【導(dǎo)讀】沖突和互斥帶來(lái)的挑戰(zhàn)。約，來(lái)獲得它們的網(wǎng)站管理技能或商品品類知識(shí)。價(jià)值的網(wǎng)上展示。Two-waycontactchannel雙向的接觸渠道。Sonoma組建起PotteryBarn郵購(gòu)店。

　　

【正文】 nt with friends, takeout food from a neighborhood Chinese restaurant, or a delivered pizza. 顧客不同時(shí)間以不同方式解決饑餓問(wèn)題：早上餓了又趕著上班 ， 顧客可能會(huì)去快餐店或在地鐵站買一杯速溶咖啡；中餐可能訂一份三明治送到辦公室 ， 要招待客戶會(huì)去一家好飯店；晚餐可能是同朋友在餐館聚餐 ， 從隔壁中餐館叫一份外賣或者送一份比薩 。 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 The point is that the same person requires different binations of products and services depending on the occasion. 這里的關(guān)鍵是同一個(gè)人因?yàn)閳?chǎng)合不同要求不同的產(chǎn)品與服務(wù) In general, the creation of separate experiences for customers based on their behavior is called behavioral segmentation. 根據(jù)客戶的行為創(chuàng)造不同的體驗(yàn)稱為 客戶行為細(xì)分 。 When based on things that happen at a specific time or occasion, behavioral segmentation is sometimes called occasion segmentation. 由于客戶行為細(xì)分往往基于特定的場(chǎng)合 ， 因此也稱為 場(chǎng)合細(xì)分 。 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 Usually, businesses that operate in the physical world can meet only one or a few of a customer’s differing behavioral needs. For example, the Chinese restaurant mentioned earlier might offer dining room service and takeout service, but it probably would not offer a drivethrough window or a morning coffee kiosk. 一般情況下 ， 傳統(tǒng)企業(yè)只能滿足一種或有限幾種客戶行為需求 ,例如 ， 上文提過(guò)的中餐館可以提供就餐服務(wù)與外賣服務(wù) ， 但不會(huì)提供早餐咖啡 。 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 Very few restaurants are able to offer everything from fast food through a fivecourse dinner. 很少有餐館能夠提供從快餐到滿漢全席的所有膳食服務(wù) 。 In the online world, it is much easier to design a single Web site that meets the needs of visitors who arrive in different behavioral modes. Thus, a Web site design can include elements that appeal to different behavioral segments. 企業(yè)能夠很容易設(shè)計(jì)一個(gè)網(wǎng)站來(lái)滿足不同行為模式客戶的所有需求 ， 因此網(wǎng)站設(shè)計(jì)應(yīng)該考慮面向不同行為細(xì)分市場(chǎng)的所有元素 。 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 Marketing researchers are just beginning to study how and why people prefer different binations of products, services, and Web site features and how these preferences are affected by their modes of interaction with the site, Market researchers are finding that people want Web sites that offer a range of interaction possibilities from which they can select to meet their needs. 營(yíng)銷研究人員正在研究客戶偏好不同商品 、 服務(wù)與網(wǎng)站功能組合的方式與原因 ， 以及客戶與網(wǎng)站的互動(dòng)模式對(duì)這種偏好的影響 。 結(jié)果發(fā)現(xiàn) ， 客戶期望網(wǎng)站能夠提供所有的互動(dòng)模式 ， 以便客戶自行選擇來(lái)滿足需求 。 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 Remember that a particular person might visit a particular Web site at different times and might search for different interactions each time. 注意 ， 客戶會(huì)在不同時(shí)間訪問(wèn)網(wǎng)站 ， 每次訪問(wèn)時(shí)可能尋求不同的互動(dòng)模式 。 Customizing visitor experiences to match the site usage behavior patterns of each visitor or type of visitor is called usagebased market segmentation. 按照客戶使用網(wǎng)站的行為模式來(lái)定制訪問(wèn)體驗(yàn)稱為 用法細(xì)分 。 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 Researchers have begun to identify mon patterns of behavior and to categorize those behavior patterns. One set of categories that marketers use today includes browsers, buyers, and shoppers. 