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VIPSHOP SWOT Analysis and the Improvement of Customer Servic
来源：985论文网 添加时间：2020-05-19 14:23
摘 要
在日益激烈的市场竞争中，客户关系管理对企业的影响变得越来越重要。本文主要从客户关系管理角度去更好的了解唯品会。通过分析唯品会的企业背景，网店的客户关系管理，如客户忠诚度，客户满意度调查，客户关系管理的方法和问题。更好的分析了在营销中，客户关系管理对于唯品会这个B2C购物平台的重要性。
关键词：唯品会；swot分析；客服质量
Abstract
In the increasingly fierce market competition, customer relationship management (CRM) is becoming more and more important influence on enterprise.This article mainly from the perspective of customer relationship management (CRM) to better understand“Vipshop. Com”.Through the analysis of the enterprise of “Vipshop.com” background, online customer relationship management (CRM), such as customer loyalty and customer satisfaction survey, methods and problems of the customer relationship management.Better analysis in marketing, customer relationship management (CRM) for the importance of “Vipshop.com” the B2C shopping platform.this paper understands the definition and significance of customer satisfaction, customer loyalty and customer retention, as well as the importance of CRM to enterprise management and development. With the rapid development of e-commerce, CRM aims to attract and maintain more customers by providing faster and more thoughtful quality services, on the other hand, to reduce the cost of enterprises through the comprehensive management of business processes. As a new management idea, CRM not only inherits the core idea of relationship marketing, namely "customer-centered", but also emphasizes the maintenance and promotion of existing customers, so as to achieve long-term customer satisfaction.
Keywords: Vipshop.com; SWOT; Customer satisfaction
1. Introduction
1.1 Research Background
With CPI rising and prices soaring, more and more people are looking for cheaper ways to shop. As a result, the housing economy has been greatly warmed up. At the same time, in the past two years, e-commerce websites have become the latest investment development hotspot. According to statistics, in the first half of 2010, China's online shopping market, including business travel and air ticket booking, reached 22.6 billion yuan. By the end of the year, the amount of online shopping in China had almost exceeded 500 billion yuan, and continued to grow at a high rate of 100%.
The "Famous Brand Discount + Time-Limited Buy + Genuine Insurance" has always been the clear appeal of the Material Club. Since its launch at the end of 2008, it has maintained an annual growth rate of more than 300%. It has not only quickly won the favor of the vast number of consumers, but also attracted a large number of loyal fans. At present, the number of registered members has reached more than 1.5 million, with orders exceeding 10,000 in peak days and annual revenue exceeding 100 million. Nowadays, the warehousing and logistics center of Guangzhou, which covers an area of 20,000 square meters, has become the first warehouse of e-commerce in South China. No matter from any aspect, the title of the biggest brand discount network in the whole country is well-known.
1.2 General situation of enterprises
Founded in Guangzhou in 2008 by Shen Ya and Hong Xiaobo, the Weipin Society belongs to Guangzhou Weipin Information Technology Co., Ltd. As one of the largest discount websites for famous brands in China, Yipinhui has pioneered the B2C e-commerce website with the business model of "famous brand discount + time-limited snap-up + genuine insurance" in China. It provides consumers with genuine brand names at lower discount prices. At present, it collects thousands of first-and second-line brand goods, including famous brand clothing and shoes. Luggage, accessories, perfume, cosmetics, luxury goods, tourism and so on. At the end of 2008, a new online shopping platform was officially launched. Only goods will be selected from 3 to 4 internationally renowned brands every week. The discount will be as low as 2% within a time limit. The types of goods sold include fashion clothing, fashion accessories, big-brand cosmetics and other different brands. As of December 31, 2011, the number of registered users reached 12.1 million, and the total number of customers exceeded 1.7 million, accounting for a large share of China's luxury online shopping industry.
