价值网络下电商退货管理研究

发布时间：2018-08-06 09:04

【摘要】：随着电子商务行业的迅速发展,对于如何提升与退货相关的售后服务质量以及退货管理等问题,越来越受到电商企业以及该行业的学者的关注。退货管理的价值创造不仅来自企业自身,还与各个相关利益主体有关,价值网络是以顾客需求为核心由利益相关者之间相互影响而形成价值生成、分配、转移和使用的关系及其结构,电商企业需要在价值网络下制定退货管理模式,提高消费者满意度、减少库存积压、提升企业形象、促进电子商务发展、提高国家竞争力等。本文以价值网络理论、逆向物流理论以及电子商务理论为基础,综合运用文献综述、定量及定性相结合、国内外对比分析等方法,对以下几方面进行了重点研究:(1)我国电子商务中退货管理存在的问题和成因。通过对价值网络与退货管理关系的分析,以及对目前电子商务中退货存在问题的调查,在价值网络下分析电商退货管理存在的问题及原因。(2)价值网络下电商退货管理模式分析。利益驱使今天,早已在企业之间埋下了行业价值链,但是对于以顾客为核心的价值网络的形成还需各主体在各方面做进一步的协作。传统的企业经营方式已经不能满足电子商务行业的发展,电商企业的管理模式应在价值网络下制定战略管理模式,对于居高不下的退货问题,也应纳入企业战略管理方针。并以实习的电商企业为例,获得更多的相关的数据资料,更深入的了解电商企业的运营及退货管理问题,有针对性的提出应对措施。(3)价值网络下电商退货管理优化。电商退货管理高效的实施,需要政府加强对电子商务行业的监督,对电商企业的管理与支持,加强相关法律法规的完善来保障消费者权益;需要在价值网络下对现代退货管理模式进行优化,融合顾客、企业以及政府等;需要企业内部以价值网络为基础,对退货时限、条件、方式等制度进行完善。
[Abstract]:With the rapid development of e-commerce industry, how to improve the quality of after-sales service and return management related to return has attracted more and more attention of e-commerce enterprises and scholars in this industry. The value creation of return management comes not only from the enterprise itself, but also from the relevant stakeholders. The value network is the value generation and distribution based on the customer demand and the mutual influence of the stakeholders. The relationship between transfer and use and its structure, e-commerce enterprises need to establish a return management model under the value network, improve consumer satisfaction, reduce inventory backlog, enhance corporate image, promote the development of e-commerce, improve national competitiveness, and so on. Based on the value network theory, reverse logistics theory and electronic commerce theory, this paper makes comprehensive use of literature review, quantitative and qualitative analysis, comparative analysis at home and abroad, etc. This paper focuses on the following aspects: (1) the problems and causes of return management in electronic commerce in China. Through the analysis of the relationship between the value network and the return management, as well as the investigation of the existing problems in the E-commerce, this paper analyzes the problems and causes of the E-commerce return management under the value network. (2) the analysis of the management mode of the E-commerce return under the value Network. Today, interest has already buried the industry value chain among enterprises, but the formation of the value network with customer as the core still needs further cooperation from all aspects. The traditional management mode of enterprises can not meet the development of e-commerce industry. The management mode of e-commerce enterprises should be based on the value network to formulate the strategic management model, and the high return problem should also be included in the enterprise strategic management policy. And take the practice of e-commerce enterprises as an example, get more relevant data, more in-depth understanding of the operation of e-commerce enterprises and return management issues, targeted to put forward countermeasures. (3) under the value network e-commerce returns management optimization. The efficient implementation of E-commerce return management requires the government to strengthen the supervision of e-commerce industry, to the management and support of e-commerce enterprises, to strengthen the improvement of relevant laws and regulations to protect the rights and interests of consumers; It is necessary to optimize the modern return management model under the value network, to integrate customers, enterprises and government, and to perfect the system of return time limit, condition, mode and so on, based on the value network.
【学位授予单位】：上海工程技术大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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