Regional Specialized Wholesale And Retail Mall Collaborative Customer Development Mode

Customer development affect mall traffic,then related to the long-term operation of mall.Now researches on customer development mainly focus on how enterprises develop distributors and how distributors develop customers,but the development of regional specialized wholesale and retail mall need collaborative effort under mall and distributors settled in the mall.The existing research can not form an effective guide to it.On the basis of horizontal issues,after an in-depth three years study on HB Mall,finding that HB mall have a more mature collaborative customer development system.Based on the definition of research topics,analysis of collaborative and management synergy theory,customer life cycle theory,customer segmentation theory and customer development literature,combined with HB mall collaborative customer development work,the study proposes collaborative customer development process and evaluation system theory framework of regional specialized wholesale and retail mall.This article uses standardized case study approach,taking HB mall as the research object,conducts the case study on HB mall collaborative customer development system and draws the relevant conclusions.The study finds that:(1)The customer development of regional specialized wholesale and retail mall need collaborative completion by the mall and distributors settled in the mall.During collaborative customer development,distributor is the most important impact,the main work related to the distributor.Mall is the object,which work is to guide and assist distributors.(2)The collaborative customer development process consists of knowing phase,exploration phase,expansion phase and commitment phase.The main work in the knowing phase is to collaborate to locate and attract target customers,deliver business information and learn developing knowledge.In the exploration phase,the task is to collaborate to rich brand categories,facilitate trading experience,make after-sales service better and learn transaction knowledge.In the expansion phase,the task is to collaborate to build customer profiles,build customer relationships and learn relationship knowledge.The task in the commitment phase is to collaborate to build a partner and spread corporate culture.(3)The collaborate customer development has a positive impact on the tangible performance and intangible performance of the mall,Specifically reflected in a jump in customer number,market share,satisfaction and loyalty of customer,also in distributors.Under the use of standardized case study approach,this article introduces collaborative theory to build collaborative customer process and effect evaluating system of regional specialized wholesale and retail mall,not only provides a new way of thinking for this area of research,but also provides a practical reference.there are also some shortcomings in the establishment of theoretical framework,selection of the case,collection and analysis of the data.The follow-up research can use multi-case study to broaden the research object and focus on micro-research.