Aestheticism, taste and fashion show the charm and characteristics of various famous brand goods. In website design, product shooting and production display, senior professionals are responsible for checking, reflecting the noble and aesthetic style. Every display page of commodities is a visual feast. All of its brand goods are 100% original genuine. China Union Property Insurance has specially formulated such an insurance product "brand genuine insurance" for the Merchandise Society, aiming to bring substantive protection to its members. We insist on a safe and honest trading environment and service platform to provide high-quality, efficient and pleasant sales service for our members, take improving customer satisfaction as our responsibility, and let consumers provide smooth, safe, assured and convenient consumption process experience and services, and strive to build China's largest brand discount network and China's first-class. B2C Online Shopping Platform .
2. SWOT Analysis of VIP.com
2.1Advantages (S)
(1) The greatest advantage of VIP is to be first-mover, which means that when the cost is low, it first accumulates a large number of users and brand awareness.
(2) Materialism will have strong marketing and operational capabilities.
(3) In China, time-limited purchasing is implemented earlier, which stimulates the purchasing desire of users.
(4) Product-only will have the functions of new product announcement, pre-purchase statistics, etc. New product announcement grasps the focus of psychological attention of users; pre-purchase statistics understand user needs in advance, and help to enhance the bargaining chip with brand operators.
(5) Famous brand is guaranteed with price discount.
2.2 Disadvantage (W)
The brand reputation and appeal of VIP are relatively weak.
Compared with other products, the product category of luxury goods in Yipingli is relatively single and its audience is small. Therefore, in order to better develop domestic luxury website, the brand should be extended downward.
Materialism will suffer huge financial losses and crises in recent years.
2.3 Opportunities (O)
(1) China's domestic demand market is growing rapidly. With the continuous improvement of payment, logistics and other links, China's B2C e-commerce will have a good prospect in the future. The online flash buying industry will maintain a compound growth rate of 104.5% over the next five years and is expected to reach $16.8 billion by 2015 .
(2) China's online discount retail industry has broad prospects.
2.4 Threaten(T)
The brand channel resources of VIP are obviously inferior to those of other competitors, such as Jiapinhui, which can not guarantee the stable supply of high-end brands. The passive addition of second and third-tier brands is not conducive to brand building and user cultivation.
As a special commodity, luxury goods have higher requirements in logistics and distribution. At present, the Third Party Logistics (TPL) is used to distribute goods. In this way, it is difficult to control and master the link of "commodity packaging - delivery - delivery to users", so the probability of problems occurring in the course of transportation of commodities is greatly increased.
3. Analysis of Management Model of VIP.com
The company pioneered the business model of "famous brand discount + time-limited snap-up + genuine insurance" in China. With its "zero inventory" logistics management and seamless docking mode with e-commerce, it hopes to build itself into an online OTLES.
3.1 Market Development Model
(1) Product strategy
Vip.com currently brings together thousands of first and second tier brands, including brand-name clothing, shoes, bags, accessories, perfume, cosmetics, luxury goods, tourism and other categories. Another advantage of attracting consumers is that there are many brand categories. All the goods they sell have genuine insurance, and consumers can buy them at ease.
(2)Price Strategy
The positioning of commodity-only website is famous brand discount website. By cooperating with well-known international and domestic brand agents or manufacturers, it sells its goods on behalf of others, eliminates the cost of intermediaries, and establishes a trust relationship in long-term cooperation, which makes the price lower, guarantees the quality and price, and chooses the mode of staggered seasonal purchasing. Style, so that goods are more preferential. The model of time limit and quantity does not need to worry about the overstock of commodities, and can formulate the quantity of goods according to the order, which reduces the operating cost and has more room for profit. Consumers can buy authentic brand names at discounts lower than retail prices through only products. Price advantage attracts a large number of loyal customers.
