relationship management industry sho-uld consider the impact of factors:Instant and Personalized service is the biggest key to attract customers; Uninterrupted; customer service should be- push-type, rather than passively wait for customers to use; Recognition m-echanism and real-time response system, win the customer trust and a sen-se of security is an important mechanism; Customers really want is inform-ation, not data, Good search engine and classification mechanism is the k-ey; Part of the physical properties brought about by the"customer experience"yet can not be replaced by the network;Physical and network co-exist with pure web-based enterprises in customer relationship management arising from the different points; Physical and network co-exist more use of strategic alliances or business activities organized way to attract customers attention and re-enhance the customer's impression. |