研究人員以開(kāi)始識(shí)別行為模式的共同點(diǎn)并進(jìn)行分類 。 目前采用的一種方法劃分成瀏覽者 、 采購(gòu)者和購(gòu)物者 。 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 Some visitors to a pany’s Web site are just surfing or browsing. Web sites intended to appeal to potential customers in this mode must offer them something that piques their interest. 有些訪問(wèn)者只是來(lái)瀏覽 ， 針對(duì)這類訪問(wèn)者的網(wǎng)站設(shè)計(jì)應(yīng)當(dāng)激發(fā)他們的興趣 。 Browsers 瀏覽者 The site should include words that are likely to jog the memories of visitors and remind them of something they want to buy on the site. 網(wǎng)站上文字應(yīng)該能夠勾起消費(fèi)者的記憶 ， 想起要買的商品 。 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 These key words are often called trigger words because they prompt a visitor to stay and investigate the products or services offered on the site. 這些文字稱為觸發(fā)詞 ， 可以設(shè)法讓訪問(wèn)者留下來(lái)了解網(wǎng)站提供的產(chǎn)品與服務(wù) 。 Browsers 瀏覽者 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 Visitors who arrive in buyer mode are ready to make a purchase right away. The best thing a site can offer a buyer is certainty that nothing will get in the way of the purchase 即采購(gòu)的訪問(wèn)者 ， 這時(shí)網(wǎng)站設(shè)計(jì)主要是不要妨礙交易 。 Buyers 采購(gòu)者 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 For visitors who first choose a product from a printed catalog, many Web sites include a text box on their home pages that allows visitors to enter the catalog item number. This places that item in the site’s shopping cart and takes the buyer directly to the shopping cart page. 對(duì)于那些通過(guò)印刷版目錄選定商品的訪問(wèn)者 ， 有些網(wǎng)站在主頁(yè)上提供一個(gè)文本框 ， 以便訪問(wèn)者直接輸入印刷版目錄里的商品編號(hào)；這樣就將此商品放人了購(gòu)物車并轉(zhuǎn)到購(gòu)物車頁(yè)面 。 Buyers 采購(gòu)者 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 A shopping cart is the part of a Web site that keeps track of selected items for purchase and automates the purchasing process. 購(gòu)物車是負(fù)責(zé)跟蹤客戶選定的商品并自動(dòng)處理結(jié)算的網(wǎng)站功能 。 Buyers 采購(gòu)者 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 The shopping cart page should offer a link that takes the visitor back into the shopping area of the site, hut the primary goal is to get the buyer to the shopping cart as quickly as possible, even if the buyer is at the site for the first time. 購(gòu)物車頁(yè)面應(yīng)提供返回網(wǎng)站購(gòu)物區(qū)的鏈接 ， 但首要目標(biāo)是讓采購(gòu)者任何時(shí)候都能迅速找到購(gòu)物車 。 Buyers 采購(gòu)者 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 Perhaps the ultimate in shopping cart convenience is the 1Click feature offered by , which allows customers to purchase an item with a single click. Any items that a customer purchases using the 1Click feature within a 90minute time period are aggregated into one shipment. 最方便的購(gòu)物車體驗(yàn)就是亞馬遜的一次點(diǎn)擊購(gòu)物功能 ， 用這種方式在 90 分鐘內(nèi)采購(gòu)的商品都會(huì)放入同一個(gè)購(gòu)物車 。 Buyers 采購(gòu)者 2. Segmentation Using Customer Behavior 客戶行為細(xì)分 Some customers arrive at a Web site knowing that it offers items they are interested in buying. These visitors are motivated to buy, but they are looking for more information before they make a purchase decision. For the visitor who is in shopper mode, a site should offer parison tools, product reviews, and lists of 商品 ， 準(zhǔn)備購(gòu)買但需要決策之前了解更多的信息 。 對(duì)于這種購(gòu)物者 ， 網(wǎng)站應(yīng)該提供比價(jià)工具 、 商品