全流程用户体验驱动虚实融合家电营销渠道构建研究

发布时间：2019-06-25 15:47

【摘要】：随着我国互联网基础设施的不断完善,网络向实体经济不断渗透,我国互联网经济得到快速发展,电子商务迅猛崛起,对家电企业营销渠道甚至是运营模式都产生重大影响。电子商务渠道没有中间层级,家电企业可以跨过中间商直接和消费者联系,从而在凝聚顾客、信息服务、品牌与产品展示、价格等方面具有天然优势；而传统家电营销渠道在实物体验、物流配送安装和售后服务等落地方面具有强大优势。因此,互联网时代需要把电子商务渠道和传统渠道进行有机结合,发挥其各自优势。然而在体验经济时代,消费者不再仅仅满足于产品或服务在功能方面的效益,而对消费过程中的体验表现出越来越多、越来越强的需求。因此企业要形成以满足顾客需求和提升顾客体验为核心的营销渠道体系。本文从消费者体验角度对家电企业营销渠道构建影响因素进行探索,通过对家电市场传统渠道和电子商务渠道消费者进行调查问卷,问卷采用Likert五分量表,得出各因素对两种渠道用户体验影响的重要程度,结合电子商务营销渠道和传统营销渠道特点提出全流程用户体验虚实融合的家电营销渠道。最后,对家电企业在构建营销渠道及如何构建全流程用户体验驱动的营销渠道方面提出对策建议。
[Abstract]:With the continuous improvement of China's Internet infrastructure and the continuous infiltration of the network into the real economy, the rapid development of China's Internet economy and the rapid rise of e-commerce have a great impact on the marketing channels and even operation modes of household appliances enterprises. There is no intermediate level of e-commerce channels, household appliance enterprises can cross the intermediary and directly contact with consumers, thus in the cohesion of customers, information services, brand and product display, price and other aspects of natural advantages, while the traditional household appliances marketing channels in physical experience, logistics distribution and installation and after-sales service and other aspects of landing advantages. Therefore, in the Internet era, it is necessary to combine e-commerce channels with traditional channels organically and give full play to their respective advantages. However, in the era of experience economy, consumers are no longer only satisfied with the functional benefits of products or services, but show more and stronger demand for the experience in the process of consumption. Therefore, enterprises should form a marketing channel system to meet customer needs and enhance customer experience. This paper explores the influencing factors of marketing channel construction in household appliance enterprises from the perspective of consumer experience. Through the questionnaire of traditional channels and e-commerce channel consumers in household electrical appliances market, the questionnaire adopts Likert quartile scale, and obtains the importance of each factor on the user experience of the two channels. Combined with the characteristics of e-commerce marketing channels and traditional marketing channels, this paper puts forward the household appliance marketing channels with the integration of virtual and realistic user experience in the whole process. Finally, the paper puts forward some countermeasures and suggestions on how to construct the marketing channel and how to construct the marketing channel driven by the whole process user experience.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471;F724.6

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