淘宝公司总论、英文版

Contents1. Introduction22. Customer segment for Taobao32.1 Customer segment32.2 Core customer53. Service process53.1 The nature of service process53.2 Process environment63.3 Service delivery64. Evaluation of customer perceived value74.1 Customer expectation74.2 Customer satisfaction95. Performance measurement of Taobao95.1 The evaluation of marketing95.2 The evaluation of operation116. Service strategy for Taobao136.1 Strategic objectives136.2 Service concept146.3 Performance objective157. Conclusion168. Reference16IntroductionAlibaba group, which was founded in 2003, it is become taobaos top C2C and B2C platform in China. In 2010, it is Chinas biggest online retail market. Alipay, founded in 2004, is leading third-party online payment platform, its the biggest of all in China market share. Taobao mall expand the taobaos B2C platform and supplement the C2C market, it makes the company get higher profits. In China, with the Internet users increase fast, more consumers to start using rivals of e-commerce sites in business-to-consumer market.According to our study the service operation management and help taobao service process to effective transfer value, improve the problems existing in marketing and service operations. Developing taobaos B2C platform, give it to create an effective service strategy, into Chinas new online market. Customer segment for Taobao Customer segment Market based on subdivision variables, customer into different groups, each group using similar marketing tool. Demographic segmentationThe young man shopping on taobao majority, currently taobao shopping users are present young trend. 16 and 32 users than 83% of shopping online, become as the absolute main army crowd. People often think online shopping user predominantly female, while the data shows that men online shopping users than women, 10 per cent higher proportion than women generally consumption amount. On taobao shopping crowd most is the white-collar, often use the computer. They have a certain cultural degree, like shopping, but I have no time to buy. Online shopping can save a lot of time. In addition, online shopping is more economical save than ordinary shopping, and products price are cheaper. So, income is not very rich people can choose to buy on the net, saving money, thus buy want to buy products. Psychographic segmentationOnline shopping in global was welcome, everyone more and more like and habits online shopping online shopping, feeling relaxed and the receipt of the goods of surprises. u Global cultural diversity to bring strong consumer grade fusion, peoples consumption idea was strongly impact. Especially the young to cultural oriented product have a strong desire to buy. u Modern consumer rich imagination like innovation, have intense curiosity. Commodity practical value more should highlight. In taobao innovative products have many, very personalized. u Pursuit is convenient, fast. Shopping is more important in real-time, convenient, e-commerce is also. u Consumers need to be informed of the latest goods in commodities in dragons, very much, martini, also have a lot of goods is in real life rarely see and to buy. Behavioral segmentationu Consumers of information collection mainly from individuals, business and public channel. By spending levels of different consumers, the Internet is keen to buy consciousness mostly, always leads the consumption trend. u Advertising for consumers first impressions are very important. u Consumers in the preliminary decision would choose some after the low price, at this moment, try to purchase products shopkeepers dont disappointed, provide them with good service, the constant consumption will get more orders. u First of all, online buyers rational motivation accounts for a bigger chunk of consumers have enough time to carefully commodity performance, quality, price and appearance, calmly make your choice. Secondly, online purchase decision by the external influence small, has certain limitation, scope of online shopping decision-making behavior than traditional purchase decisions more quickly. u Commodity price, quality and services to consumers imagine, consumers will feel about the psychological satisfaction, otherwise will produce bored psychology, for consumers buy evaluation of dissatisfaction out heart provides a set of very good channel. (Market nets, 2010-6-15)Core customerTaobaos core customer is usually will go online and often use computers, like shopping, have certain cultural level, the job is busy, young people, the white-collar, etc. This kind of man is the treasure, they like supporters, advocates, shopping on the Internet to use taobao. Their job is busy, have no time to go out shopping, but like shopping, through often contact computer on taobao, choose to purchase goods, produce long-term revenue stream and taobao, than the other customer consumption more, can provide it with actively word-of-mouth publicity to help provide services, increase income and taobao, lower operating costs, are willing to pay for the extra price. Tolerance, and endure are the core of taobao can be changed into customer. Because they wont generate additional to service the excessive demands and are easy to deal with. Therefore, in order to clean out treasure to provide long-term high value financial flow such people become its core customers. Service processThe nature of service processTaobao service process is including front office process and back office process. It is the nature of the service process to help customers online is more perfect taobao shopping security, stability and reliability. The nature of the service process taobao in delivering its main characteristics of the service value is to meet the customers expectations, maintain the consistency of