(3)Channel strategy
The traditional channel strategy and on-line channel are currently used to expand the Weiyi Club. Headquartered in Guangzhou, we have established branches in Shanghai, Chengdu and Beijing, and offices in Shenzhen. Carry out business expansion, market expansion and customer service. Expansion in the mobile side, development of Android client, iPhone client, etc., and further cooperation with social platforms such as Weibo everyone .
(4) Promotion Strategy
The strategy of commodity-only promotion is to rush to buy goods within a limited time and with discounts for famous goods, which is also the real attraction for consumers. In addition to information, blogs and message boards as user interaction platforms, product-only will rely on word-of-mouth communication, combined with the Internet SNS model, encourage members to invite friends to register in the form of bonus points in exchange for gifts or vouchers, which also receives good marketing results. Giving holiday gifts and cards to consumers also drives product sales. The opening of Weipinhui 365 Love Fund Channel promotes its brand through public welfare activities and enhances its popularity.
3.2 Market Competition Model
In the period of rapid development of luxury online shopping in China, though it occupies a certain market in luxury online shopping in China, there are still many competitors and potential competitors, such as Taobao, Jumei, Top-quality discounts, Xiuxiu, Jiapin and Netease. There are several main competitive advantages of Weiyi:
(1)Commodity Guarantee
Quality assurance, only goods will be the exclusive domestic e-commerce website to purchase insurance for brands. China Insurance Company will provide brand-name genuine insurance for goods. As long as it finds that the products purchased are not brand-name genuine, it can get full compensation through formal insurance claims procedures. There is also a 7-day unconditional return guarantee.
Price assurance, goods only through cooperation with well-known international and domestic brand agents or manufacturers to sell their goods on behalf of the agency, eliminating intermediaries costs, in quality and price are guaranteed, and the choice of staggered seasonal procurement mode, so that goods are more preferential.
(2)Perfect Service
Fast: limited discount shelf time; Fashion: enjoy fashionable lifestyle; Fun: endless shopping fun; Fine: excellent quality and experience.
Only products will adhere to customer-centered, safe and honest trading environment and service platform, to provide members with high-quality, efficient and pleasant sales services, to enhance customer satisfaction as their responsibility, so that consumers can provide a smooth, safe, assured, convenient consumption process experience and services. Attract consumers with services.
(3)Developing Mobile Commerce
We have developed the desktop client of the Materialist Bubble Computer, the iPhone client, the Android client, the Symbian client and the iPad client to meet the needs of different groups of people, so that consumers can browse Materialistic Bubble anytime, anywhere and shop on its website. Only goods will actively develop mobile commerce and hope to seize business opportunities in mobile commerce.
4. Customer Analysis
Alexa's data analysis shows that the main characteristics of its customers are: 18 to 35 years of age; mostly women; higher education; and the majority of office workers. Through the questionnaire, we can also see that most of the customers of VIP are on the upper side of consumption level, which is closely related to the product positioning of VIP as a second-line luxury brand.
(1)Customer Behavior Habits Analysis
As can be seen from the purchase information of commodity-oriented customers, young women are the most valuable group. According to the value brought by customers, customers are classified as loyal customers (who have high trust in materialism and have established long-term stable relationships); old customers (who have a long history of education with materialism and know it well, but are not purchasing exclusively); regular customers (who often trade with materialism, But there are also deals with its competitors, but relatively high-quality. New customers (just started trading, lack of understanding of the products and services of VIP). Potential customers (there is a demand for products that are tasteful but not yet traded).
(2)Customer product opinion analysis
According to different customers'opinions on products and their attitudes toward new products and services, customers' attitudes toward new things can be divided into: totally accepting type (high loyalty to product-only, or lack of understanding of product-only by potential customers). Acceptance type (more understanding of materialism), not acceptance (regular customers, knowledge of materialism, care about changes, or new customers with strong specificity).
