JP2002312561A - Sales promotion system using the internet - Google Patents

Abstract

PROBLEM TO BE SOLVED: To attain efficient of business negotiations by collecting and recording customer information, and clarifying and solving the merchandise purchase barrier of a customer according to an exchange of information via a network. SOLUTION: This system is provided with a web server, a communication server, a mail server, a customer data base server, a questionnaire data base server, a reply analysis server, a purchase barrier data base server, and a purchase barrier solution data base server and an information control processing part. Then, readers reply to questionnaires carried in a sales campaign on the web. The identification information of the answer questionnaires is recorded in the customer data base. The item information of the reply questionnaires is analyzed by the reply analysis server, and the customer group which is likely to purchase merchandise is extracted. The purchase barrier factors recorded in the purchase barrier data baser server are distributed to the customers in the customer group which is likely to purchase merchandise, and the customers reply to which factors are the purchase barriers. The resolutions for the purchase barrier factors are decided ands proposed based on a plurality of solutions recorded in the purchase barrier solution data base server.

Description

DETAILED DESCRIPTION OF THE INVENTION

[0001]

BACKGROUND OF THE INVENTION 1. Field of the Invention The present invention mainly reveals potential customers of expensive goods and services (services) through the Internet, clarifies the reasons for preventing customers from purchasing,
The present invention relates to a system for promoting sales of goods and services (hereinafter, referred to as goods, etc.) by proposing a solution thereto.

[0002]

2. Description of the Related Art For a high-priced product such as a luxury foreign car, for example, while having a willingness to purchase, for economic reasons such as payment terms or misunderstanding or dissatisfaction with the product,
There is a customer who is making a purchase. In other words, potential customers often do not come to car exhibition halls even if they conduct new car sales campaigns, etc. It is difficult to supplement the data on the reasons for the change.

[0003] In addition, since a sales clerk usually negotiates with customers who come to the store, it is necessary to understand the reasons for the purchase barriers of the customers and to present the conditions for eliminating the purchase barrier reasons, and to determine whether or not the contract is successful. It depends greatly on the skills and skills of the sales staff. As a result, the seller cannot obtain information on potential customers without waiting for the store to visit, and the quality and quantity of collected information that leads to sales also greatly depends on the ability of the salesperson. Therefore, it takes a lot of time and cost to find a potential customer, elucidate the reason for the purchase barrier of the customer, and present conditions for removing the barrier.

[0004] Even if the provider of the product or the like already has a customer list, it is determined whether these customers have a possibility of purchasing the new product and what kind of barriers to purchase have. In order to clarify the situation and to present conditions for solving the situation, the salesperson must rely on interviews with customers, and the same problem as described above occurs.

[0005] On the other hand, on the customer side, it is not clear whether or not the purchase barrier can be resolved until the customer goes to a store or the like and makes contact with a salesperson. For this reason, it is often easy to judge for yourself that you cannot purchase. Also, if you meet with a salesperson, you may have to worry about being forced to purchase, and you cannot easily consult with them about the barriers to purchasing.

[0006]

SUMMARY OF THE INVENTION It is an object of the present invention to use the Internet to identify potential customers, record customer information without waiting for customers to come to the store, and to make purchases possible. Elucidating and resolving the barriers for customers to purchase products, etc., greatly reduces the time and cost of business negotiations between customers and providers of products, etc., and improves the efficiency of business negotiations In addition, customers can use the Internet, which allows them to specifically know the barriers to purchase and the conditions for solving them without having to meet salespeople, and to objectively judge whether or not purchase is possible. The purpose is to provide a sales promotion system using the system.

