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1. What is your process research problem and question?
你目前的研究课题是什么？
Describe your question up close in terms of a particular case, and from afar in terms of the pervasiveness and context of the question.
分别从具体的案例或例子方面和笼统的问题背景和普遍性方面阐述该研究课题。
2．What is your proposed answer (or theory) about the research question?
针对该研究课题，你提出的解决方案（理论）是什么？
Is your answer any better than the status quo or a competing plausible alternative answer?
你的解决方案（理论）是否比现有的或其他可能的替代方案（理论）更好？
3. How will you empirically study your proposed answer?
你将如何通过实证研究检验你的解决方案？
Outline a research design for gathering data to examine your proposal.
概述用于收集数据的研究设计，以便检验你的研究问题。
4. How will you communicate and use study findings?
你打算如何介绍并应用你的研究成果？
5. Background questions:
背景问题：
For whom and with whom are you conducting the study?
你打算为谁开展研究？与谁一起开展研究？
Who will you engage to answer these questions? (Don’t go it alone!)
你打算与谁一起回答这些问题？（不要独自一人！）
Q1. My research question is the use of customer relationship management in B2C business. With the rapid development of e-commerce, B2C has become the most successful model in the retail industry (Liu et al., 2017). However, due to low conversion costs, relatively transparent product and discount information, and developed logistics and transportation, consumers often have low loyalty towards website (Vrontis, Thrassou and Amirkhanpour, 2017), which becomes the biggest hidden danger for B2C enterprises to develop further.
Q2. I believe that based on 4R marketing theory to build customer relationship management system is a valuable strategy for B2C companies to improve customer loyalty. Compared with customer-centered theory, 4R marketing theory pays more attention to how companies maintain good long-term cooperative relations with consumers to ultimately achieve a win-win situation, 4R theory is more instructive to improve customer loyalty (Schultz, 2001).
Q3. I will use questionnaire to investigate consumers’ evaluation on shopping through Amazon from four perspectives: relevance, relationship, reaction, and reward, and investigate their loyalty to Amazon. Using the method of correlation analysis to analyze whether there is a statistical relationship between the consumer loyalty and the evaluation on the shopping experience, if there is, it shows that the 4R marketing strategy has a positive effect on the customer loyalty, otherwise, it does not. The questionnaire is expected to be distributed 150 copies and taken back by using SurveyMonkey. The data analysis tool will be SPSS 22.0. The data analysis method will be correlation analysis.
Q4. My research results will help B2C companies about how to build a customer relationship management system based on the characteristics of B2C, so as to effectively improve customer loyalty.
Q5. Background questions: This research will take Amazon as the research object. I will start my research with my classmates. He will mainly help me in the process of distributing and collecting questionnaires, as well as data analysis.
References
Liu, Y., Foscht, T., Eisingerich, A. B. and Tsai, H. T. (2017). Strategic management of product and brand extensions: Extending corporate brands in B2B vs. B2C markets. Industrial Marketing Management, 27(11), 120-128.
Schultz, D. E. (2001). Marketers: Bid farewell to strategy based on old 4Ps. Marketing News, 35(2), 7.
Vrontis, D., Thrassou, A. and Amirkhanpour, M. (2017). B2C smart retailing: a consumer-focused value-based analysis of interactions and synergies. Technological Forecasting and Social Change, 124(11), 271-282.
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