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Assignment代写:亚马逊信息系统策略研究(3)

时间:2018-05-16 09:18来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
 
2.2 Business intelligence needs of Amazon 
Amazon’s business intelligence needs are mainly reflected in the following areas.
First, Amazon’s relevance strategy requires the establishment of a community of customers and enterprises to effectively improve customer loyalty, so that customers can continue to shop on the website. The technical demand for this is to establish a perfect customer relationship management system. First of all, the management system should be able to collect, store and count all the information about consumer shopping to help customers to understand their own consumption, and it also helps Amazon to understand customer behaviour and preferences, so as to provide customers with targeted products and services. 
In addition, Amazon also needs to establish a consumer behaviour assessment system to record consumer behaviour of shopping on the website and give appropriate incentives to allow consumers to form the habit of spending on the website to enhance their loyalty.
Second, according to Amazon's 4R strategy, it needs to maintain good communication with customers, so as to meet consumer advice and understand what consumers need promptly. From this perspective, its intelligence needs are reflected in the following four aspects: the technology used can receive consumer information promptly to provide timely feedback; it should ensure that consumers can easily access online communication services in any medium; it should ensure the stability of communication to avoid communication interruption;  it should ensure the safety of information communication; the information and data in communication can be easily shared and stored in the company for statistical analysis.
Third, one of the most important things that Amazon needs to do to maintain good relationship with customers is helping customers to make the best buying decisions. From this perspective, its intelligence needs to reflect the perfect product contrast functions, so that consumers can understand what kind of products they need most. When customers choose a few key words, the system will give consumers several similar products to choose from, while the various details and information of each product will be displayed in the form of a list with data and pictures. In most cases, consumers do not understand the significance of these data well, even they know the data, they still fail to make the best purchase decision, therefore, the information system is required to provide consumers with some explanation for the meaning of the data for consumers’ product comparison, and a brief introduction of the characteristics of products as well as the scope and population that the products aim at will also be provided.
Finally, the information needs of Amazon's implementation of the reward strategy are to understand consumers’ extrinsic and potential demand, so as to recommend what consumers really need, thereby increasing Amazon's sales revenue. Thus, for Amazon, to establish a good e-commerce referral system is very important. On the one hand, a perfect referral system can be based on the characteristics of consumer behaviour in the platform to analyze consumer preferences to recommend targeted products, on the other hand, it is able to based on relevant big data mining and analysis of consumers’ potential demand for accurate forecasts to recommend more targeted products to consumers.(责任编辑:cinq)


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