Tactic Analysis Of E-Business Of Chinese Cross-Border Baby-and-Maternal-Products Customer Retaining

E-business of Cross-border baby-and-maternal-products was considered as the last blue sea of cross-border E-business.However,as full spread of Second-Child national policy and upgrade of consumption concept and purchasing power of new generation parents,as well as governmental policies that gradually becomes sound,in the next five years,the E-business of Chinese cross-border baby-and-maternal-products would greet a big bang.Currently,the vying for domestic market is tremendous fierce in E-business of crossborder baby-and-maternal-products and some issues such as same marketing methods,homogenized products,more substitute products,low customer switching cost and so forth have become severe;therefore,these issues have resulted in great loss of customers and unprecedented pressure for producers.Valid customer retention measures not only lower the loss rate of customers but also help mouth-by-mouth marketing and cross-selling and improve producers' profits.Some studies have verified that the influence of retaining customer has overwhelmed producer's scale,market share,unit cost and other factor that often are considered as competitive advantages.So,implement customer retention strategy and achieve differentiation cultivation of competitive advantages are crucial for E-Business of Chinese cross-border baby-and-maternal-products.Based on special opportunity period and specialty of E-Business of Chinese crossborder baby-and-maternal-products,as well as by reviewing relevant theories of customer retention internationally,this thesis chose relation quality,switching cost,and customer loyalty as main factors and introduced behavioral characteristics to construct an analysis model of customer retention with respect of E-Business of Chinese cross-border baby-andmaternal-products and proposed relevant hypothesis.Via questionnaire survey,this thesis made an empirical study by application of SPSS data analysis.In this approach,correlation analysis,regression analysis and analysis of variance(ANOVA)are applied to verify correlations between chosen factors and their effects to customer retention;it also tested the proposed hypothesis,finally modify the model.Conclusions: 1)In E-Business of Chinese cross-border baby-and-maternal-products industry,relation quality and customer loyalty hold significant positive effects to customer retention,but switching cost has no significant effect.2)Positive effects exist between each of these three factors,but switching cost's effect to relation quality and customer loyalty is relative lower.3)Demographic of consumers has no significant effect to customer retention,and consumption frequency and amount positively affect customer retention.In addition,it also verified that the division of relation-quality dimension is reasonable.Based on empirical analysis,this thesis proposed with terms of improving relation quality,customer loyalty and improve loyal customer retention rate and set reason switching cost;therefore,facilitate precise marketing for producers.This thesis would provide a theoretic foundation for improving the ability to retain customers.