基于在线评论分析的亚马逊中国网络营销策略研究

发布时间：2018-03-09 02:33

本文选题：在线评论　切入点：网络购物　出处：《哈尔滨工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的发展、计算机电子技术进步及互联网的广泛使用,电子商务行业发展迅速。人们的消费方式和购物模式正在发生着改变,人们也越来越喜欢在网上购物。目前我国的网络购物市场正在快速成长。作为世界上知名的电子商务企业之一的亚马逊,在电子商务领域,拥有丰富的经验、强大的物流体系和非常专业和超前的技术,本应在中国有所作为,但却入华十一年一直不温不火,市场份额在逐年的下降。在线评论是消费者在网上购买商品的重要参考依据。因为网络购物较传统购物模式更加虚拟化,消费者只能通过卖家在网上提供的信息进行判断,无法看到实物。消费者为了搜集更多的信息,以降低购物风险,就必须阅读在线评论,减少消费者与卖家之间的信息不对称性。本文搜集对亚马逊中国网站筛选出具有代表性的商品的在线评论,阅读分析这些商品的在线评论,并与对手进行SWOT分析,研究发现了亚马逊中国在网络营销中存在的不足,分析其产生问题的根本原因,通过对问题的深刻认识为后续找到网络营销改进对策提供了依据。本文针对建立第三方供应商、物流的合作与管理,更新自营物流中心;完善产品展示、商品页面、商品详情,调整网页色彩;提出保价政策、设计比价系统;增加促销力度及加大宣传;完善售后服务;通过检录大数据模型定量分析改建网络营销措施;预估消费热点、开发移动平台等多个方面的问题提出了相应的解决方案。本课题的研究为今后亚马逊中国的网络营销策略的制定提供依据。
[Abstract]:With the development of our economy, the progress of computer electronic technology and the wide use of the Internet, the e-commerce industry is developing rapidly. People's consumption patterns and shopping patterns are changing. People are also more and more interested in online shopping. At present, the online shopping market in China is growing rapidly. Amazon, as one of the well-known e-commerce enterprises in the world, has rich experience in the field of e-commerce. The strong logistics system and very professional and advanced technology should have made a difference in China, but they have been in China for 11 years. Market share is declining year by year. Online reviews are an important reference for consumers to buy goods online. Because online shopping is more virtualized than traditional shopping patterns, consumers can only judge through the information provided by sellers online. No physical objects. In order to collect more information to reduce the risk of shopping, consumers must read online reviews. Reduce information asymmetries between consumers and sellers. This article collects online reviews of typical items selected from Amazon China, reads and analyzes online reviews of these items, and conducts SWOT analysis with competitors. The study found the shortcomings of Amazon China in network marketing, analyzed the root causes of the problems, and provided the basis for further finding the countermeasures for the improvement of network marketing through the deep understanding of the problems. This paper aims at the establishment of third-party suppliers. Cooperation and management of logistics, renewal of self-run logistics center; improvement of product display, commodity pages, commodity details, adjustment of color of web pages; proposal of price guarantee policy, design of price comparison system; increase promotion and publicity; perfect after-sales service; Through big data model quantitative analysis of the reconstruction of network marketing measures; estimated consumption hot spots, The development of mobile platform and other aspects of the corresponding solutions are put forward. The research of this topic provides the basis for the future Amazon China network marketing strategy formulation.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.36;F274

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