[0007]

Means for Achieving the Object The present invention has the following arrangement to achieve the above object. In other words, the invention of claim 1 provides a product or service provider by exchanging information with a consumer via the Internet, thereby revealing potential customers, constructing a customer database, and creating a product or service. This is a sales promotion system using the Internet that promotes sales of goods or services by removing the purchase barrier of each customer for purchase. The system includes a web server, a communication server, a mail server, a customer database server,
A questionnaire database server comprising questionnaire information having an item information display unit on which item information for determining the possibility of purchase is recorded and an identification information display unit for identifying customers, and contents of answers to the questionnaire item information Server that analyzes the questionnaire, a purchase barrier database server that classifies and organizes the barriers to purchase, and a purchase barrier that classifies and organizes the solutions to the purchase barriers to eliminate the barriers to purchase. A solution database server and a control processing unit having a system for controlling and processing information exchanged between a provider of goods or services and a consumer are provided. The information control processing system distributes a questionnaire from a questionnaire database server to a predetermined consumer via a communication server, asks for an answer, and records the content of individual information of the answered questionnaire in a customer database. And transmitting the analyzed item information display contents to the questionnaire response analysis server and analyzing it, classifying the customer group that does not purchase goods or services into a customer group that may purchase, and the classification result into the customer group. The step of recording in the database, and distributing the purchase barrier reasons recorded in the purchase barrier database server via the communication server to the customers belonging to the customer groups that may be purchased, and determining which of the reasons is the purchase barrier. Requesting a response from the customer and answering the respondent Measures determined based on a purchase barrier solve numerous recorded in the database server solution, step a, the contents of the purchase barrier solution to this and individual purchase barrier grounds for each customer to be proposed,
And recording the purchase condition of the customer and information on whether or not the customer has made a contract in the customer database server of the customer.

[0008] According to the first aspect of the present invention, the provider of the product etc.
The questionnaire is distributed based on the customer data that the user has in advance. On the other hand, the invention according to claim 2 is a step in which the information processing control system develops a sales campaign for a product or service on the web, and the questionnaire transmitted from the questionnaire database server is displayed on the display content of the sales campaign. And causing the accessed consumer to answer a questionnaire.
Other configurations are the same as those of the first aspect. The contents of the identification information display section of the web viewer who responded to the questionnaire are recorded in the customer database. As a result, the respondents to the questionnaire become potential customers, which leads to the development and realization of new potential customers irrespective of the conventional customer data.

[0009] As a product or the like targeted by the present system, a high-priced one is mainly suitable. For example, real estate such as movable products such as vehicles and luxury furniture, prefabricated houses or rented houses, and land (these correspond to the goods according to the present invention), various educational programs (corresponding to the services according to the present invention), and the like. . Providers of goods and the like include not only dealers and agents, but also manufacturers and organizations involved in production, sales, and distribution on the side supplying the goods and the like, such as manufacturers. The content of the sales campaign site is appropriately set by the provider according to new products and services.

[0010] Questionnaire information is recorded in the questionnaire database server. The questionnaire information includes item information for determining the possibility of purchase and identification information for identifying a customer. The item information for judging the possibility of purchase is desirably in a format in which a general reason that is a barrier to purchase is selected and answered. As a result, it is possible to determine whether the purchase is considered to be impossible or not to be purchased, and furthermore, it is possible to confirm the approximate type of the purchase barrier (for example, whether it is related to the payment term or the item), and to determine the purchase barrier at the second stage. Questions and suggestions for For example, in the case of a new car sales campaign, those who chose "poor brand image" as the reason for not purchasing can answer that there is no way to solve the purchase barrier and it is possible to judge that they are willing to buy . Those who argue that they do not buy "priced" because the barriers to purchase are economical,
Depending on the conditions proposed, the purchase barrier can be eliminated and the customer is likely to purchase. The specific content of the item information is appropriately set according to the type of the product or the like. Of course, it is also possible to directly ask whether or not there is a purchase intention. In this case, a person other than a person who has no intention of purchasing is processed as a person who has a possibility of purchasing. It is advisable to add a prize or a lottery to the questionnaire to induce participation in the answer. Various types of prize products are prepared, such as presentation of a premium, discount of a down payment, provision of a discount, and the like.

