Selectivity is the biggest feature of books, and Amazon has designed a way for customers to choose books. This is convenient for customers, but profitable for Amazon.
Amazon visitors look for books in the same way as they look for information in the library. There are bibliographic data in the computer database. Just enter the author, title or subject to find the information you need.
For books that you meet unexpectedly, the sudden desire to buy is usually irresistible, and it is also one of the main reasons why people buy books. So Amazon has a small group of experts who plan this unexpected surprise. They set up 45 directory areas with different themes, and then selected the most interesting, strange or funny new books and posted them in different directories. At the same time, Amazon also allows readers to comment here, so that people who like to browse other members' ideas can condense into a group.
Second, the price factor, you can enjoy a discount ranging from 30% to 10% when you buy books on Amazon, free of postage and free of charge.
Third, the network operation makes Amazon only need to maintain a small amount of inventory, which can not only reduce the inventory cost, but also help publishers to reduce the inventory pressure of returning goods.
This is what Amazon can do, and traditional bookstores can't. Generally, bookstores will return unsold books to publishing houses, which will not only bear the transportation and marketing expenses of these returned books, but also prepare inventory space. These are considerable costs and have always been the biggest headache for publishers. Amazon can reduce their losses in this respect, because when Amazon receives the order, it will tell the publisher to deliver it directly. This way not only allows him to maintain a small amount of inventory, but also helps publishers to reduce the inventory pressure of returning books.
Fourth, the "Partner Program" and partners achieve a win-win situation.
In the modern economic life dominated by e-commerce, even an all-round enterprise can't maintain a high speed while developing itself, because online customers require personalized service. Amazon started to establish this "Partner Program" as early as 1996. Including all kinds of websites, such as music websites, publishing websites, large portals and even competitors. This strategic alliance has brought more customers to his website, met greater market demand, and made customers get the greatest satisfaction and occupy more market share.
5. Amazon has always been customer-oriented and constantly improved its pre-sales and after-sales services to customers everywhere.
(1) search engine
It is unnecessary and inconvenient for bookstores to list all their books and audio-visual products one by one. Therefore, setting up search engines and navigators to facilitate users' purchase has become an indispensable technical measure for bookstores. At this point, the homepage of Amazon Bookstore has done a good job. It provides a variety of omni-directional search methods, including the search for titles, topics, keywords and authors. At the same time, it also provides a series of navigators such as best-selling books, award-winning music and best-selling movies. And such a search device is provided on any page of the bookstore, which is convenient for users to search and guide users to buy. This is actually a technical service, which comes down to one of the pre-sales services. ?
(2) Answering technical questions of customers
In addition to search services, bookstores also provide services to answer customers' common technical questions. For example, the company specially provides a FAQ page to answer some questions frequently asked by users. For example, how to make online electronic payment? How much do customers have to pay for transportation? How to order out-of-stock books? Wait a minute. Moreover, if you have special questions, the company will answer them for you. ?
(3) User feedback
The outlets of Amazon Bookstore provide mails, questionnaires, etc. To get users' feedback on their business websites. User feedback is not only after-sales service, but also the basis for market analysis and prediction in enterprise sales. E-mail often contains customers' opinions and suggestions on goods. On the one hand, bookstores solve users' opinions, which is actually an after-sales service activity; On the other hand, we can also get a lot of useful market information from e-mail, which can often be used as the basis for guiding the company's future business strategies. This is actually a market analysis and forecasting activity. In addition, it often invites users to fill out some questionnaires online and encourages users to send feedback emails with some free software, gifts or services.
(4) readers' forum
Amazon bookstore outlets also provide readers' forums similar to BBS, which is very useful. The main purpose of opening a reader's forum on the website of enterprise management is to attract customers to understand the market dynamics and guide the consumer market. Hot topics can be discussed in the readers' forum. Use some hot topics, even extreme topics to arouse public interest, guide and stimulate the consumer market. At the same time, online clubs can be established to stabilize the original customer base and attract new customers. Through the analysis of public topics and interests, we can grasp the market demand trend and distribute books and audio-visual products that users are interested in. ?
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