浅谈目标管理在中小企业中的运用 - 图文(14)

promise. Tony built his successful e-business on the brand name of Radio Flyer. By selling a brand name product, success came faster and easier for RedWagons.com. According to him, The Radio Flyer name is a known name. It has built a strong business based on trust from many generations of consumers. My grandfather had a Radio Flyer. My parents had a Radio Flyer. I had a Radio Flyer. My child will have a Radio Flyer. It is a known brand. We have leveraged that name because people know that name. They know the product. When we say we're the Internet retailer of that product, people say Oh yes, I remember that product. What a great idea. So we leveraged that name and saw the doors opening for us.Of course, home business entrepreneurs like us do not always have the opportunity to sell a brand name. Our own products do not have the kind of brand recognition enjoyed by the big companies. Nor do we have the marketing muscle to develop and nurture a brand. Does this mean that home businesses cannot make it on the 'Net? Of course not! There are a number of home businesses out there that are doing great business on the Web. To rise above this constraint, your site must contain all the elements that are needed to create a feeling of trust among your users. You have to make your customers feel confident that they are dealing with a legitimate business, and not someone who will steal their card and money. Fear of credit card fraud remains a top reason why many consumers do not shop online. In this aspect, even the little things count. You need to use a secure server for the checkout process. The contact information should be clearly placed on every page of your site, so customers know where and how to reach you in the event of a problem. You can also direct customers wary of ordering online to just send out the check or money order to your address. Clearly state what users can expect when buying from your site. If you do not have expensive software that automatically computes the shipping cost of the order, tell your customers that the full cost will be sent through email. Be honest with your customers. Your company's return policy should be clearly specified to protect you as well as the consumer. Is it expensive to deliver?

Shipping is expensive. In fact, studies estimate that shipping amounts to11 percent of sales for online retailers. Hence, if you are planning to sell on the Internet, you need to make sure that the shipping costs will not price you out of the market. Many Internet retailers made the mistake of selling products that aren't suitable for home delivery. Pets.com, for example, thought selling heavy bags of cheap kitty litter online was a good idea. Wrong. Not only did the shipping costs jack up the price, but also there is so little profit margin to start with in kitty litter products. That ultimately killed Pets.com. In an attempt to attract and build a customer base, some Internet retailers offer low-cost, flat rate or next-day delivery. Free shipping was in fact the rage in the last two years. However, a new report by AMR Research shows that buyers attracted to bargain-basement shipping tend to shop around for the lowest prices, make small purchases, and tend not to remain very loyal. You don't necessarily have to limit yourself to small items. Even big items do well on the Internet - if it creates such a value in the mind of a customer that he or she is willing to ignore the cost of shipping. Some online retailers adjust their pricing to keep the total cost of the product (including shipping)

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lower. Potentially high shipping costs of their bulky and big wagons did not deter Tony of RedWagons.com. While their wagons may be bulky and potentially expensive to ship, they were able to offset this constraint by having the selection and maintaining a high quality of service. Yes, our products are kind of expensive to ship, Tony says, but we cut our margin so we can stay competitive. He admits that if somebody goes to a big toy store and find an item similar to what they sell, many times they will find it for less. Where we blow everyone out of the water is when he or she gives it No one will gift wrap these wagons because they're too large. But we will gift-wrap them, put a card, and ship them anywhere in the country for the same costs as you would have it shipped to your house. If you go to ToysRUs and get the wagon for less, and have it gift-wrapped, first it would take you about three hours to do it and it would cost you the same amount of money. We have the extreme advantage when you are trying to send it as a gift. While shipping is a potential turn-off for Tony's customers, convenience wise, we can blow the competition out of the water.Does the customer touch or need to feel the product? Some products are simply not suited for distribution over the Internet, particularly those where customers need to experience the product before buying it. Some products are meant to be touched or tried on before customers can be convinced to buy. For a business to thrive online selling these kinds of products, it must first drastically change the buying habits of people. A large e-business may be able to change consumer behavior, but even the Internet has proven that it takes time and a lot of money. Take shoes for example. When people buy shoes, they want to fit it and walk on it to test how comfortable it feels and how it looks on their feet. Buying shoes online implies that a consumer takes on a greater risk in terms of fit, look and comfort. What may look good on the screen may not necessarily feel good on their feet. Because of consumer behavior in buying shoes, it is not surprising that shoe online retailers normally experience higher returns than other shops on the Internet. In fact, NFO Interactive finds that 20% of online shoppers returned women's apparel and accessories, including shoes.Conclusion Choosing …… 此处隐藏：5537字，全部文档内容请下载后查看。喜欢就下载吧 ……