5. Customer Satisfaction and Customer Loyalty
5.1 Analysis of Customer Satisfaction
Real customer satisfaction I designed a customer satisfaction questionnaire, through the "Questionnaire Star" online distribution, and the survey data were analyzed and statistics. Customer satisfaction is relatively high, which is inseparable from its service purpose. The goal of VIP is to provide the most satisfactory service to the users of each order. In addition to choosing the most powerful express company in the country as logistics partners, Weipin will fully support the payment on arrival of goods, open-case inspection, and is the sole B2C e-commerce website that promises 15 days of unconditional free return and exchange of goods, so as to realize the true meaning of "all for customer satisfaction". The data show that customers'satisfaction with the price and quality of commodity-only products is about 95%, which depends on its brand discount and genuine insurance. We can intuitively know that in dealing with customer problems, complaints and messages, the customer satisfaction is low, and the quality and price of the service does not meet the customer's expectations. The overall customer satisfaction level is also around 83%. So the satisfaction of customers' desire to continue buying is only about 64% .
Comparing with Taobao or shooting, this B2C shopping platform lacks buyers' evaluation. It may be because of the lack of this part that customers can not measure their buying behavior well through buyers' evaluation, so that the purchase expectations are not met. Although there are customer messages, customers are relatively speaking. Less information was expected. This may be the reason why the satisfaction of "only goods and services" is not more general. The overall satisfaction of VIP will also be affected by its services.
5.2 Analysis of Customer Loyalty
From Alexa's data analysis, we can see that the daily user volume, page visits and page visits per capita per day are higher than those of similar websites, and its daily page visits have increased in the last three months. Thirty-five.7% and 27% increase in daily subscribers reflect customers'concern for enterprise products and brands. From the side, it can be guessed that the number of repeated purchases by commodity-only customers is relatively high.
The guarantee of brand quality and the insurance by China Insurance Company avoid the risk of purchase; the convenience of purchase, the diversification of payment methods, the characteristic human words of service, plus brand factors can reflect customer value or the recognition of brand values in some way, which symbolizes the psychological factors of customers. All these have greatly improved customer loyalty. It is also because of the high customer loyalty of product-only and the promotion of relationship marketing that product-only will become the first discount net of Chinese famous brands in just two years.
6. Maintaining Customer Status Quo
Customer retention refers to the dynamic process and strategy of enterprises to consolidate and further develop long-term and stable relationship with customers through efforts. Customer maintenance requires enterprises and customers to understand each other, adapt to each other, communicate with each other, be satisfied with each other and be loyal to each other. This requires good communication with customers on the basis of establishing customer relationship, so as to satisfy customers and ultimately achieve customer loyalty.
From the customer satisfaction and customer loyalty, we can know that only the customer will be better. The main manifestations are as follows:
(1)Long-term stable product quality is the fundamental to maintain customers. Our products not only conform to the standard of consumers, but also meet the expectations and preferences of customers according to their opinions and expectations. The individualized development of customer needs has also become an important reason for customer retention.
(2)Low-price and time-limited snap-up mode, plus incentives such as points exchange, inviting friends and so on. Some preferential activities at different times, such as discount paid by issuing wide cards, lucky draw and percentage discount with Alipay, etc. They are attractive ways to retain customers.
(3)Good consulting services, after-sales services and logistics services, high-quality services from the heart to move customers to retain customers.
(4)Other advantages and humanized services play an important role in customer retention.
Fashion Club, Weibo, you can learn about brand news, the latest activities of Weibo and related articles, blog posts, etc .
My appointment informs customers of brand information ordered by SMS and email. Let customers feel care.
Diversification and convenience of landing mode and simplicity of registration mode.
Flexible and diverse payment methods.
A variety of ways to invite friends to the Festival, coupled with interests to stimulate consumers, not only add new customers, but also retain old customers.
In the palm of the palm, consumers can get the latest brand discount information anytime and anywhere, and the sale information of the palm, even if they rush to buy their favorite goods.
