Strategies of Online Personalized Service
Source: Shangpin China |
Type: website encyclopedia |
Time: 2015-06-14
（1） Overview of online personalized service Online personalized service meets the personalized needs of consumers. It is a very effective online marketing strategy and an important trend of Internet development. However, online personalized service is a systematic work, which requires systematic planning and cooperation from the way, content, technology and funds, otherwise, personalized service is difficult to achieve. Personalized service, also called customized service, is to provide specific services according to the needs of customers, especially general consumers, that is, to meet the individual needs of consumers. People often see some companies or Beijing Website Design Publicity about personalized services, such as customizing the information content of interest, selecting the background of a favorite web page, and setting the way to receive information as needed. Personalized service includes three aspects: individualization of service time and space, and getting services at the time and place people want; Personalized service mode, which can provide services according to personal preferences or characteristics; Personalization of service content is no longer the same, but varies from person to person. The Internet can provide personalized services to customers in the above three aspects. For example, IKEA is a Swedish household goods company founded in 1943. As of June 2007, IKEA has developed 225 stores in 43 countries and regions, becoming the world's largest household goods retailer. IKEA's "two legged" marketing strategy, that is, the three-dimensional marketing system built by online promotion and offline sales, is a highlight of its operation and management IKEA's most popular service is customer DIY service. At IKEA, customers can save money through DIY - purchase, transport and assemble furniture by themselves; You can also make an online appointment with IKEA's interior decoration architects and designers to ask them to help design the new house or put forward suggestions for renovation; The website also provides Parks wardrobe design, kitchen design, bedroom lighting design, SME studio design and other functions, as shown in Figure 7-7. If customers are satisfied with their own design scheme, they can print it and take it to the shopping mall. IKEA will also hold the "IKEA Cup DIY Assembly Competition" from time to time to encourage new ideas. IKEA currently does not provide online shopping services, and prefers the "online browsing, offline purchase" mode. However, the person in charge of IKEA's Asia Pacific region said that IKEA is conducting online sales experiments abroad, and if the results are good, it will be rapidly promoted. （2） Personalized information service on the Internet With the "infinite" increase in the scope and number of website customers, the differences in customers' language, cultural background, consumption level, economic conditions, ideology and the specific needs of each consumer have become a very prominent problem. As a result, giving full play to the advantages of the Internet in dynamic interaction and trying to meet the different needs of different consumers has become the market motivation for customized services. At present, the customized services provided on the Internet are generally that website operators break information or services into parts or provide regular and quantitative services according to the differences in the needs of the audience, so that the audience can choose and match according to their own preferences, so that the website can become a marketing tool that can meet the special needs of the audience one-on-one while serving the majority of the audience. Personalized service has changed the traditional way of information service "what I provide and what users accept", and has become a personalized way of "what users need and what I provide". Personalized information service is divided into the following three schemes: 1. Personalized page customization Personalized page customization is a technology that customizes special user interfaces according to user requirements. Commercial websites use this technology to provide the public with personalized customization functions for virtual resource collections. After registering, users can directly use various templates provided by the system, or design unique personalized information service templates according to their own interests and needs. Self customized templates include customized page layout and information content modules, and can be updated at any time as the user's knowledge structure, interests and work nature change. In addition, users can also set the source of the content and the display mode of the content on the screen. They can select their common search engine, check e-mail, etc. Many websites have launched personalized page services. For example, Yahoo China launched "My Yahoo (en. my. yahoo. com)" to allow users to customize personalized home pages. NetEase has also launched a similar service (my. 163 com)。 In short, let the public get a website interface of their own, which can facilitate the search for target information when logging in again. 2. Email customization scheme The commercial website can collect the information on the Internet in real time and uninterruptedly according to the user's customized requirements, and de duplicate, classify and sort the collected information, and finally deliver it to the user's E-mail mailbox on time according to the way set by the user. 3. Customized services that need client software support E.g. www quote. The stock quotation service of MicroQuest. com can be combined with the client software package of MicroQuest to evaluate the portfolio. And www pointcast. Com is more flexible. It receives news information by running a special software package on the reader's computer. This software appears on the computer in the form of screen saver, and the information received needs to be selected and customized by the reader in advance. The biggest difference between this method and the above method is that the information does not reside on the server, but is pushed to the client in real time through the network, and the transmission speed is fast enough to detect the download time. However, the client software method has high requirements for computer configuration, and needs to borrow the space and system resources of the client computer in the process of information flow. （3） The Problem of Personalized Online Service With the introduction of personalized services, corresponding problems also arise. The first is privacy. The needs, information and personal preferences submitted by customers are huge wealth, and most people are unwilling to disclose their privacy. Therefore, when providing personalized services, enterprises must pay attention to protecting the privacy information of customers, and cannot disclose or sell such privacy information. If an enterprise infringes on the privacy of customers, it will not only lead to customer opposition, but also may lead to customer complaints and even retaliation. The second is technical problems. Enterprises need to enable customers to receive information whenever and wherever they want, and the information they receive is what customers need and choose, which is technically difficult to achieve. Finally, we need to consider the tariff. At present, most of the personalized information services provided by commercial websites to the public are free. However, with the deepening of personalized information services, especially the emergence of intelligent push mode, this new type of information service will inevitably become the main selling point of commercial websites, and the problem of fees will follow. In general, there is no need to worry about these possible problems. As far as privacy is concerned, as long as the company pays attention to protecting privacy and does not maliciously disclose it, customers will actively cooperate to provide information in order to obtain their own satisfactory and unique products; For technical issues, customers will understand and give understanding as long as they promise to meet the maximum possible under the existing conditions. For tariff issues, pay as you go can also be recognized, but new tariff standards need to be developed. I believe that people will be able to get convenience in the process of constantly solving problems. It is undeniable that large-scale provision of customized or personalized products (customers play an active role in product design) is part of the process of moving towards quasi professional users. Although personalized service has obvious effects in improving customer relations, cultivating customer loyalty and increasing online sales, the marketing value of personalized service is limited. It is an idealized and advanced form of marketing means, which needs to be carried out under certain conditions (such as perfect basic website functions, good brand image, etc.), so it should not be exaggerated blindly, We should correctly understand the value of personalized service.
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