海底捞与美捷步相同的成功之道（Sea fishing success with Zappos）.doc

海底捞与美捷步相同的成功之道（Sea fishing success with Zappos） He made his fortune in Sichuan, Jianyang, and became famous in Beijing. He is now a leader in the hotpot. Yum group tour two hundred people to study, sea fishing think this elephant elephant ants learning. Never a catering brand like todays sea fishing as well as by people of all ages and praise. Open a lot of hot pot shop, why only the bottom of the ocean so beautiful? Zappos is an American shoe company in B2C electronic commerce. In 2008, with annual sales of $1 billion in Zapposs impressive performance across the field of electronic commerce. In 2009, Amazon bought Zappos with a $1 billion 200 million price. Many online shoe store opened in the United States, why only Zappos can sell 1 billion 200 million dollars? After in-depth research, we found that the success of submarine fishing and the Czech Republic have one thing in common, that is, — — tireless pursuit of customer value, and even to an extreme. According to the value management expert Gao Dingjis point of view, customer value has three realms: one is to meet customers non business requirements; two is to exceed customer expectations; three is to move customers. The intersection between the three, the best customer value is to move customers, all customer value should exceed customer expectations, do not need to do, do not do, and can exceed customer expectations. Customer value exceeding customer expectations may move customers. In the bottom of the sea fishing, children eat dinner to eat ice cream, the waiter will go out to buy an ice cream; customers call no money, the waiter will go out to buy a recharge card. At Zappos, if not the kind of shoes to customers in the warehouse, the staff will go to a competitors site search, and find the relevant information to tell the customer. In the bottom of the sea fishing, often some free services and gifts, submarine fishing initiative offered. For example, waiting for the process of nail painting, leather shoes,