In the purchase barrier database server, the reasons why a potential purchaser considers that they cannot purchase are extracted, classified, arranged, and recorded. For example, they are classified into economic reasons, product dependence reasons, product peripheral reasons, user preference reasons, and the like. Since the purchase barrier is the reason that customers determine that they cannot buy the product,
It is set and recorded individually according to the product and the like. If the barriers identified in the process of exchanging information between the provider of the product etc. and the customer are also barriers to some extent universal,
It is additionally recorded in the purchase barrier database. The purchase barrier resolution database forms a pair with the purchase barrier database, and specific proposals for eliminating the purchase barrier are arranged and recorded in association with the purchase barrier. The proposal method of the purchase barrier solution may be a method controlled by the information control processing system and automatically determining a solution corresponding to the purchase barrier from a number of solutions recorded in the purchase barrier solution database server. Alternatively, the final purchase condition may be determined not only by presenting a single solution but also by sequentially repeating the question and the answer by e-mail communication.

[0012]

BEST MODE FOR CARRYING OUT THE INVENTION Hereinafter, the present invention will be described in detail based on an embodiment in which the present invention is applied to illustrated new car sales. FIG.
It is a schematic structure figure of the system of the present invention. This system includes various servers 1 to 8. The web server 1 displays a homepage of a provider of products and the like, posts contents of a new car sales campaign, and links a corresponding questionnaire site, thereby enabling information exchange with consumers (users) or customers. Perform distribution and reception. The communication server 2 is a server that encrypts data to be transmitted and received in order to secure the confidentiality of the communication between the customer and the provider. The mail server 3 is a server for exchanging, by e-mail, between a customer and a provider, finding a reason for a purchase barrier of the customer, proposing a solution to the purchase barrier, and other specific purchase conditions.

The customer database server 4 is a database for recording various information of customers who have applied for the questionnaire.
Name, address, phone number, email address, user I
D, a registration information table for recording identification information such as a user password, age, gender, and occupation; a general information table for recording information relating to a campaign such as a campaign name and an execution period at the time of application; It has a purchase barrier reason and its solution, and a negotiation information table such as purchase conditions and whether or not a contract has been made.

The questionnaire database server 5 is a database for recording questionnaire information. The questionnaire information has an item information display unit for determining the possibility of purchase and an identification information display unit for identifying customers. The identification information display section displays identification information in a range where the customer who answered the questionnaire does not give psychological resistance.
This identification information need not be all of the identification information required in the registration information table of the customer database.

In the item information display section, previously set questions are described. The question items are prepared so that the customer answers them to determine whether there is a possibility of purchasing a new product. For example, the following information is posted on the item information display section. "Question 1. Why did you not buy XX in this campaign? Please select all of the following that apply. 1. I do not know the location of the store / access is bad. 2. The store or business Poor response 3. bad schedule 4. boring campaign content and incentives 5. bad brand image 6. dislike design (exterior / interior) 7. dislike body color I don't want 8. I don't like the body size 9. I don't like the performance and features 10. I don't like the equipment and options 11. I met a model I liked with another car 12. I was opposed by my family 13. The reputation of my neighbors and friends is not good 14. Low maintenance and fuel consumption 15. High insurance premium 16. No parking 17. High price 18. Insufficient down payment 19. Interest rate High 20. Value 21. Poor trade-in 22. Loan is still available Q2 What is the most problematic cause of not being purchased? What is the second cause of the problem that was not answered, please select one, and then ask the third, fourth, and nth causes in turn. "

In the case of a customer who has selected the causes 5 to 9 or 11, 14, and 16 as an answer to the above-mentioned question 1, and the customer is the highest cause, the negotiation with the provider is also required. It is almost impossible to eliminate the cause, and these customers are classified into a group of customers who do not purchase by the answer analysis server 6 described later. For customers who chose another cause,
The cause may be eliminated or mitigated depending on the discussion or negotiation with the provider, and the customer may be a potential purchaser. In the item information of the questionnaire information, determine whether there is a possibility of purchasing new products (distinguish between customers who can not buy and customers who can not buy)
It is important to post possible questions. In addition to this, it is desirable that customers who can be purchased should be able to determine at least economic reasons or other reasons.

