服务品牌化 电子商务企业的新征途管理（Service branding the new journey management of e-commerce enterprises）

服务品牌化 电子商务企业的新征途管理（Service branding the new journey management of e-commerce enterprises） 服务品牌化 电子商务企业的新征途管理(Service branding the new journey management of e-commerce enterprises) According to the latest monitoring data released by iResearch, 2010 China online shopping market transactions reached 498 billion yuan, an increase of 89.4% compared to 2009, the proportion of total retail sales of social consumer goods from 2010 to 2.1% in 2009 3.2%. However, there are also the rapid development of online shopping in the tide of the outstanding issues, the most obvious is that on the one hand, after years of market cultivation, China consumer demand for online shopping is gradually changing, the domestic online shopping market has been from the original "bargain" began to change to "Amoy quality", no longer buy cheap goods is the only demands of consumers online shopping; on the other hand, the risk of the products cheap online shopping is not beautiful, kind and the hype has been plaguing consumers. When e-commerce enterprises out of enclosure, how to really have users? And how to establish their own integrity and credibility? Trust problems of current network complaints for many e-commerce enterprises pointed out the direction of development, that is to provide consumers with shopping, from logistics to customer service service series of quality assurance, and it all depends on the brand building perfect system. The branding process scanning at present, China has more than B2B (including Alibaba, hc360.com), C2C (including taobao.com, pat Network, Baidu has ah etc.) and B2C (including Amazon, Jingdong, dangdang.com, Eslite mall etc.) e-commerce company, and Alipay, TenPay, BaiduPay, PayPal, quick money, YeePay and other well-known third party payment platform developed gradually. Where do these e-commerce enterprises go on the road of branding? How did they come all the way? These historical accumulation will have what kind of function to the brand building in the future? We look at a few representative enterprise performance: if 2005 China only Amazon and Dangdang, in 2010 ranked in the first tier of Taobao and Jingdong have become a mall, only two of the proportion of sales reached 47.6%. In 2010, the top 3 China online retail mall, Amazon and Jingdong vancl.com, which Amazon from third in 2009 to second, and in 2007 to create a network of direct selling clothing brands -- Eslite sales in just 3 years has risen to 4 billion yuan, from sixth in 2009 rose to third. Jogging layout vs fast running enclosure Amazon jogging. Adhering to the typical American DNA, Amazon is obsessed with "user experience"". Amazon president in an interview with the Chinese entrepreneur said: "if there is a choice, my choice is to do a good job first consumer experience, and then let consumers speak for you."." In order to enhance the consumer experience, Amazon has done a lot of effort and investment, such as the distribution range of self built logistics has reached the country including county-level city, more than 1000 city, in front of as much as possible expansion of product categories, this is undoubtedly the core competitiveness of the marathon "and the Jingdong store B2C. In 2009, Amazon completed an important transformation of IT system, realized digital management, reduced the bad stock by 5 percentage points. Amazon vice president Guo Zhaohui to report to the boss in communication, and their own boss, in the first row is always the customer complaints, followed by delivery is timely, adequate and reasonable, the price is cheap, the product is expanding smoothly, finally the performance is not related to the above improvement, let the Amazon in the docking platform, build the warehouse and expand the category spent a lot of time and effort, but this is all around the user experience in building their own core competitiveness, and finally gives it a considerable advantage, namely the brand for amazon. At the same time, Amazon's partner in the U.S. Merchant goods from the warehouse after shipment, unified packaging and logistics distribution, the service level of the high control ability not only enhance the user stickiness, but also beyond the first open platform though but only played a role of the display of goods and payment platform of Taobao, dangdang. Run with Jingdong mall and Taobao as representatives. In the Amazon to steady, when the steady development of the Jingdong, the mall has run strategy -- the first enclosure after treatment, quickly in the B2C market take cities and seize territory. In fact, China Internet Corporation has been pursuing the principle of "user is king", its growth model is usually first smashed advertising, and then began to flicker, export shouting, a short time impulse. Regardless of wholesale or sale, Sina, Taobao, Baidu have defeated the U.S. rivals by this means, so that there is no chance of a comeback. However, the "user king" refers to the number of users, rather than the user experience. In mid November 2010, in addition to providing businesses "I want to shop" service, China's Amazon began to enter the "Amazon distribution" and "after-sale one-stop service" this stage. Taobao has made the B2B2C like Amazon, Jingdong mall is also moving in this direction, trying to open the third party platform. An insider said that in order to achieve the ideal state of the third party platform, there must be a huge flow of support. At present, China's Internet e-commerce (e-commerce channel) traffic is rapidly concentrated to Taobao and Jingdong mall. Reflection。 