7. Customer Relations Management of Materialism
From the analysis of the current situation of the above customer relationship, we can conclude that the problems that exist in the product-only society mainly include:
(1) In the aspect of customer service, only goods will understand customers'needs and opinions mainly through online customer service, customer messages and participation questionnaires, which is relatively monotonous. Therefore, I think we can better understand customer information by means of irregular telephone visits, e-mail and so on. In addition, there is no customer evaluation of a product for consumers to reference, so as to better choose shopping, which is very important for B2C website, only products should consider adding this section.
(2) In terms of promotion, only goods will be officially launched at the end of 2008, relatively young compared with other peers. But what we often see is the way to invite friends and the Friends Exchange Zone, which shows that only goods can do on advertising is not enough.
(3) Compared with similar websites, only goods will have no special features to reflect its competitive advantage. Only goods will implement some marketing strategies by pursuing the maximum interests of customers from the perspective of customers'needs. Current online shopping platforms are mixed. As a newcomer, if you want to have a good foothold, you have to spend more energy and money, so that you can stand firm and even surpass the pioneers.
(4)In logistics, commodity-only logistics will be determined according to their convenience. Without the customer's right of choice, it will be impersonal. Therefore, commodity-only logistics should be improved.
8. Solutions and Advisability of Promoting Customer Relationship Management
8.1Customer identification
8.1.1 Identifying potential customers
Potential customers are those who exist among consumers and may need products or services. Such customers are large in number and widely distributed, but for various reasons they will not buy products or services of enterprises, but if enterprises increase their marketing efforts, it is possible to turn them into real customers. Mainly from the following points to carry out.
(1) Emphasize customers' desires and needs
Fully communicate with customers, investigate their opinions on product knowledge, brand value, product utility, and understand their evaluation criteria, customer personality and taste, so as to identify potential customers' psychology in order to obtain real customers. However, the single way of "customer message" and "participating in survey" can not fully understand the customer's psychology. Therefore, we should adopt a variety of ways, such as irregular and non-directional customer visits, to understand the needs and desires of customers, and the development of products based on the needs and desires of customers.
(2) Strengthen brand building
In the fiercely competitive online shopping market, only products can achieve their goals through rich brands pursued by customers. This is the higher level needs and desires of customers, through the expansion of brand power to achieve market expansion. The penetration and expansion of brand power will make customers have brand acceptance, and then produce brand preference and loyalty. Enterprises will occupy more markets and gain competitive advantages.
(3)Reduce the cost of customers' shopping and provide convenience for purchasing
General customers will only buy the value they agree with, so enterprises should analyze the customer's cognition and price products according to the cognitive value. Value perception is built up in the mind of the purchaser through various means of communication. Only goods will need to constantly analyze customer purchasing behavior, market conditions, and how to give customers the best service and the greatest convenience according to their purchase preferences.
(4) Effective communication and emphasis on contacts with customers
Promoting the conversion of potential customers requires dialogue with customers, communication and information exchange with customers. Firstly, enterprises need to understand customers' media habits and types, understand what information they need, and respond to their needs. The length of product life cycle, product diversification and personalization also require listening to customers' voices, keeping communication with customers, keeping an eye on customers' trends, and meeting market demands in a seasonal, timely and personal manner. Attention should be paid to contact management. In the process of management, the factors that most affect customers' purchase decisions and the information transmission factors of potential customers must be considered.
(5) Enhancing the Motivation of Potential Customers
Enterprises should consider which customers are seeking information, the channels of seeking information and the relative importance of the sources of information, and what aspects of product characteristics the purchasers are most concerned about, which will help enterprises to implement sales means to strengthen customers' purchasing motivation .
(6) Promoting Customer Purchase
Potential customers will always encounter many obstacles in the decision-making process, such as economic, social, friends, etc., so we need to fully understand the possible obstacles. Through appropriate marketing means, such as price adjustment, exchange conditions, advertising, etc., to eliminate customer purchase resistance.
