跨境电商中小型企业客户分类管理及跟进策略——以阿里巴巴国际站平台为例  

Classification Management and Follow-up Strategy of Cross-border E-commerce SMEs Customers:A Case Study of Alibaba International Website

作　　者：左瑞瑞[1] 周明金 ZUO Ruirui;ZHOU Mingjin(不详)

机构地区：[1]广西工商职业技术学院经贸学院 [2]南宁绣艺刺绣制品有限公司运营部,广西南宁530008

出　　处：《商业经济》2021年第1期117-119,共3页Business & Economy

基　　金：2019年度广西高校中青年教师基础能力提升项目:广西中小型跨境电商出口企业线上渠道整合策略研究的阶段性成果之一(2019KY1530);2020年度广西工商职业技术学院教学成果奖培育工作立项项目:基于产教融合的物流管理专业“智慧物流”一体化教学研究与实践项目研究成果之一(XYJXCGPY202005)。

摘　　要：随着外贸企业互联网转型,跨境电商中小型企业不断涌现。外国客户大小不一、各式各样,跨境电商中小型企业如何有效维护客户关系至关重要。目前,90%以上跨境电商中小型企业对客户采用分级管理。以阿里巴巴国际站平台为例,应重视客户分类分级管理,对客户实施“区别对待,精准营销”,根据客户类别的特点、诉求点、交易习惯等进行分级,针对不同客户提出不同的跟进策略,从而提高跨境电商中小企业客户成交率,促进跨境电商中小型企业快速稳健发展。With the Internet transformation of foreign trade enterprises,cross-border e-commerce SMEs are constantly emerging.Foreign customers vary in size and variety.Therefore,it is of vital importance for cross-border e-commerce SMEs to effectively maintain customer relations.More than 90%of cross-border e-commerce SMEs now adopt hierarchical management for their customers.Taking Alibaba international station platform as an example,the enterprises should pay attention to customer classification grading management,implement"differential treatment and precise marketing"for customer.According to the characteristics of the customer class grade,appeal points and trading habits,the enterprises should put forward different follow-up strategies for different customers,so as to improve the customer conversion rate and promote the sound and rapid development of cross-border e-commerce SMEs.

关 键 词：客户跟进策略 客户分级管理 跨境电商中小企业 

分 类 号：F274[经济管理—企业管理]