In the fierce competition of domestic e-commerce enterprises, to the number of users or user experience? What is the best way to run enclosure and jog layout? It seems that it is difficult to draw a conclusion for a time, but the problems can be seen as follows: 1. For Amazon in a leisurely manner layout has not much time, how to let users choose China more to the Amazon shopping is still a problem, if not quickly promote their business scale, then wait for the Amazon result will likely be forever second". 2. lessons left behind. Made a $150 million financing Jingdong of the mall, the on-line testing of the open platform and even Amazon is exactly the same, Jingdong mall also began to prepare for the complement those past fall "homework" -- to expand the category, storage, logistics and distribution, improve the increase of customer service upgrade. If two years, Jingdong mall to fill these homework, then Amazon has enough scale and Jingdong to spell it? The awakening of brand awareness Taobao mall. In November 1, 2010, the birth of more than two years of Taobao's B2C platform -- Taobao mall released a high-profile new independent domain name and vertical market strategy, and announced to invest 200 million yuan in the next 3 months, Taobao Mall for brand promotion. For a long time, Alibaba flagship B2B market, Taobao focus on C2C business, although Taobao mall from the beginning has the essence of B2C, but has been covered by C2C hat. Taobao mall with independent domain name marks the overall reached the B2C market, thus formally to fill the gap of B2C; and the vertical market strategy means that Taobao mall and cool days, Dangdang, excellent Jingdong mall, and other businesses to start more intense competition. In addition, Taobao mall also plans for the business brand building, product management, store operations, consumer purchase, logistics, customer service and service all aspects of the corresponding system architecture, respectively, to establish industry standards, to achieve the commitment to consumers. Traditional enterprise "Amoy" brand. How to extend from offline to online in brand era? The rapid development of the Internet platform for the brand from hundreds of years, ten years to a few years, when many Amoy brand become a legendary myth, more and more traditional brands have begun in Taobao mall. At present, Taobao mall has screened out 105 Amoy brands as a model, and has more than 200 million members and more than 100 selected network brands. "Out of Amoy" action. Subsequently, some Amoy brand began "out of Amoy" path. With wheat bags, Crespo card, Justyle and other well-known brands to enter the V+, Amoy Jingdong, Amazon and other three party platform, its sales have been rapid growth. Whether the brand can grow independently after the nutrient from Taobao remains to be tested by the market. The road of service branding and building a successful brand is the goal of many enterprises. Compared with traditional enterprises, the e-commerce enterprises born online have more efforts to invest because of their short development time and low brand value. In the field of online shopping, determinants of consumer evaluation is not only the product itself, but also contains the information search service from the selection, ordering, payment, logistics, return and a series of products closely linked. These services are intangible, and process and providers can not be segmented and so on, so that customer service (customer experience) has become a key e-commerce enterprise brand parts, sometimes even more important than the product itself. Therefore, the high quality and originality of the service will become a trump card in the hands of e-commerce enterprises. The golden rule that must be followed is to make every contact with consumers become "the moment of truth"". From the above mentioned about Jingdong "make up homework", Taobao mall mall launched the independent domain name and vertical category combing marketing strategies can be seen in our action many e-commerce enterprises have begun to make the service brand construction in logistics, customer service etc.. However, in the process of solid practicing internal strength and brand, e-commerce enterprises to truly be "outside the box" to attack China brands in