cost   and  Alibaba   is   the   ancestor   of   the   e-   commerce.   It   is   also   the   largest   B2B
company.  Alibaba   has   a   variety   of   customers   and   its   speed   of   renewing   is   fast.
Moreover, it has the ecellent communication channels for the staff and customers and
they   build   up   a   good   reputation   on   the   suppliers.   Meanwhile   they  have   a   lot   of
characteristics   and   their   qualitative   services   satisfy   most   customers.   So,   this
outstanding  company  is   worth   being   studied.  And   in   this   report,   I   would   like   to
introduce Alibaba's each aspects.

2. The organisation's customer care strategy

Enterprises in certain stage of development serve customers as the core, regard
customer satisfaction as the purpose and match the service resources and the
changeable environments to achieve the enterprises' long-term goals. So, Alibaba.com
Corporation take up some service strategies to improve the satisfaction of customers.

2.1 Customer retaining strategy

Customer retaining is a strategy which a company operate in order to prevent the loss
of customers and to ser up customers' loyalty. The cost of retaining a old customer is
1/5 of gaining a new customers' costs and it is pretty easier for the company to sell
goods to the old customers than new customers.

Once Alibaba.com Corporation set up, they found it was not difficult to attract some
A-level manufacturers such as Lenovo, Philip. But B-level and C-level shopkeepers
are the main point for the company to hang on as the developments of the e-economy.
So, the company take up strategies as follows:

2.1.1 Discounts
Take up bulk activities. In those activities, 70% of participants are those small and
middle shopkeepers. Then, the mall's selling data will not be cleared each month and
the top three in the natural search rank will get discounts, which are the main
strategies to retain customers. Usually, once festivals some, the company will give the
suppliers 80~90% discounts and if some new suppliers enter, there are also some
discounts.

2.2.2 VIP
The company pay much attention to theses VIP customers. So, there are some
strategies to retain them such as VIP club and some special rights, like ranking
appeared in the front. The clubs for their loyal customers attracted take up in certain
time and the company have got a lot of benefits from it. For example, the crown-
shopkeeper clubs had 50 official members and the sales reached more than 8 hundred
million RMB in 2009.