In the questionnaire, the URL of the prize application site is also described. After answering the questionnaire, the customer can apply for a prize by clicking on the URL. As the prize, a down payment provided for the purchase of a new car, provision of optional products, and other new car related goods are selected. The establishment of a prize application site will increase the response rate to the questionnaire.

The answer analysis server 6 is a server that analyzes the item information of the received answer questionnaire and determines whether there is a possibility that the customer will purchase a new car targeted for the campaign. The analysis is automatically performed according to the item information of the questionnaire.

The purchase barrier database server 7 is a database server that extracts and classifies purchase barrier reasons when purchasing a new car based on past business experience. The purchase barrier reason is a barrier that can be resolved or alleviated by the product provider through consultation and negotiation with the customer. An example of specific purchase barrier reasons is shown below. "A. Reasons for product peripherals 1. No brand reliability (manufacturer), 2. No brand reliability (channel), 3. No brand reliability (stores), 4. Poor after-sales service, 5. Stores 5. low quality, 6. low sales quality, 7. high premium, 10. no ads, 1
1. Not featured in magazine articles. B. Reasons for user preference Dislike brand (maker), 2. 2. Dislike brand (channel); 3. Dislike brand (product); 4. I hate sales. The atmosphere of the store is poor, 6. 6. No favorite option 7. Not recommended by acquaintance Negative in magazine articles. C. Cost reasons 1. Price is too high; 2. Down payment is not enough. 3. Interest rates are too high. 4. Insufficient discount Premiums are high,
6. 6. The trade-in amount is low (owned car). The trade-in amount is low (target vehicles). The reasons for the purchase barrier will be updated and revised at any time.

The purchase barrier solution database server 8 is a database server that organizes and records the reasons for solving the purchase barrier in accordance with the purchase barrier reasons. For example, the solution to the above-mentioned barrier to purchase is as follows. For A, 1, 2, 3 and C, 1 and 2, explanation for restoring brand image (history, track record, company size, quality, environmental measures, etc.), and for A, 4, 5, 6 and C, 7 Is the introduction of after-sales service, 9 of A and 7 of B,
8 for purchase cases, A for 7 and C for 5 for flat-rate insurance, A for 1-3, 8, 9 and B for 1
3 is an advertisement introduction, A is 9 and B, 3, 7 and 8 is a journalist evaluation introduction, A is 3-6, 9 and 2, 4-8 is a store introduction or purchase example, B is For 6 and 4 of C, introduce third-party products by tie-up with an automobile supply store, and for 1, 2 and 2 of C
6, the trade-in guarantee is recorded as the corresponding data, and for C 1-4, the loan exchange or low interest rate plan is recorded for C 1-4, and the trade-in guarantee is recorded for C 1, 2, 4, 7 as the corresponding data. These solutions are then individually proposed and implemented for customers who have presented purchase barriers. Depending on the content of the purchase barrier, a new solution is created and stored in the database server.

The present system further has a control processing unit for controlling the exchange of information between the provider and the customer via these servers. The control processing unit specifically performs the following processing (see the flowchart in FIG. 2). First, a new car sales campaign is developed on the web (step 1). In the sales campaign, a questionnaire site is linked and posted based on the customer database server 5 (step 2). The customer who browsed the questionnaire site is answered with a questionnaire (step 3). Add a sweepstakes site to the survey site to encourage responses to the survey. Consumers who do not answer the questionnaire,
Customers who are not eligible for this system.