(7) Achieving Sales
Enterprises need to study the information of target customers and potential customers, as well as the position of products in their hearts. We should also arrange after-sales service activities, including product consulting services, customer opinions collection and processing. Only by fully satisfying the needs of potential customers and obtaining their favorable evaluation can they make repeated purchases and have a positive impact on other customers.
8.1.2 Customer Value
Customer value is the customer's perception preference and evaluation of product attributes, attribute effectiveness and use results (promotion and hindrance to the realization of customer goals and original intentions).
(1)Customer value helps to improve customer relationship performance
Customer satisfaction is the result of customer perceived value (Fomelldtal, 1996; Hallowell, 1996). Customer value contributes to the improvement of customer satisfaction; high-quality customer value can significantly drive customer loyalty; customer value has a significant impact on customer purchasing intentions, which dominates customer purchasing decisions, thus greatly affecting the performance of customer relationship management.
(2)Analysis of Customer Lifelong Value
Customer Lifetime Value refers to the total profitability of enterprises and customers in each period of relationship maintenance, i.e. the net discounted value of contributions that enterprises obtain from customers. Customer lifetime value is the key factor to measure the success or failure of CRM scheme.
A comprehensive understanding of the composition of customer lifetime value and the factors that have an impact on customer lifetime value can help enterprises to choose more scientific methods to provide customers with lifetime value and increase customer assets.
The cultivation of effective customer loyalty plan:
1) Guarantee the quality of products. Excellent product quality is the most basic pursuit of customers who have transaction relationship with any enterprise. Effective customers will remain loyal to the enterprise only if they feel that the product quality provided by the enterprise is always excellent and can meet their needs.
2) High-quality service highlights the competitive advantage of enterprises. Customers actually buy and consume products in order to get the value of the product, and a series of services provided by enterprises to customers can better help customers achieve this goal. Therefore, to provide customers with continuous, high-quality and intimate services will inevitably enable them to maintain a long-term trading relationship with materialism.
3) Establish a good corporate image. Customers often associate the image of the enterprise with the reputation of the enterprise. A good image of the enterprise can enable effective customers to gain "appreciation" from the transaction and become more loyal to the enterprise.
4) Strengthen emotional ties with customers. The realization of self-worth is often the main purpose for people to establish various social relations. Handling customer complaints and messages properly reflects the importance and respect for customers. Make the customer get spiritual pleasure and continue the relationship.
8.2 Effective Customer Maintenance Scheme
Long-term stable quality assurance. Products not only meet the standard level, but also provide customers with satisfactory products according to customers and suggestions.
Quality service. Service - product quality, price, delivery time and so on constitute the competitive advantage of enterprises. Good service, such as customer service attitude, the way and effect of handling complaints and customer opinions, logistics attitude and timeliness.
Good brand image. Enterprises are deeply impressed and strongly liked by their customers, so they will become loyal customers of their brands.
Price concessions. Provide customers with the value they recognize, such as improving quality, providing flexible payment methods, etc.
Emotional investment. In the way of keeping my appointment with him, Materialism can also adopt other more affinity ways, such as sending Materialism wishes on major festivals, customers' birthdays, etc. It can be either by telephone or by short message, maintaining and adding contact between the two parties.
9. Conclusion
In the increasingly competitive contemporary society, each enterprise has its own magic power in order to occupy a place in the market. By analyzing the current situation of Customer Relation Management (CRM) of Weipinghui website, this paper understands the definition and significance of customer satisfaction, customer loyalty and customer retention, as well as the importance of CRM to enterprise management and development. With the rapid development of e-commerce, CRM aims to attract and maintain more customers by providing faster and more thoughtful quality services, on the other hand, to reduce the cost of enterprises through the comprehensive management of business processes. As a new management idea, CRM not only inherits the core idea of relationship marketing, namely "customer-centered", but also emphasizes the maintenance and promotion of existing customers, so as to achieve long-term customer satisfaction.
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