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1、THERESEARCHOFWSIGROUPFORCRMOFMULTI-CHANNELRETAILINGABSTRACTWiththerapiddevelopmentsofe-commerce,theglobalretailmarketisrealizingtheconvertfromsingle-channelretailtomulti-channelretail.Withtheincreaseofselectablechannelsandtheglobalconsumersaregraduallymature,moreandmoreco
2、nsumersexpecttogetamorecustomizedshoppingexperienceandpersonalizedchannelinteraction.Theglobalretailersarefacingahard-wonopportunity,tocatertothisdemandandobtaincompetitiveadvantagesunderthemodeofmulti-channel,theyhavetochangethecurrentmanagementstrategyandbusinessmodetos
3、atisfycustomers’demands.Thisarticlesystematicallyanalyzesthestatusofmulti-channelretailindustryanddeeplydissectstherootcauseofWSI’scurrentCRMchallengesthroughtheanalysisofWSIorganizationstructureandbusinessprocess.Inordertoachievemulti-channelintegrationandcustomerloyalty
4、improvement,putforwardthereformstrategiesofCRMsystemthroughcombiningCRMnewideasandnewtrendsthatinspiredfromtheretailleaders:1,re-organizecompanystructureandemployeeincentivestoincreasetheoverallrateofreturn;2,UpgradeITsystemtosupportdataanalysisanddataminingand万方数据meanwhi
5、leprovideguaranteetocustomerloyaltyprogram;3,upgradecallcenterandsupplychainsystem,andintegratemulti-channelmarketingtoachieveseamlesscustomerexperience;4,promoteClubmembershipcardandajointmodel,andfullyimplementcustomerloyaltyenhancementprogram.Toguaranteethesuccessfulim
6、plementationoftheproposedCRMprogram,intheend,proposedthestrategiesofrestructuringWSIorganizationalstructure,businessprocessesandcorporateculture.KEYWORDS:Multi-channelretail,customerrelationmanagement,CustomerLoyalty,Multi-channelintegration.万方数据目录第1章绪论...................
7、........................................................................................................................11．1研究背景.......................................................................................................................................11.2研究内容与
8、方法..............................................................................................