The response from the customer to the questionnaire is received, and the contents of the identification information display section of the questionnaire are recorded in the customer database (step 4). Identification information necessary for applying for a sweepstakes is accumulated as customer data, and customers interested in a new car targeted for the campaign are widely captured. The contents of the item information described in the item information display section of the answer questionnaire are transmitted to the questionnaire answer analysis server 6 and analyzed, and classified into a customer who does not purchase a new car and a customer who may purchase a new car (step 5). The classification result is recorded in the customer database (step 6).

The purchase barrier reason recorded in the purchase barrier database server 7 is distributed to the customer determined to be likely to be purchased, and an answer is asked as to which of the reasons is a purchase barrier (step 7). . The reason for the purchase barrier to be distributed is obtained by narrowing down the economic barrier and the like in light of the contents of the item information of the answer questionnaire. In some cases, the overall purchase barrier reason is delivered without any refinement.

An answer to the purchase barrier reason is received, a specific purchase barrier solution is determined based on the answer, and the solution is proposed to the customer via the mail server 3 (step 8). Basically, the purchase barrier solution is automatically extracted and determined from among many solutions recorded in the purchase barrier solution database server 8. Depending on the nature of the purchase barrier,
Have multiple interactions with the customer and collaborate with the provider to determine the purchase barrier solution. Thereby, the purchase condition of the customer is clarified.

The individual purchase barrier reasons of each customer, the contents of the solution to the purchase barrier, the purchase conditions of the customer, and the information on the presence or absence of the contract, which are generated in the series of processes, are appropriately stored in the customer database server 4 of the customer. It is recorded and stored at the time (step 9). It should be noted that the above-described division of the processing steps is for the sake of convenience, and various step divisions are possible without substantially changing the processing contents.

Further, according to the present invention, when customer data is already present on the provider side, a questionnaire is directly distributed to these customers as shown by a dashed line in the chart of FIG. The same can be applied to the required mode. It is also possible to use both the case of the above-described embodiment starting from a place where there is no customer data and the case of directly distributing a questionnaire to the customer based on the customer data. The item information of the questionnaire, the reasons for the barriers to purchase, and the contents of the solutions are appropriately changed depending on the products and services to be sold.

[0027]

According to the present invention, the following effects can be obtained. Customers who have the potential to purchase by answering the questionnaire on the Internet (customers who think they cannot buy)
And those who do not (customers who do not buy), distribute the purchase barrier reasons to potential customers, ask for an answer as to which of the purchase barriers, and purchase based on the answer As we proposed a solution to the barrier and recorded these processes in the customer database,
On the provider side of products, etc., not only waiting for customers to come to the store, not only potential customers can be revealed, but also customer information can be easily collected and recorded, and business negotiations with customers can be completed without relying on sales staff capabilities. It can be done efficiently in time. On the customer's side, simply interacting with the computer screen not only reveals their own purchase barriers, but also gives specific solutions, and is not a face-to-face business meeting with a salesperson. Therefore, it is easy to consult about the barriers to purchase.

[Brief description of the drawings]

FIG. 1 is a schematic configuration diagram of a sales promotion system according to an embodiment of the present invention.

FIG. 2 is a flowchart showing an outline of processing contents by an information control processing system.

[Explanation of symbols]

 DESCRIPTION OF SYMBOLS 1 Web server 2 Communication server, 3 Mail server, 4 Customer database server 5 Questionnaire database server, 6 Questionnaire response analysis server, 7 Purchase barrier database server 8 Purchase barrier resolution database server 9 Information control processing part

Claims (8)