service delivery. Through the perfect its service process, make its service process standardization. According to its appropriate taobao service level, make its service target the effective management of the resource usage. So its service process to help it pass more value, this service process properties attract taobao more customers consumption.Process environment Taobao service process in front office process and back office process to provide customers with the classification and packaging, through the logistics center delivery, payment platform will turn income to the sellers account, refund issues and replenishment shopping environment and good online, make customer trust to purchase. Good process environment to attract customers buy more, adding more customers. Taobao provide perfect service mechanism, more security customer shopping. So customers through their purchasing experience shopping behavior and online, the more confidence and more and more on taobao purchase. Service deliveryProduct introductionOnline answer, product some skills parameters Type of paymentAfter-sales serviceProduct qualityDelivery timeTaobao service process chain is first introduced the quality of the product with the customer, then is the online answer customers problem, then customer according to your own purchase choose appropriate payment, vendors provide after-sales service, help customers to ensure that the quality of the products, customers and make sure that time of delivery. One key element is the after-sales service. Sellers provide good after-sales service, customers can trust to purchase. After-sales service is to protect the rights and interests of consumers, customer satisfaction and loyalty is to keep the effective action. Therefore provide good after-sales service can be effective transfer customer value. Evaluation of customer perceived valueCustomer expectationFor customers in the process of sales service, service quality is enterprise to make target customer satisfaction and provide the lowest service level. When a service to meet customer expectations, service quality to reach good level. (, 2000) Low price ，High quality products Communication and responsiveness Customers hope sellers can provide the detailed introduction and propaganda. If in the purchase process, the customer if there is need to consult or to the product dont know can communicate with the seller. Sellers made soon, timely help customer solutions reflect. Through the communication between and sellers, more trust to purchase products. Commitment Customers hope to provide good after-sales service to treasure. If the product is appear problem, sellers willing to accept their responsibility. Good after-sales service is the key to it service process. Courtesy and friendliness Taobaos employees should be treated customer friendly and polite. Warm, friendly treat customers, more can attract customers shopping. Security and reliability Customers hope when shopping treasure can pay for safety, payment security, receiving safe. (Reference taobao customer satisfaction survey, Copyright 2006-2011, )： I think dragons businesses to provide service and I expected Customer satisfaction +5 Delighted1、Privilege promotions2、Exempt postage3、Integral activities4、Giving small gifts1、Network security2、Internet marketing enterprise trustworthiness3、Complaint mechanism is not sound1、 Customer service timely answer the question2、 Website structure easy to browse3、 Complete varieties, save the time shopping go to the mall4、 Commodity prices low 0Satisfied 0Dissatisfied -5EXPECTATIONSPROCESS/EXPERIERIENCEAdequate performance satisfies the customer7246513Customer service for the whole treasure is satisfied. Among them the customer with the satisfied service satisfaction beyond factors more. Overall customer is like shopping on taobao. But customers shopping exist on taobao, taobao is not satisfied with factors need improvement.Performance measurement of Taobao The evaluation of marketingTaobao pricing based on cost leadership, demand orientation orientation, competition orientation, positioning, market-oriented, inventory orientation, and express cost, pay time cost, energy costs. The price is very sensitive to the customer, the customer as far as possible to circumvent taobao choice, the price the risk of split method, give customer cause psychological price cheap feeling. Commodity price is reasonable, the key lies in the customer whether to accept. Taobao product price will vary according to the changes of the market. Taobao successful use skills and strategies to stimulate customer desires, clinch a deal. (Online marketing techniques, 2010-03-27)Taobao distribution channels need distribution platform, suppliers and distributors. Distribution platform is to help build, with suppliers and taobao provide management and operation network sales together, distributors obtain source channel platform. (baidu, 2011) Taobao by adopting indirect distribution channels: producers - wholesaler - retailers - the individual consumer. Help the product widely distribution, alleviate producers human, financial, material shortage, indirect promotion, beneficial to the professional cooperation between enterprises. But may form demand lags behind poor; Aggravating consumer burden, cause defensiveness; Do not facilitate direct communication information. (soso BBS, 2010) manufacturersmanufacturersconsumerconsumerconsumermanufacturersmiddlemen(Xi xiaodong, 2008)Taobao promotion methods: 1. Shop into consideration on internal marketing strategy sales promotion and credit management in two ways, online shop internal sales promotion means lest postage, discounts, gifts to give priority to. 2. Online external promotion strategy can take search engines, sales promotion and advertising