the market of jade? The core advantage of the service experience is that with the change of consumers' online shopping demand, in addition to the cheap and fine goods, customers need more personalized service. Therefore, the focus, precision, deepening personalized service experience is one of the important means of e-commerce enterprises to attract customers, but also the inevitable trend of the future development of the industry. Not only Amazon's "user experience", the internationally renowned luxury brand YOOX group also once again the service experience of the brand's important role to make a perfect interpretation. Marchetti, founder of YOOX group, said, "China will be our top three market by 2015.". But we are not anxious to make money, the current priority is to improve the quality of e-commerce here. I'm the guardian of the brand on the Internet, so I'll do my best to keep them from hurting". YOOX group has made a comprehensive preparation for Chinese consumers to enjoy the ultimate online shopping experience. Although the YOOX itself is a genuine brand of credit guarantee, it can still use micro chip technology to prevent electronic signs (RFid), to ensure that consumers buy the brand is the official authentic. In addition, the free return and try to wait for service provides consumers with convenient, enjoy experience, support cash on delivery and a variety of local network payment platform to ensure the safety of consumer payment methods. Most importantly, YOOX group set up a logistics center in Shanghai, FedEx professional services, Quan Zhongwen, the local interface size conversion, local currency transactions and customer Chinese perfect service quickly but also solve a lot of menace from the rear for consumers. Each exquisite package gift box from the official network flagship store and thecorner.com, are carrying the YOOX group behind the scenes meticulous service and commitment to consumers. Strengthen the brand image for B2C enterprises, the orientation of the success of efforts, as can be seen from the users of its brand awareness, namely enterprise users in mind what occupy which position or have what kind of image. For example, Taobao to the signal of the external convey is low, B2C, the department store is the Jingdong; signal electronic appliance sales; VANCL do the strongest in the clothing category; red children have the advantage of baby products and cosmetics; Dangdang is doing the best book category; Amazon began in 2005 after the restructuring efforts become the sales of goods online shopping mall, although the books and audio-visual products accounted for only 50% of the share, but the Amazon impression to the outside world is still a mainly selling books e-commerce website. If an enterprise wants to change its position and image, in addition to paying attention to the user experience, it is very important to communicate with its brand. Looking for the right brand communication channels, regardless of the online or offline, the most important is still the consumer center concept, that is, according to the characteristics of the user, the enterprise resources and needs for precise positioning and contact. In the choice of what kind of communication tools, enterprises need to ask such a question, "who is my user?" Where are they? What kind of media preferences and information exposure habits do they have? How does this special tool (channel) help me achieve my goals?" Jingdong mall Football League brand advertising, which is designed for electronic products based on the characteristics of the male consumer groups; Amazon will only put ads on search engines, and spend money on advertising for the brand and sale. If consumers want to change media contact, the result will be more than the loss, perhaps this is the reason why Amazon is not advertising in other media. Now the media has been a bit too focused on social networking SNS. In fact, from the marketing thinking, SNS is only one of the optional channels of brand communication. It's not easy to think social networks are fire, so everyone has to join it. YOOX group attitude for social networking, participation but not repeated and excessive use, such as in the Twitter just released that cannot be found anywhere else in the news, on the Facebook for the brand's followers and fans design fun activities. (the author is from Guangdong University of Foreign Studies) In the fierce competition of domestic e-commerce enterprises, to the number of users or user experience? What is the best way to run enclosure and jog layout? It seems that it is difficult to make a conclusion at a time, but what we can see is the expansion of the business scale and how the homework is completed. Service intangibility, process and providers can not be segmented so that the user experience has become a key e-commerce enterprise brand components and high-quality service and have great originality is an important means of achieving this goal.