Research On Promote The Customers' Loyalty Degree Of Burn Medicine B2C Online

With the gradual maturity of the Internet industry,the overall innovation of the hardware and software of internet condition as well as other network models combine with the internet and is becoming the acting point of all walks of life to break the bottleneck of their profits.“Internet + industry” not only creates conditions and opportunities for the shaping,steady and multiplied development of the industry itself,but also promotes the advancing of relative industries.Under this circumstance,many medical businesses begin to explore their business in electronic commerce,among which Burns Medicine is also one to search for new profit sources.Burns Medicine is an up-rising star exploring the medical treatment of skin disease and researching the skin care products in the way of traditional Chinese medicine.Since the founding of the company,it has been probing into new marketing models and has now established a unique mode of “undertaking the above scientific research units,uniting the medial network platforms,connecting the below medical organizations”.It relies on the medical institutes in technology,takes advantage of the network platform in marketing and pays close attention to the personal experience of the customers.During the marketing process,it focuses much on the recovery and satisfaction of the customers.Yet due to the repetitiveness and long-term efficacy of skin diseases,it is difficult to meet all of the customers' requirements in only one time or in a short period.The lack of word of mouth and customers' loyalty has also become main hindering factors of Burn Medicine's breaking through in making profits.The present study studies into the case of Burn Medicine Company,probes into the influence of E-commerce on modern medicine and attempts to find out a better mode for internet marketing.Firstly this thesis elaborates the present researching situation and results home and abroad of the internet customers' loyalty,as well as the background and problems of Burn Medicine Company's execution of the E-commerce marketing mode.At the beginning stage of carrying out B2 C,Burn Medicine adopted the website visual design and marketing mode of collecting customers and solved the problem of “website experience” by combining online and offline together.However,the exiting rate of the website customers still kept high,and their loyalty was also low.With the aim of solving this problem,the present study conducts the analysis under the two dimensions of behavior loyalty and attitude loyalty of the B2 C network customers,utilizes the RFM methodology to analyze the degree,classification and characteristics of behavior loyalty,adopts the Grey Cluster Analytic Method to analyze the degree,classification and characteristics of attitude loyalty,and lastly classifies the group loyalty on the basis of two-dimensional classification of behavior-and-attitude.The way to calculate index weight is Analytic Hierarchy Process,which is relatively subjective and thus feasible for the B2 C online stores to define the index weight in accordance with their own practical situations.As for the clients with low loyalty,this study designs the internet questionnaire and applies the KANO mode to analyze all the characteristics and the respective degrees of clients' satisfaction of the product and internet service of Burn Medicine,performing the quantitative analysis so as to figure out the reasons leading to the customers' low loyalty.After obtaining the segmentation results of the groups,aiming at clients of different types of loyalty,this thesis also raises respective suggestions for the improvement of products and strategies to elevate their loyalty,hoping to provide some reference in the aspects of marketing mode,managing mode,profiting mode as well as the products quality features for B2 C online stores to promote the customers' loyalty degree,and hence enhance the companies' performance.