[Claims] Claims: 1. A provider of goods or services exchanges information with a consumer via the Internet,
A web-based sales promotion system that identifies potential customers, builds a customer database, and removes each customer's purchase barriers for purchasing goods or services and promotes sales of goods or services. It has a server, a communication server, a mail server, a customer database server, an item information display unit in which item information for determining the possibility of purchase is recorded, and an identification information display unit for identifying a customer. A questionnaire database server consisting of questionnaire information, a questionnaire response analysis server that analyzes the contents of responses to questionnaire item information, a purchase barrier database server that classifies and organizes barriers to purchase, and purchases to eliminate barriers to purchase Barrier solutions were categorized and arranged according to purchase barrier reasons. A purchase barrier solution database server, and a control processing unit having a system for controlling and processing information exchanged between a provider of goods or services and a consumer, the information control processing system is provided for a predetermined consumer. Transmitting the questionnaire from the questionnaire data server via the communication server and requesting an answer; recording the contents of the identification information display section of the answered questionnaire in the customer database; Transmitting to the questionnaire response analysis server for analysis, classifying into a customer group that does not purchase goods or services and a customer group that may purchase, a step of recording the classification result in a customer database, A purchase barrier database server for customers belonging to a certain customer group via a communication server Steps of distributing the recorded purchase barrier reasons and requesting an answer as to which of the reasons are the purchase barriers. The solution to the purchase barrier reasons is recorded in the purchase barrier resolution database server for the responding customers. The steps to be determined and proposed based on a number of solutions that have been decided, the barriers to each customer's individual purchase barriers, the details of the purchase barrier solutions to them, Recording on a database server. A sales promotion system using the Internet. 2. A provider of goods or services exchanges information with a consumer via the Internet,
A web-based sales promotion system that identifies potential customers, builds a customer database, and removes each customer's purchase barriers for purchasing goods or services and promotes sales of goods or services. It has a server, a communication server, a mail server, a customer database server, an item information display unit in which item information for determining the possibility of purchase is recorded, and an identification information display unit for identifying a customer. A questionnaire database server consisting of questionnaire information, a questionnaire response analysis server that analyzes the contents of responses to questionnaire item information, a purchase barrier database server that classifies and organizes barriers to purchase, and purchases to eliminate barriers to purchase Barrier solutions were categorized and arranged according to purchase barrier reasons. A purchase barrier solution database server, and a control processing unit having a system for controlling and processing information exchanged between a provider or a consumer of the product or service, and the information control processing system includes a product or service on the web. Deploying the sales campaign, posting the questionnaire sent from the questionnaire database server in the display of the sales campaign, allowing the website visitors to answer the questionnaire, and identifying the questionnaire that was answered A step of recording the contents of the display unit in the customer database; and a step of transmitting the contents of the answered item information to the questionnaire response analysis server and analyzing the results. Step of classifying the result into a customer database And distributing the purchase barrier events recorded on the purchase barrier database server via the communication server to the customers belonging to the customer group that may be purchased, and determining which of the reasons is the purchase barrier. Requesting a response to the customer, and determining a solution to the barrier to purchase based on a number of solutions recorded in the purchase barrier resolution database server, and proposing the solution to each customer. Recording on the customer database server of the customer the purchase barrier reason and the contents of the solution to the purchase barrier, and the purchase condition of the customer and whether or not the customer has made a contract, on the customer database server. Promotion system. 3. The sales promotion system using the Internet according to claim 1, wherein the product is a luxury car. 4. The sales promotion system using the Internet according to claim 1, wherein the information control processing system adds a prize or a lottery to the questionnaire. 5. The questionnaire database according to claim 1, wherein the item information of the questionnaire database is information for determining whether there is a possibility of purchasing a product or a service, and is question information for confirming an outline of a purchase barrier. Sales promotion system using the Internet. 6. The Internet according to claim 1, wherein the information processing control system updates the data in the purchase barrier database server and the data in the purchase barrier solution database server as needed based on the contents of the customer's response. Sales promotion system. 7. A solution to the purchase barrier reason is proposed to the customer via the communication server by the information control processing system automatically determining from a number of solutions recorded in the purchase barrier solution database server. A sales promotion system using the Internet according to claim 1 or 2. 8. A solution to the purchase barrier reason is individually examined between a customer who has a possibility of purchase and a provider of goods or services via a mail server, and proposed to the customer via a communication server. A sales promotion system using the Internet according to claim 1 or 2.