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当前网络市场存在信任危机问题,从资源稀缺性和市场定位选择以及心理影响的持续性等方面分析,顾客信任可以作为企业网络营销战略选择。顾客信任的建立分五个阶段:寻找、沟通、决策、行动、确信。基于这五个阶段做出网络营销策略选择,企业可以构建自己的网络营销工作模式。一是明确企业的目标市场,进行市场定位;二是制定4ps策略、搭建互动性网络营销平台、制定安全管理制度和专业化服务体系;三是结合顾客行为特点选择并实施针对性网络营销方法,开展个性化服务并提高订单处理效率以提升顾客体验;四是强化售后服务工作,开展体验式会员活动以维护良好客户关系。
At present, the network market has the problem of trust crisis. From the aspects of scarcity of resources and market positioning, as well as the persistence of psychological impact, customer trust can be taken as the strategic choice of enterprise network marketing. The establishment of customer trust in five stages: looking for, communication, decision-making, action, convinced. Based on these five stages to make network marketing strategy choices, companies can build their own network marketing mode of operation. The first is to define the target market of the enterprise and conduct market positioning; the second is to formulate a 4ps strategy, set up an interactive network marketing platform and formulate a safety management system and a specialized service system; third, to select and implement a targeted network marketing method based on customer behavior characteristics, To carry out personalized services and improve the efficiency of order processing to enhance customer experience; Fourth, strengthen after-sales service and carry out experiential membership activities to maintain good customer relationships.