network alliance shop four ways. (baidu, 2011) Taobao use most of the customers like penny cheap psychology, put a few have advantage of the products are on sale, drive product sales. Other store But the sale promotion products must be clean out treasure the lowest price and be able to ensure that customer if you like.Customer satisfaction is the most important influencing factor for taobao, satisfaction is the forerunner of loyalty factor. Improve customer satisfaction, promote customer loyalty. Trust is decisive role. Intrinsic value influence customer loyalty, are including the quality and service value. Emotional decision customer loyalty, to maintain contact with customers, make customer established stable to shop produced feeling, improve shop benefits. (Shu hongyu, 2011) The customer complained to the taobao not many. Taobao comply with quality and service to the principle of most customer satisfaction to customers, create the necessary value, making more and more by most people use clean out treasure. Taobao services reduce the number of complaints products complaints to its customer. Customers exist on taobao complained complain, taobao customer service first identifying problems, then analyze problems, then negotiate with customer, final disposition implement scheme. Taobao effective customer complaint to the processing, give it to increase more customers with many customers, reduce unsatisfactory factors. The evaluation of operationCustomer purchase is needed on taobao waiting time. Usually the customer order as soon as possible after the seller, unless inventory goods, the seller will soon added enough supply. Sellers and logistics company connection, according to region distance, decided to buyers receiving time. The link is the ensuing, generally dont need customer spends a lot of time to wait for receiving goods. If the customer if havent received the goods, can complain of the seller service. Customers through the customer service solution for a long time of waiting time, or negotiate with the seller. Customers to buy are dissatisfied, can communicate with the seller, timely return. Customers dont like the goods, or too receiving waiting too long, or buy goods inappropriate, can return, but in some cases return, customer needs bear postage. Customer return after the money, the seller may only be done online consumption, cannot be changed into cash spending. Buy on taobao, there may be goods are not in conformity with pictures and physical can lead to customers receiving after dont like. Or the quality of the product are without online sellers promise so well. These are kinds of defects, can make the customer to sellers lose confidence, no longer the restaurant. For taobao speaking, the greater the number of defective, customers will be less and less. Only good quality and service is the value of customer need, can bring in more revenue to clean out treasure. Therefore, taobao need try to avoid customers not satisfied, reduce waiting times, return times, defect quantity, management good service attitude, create a good customer service environment. Employee ability is to bring more income for taobao. The satisfaction of customers, to clean out treasure taobao retained customer loyalty. Customer complaints handling complaints, these are the effectiveness of staff to taobao come out. Employee working ability, can help keep customer loyalty, reduce taobao customer complaints complain, handle the number of customer issues, increase customer retention rates, add more new customers, to increase profits. Employees of the enterprise as the indispensable vigor, the enterprise are talented person. Work ability employees, to increase more interests, organization of creating more value.Clean out treasure to ensure the transfer effectively customers wanted value, in service operations to solve deficiency. Results show that the improved its equipment, provide good customer service, employees the ability to play super, reduce customer not satisfied factors, increasing ceaselessly, the emergence of new customers, ensure the facilities of utilization rate. Taobaos move ensured the online customers buy rights, successful will organize service operations management to create value. This because the service operations, taobao it is reasonable for taobao, existence deficiency, taobao according to the actual situation should be improved, give organization increases higher profits. Service strategy for TaobaoStrategic objectivesInvestment return rate reflects the investment returns ability. Only investment yields index is equal to or greater than the risk-free rate of investment project just have financial viability. Alibaba in 2003 and 2005 450 billion to dragons input, in 2005, and gave dragons 10 billion RMB, the investment to drive the development of e-commerce in China. In 2008, the next five years on taobao investment 50 billion RMB, continue to use free policy, further promoting the needed in the consumer market in China. Taobao aims to become a e-commerce service provider. Clean out treasure for all e-commerce company will provide support and service, domestic does not exist in taobao competitors. EBay and amazon, wal-mart is the rivals, but also treasure of learning and to transcend taobao example. (Taobao alliance that, 2008) Suitable for different people after the concept of different are needs of business circle. So the investment return rate is greater than taobao investment risks, the rate of taobao acquired more profit. Taobao through adopts promotional activities and attract large customer patronage, give it to increase new customers. The expanding taobao, is to keep the customer loyalty, and constantly attract new customers, to increase the revenue with great treasure. The market share of the